Global Fashion Management Conference 2015 Global Fashion Management Conference at Florence , Renaissance of Marketing and Management in Fashion (p.15-15)

THE EFFECT OF CONTEXTUALIZED BACKGROUND PICTURE IN THE CONTEXT OF AN ONLINE PURCHASE OF CLOTHING

키워드 :
background picture,online purchase,garment,online clothing store,fashion

초록

We experimentally tested the effect of presenting a garment on a contextualized versus decontextualized setting on an online clothing store. A contextualized setting improves perceived plausibility and processing fluency. It increases the perceived similarity with the actual clothing and enhances perception that it should fit well on one’s body.