The Effect Of Staff Uniform Color In Internal Shopping Environment On Consumer’s Purchase Intention

With the development of economics, culture, and society, it is a big trend to pursue experience economy. Based on goods, experience economy is a kind of creative economy which designs to change customers’ pattern so that the merchandise can find new existent space and existent value. Compared with traditional economy which is focus on the function, price, and beauty of merchandise, experience economy concentrates on the feelings and emotions of consumers, so it can attract more attention from customers. With the homogenization, companies use all knowledge they have to ensure a better experience so that customers may purchase their commodity. The environmental factors of internal shopping environment, for example, the colors of decoration, lights, overall arrangement, and employees, can bring different feeling experiences to a customer’s purchase.As an important factor which can affect customers’ action, internal shopping environment has been concerned by specialists. However, according to the historical documents, most studies are focus on only one factor of the internal shopping environment, such as background music, overall arrangement, the colors of decoration,and the density of customers, and only few people have paid attention to the combination of a series of factors. Therefore, the article selects "color" of ambient cues and "staff uniforms" of social elements and combines these two elements to propose new research variables "staff uniform color". From a new perspective to explore the effect of internal shopping environment factor on consumer purchase intention.Starting with technical products, the research divided the products into two kinds:technical type and non-technical type. The mean purpose of the research is as following:(1) with the types of products change, whether the customer perception of the product quality, and then their purchase intention will be affected by the uniform color of the employees who sell technical products and non-technical products;(2) if the uniform color of the employees who sell technical products can have an influence on the customer perception of the product quality and their purchase intention, whether the customer knowledge will affect the degree of this influence;(3) if using consumer emotion as a medium variable, whether the staff uniform color who sell technical products can affect the purchase intention through affecting the consumer emotion.The research took university students as sample, applied simulation situation experiment, and used SPSS19.0 to test the assumptions. The final result is that in an internal consuming environment, the staff uniform color can have impact on the purchase intention. The research also proves the following main points:(1) the interaction between the staff uniform color and the product type has an obvious influence on customer perception of the product quality;(2) for technical products, the influence which is caused by the staff uniform color in internal consuming environment on customer perception of the product quality can be affected by customer knowledge(expert / novice);(3) customer perceived product quality can have a considerable influence on their purchase intention;(4) the positive colors of staff uniform can have a positive impact on the pleasure and arousal, whereas the negative colors of staff uniform can have a negative impact on the pleasure and arousal;(5) the pleasure and arousal can affect the purchase intention greatly.The research was done from retailers’ view to seek for the factors which can guide customers’ consuming preference. From the research, retailers can learn how to reasonably design all factors in internal shopping environment based on the characteristics of their own brands and the targeted customers. Also, the retailers can have better understanding on the influence which employees have on the customer’s preference in the internal shopping environment. Then, the retailers can improve the consumer emotion through changing the consumers’ shopping experience and finally realize the sales.