Document Type : Research Paper

Author

Associate Professor, Department of Business Management, Faculty of Management and Economics, Islamic Azad University of Science and Research, Tehran, Iran

Abstract

The present study is conducted to investigate the influence of in-store mannequin models (with or without head) on customers’ buying decisions and visualizing the clothes on body, having an eye to the role of customers’ knowledge about fashion as a moderating variable. Moreover, the investigation process is based on 2×2 factor analysis and a defined scenario. The research sample population consists of female university students, and the investigations are done with participation of 160 female students possessing knowledge about fashion. The research data are collected using a scenario-based questionnaire that includes texts and pictures. The process of data analysis, also, is based on Variance Analysis and Regression Analysis methods. The results showed that mannequin type and customers’ knowledge about fashion have a basic and interactive influence on buying decision and visualizing the clothes on body, and the influence is significant. Particularly, head-less mannequins and higher level of customers’ knowledge about fashion may intensify buying decision and encourage the customers to visualize the clothes on their bodies. Furthermore, the results demonstrated that the more the customers visualize clothes on their bodies, the greater would be their intent to purchase, and the indirect influence of mannequins with head on customers’ decision to buy is reduced by visualizing the clothes on body.

Keywords

[1] بخشی‏زاده، علیرضا؛ کردنائیج، اسداله؛ خداداد حسینی، سیدحمید (1395). «ارائة الگویی به منظور تبیین نقش موفقیت مجتمع‏های تجاری در کشور»، مجلة بررسی‏های بازرگانی، ش 76، ص1ـ13.
[2] خرم‌شاد، محمدباقر؛ علیپوری، رضا (1394). «راهبردهای فعال‌سازی جوانان در راستای ارتقای اقتدار ملی جمهوری اسلامی»، فصل‌نامة راهبرد دفاعی، س 13، ش49، ص 179ـ218.
[3] داوری، روشنک؛ طالب‏پور، فریده؛ دادور، ابوالقاسم؛ افهمی، رضا (1395). «بررسی آگاهی و درک زنان جوان تحصیل کرده به خرید و مصرف پایدار پوشاک (مطالعة موردی: دانشکدة هنر دانشگاه الزهرا (س))»، زن در فرهنگ و هنر، دورة 8، ش 2، ص 281ـ300.
[4] عابدینی، صمد؛ رسول‌زاده اقدم؛ صمد؛ صبوری کزج، پرویز (1399). «مطالعة جامعه‏‌شناختی ادراک عدالت جنسیتی زنان با تأکید بر عامل قومیت»، زن در فرهنگ و هنر، دورة 12، ش2، ص155ـ184.
[5] طاهری‌کیا، فریز؛ نادری، آرامه (1391). «شناسایی و ارزیابی عوامل تأثیرگذار بر خرید وسواسی (اعتیاد به خرید)»، فصل‌نامة پژوهشگر (مدیریت)، س 9، ش26، ص87ـ106.
[6] مالهوترا، نارش‏کی. (1397). تحقیقات بازاریابی، ترجمة کامبیزحیدرزاده و بهار تیمورپور، چ6، تهران: مهربان.
[7] مرکز آمار ایران (1398) نتایج هزینه‌ها و درآمد خانوارهای شهری، معاون برنامه‌ریزی و نظارت راهبردی رئیس‌جمهور.
[8] Alba, J.W., & Hutchinson, J.W. (1987). Dimensions of consumer expertise. Journal of Consumer Research, 13(4), PP 411–454.
[9] Anitha, N., & Selvaraj, C. (2010). The effects of mannequins on consumers’ perception and shopping attitude. Information and Processing Management, 70, PP 641-647.
[10] Aumentado, F. Siochi J. & Domingo, L. M. (2017). Factors Affecting Impulsive Buying Behavior on Clothes of the Different Age Generations in District IV of Cavite, Presented at the DLSU Research Congress 2017, De La Salle University, Manila, Philippines June 20 to 22, 2017.
[11] Balaji, M.S., & Jha, S., & Sengupta, A. S. and Krishnan, B. C. (2018). Are cynical customers satisfied differently? Role of negative inferred motive and customer participation in service recovery. Journal of Business Research, 86, (2018), PP 109–118.
[12] Berg, H. (2015). Headless: The Role of Gender and Self‐Referencing in Consumer Response to Cropped Pictures of Decorative Models. Journal of Psychology & Marketing, 32(10), 1002-1016.
[13] Cohen, A. (2014). Mannequin Size on Consumers' Perception of Self and Satisfaction with Fit. (Master's thesis). Retrievedfromhttp://scholarcommons.sc.edu/etd/2634.
[14] Ellis, C. (2018). A Research Proposal: The Effect of Visual Merchandising on Female Consumer Shopping Behavior. MBA Student Scholarship. 64. https://scholarsarchive.jwu.edu/mba_student/64
