Examination of Affection for Buying-intention based on Degree of Participants' Interest in Product and Elements in Display Space

Abstract

This is a study on affection of display space for evaluating people's buying-intention. In our last study, it was proved that even participants were not aware, the design of the wallpaper and color temperature of the lighting of the display space affected the intention to purchase the chocolate pieces. We noticed that a few participants who were not used to buy chocolates wondered how to evaluate and took more time to watch chocolates than other participants. Therefore, we hypothesized that they were not so affected by the display space because they seemed to evaluate chocolates more logical than intuitive. In the experiment, we divided participants into two groups based on whether they are interested in chocolates. As a result, we discovered that the display space affected the buying-intention of the participants interested in chocolates; and did not affect the decision of not interested participants.