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http://dx.doi.org/10.5850/JKSCT.2015.39.4.613

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

Park, Kyungae (Dept. of Clothing & Fashion, Yeungnam University)
Heo, Soonim (Dept. of Clothing & Fashion, Yeungnam University)
Publication Information
Journal of the Korean Society of Clothing and Textiles / v.39, no.4, 2015 , pp. 613-624 More about this Journal
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
Retail crowding; Store density; Sale; Perceived price benefit; Spatial and human density;
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Times Cited By KSCI : 2  (Citation Analysis)
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