The exploration of increased evocativeness from imaging technique in online shopping mall

Abstract

In the present study, the evocativeness effects of cinemagraphs were qualitatively investigated. To this end, a total of 142 test participants were divided into an experimental group of 70 participants and a control group of 72 participants. The experimental and control groups were exposed to five online shopping malls that used cinemagraphs, and five online shopping malls that used regular still images; further, open-structured interviews were conducted after conducting a survey to determine evocativeness, purchase intention, brand attitude, perceived monetary value, perceived taste, and perceived freshness. In the survey results, the experimental group recorded higher scores for all six variables compared to the control group; and most test participants e-valuated the cinemagraphs positively and confirmed the effects of evocativeness. © ICIC International 2020.