پیوندهای مفید
اخبار و اعلانات
آمار
| تعداد نشریات | 161 |
| تعداد شماره‌ها | 6,532 |
| تعداد مقالات | 70,502 |
| تعداد مشاهده مقاله | 124,119,541 |
| تعداد دریافت فایل اصل مقاله | 97,225,949 |
واکاوی نقش کالاپردازی بصری (نوع مانکن) بر رفتار خرید بانوان با نقش تعدیل‌گر نوع فروشگاه و هدف مشتری: با رویکرد پژوهش تجربی | ||
| مدیریت بازرگانی | ||
| دوره 13، شماره 1، 1400، صفحه 247-272 اصل مقاله (1.42 M) | ||
| نوع مقاله: مقاله علمی پژوهشی | ||
| شناسه دیجیتال (DOI): 10.22059/jibm.2019.280594.3490 | ||
| نویسندگان | ||
| کبری نجفی1؛ کامبیز حیدرزاده هنزایی* 2؛ محسن خون سیاوش3 | ||
| 1دانشجوی دکتری، گروه مدیریت بازرگانی، واحد قزوین، دانشگاه آزاد اسلامی، قزوین، ایران. | ||
| 2دانشیار، گروه مدیریت بازرگانی، واحد علوم و تحقیقات، دانشگاه آزاد اسلامی، تهران، ایران. | ||
| 3استادیار، گروه ریاضی و آمار، واحد قزوین، دانشگاه آزاد اسلامی، قزوین، ایران | ||
| چکیده | ||
| هدف: این پژوهش با هدف بررسی نقش نوع مانکن (وجود یا عدم وجود سر) بر قصد خرید با تعدیل نقش نوع فروشگاه و هدف مشتری در جامعه آماری بانوان دانشجو انجام گرفته است. روش: پژوهش با روش تجربی و طرح عاملی 2×2×2 و بر اساس سناریوی مبتنی بر متن و تصویر اجرا شده و داده‌های لازم از نمونه‌ای به حجم 240 نفر گردآوری شده و داده‌ها با تحلیل واریانس تحلیل شده است یافته‌ها:: نتایج پژوهش نشان می‌دهد که متغیر نوع مانکن بر قصد خرید به صورت معناداری تاثیر دارد، به‌طوری‌که مانکن‌های دارای سر در مقایسه با مانکن‌های بدون سر، بیشتر منجر به قصد خرید می‌شوند. متغیرهای نوع فروشگاه و هدف مشتری نیز تاثیر آن را تعدیل می‌کنند. در میان مشتریان با هدف خرید میانگین قصد خرید در فروشگاه فیزیکی بیشتر از میانگین قصد خرید از فروشگاه آنلاین است. به طور کلی نتایج تاثیرات تعاملی نشان داده است که بالاترین قصد خرید به وضعیت‌های زیر اختصاص دارد: الف) هدف مشتری خرید و مانکن دارای سر باشد، ب) هدف مشتری خرید و فروشگاه فیزیکی باشد، ج) فروشگاه فیزیکی و مانکن دارای سر باشد، و د) در نهایت فروشگاه فیزیکی، مانکن دارای سر و هدف مشتری خرید باشد. نتیجه‌گیری: کاربرد مانکن دارای سر در هر دو فروشگاه فیزیکی و آنلاین و جامعه مشتریان با هر هدف در مقایسه با مانکن بدون سر موجب افزایش قصد خرید می‌شود. با توجه به جامعه آماری، این نتیجه در مورد مشتریان عادی صادق است. | ||
| کلیدواژه‌ها | ||
| نوع مانکن؛ قصد خرید؛ فروشگاه فیزیکی و آنلاین؛ هدف مشتری | ||
| عنوان مقاله [English] | ||
| Exploration of the Role of Visual Merchandising (Mannequin) on Women’s shopping Behavior through the Moderating Role of Type of Store and Customers’ Intention: An Experimental Research Approach | ||
| نویسندگان [English] | ||
| Kobra Najafi1؛ Kambiz Heidarzadeh Hanzaee2؛ Mohsen Khounsiavash3 | ||
| 1PhD Student, Department of Business Management, Qazvin Branch, Islamic Azad University, Qazvin, Iran. | ||
| 2Associate Professor, Department of Business Management, Science and Research Branch, Islamic Azad University, Tehran, Iran. | ||
| 3Assistant Professor, Department of Mathematics and Statistics, Qazvin Branch, Islamic Azad University, Qazvin, Iran. | ||
| چکیده [English] | ||
| Objective: Given their ability to attract potential customers, mannequins have been regarded as an element of effective visual merchandising in providing appropriate information to customers in clothing stores. Visual merchandising refers to a retail strategy that maximizes the aesthetics of a particular product to increase sales rate; it is the art of displaying the product in an attractive way for customers. Mannequins, especially in shop windows, can play a significant role in creating brand identity in the mind of the consumer with the intention of attracting consumers to the store, brand, or product that may lead to purchase. The aim of this study was to investigate the role of the mannequin type (with head or headless) on intention to buy through the moderating role of store type and customers’ intention among female students. Methodology: The research was performed using an experimental method and 2 × 2 × 2 factor design based on text- and image-oriented scenario. Data were collected from a sample of 240 university students and were evaluated using variance analysis method. The purpose of this study was to investigate the effect of three explanatory variables (independent & moderator) on intention