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Vol.15, No.0, 151 ~ 160, 2007
Title
The influence of the Image Style of product Information in the On-line Shopping on Consumer Choice
김호다 Kim Ho Da , 윤찬종 Yoon Chan Jong
Abstract
This study is to overcome defects in the quality of information available on the internet and the shortcomings in conveying the online product information with design methods based on the two ways of customers` choice in their online shopping: stimulus-based choice which is based on stimulus made of image style of product description given to them and memory-based choice which is based on their own memory of the past without any newly given information from outside. This research is to evaluate customers` desire for product information in their choice of product online accurately and in turn to build the better culture of the online consumption that can provide customers with more opportunities in their choice. Thus, this study is significant in that it goes over the preceding studies on consumer choice and proves the efficiency of the tailored image style by controlling quality perception in accordance with types of product and that it helps online shopping mall builders persuade consumers effectively as they intend and provides them with more chances.
Key Words
Internet Shopping, Consumer Choice, Image Style of product Information
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