A Study of Consumers Preference and Experience in Web Page Images of Performance Apparel

• Main Authors: Yi-Chun Yang, 楊逸群
• Other Authors: Chuan-Yu Chen
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/65401187051070928302

碩士 === 銘傳大學 === 商品設計學系碩士在職專班 === 103 === The business platform construction is the most important foundation of the “The Internet of Things”. The web page image plays an important role in the consumer communication, especially in the apparel goods purchasing which consumer could only experience it by sense of sight but touch. The web page’s presentation is one of the key factors to influence the customer willingness. And the performance apparel which be developed upon the climate change, its’ online information communication is extremely rely on the image. The design could affect the consumer awareness, effective experience and the purchasing decision. Therefore, the aim of this study was to investigate the consumer’s interests, cognitive biases and feelings while browsing the web page’s image of the performance apparel. This research used the purposive sampling method among 364 customers who had online shopping experiences. Aimed to realize these consumers’ cognitive biases and experience feeling of the image. A formal questionnaire survey was held after the reliability and validity verification, expected to search the correlation between preferences and experiences. Based on the independent sample T test, one-way ANOVA, correlation analysis, the findings of the study were summarized as follows: 1.The character image: There were significant differences between the subjects’ favorability on the aesthetics and legibility of the images. 2.The graph image: There were significant differences between the subjects’ favorability on the semantic communication, design quality and symbolism of the various functional images. 3.The image comprehension: The subjects who had design background also showed better comprehension to the images. 4.The image fixation: The subjects who had online shopping experiences thought the images with “Tests and the test data”, “certifications and the verification marks” will increase further attention. 5.The consumer experience: Put the experience level in descending order, was “thinking experience” , “emotional experience” , “sensory experience” , “action experience” and “related experience”. 6.The subjects had positive opinions on the performance apparel images. There was significant positive correlation between the facets of cognitive biases and experiences. In brief, the presentation of web page images will effect consumers’ cognitive preferences and experience identity. Refine the image design will increase the customers’ impression to the products. Moreover, the image improvement will raise the possibility of consumer purchasing in the end. These findings above could be the references for future internet marketing of the performance apparel.