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Effects of human crowding and the physical attractiveness of others on customers in stores

백은수|추호정|Hyein Jung
한국마케팅과학회 (Korean Scholars of Marketing Science)|2017.01|Journal of Global Fashion Marketing|제8권 제1호|pp. 69-82|DOI http://dx.doi.org/10.1080/20932685.2016.1255854

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참고문헌

키워드

Human crowdingphysical attractivenessretail environmentS–O–R paradigmstore crowding人群拥挤外在吸引S-O-R模式零售环境商店拥挤
주제분류경영학

초록

This study examines how the physical attractiveness of other customers aff ects consumer emotions and behaviors in the context of human crowding in a fashion store. We propose that consumers’ store avoidance behaviors due to human crowding are aff ected by the physical attractiveness of other customers, and explain the mechanism as pleasure based on the S-O-R model. With a 2 (crowding level: high vs low) × 2 (physical attractiveness of other customers: high vs low) ANCOVA of 3D virtual stores, a lab experiment was conducted. Data from a total sample of 137 females was analyzed using SPSS 18.0. Analysis of variance and moderated mediation were performed. Results provide empirical insights about the interactive eff ect of store crowding and physical attractiveness of other customers on instore customers’ avoidance behavior, which is mediated by pleasure. Findings enrich the existing literature on store crowding and provide both theoretical and managerial implications.

Abstract

This study examines how the physical attractiveness of other customers aff ects consumer emotions and behaviors in the context of human crowding in a fashion store. We propose that consumers’ store avoidance behaviors due to human crowding are aff ected by the physical attractiveness of other customers, and explain the mechanism as pleasure based on the S-O-R model. With a 2 (crowding level: high vs low) × 2 (physical attractiveness of other customers: high vs low) ANCOVA of 3D virtual stores, a lab experiment was conducted. Data from a total sample of 137 females was analyzed using SPSS 18.0. Analysis of variance and moderated mediation were performed. Results provide empirical insights about the interactive eff ect of store crowding and physical attractiveness of other customers on instore customers’ avoidance behavior, which is mediated by pleasure. Findings enrich the existing literature on store crowding and provide both theoretical and managerial implications.

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