Consumer Behavior

Apparel Product Presentation in Online Marketplaces: A Regulatory Focus Perspective

Author: Jonghan Hyun (Kent State University)

Abstract

This research investigates the impact of product-focused (PF) and style-focused (SF) images on consumer purchase intentions in online apparel marketplaces. It particularly examines how chronic regulatory orientation and the type of product (hedonic vs. utilitarian) moderate consumer responses to these image types.

Keywords: apparel product presentation, regulatory focus, online marketplace

How to Cite: Hyun, J. (2024) “Apparel Product Presentation in Online Marketplaces: A Regulatory Focus Perspective”, International Textile and Apparel Association Annual Conference Proceedings. 80(1). doi: https://doi.org/10.31274/itaa.17192