Effects of illuminance and correlated colour temperature on emotional state and perception of Thai customers in clothing retail stores
Article Sidebar
Main Article Content
Abstract
Lighting is an important environmental factor that stimulates the emotional response of consumers, hence, promoting consumer’s purchase. This research focused on how the illuminance and correlated colour temperature (CCT) affected the emotional response of Thai customers in clothing retail stores. The first investigated the effect of horizontal illuminance levels on the emotional state and perception of participants who viewed different Ten lighting scenes projected on a screen. The subjects evaluated their emotional states and perception on a five-point Likert scale questionnaire. The second experiment was carried out under lighting conditions using 1:10 scale models. Nine lighting scenes containing mixed CCT were evaluated in this experiment using the similar scales as the first experiment. These scenes were homogenous light and mixed light of CCT of 2700K, 4000K and 6500K. Results in the first experiment showed that different illuminance levels impacted the emotional state and perception of participants who represented customers in clothing retail stores at high statistical significance (p<0.01) with an illuminance of 400 lux achieving optimal scores. The second indicated that CCT affected the emotional state and perception at high statistical significance (p<0.01). Homogenous light scenes (Cool White (CW+CW)) consisting of ambient lighting at 4000K and accent lighting at 4000K gave the highest scores. These findings suggested the recommended lighting design characteristics to improve clothing sales as suitable for Thai people.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
References
Kotler P. Atmospherics as a marketing tool. J Retail. 1973;49(4):48-64.
Mehrabian A, Russell JA. An approach to environmental psychology. 1st ed. Cambridge: M.I.T Press; 1974.
Yoo C, Park J, MacInnis DJ. Effects of store characteristics and in-store emotional experiences on store attitude. J Bus Res. 1998;42(3):253-263.
Lin IY. Evaluating a servicescape: the effect of cognition and emotion. Int J Hosp Manag. 2004;23(2):163-178.
Fiore AM, Dennis C, Kim J. An integrative framework capturing experiential and utilitarian shopping experience. Int J Retail Distrib Manag. 2007;35(6):421-442.
Xu Y. Impact of store environment on adult generation Y consumers’ impulse buying. J Shopp Cent Res. 2007;14(1):39-56.
Kumar A. The effect of store environment on consumer evaluations and behavior toward single brand apparel retailers [dissertations]. Tennessee: University of Tennessee; 2010.
Chang HJ, Eckman M, Yan RN. Application of the stimulus-organism-response model to the retail environment: the role of hedonic motivation in impulse buying behavior. Int Rev of Retail Distrib Consum Res.2011;21(3):233-249.
Hari GM, Piyush KS, Surabhi K. Impact of Store Atmospherics on Customer Behavior: influence of response moderators. J Bus Manag. 2014;20(1):45-65.
Parsons A. Atmosphere in fashion stores: do you need to change? J Fash Mark Manag. 2011;15(4):428-445.
Siddhibphongsa P, Kim S. The influences of store atmosphere on purchase intention toward a fast fashion brand in Bangkok. AU-GSB e-JOURNAL. 2017;9(1):124-134.
Kubovy M, Bertamini M. Human perception. 1st ed. New York: Routledge; 2006.
Dilaura DL, Houser KW, Mistrick RG, Steffy GR. The lighting handbook: reference and application. 10th ed. New York: The Illumination Engineering Society of North America; 2011.
Baker J, Grewal D, Parasuraman A. The influence of store environment on quality inferences and store image. J Acad Mark Sci. 1994;22(4):328-339.
Faisal Q, Sadia H, Sheikh FH. Influence of retail atmospherics on consumer perception in specialized department stores. Manag Adm Sci Rev. 2015;4(5):758-765.
Kumar I, Garg R, Rahman Z. Influence of retail atmospherics on customer value in an emerging market condition. Great Lakes Herald. 2010;4(1):1-13
Summers TA, Hebert PR. Shedding some light on store atmospherics: influence of illumination on consumer behavior. J Bus Res. 2001;54(2):145-150.
Areni C, Kim D. The influence of in-store lighting on consumers' examination of merchandise in a wine store. Int J Res Mark .1994;11(2):117-125.
Park NK, Farr CA. Retail store lighting for elderly consumers: an experimental approach. Fam Consum Sci Res J.2007;35(4):316-337.
Park NK, Farr CA. The effects of lighting on consumers’ emotions and behavioral intentions in a retail environment: a cross-cultural comparison. J Inter Des. 2007;33(1):17-32.
Baumstarck A, Park NK. The effects of dressing room lighting on consumers' perceptions of self and environment. J Inter Des. 2010;35(2):37-49.
Illuminating Engineering Association Of Thailand (TIEA). Guidelines for indoor lighting design. Bangkok: TIEA; 2010.
Bergamin O, Schoetzau A, Sugimoto K, Zulauf M. The influence of iris color on the pupillary light reflex. Graefe's Arch Clin Exp Ophthalmol.1998;236:567-570.
Ko TK, Kim IT, Choi AS, Sung M. Simulation and perceptual evaluation of fashion shop lighting design with application of exhibition lighting techniques. Build Simul. 2016;9(6):641-658.
IESNA. Recommended practice for retail lighting (RP-2-17). New York: Illuminating Engineering Society; 2018.
Commission internationale de l'éclairage (CIE). Lighting of work places - Part 1: Indoor work places. Vienna: CIE; 2001
Tantanatewin W, Inkarojrit V. Effects of color and lighting on retail impression and identity. J Environ Psychol. 2016;46:197-205.
Engelke U, Stokkermans M, Murdoch M. Visualizing lighting with images: converging between the predictive value of renderings and photographs. In: Rogowitz BE, Pappas TN, Ridder H, editors. IS&T/SPIE Electronic Imaging; 2013 3-7 Feb; California, United States. Washington: SPIE; 2013. p. 86510L.
Ampenberger A, Staggl S, Pohl W. Attention guidance, perceived brightness and energy demand in retail lighting. In: Howlett R, Capozzoli A, Serra V, editors. The 8th International Conference on Sustainability in Energy and Buildings; 2016 11-13 Sep; Turin, Italy. New York: Curran Associates, Inc.; 2017. p. 658-668.
Adolfsson E, Yngvesson L, Davoodi A. The impact of scale when using models for daylight analysis [dissertation]. Jonkoping: Jonkoping University; 2018.
Lau JH. Use of scale models for appraising lighting quality. Light Res Tech.1972;4(4):254-262.
Chao, WC, Hong, YL, Hsieh, MC, Wang, EMY, Yang, CC, Su, LC. Effect of correlated colour temperature and illuminance levels on user’s visual perception under LED lighting in Taiwan. Ergonomics.2020;63(2):175-190.
Deepika J, Neeraja T. Lighting impact on consumer’s shopping behaviour in retail cloth stores. Int J Sci Res. 2014;3(11):933-938.
Department of Standards Malaysia. Energy efficiency and use of renewable energy for non-residential buildings - Code of practice (MS 1525:2014). Selangor: Ministry of Science, Technology and Innovation; 2014.
Wongmasora K, Inkarojrit V. The attributes of colors and light on women’s environment, satisfaction and self - appreciation: a case study of cosmetic counter. J Environ Des. 2020;7(1):114-135.
Lin YF, Yoon SY. Exploring the effects of lighting on consumer responses in a retail environment using 3D walk-through animation. Arch Des Res. 2015;28(2):5-24.