TY  - JOUR
AB  - Purpose– The purpose of this study if to investigate the effects of show windows on shopping behaviour among female consumers to provide insights that a manager can use to encourage purchase behaviour. Design/methodology/approach– On the basis of 20 in-depth interviews, we developed a survey, which we administered to female consumers (n = 209). The survey was based on a stimulus–organism–response framework. Each respondent was exposed to an image of a show window (images were taken from apparel departments of well-known department stores) and rated her perceptions of the window and intentions to purchase items sold in the store. Findings– Using factor analysis, we identify five components of the show window: social, hedonic, informational, image and “feel-good” factors. The first four factors are aggregated into a “show window” metric, which is shown to influence purchase intentions; this influence is fully mediated by the feel-good factor. The image factor and the social and hedonic factors each significantly influence the feel-good factor. Practical implications– When developing show windows, brand managers should aim to touch on all factors of the show window to make shoppers “feel good”; these positive feelings might intensify shoppers’ purchase intentions. Originality/value– This study identifies five factors that make up consumers’ perceptions of show windows. It shows that exposure to a show window affects consumers’ purchase intentions, and that this influence is determined primarily by the extent to which consumers “feel good” about the store.
VL  - 31
IS  - 5
SN  - 0736-3761
DO  - 10.1108/JCM-04-2014-0946
UR  - https://doi.org/10.1108/JCM-04-2014-0946
AU  - Jain Varsha
AU  - Takayanagi Mika
AU  - Malthouse Edward Carl
PY  - 2014
Y1  - 2014/01/01
TI  - Effects of show windows on female consumers’ shopping behaviour
T2  - Journal of Consumer Marketing
PB  - Emerald Group Publishing Limited
SP  - 380
EP  - 390
Y2  - 2024/04/25
ER  -