to buy. These explanatory variables include the type of mannequin (with head or headless), the type of store (physical or online store), and customers’ intention (purchasing or siteseeing) as nominal scales; besides, the dependent variable, the intention to buy, was regarded as a five-point continuous scale from very little to very much. Findings: The results indicated that the type of mannequin could have a significant effect on the intention to buy, so that mannequins with heads could lead to greater intention to buy among customers. In addition, the type of store and customers’ intention could also moderate such effects. Moreoer, the average intention to buy was higher in a physical store compared to an online store. In general, results of interactive effects have shown that the highest rate of intention to buy was observed in the following situations: a) the customer intends to buy and the mannequin has a head, b) the customer intends to buy in a physical store, c) the physical store and the mannequin has a head, and d) the physical store, the mannequin has a head, and the customer intends to buy. Conclusion: The use of mannequins with a head in both physical and online stores increases the intention to buy among all customers compared to headless mannequins. According to the statistical population, the result could be generalized to ordinary customers as well | ||
| کلیدواژه‌ها [English] | ||
| Type of Mannequin, Intention to Buy, Physical Store, Online Store, Customers’ Intention | ||
| مراجع | ||
|
Abbasi, A. Mansourabady, Z. & Mahmoudshahi, S. (2016). The effect of Firm Social Responsibility on Customer’s Trust and Shopping Intention by Emphasizing the Mediating Role of Customer Satisfaction. Business Management, Vol. 8, No. 4, pp. 883-900. Agdayemawer A. & Kumar M. (2017). Impact of Visual Merchandising on Consumers’ Buying ChoiCe with reference to Reliance Fresh. International Journal of Management, IT & Engineering, Vol. 7, No. 12, pp. 166-175. Al-Hosseini Al-Modarresi, S. M. & Mohammadi, F. (2016). Internet Shopping and consumer Value. two science- research Journals in Business Management, Year 8 (Spring and summer, 2016), Number 15, pp. 59-82. Allen, C., (2000). Effective online merchandising techniques by Cliff Allen (Online). Retrieved July 11, 2002, from http://www.clickz. com/cgi-bin/gt/print.html?article=2892. Arvola, A., Vassallo, M. & Dean, M. (2000). Predicting intentions to purchase organic food: the role of affective and moral attitudes in the theory of planned behavior. Appetite, 50 (2-3), 443-454. Asirvatham, M. A. P., & Mohan, N. (2018). importance of lighting in visual merchandising. Global journal for research analysis, 6 (5). Babin, B.J., Darden, W.R. & Griffin, M. (1994), Work and/or fun: measuring hedonic and utilitarian shopping value. Journal of Consumer Research, Vol. 20, March, pp. 644-656. Bakarne, S. (2008), Visual Merchandising Concept. 111Articles.info, http://www.111articles.info/business/small-business/visualmerchandising-concepts.html. accessed on 12/03/2012. Bellenger, D. & Korgaonker, P.K. (1980). Profiling the recreational shopper. Journal of Retailing, Vl. 56, fall, pp. 77-82. Bellenger, D.N., Robertson, D.H. & Greenburg, B.A. (1977). Shopping center patronage motives. Journal of Retailing, Vol. 53, pp. 29-38. Berg, H. (2015). Headless: The Role of Gender and Self‐Referencing in Consumer Response to Cropped Pictures of Decorative Models. Psychology & Marketing, 32 (10), 1002-1016. Berg, H. (2015). Headless: The Role of Gender and Self‐Referencing in Consumer Response to Cropped Pictures of Decorative Models. Psychology & Marketing, 32 (10), 1002-1016. Berkman, H.W. & Gilson, C.G. (1978). Consumer Behaviour: Concepts and Strategies, Dickenson Publishing, Encino, CA. Bessenoff, G. R. (2006). Can the media affect us? Social comparison, self-discrepancy, and the thin ideal. Psychology of women quarterly, 30(3), 239-251. Blackwell, R. D., Miniard, P. W., & Engel, J. F. (2006). Consumer behaviour (10th ed.). Mason, OH: Thomson. Bloch, Peter H., Ridgway, Nancy M. & Sherrell. Daniel