One size does not fit all: Optimizing size-inclusive model photography mitigates fit risk in online fashion retailing
研究发现，在线时尚零售中使用瘦模特会因体型差异感知增加大码消费者的合身风险，从而抑制购买；而使用与消费者自身尺码匹配的模特则能提升购买决策，对零售商和消费者均有益。
Abstract Despite retailers’ interest in moving away from thin-model photography to embrace body-size diversity, online fashion shopping predominantly features thin models. While concerns about negative consequences for sales impede industry-wide changes, we demonstrate that consumers and retailers benefit from optimally portraying diverse bodies. Three studies unveil the “Dissimilarity-Risk Deterrence Effect,” wherein thin models dissuade consumers with larger clothing sizes from online purchasing due to perceived body-size dissimilarity and heightened fit-risk perception. Eight experiments demonstrate that models of consumers’ own size mitigate the effect, enhancing online purchase decisions, while controlling for mechanisms like positive affect, authenticity and social identification. The effect extends across various clothing items but attenuates when body size matters less to fit evaluation. Moreover, the effect is concealed by retailers’ risk-reducing strategies, such as measurement information and free product return policies. This research underscores the strategic significance of diverse product imaging to improve supply chain efficiency and consumer well-being.