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Impact of Facade Colors in Retail Store on Consumers' Perceived Store Luxury, Emotions, Preference and Visit Intention
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소매점포의 파사드 컬러가 소비자의 지각된 점포수준, 감정, 점포선호, 방문의도에 미치는 영향

논문 기본 정보

Type
Academic journal
Author
Hyun-Jin Seo (한양대학교)
Journal
The Korean Society of Costume Journal of the Korean Society of Costume Vol.70 No.3(Wn.226) KCI Accredited Journals
Published
2020.6
Pages
167 - 186 (20page)
DOI
10.7233/jksc.2020.70.3.167

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Result
Impact of Facade Colors in Retail Store on Consumers' Perceived Store Luxury, Emotions, Preference and Visit Intention
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Abstract· Keywords

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This study examines the effects of a store’s symbolic imagery using the facade colors on consumer emotions and behavior. A conceptual model was developed based on the stimulus-organism- response (S-O-R) theory. A total of 284 questionnaires were collected online for which used a hypothetical store image that reflected a higher or low-end retail atmosphere (reflected via the facade colors). Data were analyzed using SPSS 23 and AMOS 23. The results of the analyses demonstrated that: 1) facade colors positively influenced the consumers" perception of the store’s luxury; 2) the consumers" perception of store luxury positively affected their arousal emotions but affected their dominant emotions negatively; 3) the consumers’ arousal and dominant emotions positively affected their intentions for visiting the store; and 4) the brand type (luxury vs SPA) moderated the relationship between perceived store luxury, consumers" emotions, and behavior. The results represent that the facade colors is useful as an independent component of the retail atmosphere for conveying the symbolic image(luxury) of the store. And to suggest needs for a strategic approach that focuses more on harmonizing the facade with the brand type than concentrating to construct the store’s symbolic imagery using the facade colors.
#facade color(파사드 색상) #perceived store luxury(지각된 점포 럭셔리) #emotion(감정) #store preference(점포선호도) #visit intention(방문의도)

Contents

ABSTRACT
Ⅰ. 서론
Ⅱ. 이론적 배경 및 가설설정
Ⅲ. 연구방법 및 절차
Ⅳ. 연구결과 및 논의
Ⅴ. 결론 및 제언
References

References (101)

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Aaker, D. A. / 1996 / Measuring brand equity across products and markets / California Management Review 38(3):102~120 google schola Abril, P. S. / 2009 / Marketing and the law / Journal of the Academy of Marketing Science 37(3):375~380 Crossref Ajzen, I. / 2002 / Constructing a TPB question naire: Conceptual and methodological considerations google schola An, K. H. / 1991 / A study on the relationship of store-image / self-image congruity and store Preference / Journal of Consumer Studies 2(2):1~17 google schola Anwar, A. / 2020 / Impact of music and colour on customers’emotional states : An experimental study ofonline store / Asian Journal of Business Research 10(1):104~125 Crossref

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