The Impact of Image Dimensions toward Online Consumers’ Perceptions of Product Aesthetics

JungKun Park, Frances Gunn

Research output: Contribution to journalArticle

3 Citations (Scopus)

Abstract

Marketers and industrial designers devote considerable attention to the visual attributes of products, based on the premise that the visual appearance of products influences consumers’ judgments of the products’ attributes. This research investigated consumers’ perceptions about particular types of innovative products (revolutionary technology-driven products), with 275 consumers sample purchased from an independent marketing company. To achieve the main goal, interrelations among image of product and aesthetics of product have been examined using structural equation modeling with two psychological moderators: consumer innovativeness and needs for uniqueness. The results of this study provide evidence that individual differences in uniqueness motivation moderated how online consumers’ perceptions of a product's image characteristics influenced perceptions of value showing consumers’ need for uniqueness was more influential toward perceptions of the product's value than perceptions of functional value. Consequently, these findings expand understanding of the consumer characteristics that respond to perceptions of products’ epistemic value.

Original languageEnglish
Pages (from-to)595-607
Number of pages13
JournalHuman Factors and Ergonomics In Manufacturing
Volume26
Issue number5
DOIs
StatePublished - 2016 Sep 1

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Consumer products
Moderators
Marketing
aesthetics
Industry
Values
consumer research
moderator
marketing

Keywords

  • Aesthetics
  • Consumer innovativeness
  • Image dimensions
  • Needs for uniqueness
  • Online consumers

Cite this

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The Impact of Image Dimensions toward Online Consumers’ Perceptions of Product Aesthetics. / Park, JungKun; Gunn, Frances.

In: Human Factors and Ergonomics In Manufacturing, Vol. 26, No. 5, 01.09.2016, p. 595-607.

Research output: Contribution to journalArticle

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