The influence of perception of in-store colour on consumers' in-store behaviour
The primary objective of this study is to examine the influence of perception of in-store colour on consumers' in-store behaviour. Using a mall intercept technique, which used a self-administered questionnaire, a survey of shoppers in clothing and apparel stores at selected shopping centre'...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
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Malaysian Consumer and Family Economics Association
2009
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| Online Access: | http://psasir.upm.edu.my/id/eprint/17217/1/The%20influence%20of%20perception%20of%20in-store%20colour%20on%20consumers%27%20in-store%20behaviour.pdf |
| _version_ | 1825945967272132608 |
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| author | Osman, Syuhaily Othman, Md Nor |
| author_facet | Osman, Syuhaily Othman, Md Nor |
| author_sort | Osman, Syuhaily |
| collection | UPM |
| description | The primary objective of this study is to examine the influence of perception of in-store colour on consumers' in-store behaviour. Using a mall intercept technique, which used a self-administered questionnaire, a survey of shoppers in clothing and apparel stores at selected shopping centre's was carried out. The result of structural equation modeling found that in-store colour has significantly influenced mood, which in turn, mood was found to significantly affect respondents' time spent, money spent, and repatronage intention. The perception of in-store colour was also found to directly influence the consumers' in-store behaviour. This study would give some useful information to marketing managers and retailers with regards to the importance of in-store colour to attract more shoppers to patronise their stores, with comfortable, yet exciting and satisfying experiences. |
| first_indexed | 2024-03-06T07:39:46Z |
| format | Article |
| id | upm.eprints-17217 |
| institution | Universiti Putra Malaysia |
| language | English |
| last_indexed | 2024-03-06T07:39:46Z |
| publishDate | 2009 |
| publisher | Malaysian Consumer and Family Economics Association |
| record_format | dspace |
| spelling | upm.eprints-172172020-07-16T08:02:42Z http://psasir.upm.edu.my/id/eprint/17217/ The influence of perception of in-store colour on consumers' in-store behaviour Osman, Syuhaily Othman, Md Nor The primary objective of this study is to examine the influence of perception of in-store colour on consumers' in-store behaviour. Using a mall intercept technique, which used a self-administered questionnaire, a survey of shoppers in clothing and apparel stores at selected shopping centre's was carried out. The result of structural equation modeling found that in-store colour has significantly influenced mood, which in turn, mood was found to significantly affect respondents' time spent, money spent, and repatronage intention. The perception of in-store colour was also found to directly influence the consumers' in-store behaviour. This study would give some useful information to marketing managers and retailers with regards to the importance of in-store colour to attract more shoppers to patronise their stores, with comfortable, yet exciting and satisfying experiences. Malaysian Consumer and Family Economics Association 2009 Article PeerReviewed text en http://psasir.upm.edu.my/id/eprint/17217/1/The%20influence%20of%20perception%20of%20in-store%20colour%20on%20consumers%27%20in-store%20behaviour.pdf Osman, Syuhaily and Othman, Md Nor (2009) The influence of perception of in-store colour on consumers' in-store behaviour. Malaysian Journal of Consumer and Family Economics, 12. pp. 1-15. ISSN 1511-2802 http://www.majcafe.com/2017/04/17/vol-12-2009/ |
| spellingShingle | Osman, Syuhaily Othman, Md Nor The influence of perception of in-store colour on consumers' in-store behaviour |
| title | The influence of perception of in-store colour on consumers' in-store behaviour |
| title_full | The influence of perception of in-store colour on consumers' in-store behaviour |
| title_fullStr | The influence of perception of in-store colour on consumers' in-store behaviour |
| title_full_unstemmed | The influence of perception of in-store colour on consumers' in-store behaviour |
| title_short | The influence of perception of in-store colour on consumers' in-store behaviour |
| title_sort | influence of perception of in store colour on consumers in store behaviour |
| url | http://psasir.upm.edu.my/id/eprint/17217/1/The%20influence%20of%20perception%20of%20in-store%20colour%20on%20consumers%27%20in-store%20behaviour.pdf |
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