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Presentation: Effects on
Mood, Perceived Risk,
and Purchase Intention
Jihye Park
Iowa State University
Sharron J. Lennon
The Ohio State University
Leslie Stoel
The Ohio State University
ABSTRACT
CONCEPTUAL BACKGROUND
Product Presentation
As increases in on-line shopping and in the number of on-line retailers
have created a competitive market place, the importance of Web-site
design has been emphasized (e.g., Elliot & Fowell, 2000). Consumers may
reduce cognitive effort and save time through on-line shopping. For exam-
ple, Web-site designs that use fast presentations, uncluttered screens,
and easy search paths support a pleasurable and effective shopping expe-
rience by reducing shopping time and the cognitive effort of shopping. In
one study, Then and DeLong (1999) emphasized the importance of the lay-
out and design of apparel Web sites. They suggested that the more infor-
mation a retailer can offer through the visual display of apparel, the
more interested the consumer will be in purchasing apparel on-line.
Three important visual aspects of product presentation were suggested
for success in selling on-line: Images of the product (a) in its closest rep-
resentation of end use, (b) displayed in conjunction with similar items,
and (c) from various angles such as front and back. About 89% of respon-
dents preferred a realistic human model to display the garment and to
show how it fit the body. Displaying apparel on a three-dimensional
model may minimize uncertainties of shopping for apparel on-line. How-
ever, even though the importance of displaying apparel on a three-dimen-
sional model or with different angles was emphasized by researchers, in
fact, a content analysis of the top 31 apparel Web sites revealed that
only one front view was available on 30 of those apparel Web sites (Park
& Stoel, 2002).
Figure 1. The conceptual model for the effect of product presentation on e-shopping
behavior.
METHOD
Pretest
A pretest was conducted to select appropriate multiple stimuli (two pairs
of pants) for stimulus sampling purposes (Fontenelle, Phillips, & Lane,
1985). The first objective was to select pants that would minimize vari-
ability due to garment style. Nine pairs of khaki pants were purchased
from retail stores and photographed on a size six female human model.
Two versions of a questionnaire were developed. One version contained
large photos of all nine pairs of pants and the other contained small pho-
tos of the nine pairs of pants. Small and large photo sizes were opera-
tionally defined as 306 ⫻ 186 pixels and 612 ⫻ 372 pixels, respectively,
based on findings of Park and Stoel (2002). Eleven unipolar 5-point Lik-
ert-type scales developed by D. Cox and Cox (2002) were used to rate the
pants (e.g., fashionable, attractive, practical). The second objective of the
pretest was to determine if participants perceived the manipulation as
intended. Accordingly, another 5-point item instructing participants to
rate the size of the photos was included.
Sixty female students participated in the pretest; 30 were exposed to
the large images and 30 were exposed to the small images. Results of
between-subjects multivariate analysis of variance revealed no signifi-
cant multivariate effect for garment style on the dependent variables,
F(11, 49) ⫽ 0.924, p ⫽ .963. The two pairs of khaki pants with the most
similar ratings on the 11 adjectives were selected for the main study.
Perceptions of image size (large vs. small) were also analyzed. The results
of univariate analysis of variance revealed that image size had a signif-
Procedure
Sample. Two hundred forty-four female undergraduate students in a
large midwestern university volunteered to participate in this study.
Incentives for participation included extra course credit and participa-
tion in a cash prize drawing. According to M. Lee and Johnson (2002), col-
lege students are especially likely to be potential Internet shoppers based
on Internet shopper demographics.
Instrument
Scales for Hypotheses. Mood was assessed with the use of a six-item
mood scale (e.g., happy, delighted) developed by Izard (1972). Izard reported
two subscales, Joy and Distress, with reliabilities of 0.80 and 0.90, respec-
tively (Izard, 1972). In the current study, scores from the three negative
mood items (discouraged, sad, downhearted) were reversed; then scores
from all six mood items were summed for an overall positive mood score.
