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Article
Publication date: 17 July 2019

Ahmad Saquib Sina and Juanjuan Wu

The purpose of this paper is to examine the effects of product display based on colour, discount and brand on retail pleasure, arousal, flow, perceived merchandise quality, time…

Abstract

Purpose

The purpose of this paper is to examine the effects of product display based on colour, discount and brand on retail pleasure, arousal, flow, perceived merchandise quality, time spent, satisfaction and patronage intentions in both 3D and 2D interfaces. This study uses the flow theory and stimulus-organism-response framework to understand the effects of product coordination methods and interface dimensions on consumers’ emotional, cognitive and behavioural outcomes.

Design/methodology/approach

This study conducted a 2 (interface: 3D and 2D) × 3 (product coordination method: colour, discount and brand) between-subjects experimental design. The coordination of display refers to the way products are arranged based on similar properties, such as similar colour, discount or brand. 3D stores were designed using Mockshop, a 3D virtual retailing software. A total of 144 US female college students from various universities participated in the study.

Findings

The findings showed that the 3D interface produced higher flow, satisfaction, time spent and patronage intention than the 2D interface. Also, among the six display scenarios, participants who were in the colour-coordinated 3D store showed the highest levels of emotional, cognitive and behavioural outcomes except for retail pleasure and arousal.

Originality/value

This study investigates product display based on colour, discount and brand in both 3D and 2D interfaces. Although product coordination methods have been tested in 3D stores in previous studies, they have not been compared with their effects in the 2D interface such as online shopping sites. Therefore, this study fills in this gap in the literature, which can guide retailers in making the right decisions for visuals.

Details

International Journal of Retail & Distribution Management, vol. 47 no. 8
Type: Research Article
ISSN: 0959-0552

Keywords

Article
Publication date: 2 September 2013

Juanjuan Wu, Hae Won Ju, Jieun Kim, Cara Damminga, Hye-Young Kim and Kim K.P. Johnson

The purpose of this research was to investigate the effect of three virtual fashion stores using product display methods dominant by colour, visual texture and style coordination…

6633

Abstract

Purpose

The purpose of this research was to investigate the effect of three virtual fashion stores using product display methods dominant by colour, visual texture and style coordination on consumers' retailer interest, retail pleasure, perception of merchandise quality, patronage intention, and purchase behaviour to provide empirically tested, actionable product display methods to visual merchandising researchers and practitioners.

Design/methodology/approach

The authors used mixed methods for this exploratory study, combining experimental and focus group methods to gather data. For the experiment, data were collected via a between-subjects design reflecting manipulation of three variables (i.e. colour, style coordination, visual texture). After the experiment, participants completed a self-administered online questionnaire. A segment of the participants also participated in focus group discussions of the virtual stores.

Findings

Participants who shopped in the style coordination store spent significantly more money than those who shopped in colour or visual texture stores. Participants who shopped in the colour store experienced significantly more retail pleasure and showed significantly higher patronage intention than those who shopped in the visual texture and style coordination stores; and they showed more retailer interest than subjects in the visual texture store. Retail pleasure and interest were found to mediate the link between methods of product display and patronage intention. Participants' fashion involvement moderated the relationship between fashion product display methods and retail interest.

Originality/value

This research is one of the first to create three virtual stores featuring product display methods dominant by colour, visual texture, and style coordination using 3D technology – a Mockshop software package. The effect of these different display methods on shoppers' reactions and responses was tested, which provided actionable results for visual merchandising practitioners, not only in the physical but also in the virtual store environment.

Details

International Journal of Retail & Distribution Management, vol. 41 no. 10
Type: Research Article
ISSN: 0959-0552

Keywords

Article
Publication date: 8 June 2015

Juanjuan Wu, Angella Kim and Jayoung Koo

The purpose of this paper is to discover user-generated visual merchandising (VM) directives that could guide VM in physical stores as well as shed light on future development of…

2909

Abstract

Purpose

The purpose of this paper is to discover user-generated visual merchandising (VM) directives that could guide VM in physical stores as well as shed light on future development of customizable virtual stores for online retailing.

