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Effects of show windows on female consumers’ shopping behaviour

Effects of show windows on female consumers’ shopping behaviour 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Consumer Marketing Emerald Publishing

Effects of show windows on female consumers’ shopping behaviour

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0736-3761
DOI
10.1108/JCM-04-2014-0946
Publisher site
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Abstract

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.

Journal

Journal of Consumer Marketing – Emerald Publishing

Published: Aug 5, 2014

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