Exploring the Effect of Model\'s Engagement on Female Online Consumers

• 1、College of Management and Economics, Tianjin University,Tianjin 300072

Abstract：The prosperity of e-service is changing the shopping methods of customers gradually. Customers pay more attention to the quality of online shopping environment and experience. As a result, it shows that the status of e-service is becoming more and more important. However, online customers are not only focused on the price of products, but also the quality of products, their shopping experience and after-sales service nowadays. Many online shops invite models to help present their products. Studies have indicated that the sight, expression and movements of models have effects on customers\' purchase intention. However, no scientific investigation has attempted to explore model\'s engagement(i.e., when models are required to help to present the products, the intensity of their postures\' reflecting the products\' function, attributive character and product experience) of such presentations in the process. At the same time, studies showed that men and women have difference when processing information, women are affected stronger by external stimuli than men. Thus, this study intends to investigate how models\' engagement influences customers\' shopping experience and decision. This study develops a theoretical model and proposes several hypothesis based on the stimulus-organism-response framework. This study is expected to give a conclusion about what roles models\' engagement plays in products presentation.

Keywords： online shopping models\' engagement shopping experience purchase intention