Design/methodology/approach

Applying a facet theory approach, our research involved consumers (n=145) in co-designing VM directives in a 3D virtual store in collaboration with target corporation. In total, 67 virtual shops in three product categories, i.e., women’s ready-to-wear, boy’s Cherokee, and men’s swim wear, were content analysed, along with written reports.

Findings

The research findings focused on the three facets of VM: merchandising presentation (fixturing, product density, manner of presentation, and product adjacency), in-store environment (layout and interior), and in-store promotion (signage). The research revealed the elements that these facets contain and the relationships between the elements. The findings suggest that retailers should design an ecological instead of a merely utilitarian environment; clear section identity helps shoppers find a sense of ownership and boundaries; and stores should also present a lifestyle solution instead of a merchandise selection.

Originality/value

The research contributes both original creations of VM directives and a methodical framework that moves the subject of VM from the physical to the virtual environment and shifts the traditional in-house function of VM to an open innovation in which consumers participate.

Details

International Journal of Retail & Distribution Management, vol. 43 no. 6
Type: Research Article
ISSN: 0959-0552

Keywords

Article
Publication date: 29 April 2021

Juanjuan Wu, Bo Ra Joo, Ahmad Saquib Sina, Sanga Song and Claire Haesung Whang

The authors conducted an action research study with the aim of understanding current commercial offerings in modular designs in virtual environments and to explore modularity…

1224

Abstract

Purpose

The authors conducted an action research study with the aim of understanding current commercial offerings in modular designs in virtual environments and to explore modularity development based on consumer input for the purpose of personalizing three-dimensional (3D) virtual fashion stores.

Design/methodology/approach

Through five phases of diagnosing, action planning, action taking, evaluating and specifying learning, the authors attempted to diagnose the current commercial offerings of modular designs in virtual spaces and to identify the right type and the number of modules and modular options for personalizing 3D virtual stores based on consumers' actual designs and focus group input. The authors then further conceptualized modules to serve as an example for developing modularity in 3D virtual reality (VR) stores.

Findings

In the diagnosing phase, the authors investigated the modularity structure of cocreating a retail store in two popular virtual worlds: Second Life and The Sims 4. In the evaluation phase, the authors identified modules and modular options for personalizing 3D virtual stores based on a content analysis of consumers' post-design focus group discussions. In the last phase (specifying learning), the authors conceptualized a total of nine modules and 38 modular options for personalizing 3D virtual stores, including style, price point, product category, color, presence of avatar, virtual product try-on, music, product recommendation and product customization.

Originality/value

The significance of this study lies in the pioneering methodological work of identifying, creating and visualizing 3D VR modular store options based on consumer input and in improving the authors’ understanding of current commercial offerings. This study also enriches design theories on cocreation systems. The authors’ suggested modules for personalizing 3D virtual stores could inspire future evidence-based designs to be readily used by VR retailers as well extend the application of mass customization theory from the realm of product development to retail environments.

Details

International Journal of Retail & Distribution Management, vol. 50 no. 3
Type: Research Article
ISSN: 0959-0552

Keywords

Article
Publication date: 27 April 2023

Kelcie Slaton and Danielle Sponder Testa

The aim of this study is to investigate the psychographic factors of shopping enjoyment, market mavenism and consumer innovativeness and their influence on hedonic and utilitarian…

Abstract

Purpose

The aim of this study is to investigate the psychographic factors of shopping enjoyment, market mavenism and consumer innovativeness and their influence on hedonic and utilitarian values, attitudes and patronage intentions of the small concept luxury department (SCLD) store.

Design/methodology/approach

The researchers utilized a quantitative method. An online survey was created and distributed over a three-week period to a representative sample of US luxury consumers. Structural equation modeling (SEM) was used to test the hypothesized relationships among variables.

Findings

The theory of reasoned action (TRA) theoretical framework provided an effective model to investigate the perspectives and behaviors of luxury consumers within the SCLD. The findings of this study suggest the SCLD is an effective store format for consumers who are characterized as market mavens, are considered innovative and enjoy shopping.

