Effect of the fitting room environment on older clothing shoppers. (September 2016)

• Record Type: Journal Article
• Authors: Seo, Kyungnam; Fiore, Ann Marie
• Is Part Of: Journal of retailing and consumer services. Volume 32(2017)
• Page Start: 15
• Page End: 22
• Publication Date: 2016-09
• Subjects: Older consumers -- fitting room -- shopping; Retail trade -- Periodicals; Service industries -- Periodicals; Customer services -- Periodicals; Commerce de détail -- Périodiques; Service à la clientèle -- Périodiques; Customer services; Retail trade; Periodicals; 658.87
• DOI: 10.1016/j.jretconser.2016.05.011
• Languages: English
• ISSNs: 0969-6989

Abstract

Abstract: Given the age-related physical challenges and social needs of older consumers, a randomized field experiment with 72 females aged 65+ was conducted using fitting room areas of two stores that varied in levels of Universal Design features and service. Based on ANCOVA, the fitting room area accommodation level had a significant effect on physical environment and social environment psychic costs and shopping satisfaction. Multiple regression confirmed the interaction effect of competence level and accommodation level on psychic costs and that psychic costs affected shopping satisfaction. Satisfaction influenced patronage intentions. The importance of the fitting room area should not be underestimated.