점포의 혼잡성이 소비자 감정과 쇼핑행동에 미치는 영향 = The Effects of Retail Crowding on Consumer Emotions and Shopping Behaviors

다국어 초록 (Multilingual Abstract)

This study examined the effects of store density levels on consumer`s crowding perception and the effects of perceived retail crowding on consumer emotions and in turn shopping behavior. In addition, the study investigated the effects of perceived price value and store type on the segmented dimensions of perceived retail crowding. Results of an experimental test with 3 density levels and 2 store types confirmed the effects of density on social crowding and spatial crowding. While social crowding positively affected arousal, spatial crowding negatively did pleasure which in turn affected approach-avoidance behavior. Though two store types showed the same pattern in such relationships, the effect of perceived price value on retail crowding was different by store type.