Practical implications

The findings from this research are beneficial to luxury department store retailers looking to invest resources into a new experiential format to appeal to their consumer base.

Originality/value

The research extends the literature in a rapidly evolving area of retail formats and consumer perception by exploring psychographic factors, including shopping enjoyment, market mavenism and consumer innovativeness, and their impact on the beliefs regarding retail formats' hedonic and utilitarian value.

Details

International Journal of Retail & Distribution Management, vol. 51 no. 6
Type: Research Article
ISSN: 0959-0552

Keywords

Article
Publication date: 2 February 2021

Mohammadbagher Gorji, Sahar Siami, Louise Grimmer and Martin Grimmer

The purpose of the current paper is to examine the relationship between storescape (retail's physical and social environment factors) and customer loyalty (CL) and how employee…

Abstract

Purpose

The purpose of the current paper is to examine the relationship between storescape (retail's physical and social environment factors) and customer loyalty (CL) and how employee citizenship behaviour towards customer (ECB-C) facilitates this relationship.

Design/methodology/approach

This study used a descriptive quantitative, non-experimental research method using a cross-sectional design with a self-administered questionnaire. In total, 415 department store customers in Australia responded to the survey through an online panel provider.

Findings

Results confirmed the significance of all relationships between physical and social storescape factors, customer satisfaction (CS) and loyalty, except the direct effect of physical factors on CL. The findings also highlighted the interaction effect of ECB-C in the relationship between storescape factors, satisfaction and CL, indicating that these effects are stronger at higher levels of ECB-C than lower levels.

Practical implications

The study provides insights for department store retailers, practitioners and marketing managers into the role of ECB-C in forming and shaping CS and loyalty, especially when there is a lack of storescape effect on CS and loyalty.

Originality/value

This study extends the consecutive relationship of the stimulus–organism–response (SOR) model by adding ECB-C as a moderator. The study employed resource exchange (RE) theory to investigate the direct effect of storescape on CL beyond its indirect effect through organism suggested by the SOR model.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 33 no. 9
Type: Research Article
ISSN: 1355-5855

Keywords

Article
Publication date: 11 February 2020

Ehsan Naderi, Iman Naderi and Bimal Balakrishnan

This study aims to investigate the combined effects of product design and environment congruence on consumers’ aesthetic, affective and behavioral responses.

1731

Abstract

Purpose

This study aims to investigate the combined effects of product design and environment congruence on consumers’ aesthetic, affective and behavioral responses.

Design/methodology/approach

Two lab experiments with a 2 (high-level design cues vs low-level design cues) × 2 (congruent environment vs non-congruent environment) between-subjects design were conducted to test the hypotheses. The experimental stimuli (product: digital camera; environment: product display in a retail environment) were presented in a 3D simulation environment using a large TV (Experiment 1) and a stereoscopic virtual reality headset.

Findings

The results support the notion that product design cues elicit more positive aesthetic and affective responses. Environment congruence, on the other hand, plays a moderating role; product design cues elicit more favorable consumer responses in a congruent environment. In contrast, no such effect was found in a non-congruent environment.

Practical implications

Creating a congruent environment is only effective for well-designed products. In contrast, for products with low-level design elements, the congruence of promotional environment is not instrumental and may not elicit more favorable responses. Hence, such products can simply be presented in a generic display, especially considering the significant costs associated with designing, building and setting up a congruent display.

Originality/value

Despite the empirical findings supporting the significant role of product design and environment congruence on consumers’ perceptual and behavioral responses, there is a paucity of research on the combined effect of these two factors. The present investigation is an attempt to fill this gap and challenges the generalizations made in previous research suggesting that a product’s environment must be aligned with the design elements embedded in the product.

