In online apparel shopping, the visual presentation of product images functions as a critical surrogate for tactile experience, significantly influencing consumer perceptions and brand-relational outcomes. Drawing on information processing theory and cue utilization theory, this study examines the structural mechanism through which product wrinkling influences consumer responses, focusing on brand trust and brand commitment. This experimental study adopted a between-subjects design to investigate the cognitive pathways through which product wrinkling (high versus low) affects brand relationships. The results revealed a significant sequential mediation process. Low product wrinkling enhances brand trust, demonstrating that product wrinkling is a powerful cue for professional brand value. Furthermore, perceived premiumness and perceived quality were identified as crucial mediators that bridge the gap between visual cues and brand trust. Notably, low product wrinkling enhances perceived premiumness and quality, which, in turn, fosters brand trust and, ultimately, brand commitment. Collectively, these findings highlight that product wrinkling as a visual cue is not merely an aesthetic choice but a strategic quality indicator that triggers a structured value inference process. From a theoretical standpoint, this study demonstrates that product wrinkling, as a subtle visual cue in online shopping, significantly shapes the trajectory toward brand commitment through the mediation of product evaluation and brand trust. It implies that within a digital-first retail environment, the management of subtle visual cues is indispensable for establishing and maintaining meaningful brand relationships.

Abstract
I. Introduction
Ⅱ. Literature Review
    1. The cognitive role of visual cues in onlineshopping environments
    2. Multidimensional psychological perceptionsinduced by visual cues
    3. From brand trust to commitment: Apsychological transfer process
Ⅲ. Research Method
    1. Research model
    2. Stimulus development
    3. Research design and data collection
    4. Measurement of variables
Ⅳ. Results and Discussion
    1. Manipulation check
    2. Main effect of product wrinkling
    3. Mediating effect of consumer perceptions onbrand trust
    4. Analysis of serial multiple mediation paths forbrand commitment
Ⅴ. Conclusion and Implications
References

• Se Bin Lee(Doctoral Course, Human-Tech Convergence Program, Dept. of Clothing and Textiles, Hanyang University, Korea) | 이세빈 (한양대학교 의류학과 휴먼테크융합전공 박사과정)
• Kyu-Hye Lee(Professor, Human-Tech Convergence Program, Dept. of Clothing and Textiles, Hanyang University, Korea) | 이규혜 (한양대학교 의류학과 휴먼테크융합전공 교수) Corresponding author