The retail environment design (RED) scale: conceptualization and measurement
本研究通过访谈和四项研究，开发并验证了包含功能、美学、照明和标识四个维度的零售环境设计量表，帮助研究者更准确测量零售设计，并让零售商了解顾客对设计维度的感知。
Purpose Design is an important construct in the retail environment literature. Yet, the measures used for design have not followed appropriate scale development procedures. The purpose of this study is to provide a conceptual definition and then develop a scale for retail environment design (RED). Design/methodology/approach Interviews with both consumers and marketing researchers are used to generate a potential list of items. Using four different studies, these items are refined, and the RED scale is offered. Findings This study develops and validates the four-dimensional RED scale to measure the design of retail environments. The dimensions are functional, aesthetic, lighting and signage. Research limitations/implications The newly developed RED scale will allow retailing researchers to measure lighting and signage qualities as part of retail design, measure design of retail environments more accurately and allow different studies to be compared. Practical implications The newly developed RED scale will allow retailers to better understand customers’ perceptions of the four dimensions of design. Retailers spend significant time and money designing and redesigning retail environments. The RED scale will enable managers to ensure these significant investments create competitive advantages and an appropriate return on investment. Originality/value A scale to measure retail environment design is developed. The scale includes two dimensions (lighting and signage) that are not typically investigated.