소매점포의 파사드 컬러가 소비자의 지각된 점포수준, 감정, 점포선호, 방문의도에 미치는 영향

Abstract

This study examines the effects of a store’s symbolic imagery using the facade colors on consumer emotions and behavior. A conceptual model was developed based on the stimulus-organism- response (S-O-R) theory. A total of 284 questionnaires were collected online for which used a hypothetical store image that reflected a higher or low-end retail atmosphere (reflected via the facade colors). Data were analyzed using SPSS 23 and AMOS 23. The results of the analyses demonstrated that: 1) facade colors positively influenced the consumers