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The Study about Visual Environment in Fashion Store (Part I) - Focusing on the Elements of Store Visual Environment -  

Kim Seonsook (Dept. of Design and Merchandising, Colorado State University)
Jin Sunmee (Dept. of Design and Merchandising, Colorado State University)
Hyllegard Karen (Dept. of Design and Merchandising, Colorado State University)
Publication Information
Journal of the Korean Society of Clothing and Textiles / v.28, no.12, 2004 , pp. 1617-1624 More about this Journal
Abstract
The visual environment of the retail store is an important factor to attract consumers to the store, to satisfy consumers, and finally to increase retailers' profits. This study focused on store visual environment influencing consumer behavior. First, how store environment influenced time that consumers spent in a retail store was examined. Next, visual environment elements of the store that consumers perceived important were identified and the elements of store visual environment preferred by consumers characteristics were examined. Through the result of this study, retailers can realize importance of store visual environment and can also use the findings to establish a new visual merchandising policy of the store or to improve the store environment newly.
Keywords
Consumer behavior; Consumer characteristics; Store visual environment; The elements of store visual environment;
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