The effects of retail store characteristics on in-store leisure shopping experience

Abstract

Purpose The purpose of this paper is to investigate the impact of store characteristics (i.e. product availability, product quality, store layout, employee politeness, décor, music, lighting, and aroma) on the various dimensions of in-store leisure shopping experience (i.e. hedonic, flow, escapism, challenge, learning, socialising, and communitas). Design/methodology/approach In order to achieve the study’s objectives, a quantitative on-site survey was conducted. Respondents were interviewed upon exiting fashion retail stores. Findings Findings indicate that not all store characteristics impact the various dimensions of experience in the same way. Product quality and in-store music were found to be the most important in-store characteristics that affected the majority of experience dimensions. Other important store attributes that emerged were store layout and ambient scent. Conversely, product range actually had a negative impact on in-store experience. Practical implications By orchestrating the most influential in-store characteristics, fashion retailers could be delivering unique in-store experiences to their customers. This research shows that they would benefit from designing experiential strategies that focus on merchandise quality, price, and availability while simultaneously carefully managing ambient (music and scent) alongside design factors (store layout and décor). Careful consideration should be paid to merchandise variety in order to avoid potentially negative effects on customers’ shopping experience. Originality/value Until now most studies that document the relationship between store elements and shopping experiences have examined the effects of store characteristics on a limited number of experience dimensions. This study adds to the body of research into in-store leisure shopping experience in two ways: by shedding light on its multi-dimensional nature, and by analysing the effect of the different store elements on the various components of the in-store experience.

“Então é Natal, e o que você fez?” Um estudo sobre o impacto das ativações promocionais na compra de panetones

“…Outros estudos investigaram de que maneira o comportamento dentro do ambiente de loja é afetado pela influência de diferentes estímulos, incluindo variáveis como tempo despendido e percepções do consumidor. Dentre esses estudos, destacam-se na literatura os que identificaram influências de música, de odores, de cores, de iluminação, de configurações do espaço físico e de estímulos relacionados diretamente a situações de compra, como espaço e exposição dos produtos, anúncios e sinalizações (Bailey & Areni, 2006;Bawa, Landwehr, & Krishna, 1989;Chevalier, 1975;Cox, 1970;Diehl & Poynor, 2010;Frank & Massy, 1970;Herrmann, et al, 2012;Hussain & Shaheed, 2015;Kotzan & Evanson, 1969;Lamberton & Diehl, 2013;Lemon & Nowlis, 2002;Madzharov, Block, & Morrin, 2015;Mattila & Wirtz, 2001;Pizzi & Scarpi, 2016;Sevilla & Townsend, 2016;Singh, Katiyar, & Verma, 2014;Smith & Burns, 1996;Triantafillidou, Siomkos, & Papafilippaki, 2017;Wilkinson, Mason, & Paksoy, 1982).…”

Pengaruh Karakteristik Toko terhadap Pengalaman Konsumen Gerai Kopi

“…Selain inovasi pada penerapan teknologi perusahaan juga berinovasi aspek penawaran. Jika dulu perusahaan hanya dapat menawarkan produk mentah, produk jadi, ataupun jasa; kini perusahaan juga dapat menawarkan suatu bentuk pengalaman tak terlupakan yang mampu meninggalkan kesan tersendiri bagi konsumen secara pribadi (Triantafillidou et al, 2017). Prilaku konsumen dipengaruhi oleh faktor kebutuhan akan barang/jasa serta keinginan menghabiskan waktu luang (Lucia-Palacios, Pérez-López dan Polo-Redondo, 2016).…”

“…Faktor pendorong lain pada perasaan nostalgia konsumen, komunikasi dan keinginan berperilaku WOM dipengaruhi oleh perasaan escapism, pembelajaran, dan komunitas; sebaliknya, flow dan tantangan tidak berpengaruh sama sekali pada respons pasca-konsumsi konsumen. Triantafillidou et al (2017) sendiri menemukan bahwa pengalaman berbelanja di retail fashion dapat dibagi menjadi hedonism, flow, escapism, tantangan, pembelajaran, sosialisasi, dan komunitas; dimana setiap variabel tersebut dipengaruhi oleh berbagai karakteristik atmosfer toko tersebut: functional characteristics (ketersediaan produk, kualitas produk, harga produk, dan product range), ambient characteristics (musik, aroma, dan pencahayaan), design characteristics (layout dan dekorasi), dan social characteristics (kesopanan karyawan). Pengaruh yang signifikan antara variabel experiental marketing (sense , feel, think, act, dan relate) terhadap kepuasan pelanggan, di mana variabel relate berpengaruh dominan terhadap kepuasan pelanggan (Wicaksono dan Prihastuti, 2017).…”

“…Konsumen dapat merasakan karakteristik fungsional melalui kombinasi antara pengalaman konsumsi dan ketersediaan atribut toko yang disediakan pemilik toko (Sachdeva dan Goel, 2015). Karakteristik fungsional suatu toko dapat diukur dengan 4 indikator, yaitu varian, harga, kualitas, dan ketersediaan produk (Triantafillidou et al, 2017).…”

“…Karakteristik suasana mampu mempengaruhi emosi dari konsumen (Sukma, DH dan Yaningwati, 2012). Penelitian ini meneliti karakteristik suasana kedai kopi dari segi music, background, aroma, dan pencahayaan (Triantafillidou et al, 2017). Kualitas produk dan musik back ground di dalam toko menjadi karakteristik paling penting dalam mempengaruhi mayoritas variabel pengalaman in-store leisure shopping, diikuti dengan karakteristik layout toko dan aroma (Triantafillidou, Siomkos dan Papafilippaki, 2017).…”