The Effects of the Store Window Type on Consumersâ Perception and Shopping Attitudes Through the Use of Digital Pictures
Öz
This research focuses on determining the effects of a store window type (flat or arcade) on consumers’ perception of store windows (promotion, merchandise and fashion) and shopping attitudes (intentions for store entry and purchase) in the context of retail clothing sales. To test the assumption that there are relationships between various types of store windows and consumers’ perception of store windows and shopping attitudes, a study was organized based upon digital pictures of two types of store windows hypothetically located in a big store. According to the results, consumers seem to have a more positive perception of flat windows than arcade windows with respect to promotion, merchandise and fashion. Compared to females, males evaluated the store window more positively. Managerial implications are discussed and directions for future research are proposed.
Key Words: Store window, Clothing retail, Perceptions, Shopping attitude, Digital picture
Anahtar Kelimeler
Kaynakça
- Sen, S., Block L.G., Chandran, S., “Window displays and consumer shopping decisions”, Journal of Retailing and Consumer Services, 9: 277-290 (2002).
- Flieβ, S., Hogreve, J., Nonnenmacher, D., “Wie Schaufenster den Kunden beeinflussen”, Science Factory, 1: 1-4 (2005).
- Berman, B., Evans, J., “Retail management (5nd Edition ed.)”, New York: Maxwell and Macmillan Press, 463-468 (1992).
- Richardson, P.S., Dick, A.S., Jain, A.K., “Extrinsic and intrinsic cue effects on perceptions of store brand quality”, Journal of Marketing, 58: 28-36 (1994).
- Mun, D., “Shops: A manuel of planning and design”, London: Architectural Press, 89-104 (1981).
- Pintel, G., Diamond, J., “Englewood cliffs: Retailing”, Prentice Hall Inc., 282-313 (1983).
- Kotler, P., “Atmospherics as a marketing tool”, Journal of Retailing, 49: 48-64 (1973). [8] Donovan, R.J., Rossiter,
- J.R., “Store atmospheric:
- An environmental psychology approach”,
- Journal of Retailing, 58: 34-57 (1982).
- Ingene, C., “Productivity and functional shifting in spatial retailing: Private and social perspectives”, Journal of Retailing, 60: 15-36 (1984).
- Baker, J., Levy, M., Grewal, D., “An experimental approach to making retail store environmental attitudes”, Journal of Retailing, 68: 445-461 (1992).
- Bitner, M.J., “Servicescapes: The impact of physical surroundings on customers and employees”, Journal of Marketing, 56: 57-71 (1992).
- Baker, J., Grewal, D., Parasuraman, A., “The influence of store environment on quality inferences and store image”, Journal of the Academy of Marketing Science, 22: 328-339
- Darden, W.R., Babin, B.J., “Exploring the concept of affective quality: Expanding the concept of retail personality”, Journal of Business Research, 29: 101-110 (1994).
- Grewal, D., Krishnan, R., Baker, J., Borin, N., “The effect of store name, brand name and price discounts on consumers’ evaluations and purchase intentions”, Journal of Retailing, 74: 331-352 (1998).
- Koernig, S.K., “E-scapes: The electronic physical environment and service tangibility”, Psychology & Marketing, 20: 323-347 (2003).
- Feldman, J.M., Lynch, J.G., “Self generated validity and other effects of measurement on belief, attitude, intentions and behavior”, Journal of Applied Psychology: Human Perception and Performance, 73: 421-435 (1988).
- Bettman, J.R., Luce, M.F., Payne, J.W., “Constructive consumer choice processes”, Journal of Consumer Research, 25: 187-217 (1998).
- Buckley, P.G., “An S-O-R model of purchase of an item in a store”, Advances in Consumer Ressearch, 18: 491-499 (1991).
- Yildirim, K., “An investigation on determine of design criteria of ready-made clothes store”, G.U. Journal of Science, 15: 277-287 (2002).
- Putrevu, S., “Exploring the origins and information processing differences between man and women: implications for advertisers”, Journal of The Academy of Marketing Science, 10: (2001).
- Worth, L.T., Smith, J., Mackie, D.M., “Gender schematicity and preference for gender-typed products”, Psychology & Marketing, 9: 17-30 (1992).
- Costa, P.T., Terracciano, A., McCrae, R.R., “Gender differences in personality traits across cultures: Robust and surprising findings”, Journal of Personality and Social Psychology, 81: 322-331 (2001).
- Everhart, D.E., Shucard, J.L., Quatrin, T., Shucard, D.W., “Sex-related differences in event- related potentials, face recognition, and facial affect processing in prepubertal children”, Neuropsychology, 15: 329-341 (2001).
