Different Types of Product Presentation in Online Fashion Retailing -The Moderating Role of Need for Touch on Overall Certainty of Fit-

Abstract

Product images in online fashion retail play a crucial role in shaping consumers’ decision-making processes. This study investigates the effects of product display types (i.e., flat vs. human display) on consumers’ purchase intentions and willingness to pay (WTP) in online fashion retailing. Using a basic shirt as the target product, we examine how overall certainty of fit (OCF) is perceived differently based on the product display type, and for which individuals the effect is amplified, considering individual differences in the need for touch (NFT). A one-factor (flat vs. human display type) between-subject experiment was conducted via an online survey platform (N = 212). The results indicated that the flat display mode generates a higher purchase intention than the human display, along with a marginally higher WTP. Additionally, the positive effect of a flat display on OCF was significant for individuals with low NFT. This study extends our understanding of online retail product displays and their influence on consumer behavior, yielding valuable insights for marketers to improve product presentation in online retail environments.