Store’s Visual Sensory Cues, Emotion, and Reusage Intention

• 발행기관: 한국유통과학회
• 저자명: Nak-Hwan Choi Jia-Ling Zhang Chang Chen
• 간행물 정보: 『유통과학연구(JDS)』제16권 제2호, 1~12쪽, 전체 12쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2018.02.28

영문 초록

Purpose – This research aimed at exploring the mediation roles of the arousal and pleasure in the effects of the congruity between visual sensory cues of a retail store and consumers self-image on the intent to reuse the store. Research design, data, and methodology - The data from 278 Chinese consumers who answered the questionnaire online were analyzed by using structural equation model of Amos 21.0 program to verify the hypotheses. Results - Store’s visual sensory cues congruent with consumers self-image directly affected the intention to reuse the store, and had positive impacts on both their arousal and pleasure states. The consumers pleasure positively influenced on their intention, but their arousal did not influence on the intention. Consumers pleasure played mediation roles in the effect of the congruity on the intention to reuse the store. Conclusions - Retail store marketers should pay attention to visual sensory cues to match the cues to consumers self-image, when designing their store settings. When developing the cues, to help consumers feel pleasure which in turn, induces loyalty to their store, the marketers should develop the atmosphere setting in the respects of the congruity between the visual sensory cues and the self image.

목차

1. Introduction

2. Literature Review and Hypotheses

3. Measurement, Pretest and Data Collection

4. Basic Analysis and Testing Hypotheses

5. General Discussion

키워드

Arousal Intent to Reuse Store Pleasure Self-Image Visual Sensory Cue