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The Effects of Lighting Contrast on Consumers' Emotion and Behavior in an Immersive Virtual Retail Environment

出版	University of Florida, 2023
URL	http://books.google.com.hk/books?id=T4sS0AEACAAJ&hl=&source=gbs_api

註釋The decline of brick-and-mortar shopping has left retailers wondering how they can create a shopping experience that draws in consumers and encourages purchases. One solution includes using design atmospherics to influence the way consumers interact with their environment. Lighting has been found to be a significant design feature that has the ability to evoke certain emotions and behaviors, however there is a lack of research regarding lighting contrast specifically. Therefore, this study examined how lighting contrast affects consumers' emotions, behaviors, and preferences in an immersive virtual retail environment. Within-subject experimental design was utilized in this study with a total of 30 participants. Participants experienced the digitally modeled retail space through virtual reality (VR). Each participant completed a shopping task while viewing both randomly assigned lighting conditions, then completed a questionnaire assessing emotion and behavioral intentions, based on Mehrabian and Russell's Stimulus-Organism-Response model (1974), and preference, based on Kaplan and Kaplan's Environmental Preference Theory (1982). Results indicated that lighting contrast had a significant effect on two dimensions of preference (mystery and complexity) and on arousal. There was no significant effect of lighting contrast on the preference dimensions legibility and coherence, behavioral intentions, or pleasure. These findings offer insight into how lighting contrast can be used to