Digital atmosphere of fashion retail stores
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RESEARCH
Digital atmosphere of fashion retail stores Ha Youn Kim1, Yuri Lee1* , Erin cho2 and Yeo Jin Jung1 *Correspondence: [email protected] 1 Professor, Department of Textiles, Merchandising and Fashion Design, Seoul National University, 222Dong 305Ho, 1, Gwanak‑ro, Gwanak‑gu, Seoul, South Korea Full list of author information is available at the end of the article
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-searchaction-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. Keywords: Digital atmosphere, AIDSAS model, Retail technology, Consumer behavior
Introduction Radical development and proliferation of information and communication technology (ICT) have transformed the way people interact, connect, and communicate, not only with other people but also with their surroundings and business environments (Pantano and Viassone 2014; Henke et al. 2016). ICT refers to technology that enables access to information through telecommunication and can be implemented based on a medium that enables communication with others, such as the Internet, mobile phone, and digital devices (Zhang et al. 2008). Digital devices and services, such as smartphones, digital screens, cloud services, and electronic transfer of information between objects (e.g., smart home services and Amazon dash buttons) have already been an integral part of managing and organizing people’s everyday lives (Mitrea et al. 2010; Henke et al. 2016). In addition, the increasing adoption of ICT by traditional industries (i.e., convergence) has further transformed the way people interact with products, brands, and companies (Pantano 2014).
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