Consumer Behavior

Beyond Beauty: How Model Attractiveness and Perceived Similarity Influence Purchase Intention

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Abstract

This study investigates the effects of model attractiveness and perceived similarity on purchase intention in fashion advertising. Drawing on prior literature, the study differentiates visual and fashion attractiveness through principal component analysis. Data collected from 303 respondents were analyzed using hierarchical regression to examine both direct and interaction effects. Results indicate that visual attractiveness, fashion attractiveness, and perceived similarity each significantly influence purchase intention, with fashion attractiveness exerting the strongest effect. However, perceived similarity does not moderate the attractiveness–intention relationship, suggesting these factors operate independently. These findings offer theoretical insight and practical guidance for advertising strategies.

Keywords: Model Attractiveness, Perceived Similarity, Fashion Advertising

How to Cite:

Yang, H., (2025) “Beyond Beauty: How Model Attractiveness and Perceived Similarity Influence Purchase Intention”, International Textile and Apparel Association Annual Conference Proceedings 82(1). doi: https://doi.org/10.31274/itaa.21753