| Title |
The Study on the Effect of Legibility of Individual Shops in the Department Store on Customer's Purchasing Behavior |
| Authors |
Kim An-Na ; Lee Kyung-Hoon |
| Keywords |
Legibility of Individual Shops ; Frequency of Visit ; Sales ; Visual Legibility ; VAEⅡ ; Department Store |
| Abstract |
Due to the rapid change of cultual and social life as well as shortening the cycle of its change, the life style of human becomes more itemized and segmented. So, reflecting the needs of customers on design becomes an important issue.
The study intends to examine the relationships between 「legibility of individual shops」,「frequency of visits」 and 「sales」. The results revealed that the legibility of individual shops affected the frequency of customer's visits and sales. The factors which affect the legibility were also identified. The results imply that designers needs to consider the elements such as 1)size of shop 2)visual legibility 3)existence of resting area in individual shop 4)openness of the shop's entrance 5)visual legibility to the escalator to increase the legibility and, in turn, increase in sales. |