This study sheds light on a prominent issue in retailing: how the digital atmosphere can affect the consumer decision-making process in a fashion retail store. 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. This research investigates how the digital atmosphere affects consumers’ purchase behavior patterns based on the attention-interest-desire-search-action-share (AIDSAS) model. The findings show that attention is a key antecedent to interest, desire, and behavioral responses (search, action, and share) triggered by the digital atmosphere. 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. However, we find that these positive effects are more pronounced for sports retail stores than luxury retail stores. 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. These findings have practical implications that can be applied in the fashion industry.

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时尚零售店的数字氛围

这项研究揭示了零售业中的一个突出问题：数字氛围如何影响时尚零售商店中的消费者决策过程。诸如数字屏幕和数字标牌之类的数字设备和服务已广泛用于时尚零售商店，从而改变了消费者做出购买时尚产品决定的方式。这项研究基于注意力－兴趣－欲望－搜索－行动－分享（AIDSAS）模型，研究了数字氛围如何影响消费者的购买行为模式。研究结果表明，注意力是由数字氛围触发的兴趣，欲望和行为响应（搜索，动作和共享）的关键先决条件。研究结果进一步表明，注意力对于在两种类型的时尚零售商店（体育商店和奢侈品商店）中利用数字氛围的消费者购买模式具有明显的积极影响。但是，我们发现体育零售商店的这些积极影响比奢侈品零售商店更为明显。这项研究有助于通过应用AIDSAS模型来理解与时尚零售商店的数字氛围相关的消费者行为，并有助于揭示关注商店氛围的兴趣/欲望与产品行为响应之间的逐步关系。这些发现具有实际意义，可以应用于时尚行业。我们发现，与豪华零售商店相比，体育零售商店的这些积极影响更为明显。这项研究有助于通过应用AIDSAS模型来理解与时尚零售商店的数字氛围相关的消费者行为，并有助于揭示关注商店氛围的兴趣/欲望与产品行为响应之间的逐步关系。这些发现具有实际意义，可以应用于时尚行业。我们发现，与豪华零售商店相比，体育零售商店的这些积极影响更为明显。这项研究有助于通过应用AIDSAS模型来理解与时尚零售商店的数字氛围相关的消费者行为，并有助于揭示关注商店氛围的兴趣/欲望与产品行为响应之间的逐步关系。这些发现具有实际意义，可以应用于时尚行业。