Date of Award

2016

Document Type

Open Access Thesis

Department

Retailing

Sub-Department

College of Hospitality, Retail, and Sport Management

First Advisor

Jiyeon Kim

Second Advisor

Joohyung Park

Abstract

This study examines the effect of mannequin type on consumers’ purchase decisions. Data was collected from a convenience sample of 165 respondents through an online survey to measure the variables of envisioning, consumer attitude toward the display, and purchase intention in their relationship to mannequin type. Hypothesis 1, 2, and 3 were confirmed, confirming the conceptual model and the overall investigation into whether mannequin type effects consumer purchase decisions. Mannequin type was found to have a significant effect on envisioning, and the relationships between envisioning and consumer attitude toward the display and between attitude and purchase intention were found to positively correlate. Although hypothesis 4 was not supported, and self-image congruence was found not to have a moderating effect on the relationship between mannequin type and envisioning, it did have a main effect on envisioning. Overall, the study provides insight into the previously unstudied factor of mannequin type in consumer purchase decisions and provides a platform for further research and investigation.

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