3.2 Light Direction
To create a positive and attractive atmosphere, lighting is a
key factor for shops (Baumstarck 2008). Lighting is an
essential and important element in the whole store environment. Bitner (1992) stated that lighting has a pattern,
color intensity, and direction. These elements give customers
a sensation of comfort or discomfort. Baumstarck and Park
(2010) suggested that retailers and shops use frontal lighting
as an alternative to overhead lighting in dressing rooms, but
if you want to build a wide range of acceptable lighting
conditions and experiences, one must put into consideration
the use of both frontal and overhead lighting. Accordingly,
depending on earlier discussion, the followings hypotheses
are created such as (1) Pleasure will be significantly higher
(lower) when using frontal and overhead (frontal) lighting in
dressing rooms, (2) Enthusiasm is significantly lower
(higher) when using frontal and overhead (frontal) lighting
in dressing rooms, and (3) Dominance will be significantly
higher (lower) when using frontal and overhead (frontal)
lighting in dressing rooms (Baumstarck and Park 2010).
3.3 Light Type and Color
The fluorescent lights that are usually used for overhead
lighting are purchased without proper color rendering, as
well as other features such as low CRI and warm color
temperature that will affect the clothes color which makes it
look faded and washed out (Kinetics 2015). It even makes
Fig. 2 Mango shop
Fig. 3 Ground floor
Fig. 4 First floor
The Effect of Shop Lighting on Customer Behavior (Dressing Room)
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