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  • AU GSB: Vol. 9, No. 1 (June 2016)
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The influences of store atmosphere on purchase intention toward a fast fashion brand in Bangkok

by Pitchayapa Siddhibphongsa; Kim, Seongdok

Title:

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

Author(s):

Pitchayapa Siddhibphongsa
Kim, Seongdok

Issued date:

2016

Publisher:

Assumption University Press

Citation:

AU-GSB e-JOURNAL 9, 1 (June 2016), 124-134

Abstract:

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 display have statistical influence on purchase intention whereas music and space allocation have not. This result provide important managerial implications to fast fashion industry to focus on purchase intention to enhance sustainability and profitability. Further investigation of the factors contributing to purchase intention and in other geographical areas is suggested for future studies.

Subject(s):

AU-GSB e-Journal
AU-GSB e-Journal -- 2016

Keyword(s):

Ambient cue
Design and layout cue
Display cue
Fast fashion
Purchase intention
Store atmosphere

Resource type:

Journal Article

Extent:

11 pages

Type:

Text

File type:

application/pdf

Language:

eng

Rights:

This work is protected by copyright. Reproduction or distribution of the work in any format is prohibited without written permission of the copyright owner.

Rights holder(s):

Assumption University

URI:

http://repository.au.edu/handle/6623004553/18872
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  • AU GSB: Vol. 9, No. 1 (June 2016) [5]


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Copyright © Assumption University.
All Rights Reserved.

Contact Us

The St. Gabriel's Library   
Hua Mak Campus  
Ramkhamhaeng 24, Hua Mak  
Bangkok Thailand 10240  
Tel.: (662) 3004543-62 Ext. 3402  
Fax.: (662) 7191544  
E-Mail Library : library@au.edu  


The Cathedral of Learning Library
Suvarnabhumi Campus
Bang Na-Trad Km. 26 Bangsaothong
Samuthprakarn Thailand 10540
Tel.: (662) 7232024, 7232025
Fax.: (662) 7191544
E-Mail Library : library@au.edu
 

 

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