피팅룸의 환경 요인이 소비자 반응에 미치는 영향

This study investigated the influencing relationship between the environmental factors constituting the fitting room in the fashion retail environment and related variables. This study conducted an experimental investigation to verify the influence of environmental factors of fitting room on consumer responses and the moderating role of consumer's thinking style. The results of the research can be summarized as follows. The verification of Hypothesis 1 confirmed that in the case of the mirror is located inside the fitting room showed higher fitting room attitude and purchase intention than in the case of the mirror is located outside the fitting room. In addition, it was confirmed that the fitting room with warm lighting showed higher fitting room attitude and purchase intention than the fitting room with cold lighting. The verification of Hypothesis 2 and 3, confirmed that the interaction effect of the mirror environment and the lighting environment in the fitting room was not significant, but the moderating effect of thinking style on the effect of the mirror and lighting environment in the fitting room on consumer responses was significant. Based on these results, the study provided valuable theoretical and managerial implications and directions for future research.