A Phenomenological Investigation of the Influence of Fitting Rooms in Shopping Centers on Recalling the Previous Shopping Experiences

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NAJAFI KOBRA; HEIDARZADEH HANZAEE KAMBIZ; Khonsiavash Mohsen

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Paper Information

Journal: CONSUMER BEHAVIOR STUDIES Year:2020 | Volume:7 | Issue:2 Page(s): 1-23

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Information Journal Paper

Title

A Phenomenological Investigation of the Influence of Fitting Rooms in Shopping Centers on Recalling the Previous Shopping Experiences

Author(s)

NAJAFI KOBRA | HEIDARZADEH HANZAEE KAMBIZ | Khonsiavash Mohsen | Issue Writer Certificate

Keywords

Fitting Room Type

Emotional and Behavioral Responses

Customer Experience

Customer Evaluation

Abstract

The purpose of this article is to investigate the influence of fitting rooms on behavioral and emotional responses of customers in shopping centers. The present study was based on an applied purpose and it was conducted using a qualitative method and a phenomenological approach. In this research, the features of a fitting room and their relations to customers‟ responses were investigated by conducting deep interviews with the participants. The sample population of this study was composed of young female customers in Tehran shopping centers. The collected evidences were encoded and, inductively, analyzed through several steps using “ MAXQDA” . Then, a theoretical model was drawn based on these analyses. The initial codes were constructed and, also, 50 concepts (easy decision-making, freedom of evaluative thinking, return to store, allowance to try several clothes, repeat purchase, suggestion to others, satisfaction with shopping, avoidance of trying clothes, avoidance of purchase, leaving the store without trying any clothes, no return to store, good feeling, trust, safety, calmness, excitement, convenience, desire (passion), unsettledness, suffocation, regret, lowered trust, uncertainty, lack of calmness, lack of ease, anger, loss in purchase, boring, unpleasant, worry, slippers use, contact ringtone, carpet floor covering, in-room bench, in-room chair, in-room clothes hook, no unpleasant odor, cleanness, number of rooms, air conditioning, appropriate doors, cooling and heating facilities, interior decoration, “ In Use” sign, location of the fitting room, lock equipped doors, size and dimensions, color of the fitting room, appropriate lights, in-room mirror), 8 categories (positive response, negative response, positive emotion, negative emotion, convenience facilities, hygiene facilities, structural facilities, fundamental facilities) and 4 classifications (behavioral response, emotional response, necessary features of a fitting room and proper evaluation of a product) were identified.

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APA: Copy

NAJAFI, KOBRA, HEIDARZADEH HANZAEE, KAMBIZ, & Khonsiavash, Mohsen. (2020). A Phenomenological Investigation of the Influence of Fitting Rooms in Shopping Centers on Recalling the Previous Shopping Experiences. CONSUMER BEHAVIOR STUDIES, 7(2 ), 1-23. SID. https://sid.ir/paper/958762/en

Vancouver: Copy

NAJAFI KOBRA, HEIDARZADEH HANZAEE KAMBIZ, Khonsiavash Mohsen. A Phenomenological Investigation of the Influence of Fitting Rooms in Shopping Centers on Recalling the Previous Shopping Experiences. CONSUMER BEHAVIOR STUDIES[Internet]. 2020;7(2 ):1-23. Available from: https://sid.ir/paper/958762/en

IEEE: Copy

KOBRA NAJAFI, KAMBIZ HEIDARZADEH HANZAEE, and Mohsen Khonsiavash, “A Phenomenological Investigation of the Influence of Fitting Rooms in Shopping Centers on Recalling the Previous Shopping Experiences,” CONSUMER BEHAVIOR STUDIES, vol. 7, no. 2 , pp. 1–23, 2020, [Online]. Available: https://sid.ir/paper/958762/en

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