Effects of self-image use in interactive digital media

Abstract

With the rapid growth of e-commerce, numerous online retailers use image interactivity technology based on visual interactive product representations due to the lack of rich sensory input. Retailers in product categories that prominently feature the body, such as apparel or cosmetics, have developed more advanced image interactivity technology using consumers` authentic self-images. Despite the rapid increase of self-image-engaging digital technologies and self-projecting/mirroring interactive media in the marketing domain, little research has examined the impact of self-relevant visual information on consumer responses. The main goals of this study are to theoretically define users` individual differences (individual traits) and technology features (technology factors), to examine how these traits and factors interact, and to identify attitude, behavioral intention, and psychological consequences when consumers interact with their self-image using digital media. This study investigated the effects of image interactivity technology using self-images by explaining the underlying mechanism of consumer responses. More specifically, the study examined how self-relevant visual stimuli affect consumer responses in online apparel purchase contexts. To answer the research question, a series of experiments were conducted. First, the impact of self-image stimuli compared with other-image stimuli on consumer responses was examined using a virtual fitting simulator in a commercial online apparel website. Second, after I verified the importance of self-image representation from a marketing perspective, I empirically confirmed the role of feelings of self-presence as a significant mediator of the consumer experience by using a virtual fitting simulator. Third, in experiment 3, Experiment 2 was replicated to obtain more robust findings. Unlike in Experiment 2, hypotheses were tested in an augmented reality-based context, and feelings of self-presence were confirmed as a sign...