کد مقاله | کد نشریه | سال انتشار | مقاله انگلیسی | نسخه تمام متن |
---|---|---|---|---|
10492705 | 940280 | 2016 | 8 صفحه PDF | دانلود رایگان |
عنوان انگلیسی مقاله ISI
Store-window creativity's impact on shopper behavior
ترجمه فارسی عنوان
تاثیر خلاقیت فروشگاه پنجره بر رفتار خریدار
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کلمات کلیدی
خلاقیت، نمایش پنجره فروشگاه رفتار خریدار، ورود فروشگاه
موضوعات مرتبط
علوم انسانی و اجتماعی
مدیریت، کسب و کار و حسابداری
کسب و کار و مدیریت بین المللی
چکیده انگلیسی
Store windows offer an opportunity for retailers to influence consumers who are in the vicinity of their stores. However, little is known about the effects of store windows on shopper behavior. This study examines store window creativity and its effects on store entry. In line with advertising creativity research, the present study hypothesizes that window displays that are more creative will be more successful in attracting store visits and that this effect is mediated by store window attitude, product beliefs, and perceptions of retailer effort. The study proposes that shopping frequency moderates this effect. The study tests these hypotheses in two empirical studies: one large-scale field study (n = 1,834) and one experimental online study (n = 480). The results, which support all the hypotheses, contribute to a better understanding of the impact of (creative) store window displays.
ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Journal of Business Research - Volume 69, Issue 3, March 2016, Pages 1014-1021
Journal: Journal of Business Research - Volume 69, Issue 3, March 2016, Pages 1014-1021
نویسندگان
Fredrik Lange, Sara Rosengren, Angelica Blom,