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| 001 | 000046127118 | |
| 005 | 20230627095808 | |
| 007 | ta | |
| 008 | 220629s2022 ulk bmAC 000c eng | |
| 040 | ▼a 211009 ▼c 211009 ▼d 211009 | |
| 085 | 0 | ▼a 0510 ▼2 KDCP |
| 090 | ▼a 0510 ▼b 6B2 ▼c 2329 | |
| 100 | 1 | ▼a 김영진, ▼g 金泳辰 |
| 245 | 1 1 | ▼a (The) effects of product image description on fit-related sentiment / ▼d Kim Young Jin |
| 260 | ▼a Seoul : ▼b Graduate School, Korea University, ▼c 2022 | |
| 300 | ▼a 21장 ; ▼c 26 cm | |
| 500 | ▼a 지도교수: 유시진 | |
| 502 | 0 | ▼a 학위논문(석사)-- ▼b 고려대학교 대학원, ▼c 경영학과, ▼d 2022. 8 |
| 504 | ▼a 참고문헌: 장 19-21 | |
| 530 | ▼a PDF 파일로도 이용가능; ▼c Requires PDF file reader(application/pdf) | |
| 653 | ▼a customer reviews ▼a visual marketing ▼a face ▼a sentiment analysis ▼a Online retail | |
| 776 | 0 | ▼t The Effects of Product Image Description on Fit-Related Sentiment ▼w (DCOLL211009)000000268421 |
| 900 | 1 0 | ▼a Kim, Young Jin, ▼e 저 |
| 900 | 1 0 | ▼a 유시진, ▼g 柳時辰, ▼d 1969-, ▼e 지도교수 ▼0 AUTH(211009)27325 |
| 900 | 1 0 | ▼a Yoo, Shijin, ▼e 지도교수 |
| 945 | ▼a ITMT |
Electronic Information
| No. | Title | Service |
|---|---|---|
| 1 | (The) effects of product image description on fit-related sentiment (9회 열람) |
View PDF Abstract Table of Contents |
Holdings Information
| No. | Location | Call Number | Accession No. | Availability | Due Date | Make a Reservation | Service |
|---|---|---|---|---|---|---|---|
| No. 1 | Location Centennial Digital Library/Thesis/ | Call Number 0510 6B2 2329 | Accession No. 163082990 | Availability Available | Due Date | Make a Reservation | Service |
| No. 2 | Location Centennial Digital Library/Thesis/ | Call Number 0510 6B2 2329 | Accession No. 163082991 | Availability Available | Due Date | Make a Reservation | Service |
Contents information
Abstract
One of the biggest challenges for online retailers is the decreasing product return rate. Customers return products when they are not satisfied with the product fit. To reduce this risk, online retailers have made their websites rife with contents and functions for customers, including question-and-answer sections, text and image-based product descriptions, recommender system’s product list, and customer reviews. With the development of machine learning techniques, marketing academics are actively researching this area. However, despite its importance, image-based product description has not yet been covered in marketing literature. Therefore, it is unclear how this affects consumer behavior. Another focus of this paper is dealing with visual marketing. The effect of a human face in visual marketing literature has been tested through deep learning techniques, which were initially examined in laboratory experiments. In sum, this paper attempts to investigate the effect of including pictures of people in image-based product descriptions on consumers’ fit-related sentiment.
Table of Contents
1. Introduction 6 1) Motivation 8 2. Related Literature 9 1) Online Retail 9 (1) Customer Reviews 9 (2) Product Page’s Elements 10 2) Visual Marketing (1) Brand 11 (2) Face 11 (3) Behavioral Changes 12 3. Theoretical Framework and Hypotheses 13 4. Empirical Analysis 15 1) Data Collection 15 2) Measurement 16 3) Model 17 (1) Results 18 5. Discussion 20 1) Implications 20 2) Limitations And Future Research 20 6. References
