Digital atmosphere of fashion retail stores
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...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
SpringerOpen
2020-09-01
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| Series: | Fashion and Textiles |
| Subjects: | |
| Online Access: | http://link.springer.com/article/10.1186/s40691-020-00217-6 |
| _version_ | 1818508246424485888 |
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| author | Ha Youn Kim Yuri Lee Erin cho Yeo Jin Jung |
| author_facet | Ha Youn Kim Yuri Lee Erin cho Yeo Jin Jung |
| author_sort | Ha Youn Kim |
| collection | DOAJ |
| description | 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. |
| first_indexed | 2024-12-10T22:29:01Z |
| format | Article |
| id | doaj.art-53e3ecb098b64e7e9740f57daa039f42 |
| institution | Directory Open Access Journal |
| issn | 2198-0802 |
| language | English |
| last_indexed | 2024-12-10T22:29:01Z |
| publishDate | 2020-09-01 |
| publisher | SpringerOpen |
| record_format | Article |
| series | Fashion and Textiles |
| spelling | doaj.art-53e3ecb098b64e7e9740f57daa039f422022-12-22T01:31:05ZengSpringerOpenFashion and Textiles2198-08022020-09-017111710.1186/s40691-020-00217-6Digital atmosphere of fashion retail storesHa Youn Kim0Yuri Lee1Erin cho2Yeo Jin Jung3Professor, Department of Textiles, Merchandising and Fashion Design, Seoul National UniversityProfessor, Department of Textiles, Merchandising and Fashion Design, Seoul National UniversityStrategic Design Management, School of Design Strategies, ParsonsProfessor, Department of Textiles, Merchandising and Fashion Design, Seoul National UniversityAbstract 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.http://link.springer.com/article/10.1186/s40691-020-00217-6Digital atmosphereAIDSAS modelRetail technologyConsumer behavior |
| spellingShingle | Ha Youn Kim Yuri Lee Erin cho Yeo Jin Jung Digital atmosphere of fashion retail stores Fashion and Textiles Digital atmosphere AIDSAS model Retail technology Consumer behavior |
| title | Digital atmosphere of fashion retail stores |
| title_full | Digital atmosphere of fashion retail stores |
| title_fullStr | Digital atmosphere of fashion retail stores |
| title_full_unstemmed | Digital atmosphere of fashion retail stores |
| title_short | Digital atmosphere of fashion retail stores |
| title_sort | digital atmosphere of fashion retail stores |
| topic | Digital atmosphere AIDSAS model Retail technology Consumer behavior |
| url | http://link.springer.com/article/10.1186/s40691-020-00217-6 |
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