L. (1989). Extending the Concept of Shopping: An Investigation of Browsing Activity. Journal of Academy of Marketing Science, 17 (Winter): 13-21. Cohen, A. (2014).Mannequin Size on Consumers' Perception of Self and Satisfaction with Fit. (Master's thesis). Retrieved from http://scholarcommons.sc.edu/etd/2634 Colborne, R. (1996). Visual merchandising: The business of merchandise presentation: United Nations Publications. Cornelius, B., Natter, M., & Faure, C. (2010). How storefront displays influence retail store image. Journal of Retailing and Consumer Services, 17(2), 143-151. Crosno, J., T.H. Freling & S.J. Skinner, (2009). Does brand social power mean might? Exploring the influence of brand social power on brand evaluation. Psychol. Market., 26(2): 91-121. Dellaert, B.G.C., T.A., Arentze & H.J.P. Timmermans (2008). Shopping context and consumers’ mental representation of complex shopping trip decision pro- blems. Journal of Retailing, Vol. 84, No. 2. Esmailzadeh, A. Amraee, H, Gholipour, S, & Mogaddam, A. (2017). the Effect of Atmosphere and Layout of Internet Stores in Future Online Shopping behavior of Customer. Journal of Business Management, period 9, Number 2, pp. 213-232. Farrokhian, S, Mirabi, V. R. Safarzadeh, H. & Jamshidi, M. (2016). Designing and Explaining a Model of Influencing Factors on Shopping Behavior of Iranian Young University Students, Science and Research. Journal of New Marketing Research,Year 6, Number 4(23), pp. 159-176. Fiore A. M., Yah X. & Yoh E., (2000). Effects of the Product Display and environmental fragrancing on approach responses and pleasurable experiences. Psychology & Marketing, Vol. 17 (1), pp. 27-42. Ghalandari, K., & Norouzi, A. (2012). The effect of country of origin on purchase intention: The role of product knowledge. Research Journal of Applied Sciences, Engineering & Technology, 4, 1166-1171. Gounaris, S., Koritos, C. & Vassilikopoulou, K. (2010). Person - place congruency in the internet banking context. Journal if Business Research, 63(9-10), 943- 949. Greenspan, R., (2003). Apparel sales apparent online (Online). Retrieved March23, 2003, from http://cyberatlas.internet.com/ markets/retailing/print/. Grewal, D., Roggeveen, A.L., Puccinelli, N.M., & Spence, C. (2014). Retail atmospherics and in-store nonverbal cues: An introduction. Psychology and Marketing, Vol. 31 No. 7, pp. 469–471. Harris, K.E., Grewal, D., Mohr, L.A., & Bernhardt, K.L. (2006). Consumer responses to service recovery strategies: The moderating role of online versus offline environment. Journal of Business Research, 59(4), 425–431. Heath, R.P., 1995. Psychographics: Q’est-ce que c’est? American Demographics 74, 74–79. Hefer, Y., & Cant, M. (2013). Visual merchandising displays’ effect on consumers: a valuable asset or an unnecessary burden for apparel retailers. International Business & Economics Research Journal, 12(10), 1217-1224. Hosseinzadeh Shahri, M, & Khosravi, M. (2013). Effect of store image on customer support and loyalty (Case Study: Hyper Star Store). Journals of Business Management, 5 (3), pp. 39-56. IrfanSabir, R. Farooqi, A. R. & Shahnawaz M. (2015). Impact of Utilization of Mannequins on Society and Sales. Global Journal of Research in Business & Management, Vol. 1, No. 1, May 02. Jain, V., Sharma, A., & Narwal, P. (2012). Impact of visual merchandising on consumer behavior towards women’s apparel. International Journal of Research in Management, 2(5), 106-117. Jamnani, M. A., & Daddikar, M. P. (2015). Influence of visual merchandising on customer buying decision- a study of In mark retail store. Asia Pacific Journal of Research, Vol: I. Issue XXX, pp. 107-113. Jarboe, G. R. & McDaniel. C. D. (1987). A Profile of Browsers in Regional Shopping Malls. Journal of the Academy of Marketing Science, 15 (Spring): 46-53. Kashkoli, M. (2012). The Effect of Environmental Factors on the Impulse Purchasing Behavior of Customers (Case Study: Refah Store), Master thesis, Allameh Tabataba'i University - Faculty of Management and Accounting. Kefayati, H, Bahmani, A, & Shabanzadeh, M. (2018). the effect of Customer Perceptions