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

The Korean Society of Clothing and Textiles (한국의류학회)
권호 표지
DOI QR코드

DOI QR Code

Effects of Store Density and Perceived Price Benefit of Sale on Perceived Crowding

점포 밀도와 세일의 가격혜택이 혼잡성 지각에 미치는 영향

  • Park, Kyungae (Dept. of Clothing & Fashion, Yeungnam University) ;
  • Heo, Soonim (Dept. of Clothing & Fashion, Yeungnam University)
  • 박경애 (영남대학교 의류패션학과) ;
  • 허순임 (영남대학교 의류패션학과)
  • Received : 2015.04.08
  • Accepted : 2015.05.14
  • Published : 2015.08.31
Download PDF
⟨ Previous Next ⟩

Abstract

This study examined: 1) the effect of store density on perceived crowding 2) the difference of perceived price benefit of sale by store density 3) the effect of perceived price benefit and store density on perceived crowding and 4) the effect of perceived crowding and price benefit on shopping behaviors. Store density and perceived crowding were categorized into social and spatial dimensions. Data were collected with 6 (high, medium, and low social and spatial densities) * 2 (sale and no-sale) between-subjects experimental designs. A total of 395 responses were analyzed. The results revealed that social density affected social crowding, but spatial density had no effect on perceived crowding. Price benefit of sale was not different by store density. The sale itself did not affect perceived crowding. Under the social density situation, perceived price benefit reduced spatial crowding and social crowding showed a positive effect on purchase behavior while spatial crowding had a negative effect. However, the most important effect on purchase behavior was price benefit. The study implies that social density (not spatial density) is important for consumer behavior and retail strategies.

