Browse

Digital atmosphere of fashion retail stores

Cited 0 time in Web of Science Cited 0 time in Scopus
Authors
Kim, Ha Youn; Lee, Yuri; cho, Erin; Jung, Yeo Jin
Issue Date
2020-09-25
Publisher
Springer Open
Citation
Fashion and Textiles. 2020 Sep 25;7(1):30
Keywords
Digital atmosphereAIDSAS modelRetail technologyConsumer behavior
Abstract
This study sheds light on a prominent issue in retailing: how the digital atmosphere can affect the consumer decision-making process in a fashion retail store. Digital devices and services such as digital screens and digital signage are widely employed in fashion retail stores, transforming the way consumers make decisions about purchasing fashion products. This research investigates how the digital atmosphere affects consumers’ purchase behavior patterns based on the attention-interest-desire-search-action-share (AIDSAS) model. The findings show that attention is a key antecedent to interest, desire, and behavioral responses (search, action, and share) triggered by the digital atmosphere. The findings further suggest that attention has significantly positive effects on consumers’ purchasing patterns of utilizing the digital atmosphere in two types of fashion retail stores: sports and luxury stores. However, we find that these positive effects are more pronounced for sports retail stores than luxury retail stores. This research contributes to understanding consumer behavior related to the digital atmosphere of fashion retail stores by applying the AIDSAS model and helps uncover the stepwise relationships between attention to the store atmosphere-interest/desire and the products-behavior response. These findings have practical implications that can be applied in the fashion industry.
ISSN
2198-0802
Language
English
URI
http://hdl.handle.net/10371/169032
DOI
doi.org/10.1186/s40691-020-00217-6
Files in This Item:
Appears in Collections:
College of Human Ecology (생활과학대학)Dept. of Textiles, Merchandising and Fashion Design (의류학과)Journal Papers (저널논문_의류학과)
  • mendeley

Items in S-Space are protected by copyright, with all rights reserved, unless otherwise indicated.

Browse