and Knowledge of Products on Their Shopping Behavior, Case Study: Clothes Industry, Journals of Management and Accounting Studies, period 4, Number 2 (1), pp. 79-88. Kerfoot, S., Davies, B., & Ward, P. (2003). Visual merchandising and the creation of discernible retail brands. International Journal of Retail & Distribution Management, Vol. 31 No. 3, pp. 143–152. Khakimdjanova, L., & Park, J. (2005). Online visual merchandising practice of apparel e-merchants. Journal of Retailing and Consumer Services, 12(5), 307–318. Klokis, H., (1986). Store windows: dynamic first impressions. Chain Store Age Executive 62, 108–109. Lanjewar, J. (2014). Visual merchandising and consumer behavior. Sai Om Journal of Commerce and Management, 1(11), 24-29. Law, D., Wong, C., & Yip, J. (2012). How does visual merchandising affect consumer affective response? An intimate apparel experience. European Journal of marketing, 46(1/2), 112-133. Levi, E. & Weitz, S. (2009). Retailing management. 7th Ed. New York: McGraw Hill. Lin, L. Y. & Liao, J. C. (2012). The influence of store image and product perceived value on consumer purchase intention. international journal of advanced scientific research and technology, Issue 2, Vol. 3. pp. 306-321. Lindström, A., Berg, H., Nordfält, J., Roggeveen, A. L., & Grewal, D. (2016). Does the presence of a mannequin head change shopping behavior?. Journal of Business Research, 69(2), 517-524. Liu, F., Li, J., Mizerski, D. & Soh, H. (2012). Self-congruity, brand attitude, and brand loyalty: a study on luxury brands. European Journal of Marketing, Vol. 46 Nos. 7/8, pp. 922-937. Magee, M. (2003) ‘Boom or bust for eshopping,’ The Sunday Tribune. [Online], [Retrieved December 22, 2003], http://web.lexisnexis.com/universe/document Mehta , N. P. & Chugan P. K. (2013). The Impact of Visual Merchandising on Impulse Buying Behavior of Consumer: A Case from Central Mall of Ahmedabad India. Universal Journal of Management, 1(2), 76-82. Mehta , N. P. & Chugan P. K. (2014). Impact of Visual Merchandising on Consumer Behavior: A Study of Furniture Outlets. Universal Journal of Management, 2(6), 207-217, 2014 Mehta, N. & Chugan, P. K. (2012), Visual Merchandising: Impact on Consumer Behavior (An Exploratory Study of Apparel Segment in Ahmedabad City), Mapping the Global Future: Evolution Through Innovation and Excellence, Reading Book, Delener, N. Fuxman, L. Lu, F. V. & Rodrigues, S., Global Business and Technology Association, Fourteenth Annual International Conference, New York pp. 607-614, Monafi, H, & Najafi Pirasteh, M. (2008). Impulse Buying, Tadbir Magazine No. 198. Nakhaee, A. & Kheiri, B. (2012). Selected Factors Effects on Green Shopping Intention. Marketing Management Journal. Number 15, pp. 106-130. Nash, S., (2000). Online catalog will come to life and you will view merchandise from every side (Online). PC Magazine. Retrieved May 15, 2003, from http://www.pcmag.com. Nikbakht, M. J. Moshabaki, A. & Khodadad Hosseini, S. H. (2015). Evaluate the effect of immediate-oriented Buyer and In store on impulse purchase at the chain stores. Journals of Business Management, 7 (4), pp. 985-1004. Nordfält, J., Grewal, D., Roggeveen, A., & Hill, K. (2014). Insights from in-store marketing experiments. Shopper Marketing and the Role of In-Store Marketing (Review of Marketing Research), 11, pp. 127–146. Oh, H. (2000). Customer value and behavioral intentions. Journal of Hospitality & Tourism Research, Vol. 24 No. 2, pp. 136-162. Oh, H., & Petrie, J. (2012). How do storefront window displays influence entering decisions of clothing stores?. Journal of Retailing and Consumer Services, 19 (1), 27-35. Oregon state university, USA. Palmeira M. Pontes N. Thomas D. & Krishnan , S. (2016), Framing as status or benefits?. European Journal of Marketing, Vol. 50, Iss 3/4, pp. 488 - 508 Park, H., Jeon, J., & Sullivan, P. (2015). How does visual merchandising in fashion retail stores affect consumers’ brand attitude and purchase intention?. The International Review of Retail, Distribution and Consumer Research, 25 (1), 87-104. Pegler, M. (2006). What