Abstract
Abstract As the online shopping mall market faces severe competition, marketers have focused on visual factors that generate positive consumer responses in ord er to induce more consumers. Although product photos are crucial in the communication of product information as well as in the development of positive images of online shopping mall, there was little intention the effect of diverse types of product pho to. In this study, three types of backgrounds (i.e., no background, indoor background, street background) are compared in order to explore whether consumer sensibility factors are di fferent according to photo backgrounds. Moreover, it investigates the effect of sensibility toward photo backgrounds on consumer attitude. A total of 222 consumers participated in the experiments. As a result, six sensibility factors were generated from online mode l photos, including structure, upscale, uniqueness, interest, simpleness, and easiness factors . Among these factors, simpleness and structure showed the highest means; simpleness was the factor indicating the differences according to photo backgrounds. Sensibility fa ctors affecting attitude toward online shopping malls were uniqueness in the case of no background, interest in the case of indoor background, and upscale in the case of stree t background photo. Key words : online shopping mall(온라인쇼핑몰), photo background(사진배경), product photo(상품사진), sensibility response(감성반응), visual factor(시각요소) Corresponding author: Yoh Eunah, Tel. +82-53-620-2222, Fax. +82-53-620-2130 E-mail: yoheunah@kmu.ac.kr This thesis was released in the Fall event of 2013 Korean Society of Fashion Business.
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