Journal of the Korean Society of Clothing and Textiles (한국의류학회지)

The Korean Society of Clothing and Textiles (한국의류학회)
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Consumer Emotional Experience and Approach/Avoidance Behavior in the Store Environment with Digital Signage -Moderating Effect of Perceived Surprise-

점포내 디지털 사이니지 환경에서 소비자 감정체험과 접근/회피행동 -지각된 놀라움의 조절효과-

  • Kim, Eun Young (Dept. of Fashion Design Information, Chungbuk National University) ;
  • Sung, Heewon (Dept. of Clothing & Textiles, Gyeongsang National University)
  • 김은영 (충북대학교 패션디자인정보학과) ;
  • 성희원 (경상대학교 의류학과)
  • Received : 2016.12.12
  • Accepted : 2017.03.22
  • Published : 2017.04.30
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Abstract

This study predicted consumer approach/avoidance behavior through consumer emotional experiences and examined the moderating effect of perceived surprises in the context of digital signage in store environments. A self-administered questionnaire consisted of consumer emotional experience (e.g., pleasure, arousal, and dominance), approach-avoidance behavior and perceived surprise by digital signage. A total of 278 usable responses were obtained from consumers who experienced digital signage at fashion retail stores. The findings support the Mehrabian-Russell model in the context of digital signage. Approach behavior was predicted by pleasure and arousal emotional experience, while avoidance behavior was predicted by dominance. The moderating effect of perceived surprise was also indicated in the effect of emotional experience on approach or avoidance behavior. In the high level of perceived surprise, pleasure and arousal had significant effects on approach behavior, whereas dominance had significant effect on avoidance behavior. This study discussed theoretical and managerial implications for creating emotional experiences and developing strategic store management by utilizing new digital technology within the fashion retail environments.

Keywords

References

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