Managing the visual environment of a fashion store: Effects of visual complexity and order on sensation-seeking consumers

Abstract

Purpose

The purpose of this paper is to investigate the effect of a fashion store’s visual complexity on consumers’ behaviour. Considering environmental order and individuals’ sensation-seeking tendencies, the authors examine the effect of visually complex fashion stores on consumers in a more conclusive way to address the inconsistent effect found in the previous literature.

Design/methodology/approach

This study features a 3 (visual complexity level: low, medium, high) × 2 (environmental order condition: low, high) between subjects design, with individual sensation-seeking tendency included as a moderator. Using this design, an online survey was administered to 188 participants in South Korea.

Findings

The results indicate that there is a three-way interaction, where the interaction effect of visual complexity and environmental order is moderated by individuals’ sensation-seeking tendency. The effect of visual complexity on approach behaviours had an inverted U-shape in the low-order condition, while had a positive linear shape in the high-order condition, and the interaction effect was significant only for high-sensation seekers.

Practical implications

The findings assist practitioners in establishing strategies for visual merchandising and store design within fashion stores. It is suggested that retailers consider environmental order when organising a large amount of varied merchandise in a complex environment. Store managers must adjust the complexity and environmental order to meet the optimal stimulation level of their target consumers.

Originality/value

This study strengthens the literature on visual complexity by applying the concept to the retail environment. The results provide a significant contribution to the literature because they show how individual-level and store-level variables interact to influence consumer behaviour.

Citation

Jang, J.Y., Baek, E. and Choo, H.J. (2018), "Managing the visual environment of a fashion store: Effects of visual complexity and order on sensation-seeking consumers", International Journal of Retail & Distribution Management, Vol. 46 No. 2, pp. 210-226. https://doi.org/10.1108/IJRDM-03-2017-0050