IDEAS home Printed from https://ideas.repec.org/h/spr/prbchp/978-3-319-29058-4_22.html
   My bibliography  Save this book chapter

Does the Size of a Fashion Model on a Retailer’s Website Impact the Customer Perceived Attractiveness of the Model and Purchase Intention? The Role of Gender, Body Satisfaction and Congruence

In: Managing Complexity

Author

Listed:
  • Anik St-Onge

    (University of Quebec in Montreal (UQAM))

  • Aurelie Merles

    (Université de Grenoble)

  • Florian Pichonneau

    (Sidlee)

  • Sylvain Sénécal

    (Department of Marketing, HEC Montreal)

Abstract

The difficulty of finding out how well an item fits without trying it on, is one factor that is limiting the proportion of apparel sales conducted online (Zheng et al., 2012). To address this problem, most of the retailer websites feature a model wearing the clothes. However, although viewing the apparel on models reduces the risk related to buying clothing online, most models are often more attractive and thinner than average. The purpose of this chapter is to examine the impact of the different sizes of 2D virtual models (small and large) presented on the retail website on these variables: customer body esteem, congruence with the model, attractiveness towards the 2D model, attitude towards the brand and purchase intention. Using an experimental design with four different models (2 (size) × 2 (gender)) in the USA, we collected 184 respondents.

Suggested Citation

  • Anik St-Onge & Aurelie Merles & Florian Pichonneau & Sylvain Sénécal, 2017. "Does the Size of a Fashion Model on a Retailer’s Website Impact the Customer Perceived Attractiveness of the Model and Purchase Intention? The Role of Gender, Body Satisfaction and Congruence," Springer Proceedings in Business and Economics, in: Jocelyn Bellemare & Serge Carrier & Kjeld Nielsen & Frank T. Piller (ed.), Managing Complexity, chapter 0, pages 281-285, Springer.
    • Handle: RePEc:spr:prbchp:978-3-319-29058-4_22
    DOI: 10.1007/978-3-319-29058-4_22
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Plotkina, Daria & Saurel, Hélène, 2019. "Me or just like me? The role of virtual try-on and physical appearance in apparel M-retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 51(C), pages 362-377.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:prbchp:978-3-319-29058-4_22. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.