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The Compensatory Effects of Pictorial and Verbal Information

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The Compensatory Effects of Pictorial and Verbal Information THE COMPENSATORY EFFECTS OF PICTORIAL AND VERBAL INFORMATION FOR HAPTIC INFORMATION ON CONSUMER RESPONSES IN NON-STORE SHOPPING ENVIRONMENTS DISSERTATION Presented in Partial Fulfillment of the Requirements for the Degree Doctor of Philosophy in the Graduate School of The Ohio State University By Minjung Park, M.A. ***** The Ohio State University 2006 Dissertation Committee: Professor Sharron J. Lennon, Adviser Approved by Professor Leslie Stoel ________________________________ Professor Jay Kandampully Adviser Professor Michael Browne College of Human Ecology ABSTRACT The purpose of the study was to examine the compensatory effect of pictorial and verbal information for haptic information in non-store shopping environments. Dual coding theory and Stimulus-Organism-Responses paradigm provided the theoretical frameworks for the study. The proposed model of the study was examined by conducting an experiment using a mock apparel website and a mock apparel catalog. Additionally, this research addressed an alternative model based on the results of the originally proposed model testing. Multivariate analyses of variance and structural equation modeling were used to test both the originally proposed model and the alternative model. The design of the originally proposed model was a 2 (picture swatch or no swatch) x 2 (high haptic imagery description or low haptic imagery description) x 2 (online shopping or catalog shopping) x 2 (high need for touch or low need for touch) between-subjects factorial design. Dependent variables for the original model were perceived product quality, perceived risk, attitude toward a product, and purchase intentions. The alternative model used the same independent variables and dependent variables with the originally hypothesized model and added two more dependent variables (perceived haptic imagery, perceived interactivity). The findings from the original model and alternative model revealed: (1) the main ii effect of pictorial information on perceived haptic imagery; (2) the main effect of verbal information on perceived haptic imagery; (3) the main effect of shopping contexts on perceived interactivity; (4) the positive relationships between perceived haptic imagery and perceived product quality; (5) the positive relationships between perceived interactivity and perceived product quality and the negative relationships between perceived interactivity and perceived risk; (6) positive relationships between perceived product quality and attitude toward a product, between perceived product quality and behavioral intentions, and between attitude toward a product and behavioral intentions; (7) negative relationships between perceived risk and attitude toward a product and between perceived risk and behavioral intentions. The study provides theoretical and practical implications. The empirical evidence of the compensatory mechanism for haptic information contributes to the literature in non-store retailing and apparel retailing fields and provides effective marketing strategies using judicious information presentation. iii Dedicated to my husband Jungho Nam iv ACKNOWLEDGMENTS I would like to express my sincere appreciation to all those people who provided me with assistance during my research. I am especially thankful to my adviser, Dr, Sharron Lennon, whose constant encouragement, enthusiasm, and love enabled me to complete my graduate program and dissertation. Her intellectual support and extensive knowledge provided me with my learning opportunities to explore and to enhance a number of research perspectives. Words will never express my gratitude for the kindness, care and support she bestowed upon me. I am grateful to Dr. Leslie Stoel who stimulated discussions and great ideas for my study. She facilitated additional opportunities for independent research and scholarly writings in the field of online apparel retailing. I wish to thank Dr. Jay Kandampully who provided valuable suggestions and various aspects of this dissertation and gave me opportunities to discuss my research perspectives. I am thankful to Dr. Michael Browne who taught me structural equation modeling and offered his continuous support of statistical issues regarding this dissertation. My appreciation is also extended to Dr. Sook- Ja Lim for her advice and encouragement from my master’s program. I wish to thank my friends for their friendship: Hyejeong Kim, Wi-Suk Kwon, Sejin Ha, Minjeong Kim, Jung-Hwan Kim, Jiyoung Lim, Young Ha, Jungmin Yoo, Hyunjoo Im, and Jisun Park. A special note of appreciation goes to my dearest friends, Minjeong Kim and Jungmin Yoo. The inspiration and intellectual and emotional support v of Dr. Minjeong Kim fostered my hope throughout my graduate program and helped me get through difficult times. Jungmin Yoo was always there to share knowledge and opinions on research. I reserve distinct gratitude for my husband, parents and parents-in-law who always give endless love and consideration to me. I am deeply grateful to my loving husband, Jungho Nam, who endlessly supported me to achieve my goal and provided me the energy I needed to finish my work. I could not have completed this study without his support and love. My parents and parents-in-law emotionally and financially supported me, and encouraged me never to give up and to always seek their wisdom and love. And finally, thank you to my sisters, Hyejung Park and Hoojung Park, brother-in-law, Woong Jae Lee, and my sisters-in-law, Sang-Hee Nam, Sang-Min Nam, and Sang-Hyun Nam for their encouragement and support. vi VITA February 12, 1975 ………………………………….Born – Seoul, Korea 1999…………………………………………………B.A. Clothing and Textiles; B.A. Consumer Science & Human Development, Ewha Womans University 2001…………………………………………………M.A. Clothing and Textiles, Ewha Womans University 2002 - Present……………………………………….Ph.D. Textiles and Clothing, Department of Consumer Sciences, The Ohio State University PUBLICATIONS 1. Park, M., & Lennon, S. J. (2006). Developing a conceptual model to explain the effect of site atmospherics on online shoppers’ responses [CD-ROM]. In D. J. Burns (Ed.), Spring 2006 ACRA Proceedings. Philadelphia, PA: Xavier University. 2. Park, M., Lennon, S. J., & Stoel, L. (2005). The roles of product and customer service information in determining website quality, satisfaction, and patronage intentions. Abstract published in Proceedings of the International Textiles and Apparel Association (No. 62). 3. Park. M, Stoel, L., & Lennon, S. J. (2005). Key dimensions of electronic service quality: applying qualitative research. Abstract published in Proceedings of the Seoul International Clothing and Textiles Conference. 4. Park, M., Stoel, L., & Lennon, S. J. (2005). Developing a conceptual model to explain the effect of information quality on website quality perceptions and customer satisfaction [CD-ROM]. Abstract published in D. J. Burns (Ed.), Spring 2005 ACRA Proceedings. Philadelphia, PA: Xavier University. 5. Park, M., & Lennon, S. J. (2005). The impact of service recovery and service failure on service quality, customer satisfaction and behavioral intentions in online vii shopping. Abstract published in the First Virtual Conference of the Global Symposium for Consumer Sciences. Available: http://www.Consumersciences.org/abstract.html 6. Park, M., & Lennon, S. J. (2004). Self-consciousness, materialism, compulsive buying, and conspicuous consumption of clothing. Abstract published in Proceedings of the International Textiles and Apparel Association (No. 61). FIELDS OF STUDY Major Field: Human Ecology Area of Specialization: Textiles and Clothing Minor Field: Quantitative Psychology viii TABLE OF CONTENTS Page Abstract................................................................................................................................ i Dedication.......................................................................................................................... iv Acknowledgments................................................................................................................v Vita.................................................................................................................................... vii List of Tables .................................................................................................................... xii List of Figures....................................................................................................................xv Chapters: 1. Introduction......................................................................................................................1 Problem statement......................................................................................................4 Purpose of the study...................................................................................................6 Significance of the study............................................................................................7 Definition of terms.....................................................................................................8 2. Literature review............................................................................................................10 Overview of non-store shopping..............................................................................10 Characteristics of online and catalog shopping .............................................12 Information presentation................................................................................20 Theoretical
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