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首页> 外文期刊>Journal of Business Research >The effects of apparel names and visual complexity of apparel design on consumers' apparel product attitudes: A mental imagery perspective
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The effects of apparel names and visual complexity of apparel design on consumers' apparel product attitudes: A mental imagery perspective

机译：服装名称与视觉复杂性对消费者服装产品态度的影响：一种心理图像视角

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摘要

Although atypical apparel names, such as "Boyfriend Jeans" and "Cozy Workday Sweater," have the potential to make consumers purchase more apparel products, there is little research on apparel names in the literature. Applying the mental imagery framework, we examined the moderating effect of the visual complexity of apparel design on the relationship between apparel name and mental imagery, followed by apparel product attitudes. A two apparel names (atypical vs. typical name) xtwo levels of visual complexity (complex vs. simple apparel design) between-subject experimental design was used. The results showed that for simple apparel designs, mental imagery elaboration and quality were greater for atypical than typical apparel names, while for complex apparel designs, there was no difference in mental imagery across apparel names. We also found that for simple apparel designs, mental imagery evoked by atypical apparel name increased positive apparel product attitudes.
机译：虽然非典型服装名称，如“男朋友牛仔裤”和“舒适的工作日毛衣”有可能使消费者购买更多的服装产品，但在文献中的服装名称几乎没有研究。应用精神图像框架，我们研究了服装设计视觉复杂性对服装名称和心理图像之间关系的调节效果，其次是服装产品态度。使用了两种服装名称（非典型与典型名称）使用科学复杂性的XTWO水平（复杂与简单服装设计）。结果表明，对于简单的服装设计，精神图像阐述和质量比典型的服装名称更大，而对于复杂的服装设计，服装名称的心理图像没有差异。我们还发现，对于简单的服装设计，由非典型服装名称引起的心理图像增加了正面服装产品态度。

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