Abstract
This study sheds light on a prominent issue in retailing: how the digital atmosphere can affect the consumer decision-making process in a fashion retail store. Digital devices and services such as digital screens and digital signage are widely employed in fashion retail stores, transforming the way consumers make decisions about purchasing fashion products. This research investigates how the digital atmosphere affects consumers’ purchase behavior patterns based on the attention-interest-desire-search-action-share (AIDSAS) model. The findings show that attention is a key antecedent to interest, desire, and behavioral responses (search, action, and share) triggered by the digital atmosphere. The findings further suggest that attention has significantly positive effects on consumers’ purchasing patterns of utilizing the digital atmosphere in two types of fashion retail stores: sports and luxury stores. However, we find that these positive effects are more pronounced for sports retail stores than luxury retail stores. This research contributes to understanding consumer behavior related to the digital atmosphere of fashion retail stores by applying the AIDSAS model and helps uncover the stepwise relationships between attention to the store atmosphere-interest/desire and the products-behavior response. These findings have practical implications that can be applied in the fashion industry.
Highlights
Radical development and proliferation of information and communication technology (ICT) have transformed the way people interact, connect, and communicate, with other people and with their surroundings and business environments (Pantano and Viassone 2014; Henke et al 2016)
Convergent validity, which examines the degree to which two or more measurement tools have a correlation with a single factor, can be measured as average variance extracted (AVE) and construct reliability (CR)
Digital devices installed in retail stores have been found to shape customers’ experiences and decision-making by improving the quality and delivery of information (Dennis et al 2012)
Summary
Radical development and proliferation of information and communication technology (ICT) have transformed the way people interact, connect, and communicate, with other people and with their surroundings and business environments (Pantano and Viassone 2014; Henke et al 2016). Numerous retail stores have adopted digital kiosks allowing consumers to check the location and the level of inventory of an item by themselves. Digital signage such as digital displays and touch screens are popular ICT devices in retail stores (Dennis et al 2010; Kent et al 2018). A retail environment with interactions and experiences that are enhanced through these ICT applications is defined as the digital atmosphere (Inman and Nikolova 2017)
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