Details

Journal of Product & Brand Management, vol. 29 no. 7
Type: Research Article
ISSN: 1061-0421

Keywords

Article
Publication date: 11 August 2020

Mohammadbagher Gorji and Sahar Siami

The purpose of this paper is to examine the impact of sales promotion display on customer intentions to purchase and repurchase, focusing on the moderating roles of perceived…

4067

Abstract

Purpose

The purpose of this paper is to examine the impact of sales promotion display on customer intentions to purchase and repurchase, focusing on the moderating roles of perceived product quality and price fairness.

Design/methodology/approach

This study employs a descriptive, quantitative, non-experimental research method using a cross-sectional design with a self-administered questionnaire. In total, 415 department store customers responded to the survey through an online research panel provider in Australia.

Findings

The results indicated that sales promotion display significantly affects the purchase and repurchase intentions. The findings also highlight the moderating role of perceived product quality and price fairness on customer shopping intentions. Lastly, it is confirmed that the joint moderating effects of perceived product quality and price fairness in the relationship between sales promotion display, purchase and repurchase intentions are significant.

Practical implications

Based on the study findings, managers could drive customer purchase and repurchase intentions using suitable visual objects in sales promotion and their appropriate in-store placement.

Originality/value

The present study introduced sales promotion display as a new dimension of store physical environment. This is the first study to investigate the relationship between sales promotion display and customer shopping intentions and incorporates customers' cognitive perceptions of price and quality in the conditioned effect of sales promotion display on shopping intentions. Moreover, this study brings up new insight into retailing literature by applying the classical conditioning theory in examining the links between sales promotion display and customer shopping intentions.

Details

International Journal of Retail & Distribution Management, vol. 48 no. 12
Type: Research Article
ISSN: 0959-0552

Keywords

Article
Publication date: 3 January 2018

Ju Yeun Jang, Eunsoo Baek and Ho Jung Choo

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’…

3571

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.

Details

International Journal of Retail & Distribution Management, vol. 46 no. 2
Type: Research Article
ISSN: 0959-0552

Keywords

Article
Publication date: 3 April 2020

Fatma Baytar, Telin Chung and Eonyou Shin

Augmented Reality (AR) integrates computer-generated images to a physical environment in real-time. Online apparel shopping presents some product-related risks, as consumers can…

5146

Abstract

Purpose

Augmented Reality (AR) integrates computer-generated images to a physical environment in real-time. Online apparel shopping presents some product-related risks, as consumers can neither physically see and touch the products nor try them on. The present study examined whether AR conveys reliable apparel product information in terms of fit, size, and product performance; and how AR affects attitudes toward apparel and purchase intentions when shopping online.

Design/methodology/approach

This research was designed as a within-subject quasi-experimental study using repeated measures in two conditions: virtual try-on using the AR technology vs. physical try-on. A scenario was developed to help participants imagine themselves shopping online for a specific dress.

Findings

Results indicated that size and color of dresses were conveyed accurately when utilizing AR as compared to physical try-on. Visual attributes such as style, garment details, and coordination with other items were found to be satisfactorily predicted when AR was employed. Overall, attitudes towards both AR and real dress, and purchase intentions were favorable. Participants with higher telepresence levels were found to have more positive attitudes towards the dress and greater purchase intentions when using AR as compared to the participants with low telepresence levels.

Research limitations/implications

Our findings implied that AR can provide enough information especially for garment sizes and visual characteristics when making purchase decisions. AR technology can be instrumental in introducing a certain style, building positive attitudes towards products, and driving sales, when the consumers perceive a certain level of “being there”. This study was limited to female students in North America. Also, because a single stimulus was used, the results cannot be generalized to other stimuli.

Originality/value

Our study findings showed that participants were able to select the right garment size by using AR. The average ratings for visual characteristics such as style and detail were above the neutral level when using AR; indicating that participants can understand visual attributes in AR when shopping online. Moreover, in the AR condition participants with higher telepresence levels had higher attitudes towards the garment and purchase intentions as compared to the participants with low telepresence. AR can be instrumental for online apparel shopping. Retailers need to understand the potentials of these technologies and work with technology developers to enhance consumers' experiences.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 24 no. 4
Type: Research Article
ISSN: 1361-2026

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