علوم و فناوری نساجی و پوشاک

علوم و فناوری نساجی و پوشاک

تأثیر چیدمان و فضای داخلی در فروشگاه‌های خرده‌فروشی پوشاک بر رفتار خرید مشتری

نوع مقاله : مقاله پژوهشی

نویسندگان
1 دانشجوی کارشناسی ارشد طراحی پارچه و لباس، دانشگاه آزاد اسلامی، واحد تهران جنوب، تهران، ایران
2 گروه تخصصی طراحی لباس، دانشکده هنر و معماری، دانشگاه آزاد اسلامی، واحد تهران جنوب، تهران، ایران.
چکیده
امروزه فضای رقابتی میان برندها منجر شده چیدمان و فضای داخلی فروشگاه بعنوان یکی از عوامل اثرگذار بر نگرش مصرف‌کننده و رفتار خرید مشتریان، بسیار مورد توجه قرار گیرد. در این راستا پژوهش حاضر با هدف بررسی «تأثیر چیدمان و فضای داخلی فروشگاه بر رفتار خرید مشتریان» اجرا شد. پژوهش حاضر از نوع پژوهش‌های توصیفی- همبستگی بود که بصورت مقطعی اجرا و قلمرو مکانی آن چهار شعبه از فروشگاه‌های برند الف بود که در مناطق نسبتاً برخوردار شهر تهران قرار داشتند. جامعه آماری پژوهش تمامی مشتریان برند الف بودند که بنابر فرمول کوکران، 387 نفر از آنان بصورت تصادفی طبقه ای بعنوان نمونه انتخاب شدند. برای گردآوری داده‌ها از پرسشنامه محقق‌ساخته ای بهره گرفته شد که روایی آن با نظر اساتید و نخبگان و پایایی پرسشنامه نیز با ضریب آلفای کرونباخ به تأیید رسید. برای تجزیه و تحلیل داده‌ها از روش تحلیل همبستگی و رگرسیون خطی چندگانه و نرم‌افزار آماری SPSS26 استفاده شد. یافته‌ها نشان داد که طراحی فضای داخلی فروشگاه‌های خرده‌فروشی پوشاک بر رفتار خرید مشتری تأثیر مثبت و معناداری داشته به طوری که طرح‌ طبقه‌های بوتیک، هندسی و گردشی به ترتیب بیشترین تأثیر را بر مشتریان دارند. همچنین با بهبود چیدمان در فروشگاه‌های خرده‌فروشی پوشاک بالاخص طرح طبقه و محیط فروشگاه، می‌توان مشتری را به حضور بیشتر در فروشگاه و خرید ترغیب نمود.
کلیدواژه‌ها

موضوعات


عنوان مقاله English

The effect of design and interior space in clothing retailers stores on the customer’s purchasing behavior

نویسندگان English

Shaya Soofiani 1
Reza Akbari Bengar 2
1 Master's student in Textile and Clothing Design, Islamic Azad University, South Tehran Branch, Tehran, Iran.
2 Department of Fashion Design, Faculty of Art and Architecture, Islamic Azad University, South Tehran Branch, Tehran, Iran.
چکیده English

In this time, the competitive space between brands has led to the layout and interior of the store as one of the factors affecting consumer attitudes and customers' buying behavior. In this regard, the aim of this study was to evaluating the effect of design and interior space in clothing retailer’s stores on the customer’s purchasing behavior. The present study was descriptive - correlative study which was conducted cross-sectional and its spatial domain was four branches of A brand stores located in relatively prosperous areas of Tehran. The statistical population was customers of A brand in Tehran, which based on Cochran's formula 387 of whom were selected by random sampling method. The study data were collected using the researcher-made questionnaire which its validity with the opinion of professors and elites and reliability of the questionnaire is also with Cronbach's alpha coefficient were confirmed. Data analysis was done correlation and multiple linear regression in SPSS version 26 software. The Findings showed that the interior design of retail clothing stores also had a positive and significant effect on customer buying behavior. Boutique, geometric and circulating floor plans had the greatest impact on customers, respectively. By improving the layout in retail clothing stores, especially the floor plan and store environment, it can be encouraged to be more present in the store and shopping.

کلیدواژه‌ها English

floor plan
Design
Interior Space
Clothing Retailer’s Stores
Customer’s Purchasing Behavior
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  • تاریخ دریافت 19 فروردین 1403
  • تاریخ بازنگری 11 تیر 1403
  • تاریخ پذیرش 13 مرداد 1403