VISUALSCAPE: A Scale to Measure Visual Experience in Retailing

ABSTRACT The present study constructs and validates a new scale called VISUALSCAPE to measure visual experience in retailing. Data collected from three rounds of mall-intercept surveys was subject to factor analysis, and structural equation modeling was used to this end. The analysis resulted in a five-factor, 19-item VISUALSCAPE scale with dimensions related to display, store design, signage, lighting, and transactions. Visual experience was subsequently found to affect overall customer experience in store. The VISUALSCAPE scale contributes to the literature on store atmospherics by providing a measure of the visual experience of a brick-and-mortar retail store.

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