The Impact of Visual Complexity on the Elderly and Young Consumers: Browsing in a Clothing Store

Sha Sha Lin and Yu-Fong Lin

International Business Research, 2022, vol. 15, issue 12, 101

Abstract: The aging of the world's population will have a considerable impact on the consumer market. Basically, the elderly is less able to accept online purchases than young people. Therefore, many elderly consumers are still accustomed to buying in physical stores. The spatial visual complexity of the store may have an impact on the elderly consumers’ perception, which in turn affects their shopping emotions and behavior. The primary purpose of this study is to empirically explore how visual complexity affects consumers’ perception and psychology in a retail environment; and to further explore the effects on the experiences of the elderly and young consumers. The findings of this study indicate that the combinations of spatial layout and pattern decoration have different influences on the elderly and young consumers’ perceptions and psychological responses in a clothing store. The elderly consumers believe that the higher visual complexity, the more easily their attention is disturbed, and they do not like shopping in the highest spatial visual complexity. In terms of the impact of visual complexity on pleasant emotions, the elderly consumers have stronger impact than the young consumers. The finding suggests that if retailers want the elderly consumers to concentrate on searching for merchandise, they can simplify spatial layouts and decoration patterns to reduce the visual complexity of the space.

Date: 2022
References: View complete reference list from CitEc
Citations:

Downloads: (external link)
https://ccsenet.org/journal/index.php/ibr/article/download/0/0/48068/51667 (application/pdf)
https://ccsenet.org/journal/index.php/ibr/article/view/0/48068 (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ibn:ibrjnl:v:15:y:2022:i:12:p:101

Access Statistics for this article

More articles in International Business Research from Canadian Center of Science and Education Contact information at EDIRC.
Bibliographic data for series maintained by Canadian Center of Science and Education ().