Effect of the fitting room environment on older clothing shoppers

Given the age-related physical challenges and social needs of older consumers, a randomized field experiment with 72 females aged 65+ was conducted using fitting room areas of two stores that varied in levels of Universal Design features and service. Based on ANCOVA, the fitting room area accommodation level had a significant effect on physical environment and social environment psychic costs and shopping satisfaction. Multiple regression confirmed the interaction effect of competence level and accommodation level on psychic costs and that psychic costs affected shopping satisfaction. Satisfaction influenced patronage intentions. The importance of the fitting room area should not be underestimated.