| Title |
The Relationship Between the Easiness of Wayfinding and Sales Profit in Shopping Environment |
| Keywords |
Wayfinding ; Shopping Environment ; Sales Profit ; Satisfaction ; Staying time ; Desire to Revisit ; Store choice structure |
| Abstract |
The Main purpose of this study is to understand the relationship between the easiness of wayfinding and sales profit in shopping environment. To accomplish this, objective easiness of wayfinding analyzed through Space Syntax was compared with the customer's perceived easiness of wayfinding. And the correlation between ‘customer's overall satisfaction to the store’, ‘staying time in the store’, ‘desire to re-visit the store’ and ‘sales profit’ was also examined. The result revealed that positive correlation exit between ‘easiness of wayfinding’ and ‘sales profit’. The second purpose of this study is to clarify the role of ‘the easiness of wayfinding’ in the customer's choice of store, which was rarely studied in the existing literature. Therefore, the efforts were made to identify store choice structure of customer by examining correlation among the variables that affects customer's choice of store through factor analysis. The result showed that the variables in relation to the easiness of wayfinding were classified as most important factors in predicting the customer's choice of store, and factor loading was reasonably high. In conclusion, the easiness of wayfinding in shopping environment was found very important factor affecting not only customer's satisfaction but also sales profit and it should be considered in the early stage of design. |