A 24-item perceived risk scale, developed for television shopping by M. Kim
and Lennon (2000), was revised for the on-line shopping context. M. Kim
and Lennon factor analyzed the scale and reported reliabilities ranging
from 0.74 to 0.91. In the current study, the scores of the 24 items were
summed for an overall measure of perceived risk. Three items originally
designed to assess purchase intention (Okechuku & Wang, 1988) were
revised to reflect the Internet apparel-shopping context. The overall reli-
ability found by Okechuku and Wang (1988) was 0.82. Four additional
items tapping purchase intent in a television apparel-shopping context (M.
Kim & Lennon, 2000) and revised to reflect an Internet shopping context
also were used to measure purchase intention in this study. M. Kim and
Lennon reported a reliability of 0.90. These seven items were summed
for an overall measure of purchase intent. All mood, perceived risk, and
purchase intention items used 5-point Likert-type scales ranging from 1
(strongly disagree or unlikely) to 5 (strongly agree or likely). Attention was
measured in an attempt to determine the mechanism by which product
presentation might affect mood. To measure attention, a free-recall meas-
ure developed by A. Y. Lee and Sternthal (1999) was adopted and used to
assess the number of pieces of information recalled. Participants were
asked to “list and describe what you saw on the Web sites.” The number
of pieces of information recalled was summed.
RESULTS
Preliminary Analyses
Sample. The mean age of the 244 participants was 22 years. Approxi-
mately 70% of participants were Caucasian Americans, 13% were
Asian/Asian Americans, 12% were African Americans; the remaining 5%
self-identified as Hispanic American (3%), Native American (0.4%), or
other. Approximately 78% of participants had purchased something from
the Internet, which supports the M. Lee and Johnson (2002) observation
that college students are likely to be Internet shoppers. About 53% (n ⫽
130) of participants had purchased apparel via the Internet and of those,
95% had purchased women’s clothing over the Internet. In terms of
apparel purchased from the Internet, 20% of those 130 apparel pur-
chasers had not purchased in the last 6 months, 47% had spent less than
$100 in the last 6 months, and 32% had spent from $100 to $500 in the
last 6 months. In terms of number of apparel items so purchased, 21%
had purchased one apparel item, 39% had purchased from 2 to 4 apparel
items, 16% had purchased 5 to 7 apparel items, and 2% had purchased
more than 10 apparel items in the last 6 months.
1
There is some discrepancy in numbers because not everyone completed all items.
Hypotheses Testing
Multivariate Analysis. The effects of product presentation on mood,
perceived risk, and purchase intention (Hypotheses 1–3) were tested by
multivariate analysis of covariance. The covariate in each case was the
measure of premood. Bonferroni’s test was used to adjust for multiple
comparisons, when post hoc comparisons across product size and move-
ment were performed. In this analysis, the covariate was significantly
related to the dependent variables; F(3, 237) ⫽ 21.57, p⬍ .001. After the
effects of the covariate were removed, a significant multivariate main
effect for product movement on the dependent variables was found; F(3,
237) ⫽ 14.00, p ⬍ .001. However, there was no significant multivariate
effect for image size on the dependent variables; F(3, 237) ⫽ 1.17, p ⫽
.32. Thus, H1(b), H2(b), and H3(b) were not supported. Image size and
product movement interacted to affect the dependent variables, F(3, 237)
⫽ 3.71, p ⬍ .05. Next, univariate analyses of covariance (ANCOVAs) were
calculated with premood as a covariate to determine which dependent
variables contributed to the significant multivariate effects. Effects that
were nonsignificant at the multivariate level were not probed at the uni-
variate level. In what follows, the term mood was used to mean postmood.
Figure 2. Supported hypotheses among product movement, mood, perceived risk, and
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Correspondence regarding this article should be sent to: Jihye Park, Depart-
ment of Apparel, Education Studies, and Hospitality Management, Iowa State
University, 1070 LeBaron Hall, Ames, IA 50011 (park321@iastate.edu).