How does model type influence consumer and online fashion retailing?

Abstract

Purpose

Model's physical attractiveness plays an important role in online shopping. The purpose of this paper is to explore the relationships among model type, consumer's perceived amount of information and consumer's approach behaviour.

Design/methodology/approach

Construal level theory and anchoring effect are used to develop hypotheses. The authors conducted an online experiment in China, and 229 females participated in this experiment.

Findings

Compared with the professional model, the nonprofessional model triggers consumers' more perceived amount of information and approach behaviour. The latter effect is significantly enhanced in the website retailing context. Moreover, perceived amount of information positively affects approach behaviour.

Practical implications

The findings can help fashion brands understand the roles of model type and the online retailing context in consumer behaviour. It offers guidance on how to improve its marketing strategy scientifically. It can also provide consumers with suggestions for making objective purchasing decisions.

Originality/value

This study is one of the first to examine the effects of two model types (professional model or nonprofessional model) on consumers' perceived amount of information and approach behaviour within two online retailing contexts (website stores or webcast studio).

Citation

Liang, X., Hu, X., Meng, H., Jiang, J. and Wang, G. (2022), "How does model type influence consumer and online fashion retailing?", International Journal of Retail & Distribution Management, Vol. 50 No. 6, pp. 728-743. https://doi.org/10.1108/IJRDM-05-2021-0224