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A Study on Visual Behavior for Presenting Consumer-Oriented Information on an Online Fashion Store

Authors
김다현이승희
Issue Date
Oct-2020
Publisher
한국의류학회
Keywords
Eye-tracking; Online shopping; Involvement; Fashion product; Information
Citation
한국의류학회지, v.44, no.5, pp.789 - 809
Journal Title
한국의류학회지
Volume
44
Number
5
Start Page
789
End Page
809
URI
https://scholarworks.sookmyung.ac.kr/handle/2020.sw.sookmyung/1129
DOI
10.5850/JKSCT.2020.44.5.789
ISSN
1225-1151
Abstract
Growth in online channels has created fierce competition; consequently, retailers have to invest an increasing amount of effort into attracting consumers. In this study, eye-tracking technology examined consumers' visual behavior to gain an understanding of information searching behavior in exploring product information for fashion products. Product attribute information was classified into two image-based elements (model image information and detail image information) and two text-based elements (basic text information, detail text information), after which consumers' visual behavior for each information element was analyzed. Furthermore, whether involvement affects consumers' information search behavior was investigated. The results demonstrated that model image information attracted visual attention the quickest, while detail text information and model image information received the most visual attention. Additionally, high-involvement consumers tended to pay more attention to detailed information while low-involvement consumers tended to pay more attention to image-based and basic information. This study is expected to help broaden the understanding of consumer behavior and provide implications for establishing strategies on how to efficiently organize product information for online fashion stores.
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생활과학대학 (의류학과)
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