온라인 사이트 상품 배치에 따른 시각정보처리가 소비자 주의에 미치는 영향

• 영문명: 1The Effect of Visual Information Processing of Online Product Display on Consumers’ Attention
• 발행기관: 한국프랜차이즈경영학회
• 저자명: 이주현(Lee, Juhyun) 이동일(Dong Il Lee)
• 간행물 정보: 『한국프랜차이즈경영연구』제6권 제2호, 17~30쪽, 전체 14쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2015.12.30

영문 초록

ABSTRACT Companies display the product information to the consumers in their online presences. As importance of online marketing activities are growing, most of the franchisers also uses the product images on their online sites to provide the vivid visual information of their merchandises. But the previous researches do not provide the rigorous understanding on the nature of how the consumers process the visual information. In this study, we explore the theoretical backgrounds of the visual information processing and set up the research proposition on the orders and directions of the online visitors attentions. The visit data from experimental online shop for 81 days was analysed with repeated measure ANOVA. We found that the nature of visual information processing in the online environment is different from that of the ordinary text process. At the end of this study, implication and the limitations of the research were discussed.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구과제 및 연구방법

Ⅳ. 실증분석

Ⅴ. 결론

키워드

온라인 이미지 상품 배치 시각적 정보 선택 행동:Online Image Product display Visual information Choice behavior