Emotional Response To Servicescapes: A Cyberspace Conjoint Simulation Of Renao(热闹) And Xianjing(闲静) Retail Attributes

With increasing competition and more demanding consumers, retail market managers are forced to improve their qualities in several different dimensions, such as product, staff, price, store design and so on. There are a lot of different attributes which determines how a specific store looks and feels, giving different type of feelings and impressions it brings to customers. In this research, we find whether creating a Renao or Xianjing store environment can truly influence consumers’ positive or negative perception, and how will it affect consumers when combining those two atmospheres together.This research gives insights on how different combinations of environmental factors(Renao and Xianjing) influences consumers emotion. Stating which factors are more important to consumers while they are shopping in a retailing store.Using cyberspace virtual reality to create a simulated store environment which employs conjoint analysis as the means to interpret the eleven attributes we have chosen to represent Renao and Xianjing environments.With conjoint analysis we are able to determine the impacting factors of servicescapes, whether it is a store packed with people and blasting music out onto the streets or it is a store so tranquil that resembles a wonderland where people crave to rest. With the understanding of impact of attributes on consumers, it will be easy to manipulate how a store desired to present itself.