[15] Fister, S.E. (2009). Consumers’ Shopping Value and their Responses to Visual Merchandise Displays in an In-store Retail Setting. Master Thesis, Oregon state university, USA.
[16] Hefer, Y., & Cant, M. C. (2013). Visual merchandising displays' effect on consumers: A valuable asset or an unnecessary burden for apparel retailers. The International Business & Economics Research Journal (Online), 12(10), PP 1217-1224.
[17] Hsu, C., Chen, M. C., Kikuchi, K., and Machida. I. (2016). Elucidating the determinants of purchase intention toward social shopping sites: A comparative study of Taiwan and Japan. Journal of Telematics and Informatics, 4(16), PP 1–35.
[18] IrfanSabir, R. Farooqi, A. R. & Shahnawaz M. (2015). Impact of Utilization of Mannequins on Society and Sales. Global Journal of Research in Business & Management, 1(1), PP 38-44.
[19] Jain, V., Sharma, A., & Narwal, P. (2012). Impact of visual merchandising on consumer behaviour towards women’s apparel. International Journal of Research in Management, 2(5), PP 106-117.
[20] Kerfoot, S., Davies, B., & Ward, P. (2003). Visual merchandising and the creation of discernible retail brands. International Journal of Retail & Distribution Management, 31(3), PP 143–152.
[21] Laroche, M., Kim, C. & Zhou, L. (1996). Brand familiarity and confidence as determinants of purchase intention: an empirical test in a multiple brand context. Journal of Business Research, 37(2), PP 115-120.
[22] Law, D., Wong, C., and Yip, J. (2012). How does visual merchandising affect Consumer affective response? European Journal of Marketing, (46)1/2, PP 112-133.
[23] Lindström, A. Berg, H, Nordfält, J. L. Roggeveen, A, & Grewal, D. (2016). Does the presence of a mannequin head change shopping behavior? Journal of Business Research, 69 (2016), PP 517–524.
[24] Liu, F., Li, J., Mizerski, D. & Soh, H. (2012). Self-congruity, brand attitude, and brand loyalty: a study on luxury brands. European Journal of Marketing, 46(7/8), PP 922-937.
[25] Mihic, M., Anic, I.-D., & Milakovic, I. K. (2018). Time spent shopping and consumer clothing purchasing behaviour. Ekonomski pregled, 69(2), PP 89-105.
[26] Oh, H., and Petrie, J. (2012). How do storefront window displays influence entering decisions of clothing stores?. Journal of Retailing and Consumer Services, 19(1), PP 27–35.
[27] Randhawa, K. and Saluja. R. (2017).Visual Merchandising and Impulse Buying Behavior-Is there any Relationship? International Journal of Business Quantitative Economics and Applied Management Research, 4(5), PP 103-120.
[28] Ramprabha, K. (2017). Consumer Shopping Behaviour And The Role Of Women In Shopping A Literature Review. research journal of social sciences and management, 7 (8), PP 50-63.
[29] Roozen I. (2019). The influence of external design elements on clothing store entry intentions for recreationally and task-oriented female clothing shoppers, The International Review of Retail, Distribution and Consumer Research, 29(4), PP 1-19.
[30] Roy, S. & Goswami, P. (2007). Structural equation modeling of value psychographic trait-clothing purchase behavior: a study on the urban collegegoers of India, Emerald Group Publishing, 8(4), PP 262-277.
[31] Sen, S., Block, L., & Chandran, S. (2002). Window displays and consumer shopping decisions. Journal of Retailing and Consumer Services, 9(5), PP PP 277-290.
[32] Staats, A.W., & Lohr, J.M. (1979). Images, language, emotions and personality: Social behaviorism’s theory. Journal of Mental Imagery, 3(1-2), PP 85–106.
[33] Ti, C. (2009). The effects of window display setting and background music on consumers’ mental imagery, arousal response, attitude, and approach-avoidance behavior. Master thesis, Oregon state university, USA.
[34] Wanniachchi, N.H. & Kumara. W.V.L. (2016). A Study on Impact of Visual Merchandising on Consumer Buying Behaviour in Clothing Retail Stores.Journal of Engineering and Technology of the Open University of Sri Lanka (JET-OUSL), 4(2), PP 42-57.