To Use For Successful Displays. In Visual Merchandising and Display (5th ed.). New York: Fairchild Publications. Prasad, A., & Vetrivel, S. (2016). An Empirical Study on Visual Merchandising and Its Impact on Consumer Buying Behaviour. lOSR Journal of Business and Management (lOSR-JBM), 18(11), 8-14. Rahimizadeh, H, Haddadiyan, A, & Esfahani, M. E. (2014). A survey of effecting factors on Impulse buying in Mashhad Chain Stores. New Marketing Quarterly,4 (15). pp. 71-84. Roy, S. & Goswami, P. (2007). Structural equation modeling of valuepsychographic trait-clothing purchase behavior: a study on the urban collegegoers of India. Emerald Group Publishing, Vol.8 No.4, p.262-277. Sahfeeiy Roudposhti, M, & Malekshahi, F. (2015). Women’s Shopping Stylistics in Clothing Industry (Case: Tehran’s Women). Women’s Research Journal, Institute of Humanities and Cultural Studies,Year 6, Spring and summer, pp. 67-86. [in Persian]. Sen, S., Block, L., & Chandran, S. (2002). Window displays and consumer shopping decisions. Journal of Retailing and Consumer Services, 9, 277-290. Seo, J.I. & Hathcote, J.M. (2001). Casualwear shopping behavior of collegemen in Georgia, USA. Journal of Fashion Marketing and Management, Vol. 5 No. 3, pp. 208-222. Shaouf, A., Lü, K. & Li, X. (2016). The effect of web advertising visual design on online purchase intention: An examination across gender. Computers in Human Behavior, 60, 622-634. Slyke, C.V., Comunale, C.L. & Belanger, F., (2002). Gender differences in perceptions of Web-based shopping. Communications of the ACM, 45 (7), 82–86. Sohrabi, R, Samadi, A. & Yousefi Fard, A. (2014). Design and test the Impulse buying behavior of customers. two science- research Journals in Business Management, No. 11, pp. 147-180. Solomon, M.R. & Rabolt, N.J. (2004). Consumer Behaviour in Fashion, Pearson Education, New Jersey. Spence, C., Puccinelli, N.M., Grewal, D., & Roggeveen, A.L. (2014). Store atmospherics: A multisensory perspective. Psychology and Marketing, Vol. 31, No. 7, pp. 472–488. Taheri Kia, & F. Naderi, A. (2012). Identifying and evaluating effective factors on obsessive compulsive shopping (shopping addiction), (Researcher) Management Journal, year 9. Number 26. PP. 87-106. Tauber, E.M. (1972). Why do people shop?. Journal of Marketing, Vol. 36, October, pp. 46-59. Teng, L. Laroche, M. & Zhu, H. (2011). The effects of multiple-ads and multiple-brands on consumer attitude and purchase behavior. Journal of Consumer Marketing. 42(2). 21-35. Tenga, C-C. & Chang, J-H. (2014). Effects of temporal distance and related strategies on enhancingcustomer participation intention for hotel eco-friendly programs, International Journal of Hospitality Management, 40, 92–99. Then, N.K. & DeLong, M.R., (1999). Apparel shopping on the web. Journal of Family and Consumer Sciences, 91 (3), 65–68. Thomas, A. K., Louise, R., & Vipinkumar, V. (2018). Impact of Visual Merchandising, on Impulse Buying Behavior of Retail Customers. International Journal for Research in Applied Science and Engineering Technology, 6(2), 474-491. Verplanken, B., Herabadi, A.G., Perry, J.A. & Silvera, D.H. (2005). Consumer style and health: the role of impulsive buying in unhealthy eating. Psychology and Health, Vol. 20, pp. 429-41. Wanniachchi, N., & Kumara, W. (2016). A Study on Impact of Visual Merchandising on Consumer Buying Behaviour in Clothing Retail Stores. Journal of Engineering and Technology of the Open University of Sri Lanka (JET-OUSL), Vol. 4, No.2, 2016. Watson, D, Clark, L. A. & Tellegen A. (1988). Development and Validation of Brief Measures of Positive and Negative Affect: The PANAS Scales. Journal of Personality and Social Psychology, 54 (June): 1063-1070. Wilson, J.A.J. & Hollensen, S. (2010). Saipa Group, Iran – using strategic brand extensions to build relationships. Journal of Islamic Marketing, Vol. 1 No. 2, pp. 177-188. Xia, L. (2010). An examination of consumer browsing behaviors. Qualitative Market Research: An International Journal, Vol. 13 Iss 2 pp. 154 – 173. | ||
|
آمار تعداد مشاهده مقاله: 2,329 تعداد دریافت فایل اصل مقاله: 887 |
||