Emotional response to servicescapes: A cyberscape conjoint simulation of Renao and Xianjing retail attributes
| Autor: | Li-Yun Lee, 李立雲 |
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| Rok vydání: | 2013 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 101 That culture influences consumer preferences is a well-established phenomenon, as is the importance of the retail environment—the servicescape. However, previous consumer behavior studies of retailing lack a deep and well-contextualized consideration of Chinese cultural as well as overlooking the common retail formats found throughout Greater China. Based on retail attributes derived from deep psychological studies and grounded theory, two common retail environments found among Chinese retailers, Renao and Xianjing, are the focus of this study. Conjoint analysis is employed to investigate how these retail settings’ attributes are valued by consumers through the measurement of emotions and behaviors. This study uses the well-established PAD model to quantitatively measure consumers’ reactions to objects presented in a 3D virtual store. Simulated shopping experiences are presented, within an experimental context, to 262 respondents from a stratified sampling of Taiwan’s population. Data collected from 14 conjoint simulations, experienced by every respondent, resulted in over 82,000 data points. Findings show that Renao attributes increase arousal and decrease dominance. In contrast, Xianjing attributes increase dominance and decrease arousal. Three clusters of consumer preferences are quantified in their differences in attitude toward and preferences for Renao and Xianjing attributes, moderated by age and change seeking tendency. Findings show a group of consumers with a strong Chinese collectivism culture in their retail servicescape preferences, contrasting sharply with a group valuing a strong individualism culture within their preferred servicescape. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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