Keywords: Digital atmosphere, AIDSAS model, Retail technology, Consumer behavior These findings have practical implications that can be applied in the fashion industry. This research contributes to understanding consumer behavior related to the digital atmosphere of fashion retail stores by applying the AIDSAS model and helps uncover the stepwise relationships between attention to the store atmosphere-interest/desire and the products-behavior response.
However, we find that these positive effects are more pronounced for sports retail stores than luxury retail stores. The findings further suggest that attention has significantly positive effects on consumers’ purchasing patterns of utilizing the digital atmosphere in two types of fashion retail stores: sports and luxury stores. The findings show that attention is a key antecedent to interest, desire, and behavioral responses (search, action, and share) triggered by the digital atmosphere. This research investigates how the digital atmosphere affects consumers’ purchase behavior patterns based on the attention-interest-desire-searchaction-share (AIDSAS) model. Digital devices and services such as digital screens and digital signage are widely employed in fashion retail stores, transforming the way consumers make decisions about purchasing fashion products.
Digital atmosphere review full#
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