Now showing items 1-1 of 1

  • Thumbnail

    The influences of store atmosphere on purchase intention toward a fast fashion brand in Bangkok 

    Pitchayapa Siddhibphongsa; Kim, Seongdok (Assumption University Press, 2016)

    The objective of this research is to investigate how store atmosphere influences purchase intention in fast fashion brands in Bangkok. There is robust growth and high competition in the fast fashion's market. Seven factors, which are music, color, lighting, traffic flow, space allocation, product display, and window display, are selected in order to find statistical relationship with purchase intention based on thorough literature review. Findings of this current research show that color, lightening, traffic flow, product display and window ...