Document Details
|
Document Type |
: |
Thesis |
|
Document Title |
: |
The Effect Of Show Windows On Female Consumers Shopping Behavior In Jeddah Using S-O-R Framework تأثير نوافذ العرض على السلوك الشرائي للسيدات في مدينة جدة باستخدام نظرية S-O-R |
|
Subject |
: |
Faculty of Home Economics |
|
Document Language |
: |
Arabic |
|
Abstract |
: |
This research aims to investigate the effect of Show windows (stimuli) on the buying behavior of women in Jeddah, Trough finding the relationship between the show window elements (Stimuli) and the internal response factors of consumers (Organism) which is: (mental image / happiness factor), Linking internal response factors (Organism): (mental image / happiness factor) and female buying behavior (Response), and to define distinctive designs of show windows which may contribute to the positive impact on the buying behavior of women, the research tools uses a questionnaire to identify (the effect of show windows on buying behavior) for women in Jeddah using The Stimulus‐Organism‐Response framework proposed by Mehrabian and Russell and applied to a group of consumers and specialties in order to study the following axes: Importance of show windows, show windows and drivers of purchasing behavior (mental image - feelings of happiness), show Windows and reaction, within the limits of the city of Jeddah, Saudi Arabia, data were collected from (170) individuals divided into (20) of the specialists in the field of Home Economics and (150) of the consumer, the findings of the study indicated that there is a positive relationship between the show windows and the reaction of (female buying behavior) and there is a positive relationship between the show windows and the internal response factors: (mental image / happiness factor), also There is a positive relationship between the internal response factors of: (mental image / happiness factor) and the buying behavior of women -sample research- in the city of Jeddah, there are statistically significant differences between the four designs of the show windows according to the views of the specialists at the level of significance (0.01) in favor of the third design, There are statistically significant differences between the four designs of the show windows according to the views of the consumers at the level of significance (0.01) in favor of the third design, - The researcher presented (4) different designs for the window Display of the city of Jeddah. According to the analytical conclusions, this research suggests the following suggestions that can be taken as references when local shops set up display windows for women's fashion: Use full mannequin that represent the details and color of the human body as it creates an impression that makes it easier for the consumer to visualize the piece as it appears when wearing it, Use a contrasting color combination with the background of the display window, Use direct white spotlights on products directly, Use more than one texture in the display window, Use more than one element in the display window on the eye level of the viewer, considering the connection between these elements through colors and texture, distribution of presentation models and props according to the simple gradient .This search recommends:Extend the current search by applying it to different types of fashion stores or by comparing other categories to get results from a larger and more comprehensive search sample, as this diversity in fashion stores and their components leads to greater understanding of the target consumer, Applying the current research, considering the shopping motives of consumer, or applying it, considering the creation of links to manipulate the types of elements that are presented through the display windows according to the "S-O-R" framework,Measure the "S-O-R" framework according to the researcher's changes to the fashion shopping websites, to measure the effectiveness of e-shopping and its impact on the consumer,tend research questions to include male shopping behavior, and assess differences between male and female responses to display windows to gain a more holistic view of the effects of display windows on shopping behavior.
Key words: Consumer behavior, show windows, s-o-r framework, mental image, feelings of happiness. |
|
Supervisor |
: |
Dr. Amal Ba saffar |
|
Thesis Type |
: |
Master Thesis |
|
Publishing Year |
: |
1440 AH
2018 AD |
|
Added Date |
: |
Tuesday, December 11, 2018 |
|
Researchers
| ماريا عماد بشاوري | Bashawri, Maria Emad | Researcher | Master | |
|
Back To Researches Page
|