- Holbrook, M.B., “Aims, concepts, and methods for the representation of ındividual differences in esthetics responses to design features”, Journal of Consumer Research, 13: 337-347 (1986).
- Dube, L., Morgan, M.S., “Trend effects and gender differences in retrospective judgments of consumption emotions”, Journal of Consumer Research, 23: 156-162 (1996).
- Laufer, D., Gillespie, K., “Attributions of blame between men and women: The role of perceived vulnerability and empathic concern”, Psychology & Marketing, 21 (2): 141-157 (2004).
- Martin, B.A.S., “The influence of gender on mood effects in advertising”, Psychology & Marketing, 20 (3): 249-273 (2003).
- Vrechopoulos, A.P., O’Keefe, R.M., Doukidis, G.I., Siomkos, G.J., “Virtual store layout: An experimental comparison in the context of grocery retail”, Journal of Retailing, 80: 13-22 (2004).
- Akalin-Baskaya A., Yildirim K., “Design of circulation axes in densely-used polyclinic waiting halls”, Building and Environment 42: 1743-1751 (2007).
- Holbrook, M.B., “Marketing applications of three-dimensional stereography”, Marketing Letters, 9: 51-64 (1998).
- Riemschneider, B., “Interactive pictures, trans”, Karen Williams. Cologne, Germany: Benedikt Taschen (1994).
- Tufte, E.R., “Envisioning information”, Cheshire, CT: Graphics Press, (1990).
- Stone, N. J., “Environmental view and color for a simulated telemarketing task”, Journal of Environmental Psychology, 23: 63-78 (2003).
- Tlauka, M., Brolese, A., Pomeroy, D., Hobbs, W., “Gender differences in spatial knowledge acquired through simulated exploration of a virtual shopping centre”, Journal of Environmental Psychology, 25: 111-118 (2005).
- Tsunetsugu, Y., Miyazaki, Y., Sato, H., “Visual effects of interior design in actual-size living rooms on physiological responses”, Building and Environment, 40: 1341-1346 (2005).
- Bagozzi, R.P., Yi, Y., “On the evaluation of structural equation models”, Journal of the Academy of Marketing Science, 16: 74-94 (1988).
- Kim, J.O., Jin, B., “Korean customers’ patronage of discount stores: Domestic vs multinational discount store shoppers’ profiles”, Journal of Consumer Marketing, 18: 236-255 (2001).
- Sommer, R., Wynes, M., Brinkley, G., “Social facilitation effects in shopping behavior”, Environment and Behavior, 24: 285-297
Yıl 2007,
Cilt: 20 Sayı: 2, 33 - 40, 25.03.2010
Öz
Kaynakça
- Sen, S., Block L.G., Chandran, S., “Window displays and consumer shopping decisions”, Journal of Retailing and Consumer Services, 9: 277-290 (2002).
- Flieβ, S., Hogreve, J., Nonnenmacher, D., “Wie Schaufenster den Kunden beeinflussen”, Science Factory, 1: 1-4 (2005).
- Berman, B., Evans, J., “Retail management (5nd Edition ed.)”, New York: Maxwell and Macmillan Press, 463-468 (1992).
- Richardson, P.S., Dick, A.S., Jain, A.K., “Extrinsic and intrinsic cue effects on perceptions of store brand quality”, Journal of Marketing, 58: 28-36 (1994).
- Mun, D., “Shops: A manuel of planning and design”, London: Architectural Press, 89-104 (1981).
- Pintel, G., Diamond, J., “Englewood cliffs: Retailing”, Prentice Hall Inc., 282-313 (1983).
- Kotler, P., “Atmospherics as a marketing tool”, Journal of Retailing, 49: 48-64 (1973). [8] Donovan, R.J., Rossiter,
- J.R., “Store atmospheric:
- An environmental psychology approach”,
- Journal of Retailing, 58: 34-57 (1982).
- Ingene, C., “Productivity and functional shifting in spatial retailing: Private and social perspectives”, Journal of Retailing, 60: 15-36 (1984).
- Baker, J., Levy, M., Grewal, D., “An experimental approach to making retail store environmental attitudes”, Journal of Retailing, 68: 445-461 (1992).
- Bitner, M.J., “Servicescapes: The impact of physical surroundings on customers and employees”, Journal of Marketing, 56: 57-71 (1992).
- Baker, J., Grewal, D., Parasuraman, A., “The influence of store environment on quality inferences and store image”, Journal of the Academy of Marketing Science, 22: 328-339
- Darden, W.R., Babin, B.J., “Exploring the concept of affective quality: Expanding the concept of retail personality”, Journal of Business Research, 29: 101-110 (1994).
