The Visual Element, Combination and Image Perception of Online Auction Photos of Female Clothing

Abstract

In this study, female consumers aged 18 to 28 were selected as subjects to investigate the relationship between the presentation of online auction photos of female clothing and the perceptions of female consumers. The purpose of this study was (1) to make an analysis of the presentation of online auction photos of female clothing; (2) to confirm whether demographic variables can affect the perceptions of female consumers towards online auction photos; and (3) to demonstrate different images perceived by female consumers towards clothing photos in various constituent elements. This study was carried out on the basis of Kansei Engineering and morphology. The results indicated significant differences in perception of photos between people with different demographic backgrounds such as age, area of residence, monthly income, frequency of browsing online auctions and purchase amount. The effectiveness of a photo was significantly correlated with key factors including scene, framing, composition and camera angle. If you want to convey a romantic and aesthetic feeling in photos, the best combination is the white walls in the room and shops with Full Shot, and restaurant, lawn with Full Shot or Medium Shot. If you want to convey a fashion feeling in photos, the best combination is the restaurant, urban streetscape, shops with Full Shot. If you want to convey a young and sweet feeling in photos, the best combination is the restaurant, lawn, shops with Full Shot or Medium Shot. If you want to convey simple and neat feeling in photos, the best combination is the white walls in the room, lawn with Full Shot. If you want to convey a gentle feeling in photos, the best combination is white walls in the room, shops with Full Shot, and restaurant, lawn with Full Shot or Medium Shot.



Author Information
Jo-Han Chang, National Taipei University of Technology, Taiwan

Paper Information
Conference: ACAH2013
Stream: Arts & Humanities

This paper is part of the ACAH2013 Conference Proceedings (View)
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