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 |
| Published: |
Malaysian Consumer and Family Economics Association
2009
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| Online Access: | http://psasir.upm.edu.my/id/eprint/17217/ http://psasir.upm.edu.my/id/eprint/17217/1/The%20influence%20of%20perception%20of%20in-store%20colour%20on%20consumers%27%20in-store%20behaviour.pdf |
| Summary: | 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. |
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