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http://dx.doi.org/10.5850/JKSCT.2017.41.2.266

Consumer Emotional Experience and Approach/Avoidance Behavior in the Store Environment with Digital Signage -Moderating Effect of Perceived Surprise-  

Kim, Eun Young (Dept. of Fashion Design Information, Chungbuk National University)
Sung, Heewon (Dept. of Clothing & Textiles, Gyeongsang National University)
Publication Information
Journal of the Korean Society of Clothing and Textiles / v.41, no.2, 2017 , pp. 266-280 More about this Journal
Abstract
This study predicted consumer approach/avoidance behavior through consumer emotional experiences and examined the moderating effect of perceived surprises in the context of digital signage in store environments. A self-administered questionnaire consisted of consumer emotional experience (e.g., pleasure, arousal, and dominance), approach-avoidance behavior and perceived surprise by digital signage. A total of 278 usable responses were obtained from consumers who experienced digital signage at fashion retail stores. The findings support the Mehrabian-Russell model in the context of digital signage. Approach behavior was predicted by pleasure and arousal emotional experience, while avoidance behavior was predicted by dominance. The moderating effect of perceived surprise was also indicated in the effect of emotional experience on approach or avoidance behavior. In the high level of perceived surprise, pleasure and arousal had significant effects on approach behavior, whereas dominance had significant effect on avoidance behavior. This study discussed theoretical and managerial implications for creating emotional experiences and developing strategic store management by utilizing new digital technology within the fashion retail environments.
Keywords
Approach/avoidance behavior; Digital signage; Emotional experience; Perceived surprise; Retail environment;
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