Volume 2, Issue 4, August 2017, Page: 45-48
The Information of Customer’s Emotional Contagion at Atmosphere of the Festival Situation
Hui-Hsin Huang, Department of Business Administration, Aletheia University, New Taipei City, Taiwan
Received: Apr. 25, 2017;       Accepted: Aug. 17, 2017;       Published: Sep. 12, 2017
DOI: 10.11648/j.ijics.20170204.12      View  1396      Downloads  39
Abstract
The topic of festival effect on costumer buying behavior is an important issue to the company. One of the most significant features of the total product is the place where it is bough or consumed. In some cause, the place, more specifically the atmosphere of the place, is more influential than the product itself in the purchase decision. To improve customer purchase, many stores spend a lot of time to demonstrate special merchandise display in festival to attract customers. In the paper, we focus on merchandise display and emotional contagion to explore display of goods to perceived value and emotional contagion to mood, and their effects on customer impulsive buying. We use experimental method to manipulate merchandise display of store (festival display store / no festival display store) and emotional contagion (with emotional contagion environment / no emotional contagion environment) and to measure perceived value and impulsive buying with Likert scale. We infer that the store with festival merchandise display and emotional contagion environment will effect on impulsive buying.
Keywords
Emotional Contagion, Impulsive Buying, Festival, Perceived Value
To cite this article
Hui-Hsin Huang, The Information of Customer’s Emotional Contagion at Atmosphere of the Festival Situation, International Journal of Information and Communication Sciences. Vol. 2, No. 4, 2017, pp. 45-48. doi: 10.11648/j.ijics.20170204.12
Copyright
Copyright © 2017 Authors retain the copyright of this article.
This article is an open access article distributed under the Creative Commons Attribution License (http://creativecommons.org/licenses/by/4.0/) which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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