Effects of Design Factors and Shopping Types on Consumer Mood and Store Image

In retailing, it is very important to examine how consumers perceive and react to in-store design factors such as in-store space for walking, product arrangement styles, display types, and window sizes. Furthermore, consumers' perceptions to the various designs would be differentiated by consumers' shopping patterns such as actual shopping versus window shopping. This article investigates how various designs create different consumer reactions measured by consumer mood and store image depending on the types of consumer shopping (i.e. actual shopping vs. window shopping). It was found that design factors such as open, focused, and big created better consumer mood and consumer perception of store image than closed, unfocused, and small. Another finding is that consumer perceptions interact with consumer shopping patterns. Based on the research findings, managerial implications are also discussed