The interaction of clothing design factors: how to attract consumers' visual attention and enhance emotional experience

Abstract

PurposeThis paper aims to study consumers’ visual attention and emotional experience with clothing design factors and their combinations from the perspective of cognition and emotion and propose an interaction phenomenon to evaluate the combined effect of clothing factors to better guide online clothing design and sales.Design/methodology/approachAn eye movement physiology experiment was conducted, 33 participants screened by questionnaires were invited for this experiment. Hypotheses of visual attention were verified by the FIRST_FIXATION_TIME indicator, DWELL_TIME indicator and FIXATION_COUNT indicator. Hypotheses of emotional experience were verified by the PUPIL_SIZE indicator.FindingsFirst, on the product list page, it is better to use only the three factors of clothing and a small number of stimulating factors. Second, when the stimulus is consistent with the cognitive task performed by the consumer, the efficiency of the task and the consumer's user experience will be improved. Third, the positive interaction phenomenon of clothing design factors and their combinations could significantly attract consumers' visual attention and improve their emotional experience.Research limitations/implicationsThis work argues consumer interest and emotional experience with online clothing can be expressed through eye movement physiological indicators, and the concept of interaction was proposed to evaluate the design and display of online clothing.Originality/valueThis paper conducted interaction research on online clothing design factors and their combinations from the perspective of cognition and emotion, which provided an objective quantitative method for online clothing designers and online clothing retailers.

Consumer emotional experience research on online clothing tactile attributes: evidence from physiological polygraph

“…As can be known from E1(b) data, a poor visual experience in clothing affects the entire online shopping experience, and consumers do not develop a good emotional experience even under the stimuli of “sight + touch.” As shown in the combined E1(a) and E1(b) data, there is a significant difference between the good and bad visual experience of clothing in tactile attributes of online purchases. Furthermore, it was found in the interviews following the experiment that the subjects generally responded that the overall matching of the sweater was very helpful for forming mental imagery and had produced excellent emotional experience, which is consistent with the findings by Mo et al (2022).…”

Business Strategic Realignment for a Sustainable Fashion Brand

“…Findings also confirmed that customers are attracted to distinctive, appealing designs, and often choose items that stand out. Design uniqueness significantly affects consumer interest and buying intentions, with a clear preference for individuality in fashion (Mo et al, 2023;Lang & Wei, 2019). The findings are corroborated by the outcomes of the interviews below.…”

Experiential Product Promotions on e-Commerce Platform: From the Perspective of Consumer Cognition and Emotion

“…However, although the questionnaire data can assist us in determining the positive and negative emotions based on the multi-channel physiometer indicator, there are still some inconsistencies between the questionnaire data and the multi-channel physiometer data in the experiment, so it deserves further study. A good option is the association of polysomnography with other physiological experiments, for example, pupil size indicator based on eye-tracking equipment are widely used for emotion research (Mo et al, 2022; Yang et al, 2021).…”

“…Saintives (2020) discovered that there is still a lack of research on consumer emotions in online shopping, pointing out that most of the studies in this field still rely on the S-O-R model, this paper also used the S-O-R model as the theoretical framework for this study. In addition, multiple studies have revealed that the emotions of online shopping are different from those of in-store shopping (Brunner-Sperdin et al, 2014; Mo et al, 2022; Tupikovskaja-Omovie & Tyler, 2020; Yin et al, 2013). The research by Hult et al (2019) also supports the interaction between online and offline shopping and customer perceived value, which also affects consumer satisfaction.…”