Research On The Influence Of Apparel Brand Art Window On Consumer’s Decision To Enter The Store

As an important marketing means under visual marketing and a product of modern exhibition art,window display has developed from the birth of the first French department store in the late 19 th century to today after more than 100 years of history.With the continuous improvement of science and technology level and economic ability,people have become more and more familiar with the concept of window,and their views and aesthetics on fashion brand window have changed qualitatively.In the 21 st century,clothing brand window is no longer a "glass room" for displaying merchandise alone,but a space for displaying brand charm through artistic and technological means.Shop windows,like art paintings on the walls of art galleries or treasures in museums,are stoped,appreciated,loved and accepted by the consumer public with a strong willingness to accept brands.Consumers have a new epoch-making understanding of appreciating the artistry of fashion brand windows.The creation of window art atmosphere is particularly valued by clothing brand enterprises.They spare no effort to create exquisite windows to attract people to watch,stop,shop,buy and consume.The function of window is to provide basic information of commodity information.It adds various forms of artistic expression,like famous paintings hanging in galleries,to disseminate brand image,popular trends and aesthetic attitudes.It can be seen that the artistic window of clothing brand has a certain impact on consumers entering the store,therefore,it is worth in-depth study.Firstly,this paper makes a literature study on the historical background,development situation,art form and cross-border cooperation of window display.This paper analyses the necessity of developing artistic window of clothing brand,and extracts the artistic performance characteristics and visual elements of artistic window of clothing brand.Delphi expert consultation method is used to evaluate the importance of artistic window features and visual elements of clothing brand.The elements of ornamentality,creativity,communication,culture and plane,three-dimensional elements and multimedia elements are obtained.Through the literature research on consumer’s psychological cognition,it is confirmed that the emotional reaction in the cognitive process is "pleasure-arousal" theory and "stimulus-organism-response"(external environmental stimulus-internal organism emotion-decision-making behavior)in the model of "S-O-R" stimulus theory,which can well explain the pleasure in the process of artistic window attracting consumers’ attention.Emotional reactions,such as pleasure and unhappiness,are important psychological and action processes leading to consumers’ decision-making before entering stores.Aiming at the characteristics of fashion brand artistic window,based on the S-O-R theoretical model,this paper constructs a model of influence of fashion brand artistic window characteristics on consumers’ decision-making to enter stores,and puts forward corresponding assumptions.Using confirmatory factor analysis and structural equation analysis,this paper analyzed the specific impact of artistic window characteristics of clothing brands on consumers’ decision-making to enter stores,and made regression analysis on the impact of visual elements of artistic window of clothing brands on the characteristics of artistic window of clothing brands.The conclusion is that the higher the display level of artistic window characteristics of clothing brand,the higher the level of consumers’ pleasure and arousal,the stronger the consumers’ decision-making to enter the store.Apparel brand art window ornamentality,dissemination,creativity and culture have a significant positive impact on consumer decision-making,the importance of which is in turn dissemination,ornamentation,creativity and culture.The most important visual elements affecting the artistic window dissemination of clothing brand are plane elements and three-dimensional elements.Among them,"pleasure-awakening" as an intermediary variable has a significant positive impact on consumers’ store entry decision-making.