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

Anik St-Onge (), Aurelie Merles, Florian Pichonneau and Sylvain Sénécal
Additional contact information
Anik St-Onge: University of Quebec in Montreal (UQAM)
Aurelie Merles: Université de Grenoble
Florian Pichonneau: Sidlee
Sylvain Sénécal: Department of Marketing, HEC Montreal

Chapter Chapter 22 in Managing Complexity, 2017, pp 281-285 from Springer

Abstract: 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.

Keywords: Fashion model; Virtual model; Customer body satisfaction; Gender and congruence (search for similar items in EconPapers)
Date: 2017
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DOI: 10.1007/978-3-319-29058-4_22

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