- Grewal, D., Krishnan, R., Baker, J., Borin, N., “The effect of store name, brand name and price discounts on consumers’ evaluations and purchase intentions”, Journal of Retailing, 74: 331-352 (1998).
- Koernig, S.K., “E-scapes: The electronic physical environment and service tangibility”, Psychology & Marketing, 20: 323-347 (2003).
- Feldman, J.M., Lynch, J.G., “Self generated validity and other effects of measurement on belief, attitude, intentions and behavior”, Journal of Applied Psychology: Human Perception and Performance, 73: 421-435 (1988).
- Bettman, J.R., Luce, M.F., Payne, J.W., “Constructive consumer choice processes”, Journal of Consumer Research, 25: 187-217 (1998).
- Buckley, P.G., “An S-O-R model of purchase of an item in a store”, Advances in Consumer Ressearch, 18: 491-499 (1991).
- Yildirim, K., “An investigation on determine of design criteria of ready-made clothes store”, G.U. Journal of Science, 15: 277-287 (2002).
- Putrevu, S., “Exploring the origins and information processing differences between man and women: implications for advertisers”, Journal of The Academy of Marketing Science, 10: (2001).
- Worth, L.T., Smith, J., Mackie, D.M., “Gender schematicity and preference for gender-typed products”, Psychology & Marketing, 9: 17-30 (1992).
- Costa, P.T., Terracciano, A., McCrae, R.R., “Gender differences in personality traits across cultures: Robust and surprising findings”, Journal of Personality and Social Psychology, 81: 322-331 (2001).
- Everhart, D.E., Shucard, J.L., Quatrin, T., Shucard, D.W., “Sex-related differences in event- related potentials, face recognition, and facial affect processing in prepubertal children”, Neuropsychology, 15: 329-341 (2001).
- Holbrook, M.B., “Aims, concepts, and methods for the representation of ındividual differences in esthetics responses to design features”, Journal of Consumer Research, 13: 337-347 (1986).
- Dube, L., Morgan, M.S., “Trend effects and gender differences in retrospective judgments of consumption emotions”, Journal of Consumer Research, 23: 156-162 (1996).
- Laufer, D., Gillespie, K., “Attributions of blame between men and women: The role of perceived vulnerability and empathic concern”, Psychology & Marketing, 21 (2): 141-157 (2004).
- Martin, B.A.S., “The influence of gender on mood effects in advertising”, Psychology & Marketing, 20 (3): 249-273 (2003).
- Vrechopoulos, A.P., O’Keefe, R.M., Doukidis, G.I., Siomkos, G.J., “Virtual store layout: An experimental comparison in the context of grocery retail”, Journal of Retailing, 80: 13-22 (2004).
- Akalin-Baskaya A., Yildirim K., “Design of circulation axes in densely-used polyclinic waiting halls”, Building and Environment 42: 1743-1751 (2007).
- Holbrook, M.B., “Marketing applications of three-dimensional stereography”, Marketing Letters, 9: 51-64 (1998).
- Riemschneider, B., “Interactive pictures, trans”, Karen Williams. Cologne, Germany: Benedikt Taschen (1994).
- Tufte, E.R., “Envisioning information”, Cheshire, CT: Graphics Press, (1990).
- Stone, N. J., “Environmental view and color for a simulated telemarketing task”, Journal of Environmental Psychology, 23: 63-78 (2003).
- Tlauka, M., Brolese, A., Pomeroy, D., Hobbs, W., “Gender differences in spatial knowledge acquired through simulated exploration of a virtual shopping centre”, Journal of Environmental Psychology, 25: 111-118 (2005).
- Tsunetsugu, Y., Miyazaki, Y., Sato, H., “Visual effects of interior design in actual-size living rooms on physiological responses”, Building and Environment, 40: 1341-1346 (2005).
- Bagozzi, R.P., Yi, Y., “On the evaluation of structural equation models”, Journal of the Academy of Marketing Science, 16: 74-94 (1988).
- Kim, J.O., Jin, B., “Korean customers’ patronage of discount stores: Domestic vs multinational discount store shoppers’ profiles”, Journal of Consumer Marketing, 18: 236-255 (2001).
- Sommer, R., Wynes, M., Brinkley, G., “Social facilitation effects in shopping behavior”, Environment and Behavior, 24: 285-297
Toplam 40 adet kaynakça vardır.
Ayrıntılar
| Birincil Dil | İngilizce |
|---|---|
| Bölüm | Architecture & City and Urban Planning |
| Yazarlar | |
| Yayımlanma Tarihi | 25 Mart 2010 |
| Yayımlandığı Sayı | Yıl 2007 Cilt: 20 Sayı: 2 |