Keywords

References

  1. Chadon, P., Wansik, B., & Laurent, G. (2000). A benefit congruency framework of sales promotion effectiveness. Journal of Marketing, 64(4), 65-81. doi:10.1509/jmkg.64.4.65.18071
  2. Cho, T., & Mun, S. (2012). Structure relationship analysis of crowdedness of the pro-basketball stadium affecting the spectator's emotional awareness and customer behavior. Journal of Sport and Leisure Studies, 50(1), 69-83.
  3. Chu, M. (2014). Effects of store crowding on store attitude and behavioral intention - Based on adjustment effects of consumer susceptibility. Journal of the Korea Institute of Information and Communication Engineering, 18(4), 965-972. https://doi.org/10.6109/jkiice.2014.18.4.965
  4. Eroglu, S. A., & Harrell, G. D. (1986). Retail crowding: Theoretical and strategic implication. Journal of Retailing, 62(4), 346-363.
  5. Eroglu, S. A., & Machleit, K. (1990). An empirical study of retail crowding: antecedent and consequences. Journal of Retailing, 20(1), 201-222.
  6. Eroglu, S. A., Machleit, K. A., & Barr, T. (2005). Perceived retail crowding and shopping satisfaction: The role of shopping value. Journal of Business Research, 58(8), 143-150. doi:10.1016/j.jbusres.2004.01.005
  7. Grewal, D., Krishman, R., Baker, J., & Borin, N. (1988). The effect of store name, brand name and price discounts on consumers' evaluations and purchase intentions. Journal of Retailing, 74(3), 331-352. https://doi.org/10.1016/S0022-4359(99)80099-2
  8. Harrell, G. D., Hutt, M. D., & Anderson, J. C. (1980). Path analysis of buyer behavior and conditions of crowding. Journal of Marketing Research, 17(1), 45-51. https://doi.org/10.2307/3151115
  9. Hui, K. M., & Bateson, J. E. G. (1991). Perceived control and the effects of crowding and consumer choice on the service experience. Journal of Consumer Research, 18(2), 174-184. https://doi.org/10.1086/209250
  10. Jang, Y., Kim, M., & Kim, T. (2009). The influences of the physical environment of food court on perceived crowding, emotion and behavior intention. Journal of the East Asian Society of Dietary Life, 19(5), 812-818.
  11. Jung, Y. (2007). A study about the effects of servicescape and crowding on emotion and customer satisfaction in the food court. Korean Journal of Hospitality Administration, 16(5), 221-236.
  12. Kim, H. (2013). Impact of Ashley family restaurant visitor's perceived crowding on affects, hedonic values, and customer royalty. Korean Journal of Hospitality Administra-tion, 22(3), 155-173.
  13. Lee, H. (2000). Analysis of causal structure on the formation and influence of crowding perception for winter tourists at a beach resort. Journal of Tourism Sciences, 23(2), 47-67.
  14. Li, J. G. (2004). The effect of store physical environment on perceived crowding and shopping behavior. Auburn, NY: Auburn University Press.
  15. Li, J. G., Kim, J. O., & Lee, S. Y. (2009). An empirical examination of perceived retail crowding, emotions, and retail outcomes. The Service Industries Journal, 29(5), 635-652. https://doi.org/10.1080/02642060902720121
  16. Lichtenstein, D. R., Netemeyer, R. G., & Butron, S. (1990). Distinguishing coupon proneness from value consciousness: An acquisition and transaction utility theory perspective. Journal of Marketing, 54(4), 54-67. https://doi.org/10.2307/1251816
  17. Lim, C., & Shin, J. (2003). Influence on store visiting intention through store confusion and perceived promotion value by price promotion. Journal of Distribution Research, 7(2), 39-62.
  18. Machleit, K. A., Eroglu, S. A., & Mantel, S. P. (2000). Retail crowding and shopping satisfaction: What modifies this relationship. Journal of Consumer Psychology, 9(1), 29-42. doi:10.1207/s15327663jcp0901_3
  19. Machleit, K. A., Kellaris, J. J., & Eroglu, S. A. (1994). Human versus spatial dimensions of crowding perceptions on retail environments: A note on their measurement and their effect on shopper satisfaction. Marketing Letters, 5(2), 183-194. https://doi.org/10.1007/BF00994108
  20. Mehta, R. (2013). Understanding perceived retail crowding: A critical review. Journal of Retailing and Consumer Services, 20(6), 642-649. doi:10.1016/j.jretconser.2013.06.002
  21. Monroe, K. B., & Chapman, J. D. (1987). Framing effects on buyers' subjective product evaluations. Advances in Consumer Research, 14(1), 193-197.
  22. Pan, Y., & Siemens, J. C. (2011). The differential effects of retail density: An investigation of goods versus service settings. Journal of Business Research, 64(2), 105-112. doi: 10.1016/j.jbusres.2010.02.011
  23. Park, J., & Chang, I. (2012). Impact of the perception difference of choice attributes or customers and congestion in restaurant on behavior intentions: Focused on buffet restaurant in Daejeon area. Journal of Tourism and Leisure Research, 24(4), 335-355.
  24. Park, K. (2003). The effects of retail crowding on consumer emotions and shopping behaviors. Journal of the Korean Society of Clothing and Textiles, 27(2), 261-269.
  25. Park, K., & Heo, S. (2003). Consumer attitude toward the retail sale: More than price benefits. Journal of the Korean Society of Clothing and Textiles, 27(6), 635-642.
  26. Park, S. (2008). The relationship among store crowding, shopping emotions and shopping value. Journal of Distribution Science, 6(2), 61-79. https://doi.org/10.15722/jds.6.2.200812.61
  27. Park, S., Kim, J., & Yoon, J. (2014). A mediating role of coping and safety on the relationship between perception of crowding and feelings of enjoyment. The Korean Journal of Physical Education, 53(3), 485-497.
  28. Park, S., Lee, S., & Lee, C. (2008). The relationship among antecedent variables of crowding, store crowding, and shopping emotions. Journal of Commodity Science and Technology, 26(2), 15-30.
  29. Pons, F., & Laroche, M. (2007). Cross-cultural differences in crowed assessment. Journal of Business Research, 60(3), 269-276. doi:10.1016/j.jbusres.2006.10.017
  30. Pons, F., Laroche, M., & Mourali, M. (2006). Consumer reactions to crowded retail settings: Cross-cultural differences between North America and the Middle East. Psychology & Marketing, 23(7), 555-572. doi:10.1002/mar.20146
  31. Stokols, D. (1972). On the distinction between density & crowding: Some implications for future research. Psychological Review, 79(3), 275-278. https://doi.org/10.1037/h0032706
  32. Suh, S., & Chung, S. (1999). The effect of density level and perceived crowding on shopping time. Proceedings of the Korean Distribution Association, Fall Conference, Korea, 231-246.
  33. Van Rompay, T. J. L., Krooshoop, J., Verhoeven, J. W. M., & Pruyn, A. T. H. (2012). With or without you: Interactive effects of retail density and need for affiliation on shopping pleasure and spending. Journal of Business Research, 65(8), 1126-1131. doi:10.1016/j.jbusres.2011.08.005
  34. Yang, T., & Park, Y. (2006). A study on restaurant environment and crowdedness in food service company. Culinary Research, 12(4), 63-79.
  35. Yang, T., Park, Y., & Lee, B. (2008). A study on the model between the crowding and customer behavior in the food service industry. Journal of Foodservice Management, 11(1), 101-122.