Search results for: unmanned store

Authors: Yen-Ting Chiu, Chia-Ying Lin, Pei-Hsuan Ho

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New technologies can help solve the problem of labor shortage and the decline of birthrate. Technologies can improve human’s life and reduce the burden on the staff and bring convenience to people. That’s why unmanned retail store X-Store was established in Taiwan to create more valuable services and shopping experiences based on smart retailing. The purpose of this study is to examine the impact of unmanned stores, X-Store, on customers’ behavioral intentions. It uses the Unified theory of acceptance and use of technology (UTAUT) model as a basis and adds a perceived value factor to explain customer willingness to use the X-Store. In addition, the study further divided the sample into gender and age groups to compare behavioral differences between different groups. The study collected 214 valid questionnaires through online questionnaires. Using SPSS as a statistical analysis tool, the results of the study show that effort expectancy, social influence, facilitating conditions, and perceived value have a significant impact on behavioral intention to use X-Store. However, performance expectancy is not significant. This research concludes with managerial implications and suggestions for retail practitioners.

Keywords: perceived value, smart retailing, unmanned store, UTAUT, X-Store

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Authors: Susana Marques

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Research on how store environment cues influence consumers’ store choice decision criteria, such as store operations, product quality, monetary price, store image and sales promotion, is sparse. Especially absent research on the simultaneous impact of multiple store environment cues. The authors propose a comprehensive store choice model that includes: three types of store environment cues as exogenous constructs; various store choice criteria as possible mediating constructs, and store patronage intentions as an endogenous construct. On the basis of testing with a sample of 561 customers of hypermarkets, the model is partially supported. This study used structural equation modelling to test the proposed model.

Keywords: store choice, store patronage, structural equation modelling, retailing

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Authors: Abdullah Beyazkurk, Onur Ozdemir

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The evolution of warfare has been affected from technological developments to a large extent. Another important factor that affected the evolution of warfare is the space. Technological developments became cornerstones for the organization of the forces on the field, while space of the battlefield gained importance with the introduction of urban areas as 'battlefields'. The use of urban areas as battlefields increased the casualty, while technological developments began to play a remedial role. Thus, the unmanned systems drew attention as the remedy. Today's widely used unmanned aerial vehicles have great effects on the operations. On the other hand, with the increasing urbanization, and the wide use of urban areas as battlefields make it a necessity to benefit from unmanned systems on the ground as well. This study focuses on the use of unmanned aerial systems as well as unmanned ground systems in urban warfare, with regards to their performance and cost affectivity. The study defends that the use of unmanned vehicles will be remedial for increasing casualty rates, while their precision and superhuman capacity will manifest the performance advantage. The findings of this study will help modern armies focus on unmanned systems, especially for the urban, anti-terror, or counter insurgency operations.

Keywords: technology, warfare, urban warfare, unmanned systems, unmanned ground vehicles, unmanned aerial vehicles

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Authors: María de los Ángeles Crespo López, Carmen García García

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The highly competitive nature of today's globalised marketplace requires that brands and stores develop effective commercial strategies to ensure their economic survival. Maintaining the loyalty of existing customers constitutes one key strategy that yields the best results. Although the relationship between consumers' self-congruity and their manifestations of loyalty towards a store has been investigated, the role of store personality in this relationship remains unclear. In this study, multiple parallel mediation analysis was used to examine the effect of Store Personality on the relationship between Self-Congruity of consumers and their Manifestations of Loyalty. For this purpose, 457 Spanish consumers of the Fnac store completed three self-report questionnaires assessing Store Personality, Self-Congruity, and Store Loyalty. The data were analyzed using the SPSS macro PROCESS. The results revealed that three dimensions of Store Personality, namely Exciting, Close and Competent Store, positively and significantly mediated the relationship between Self-Congruity and Manifestations of Loyalty. The indirect effect of Competent Store was the greatest. This means that a consumer with higher levels of Self-Congruity with the store will exhibit more Manifestations of Loyalty when the store is perceived as Exciting, Close or Competent. These findings suggest that more attention should be paid to the perceived personality of stores for the development of effective marketing strategies to maintain or increase consumers' manifestations of loyalty towards stores.

Keywords: multiple parallel mediation, PROCESS, self-congruence, store loyalty, store personality

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Authors: Sanne Dollerup

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This paper is an analysis of the store Tarina Tarantino through an exploration of different perspectives of play. It is based on Yelp reviews where customers disclose a very positive emotional reaction toward the store. The paper proposes some general principles for designing immersive stores based on ‘possible world’ theory. The aim is to disclose essential condition for customer engagement is an overall cohesiveness in all elements in a store. The most significant contribution in this paper is that products become props for role-playing in a store, hence making them central for maintaining that role outside the store.

Keywords: experience design, emotional brand attachment, retail design, case study

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Authors: Salima Bella, Assia Belbachir, Ghalem Belalem

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This paper deals with the problem of monitoring and cleaning dirty zones of oceans using unmanned vehicles. We present a centralized cooperative architecture for unmanned aerial vehicles (UAVs) to monitor ocean regions and clean dirty zones with the help of unmanned surface vehicles (USVs). Due to the rapid deployment of these unmanned vehicles, it is convenient to use them in oceanic regions where the water pollution zones are generally unknown. In order to optimize this process, our solution aims to detect and reduce the pollution level of the ocean zones while taking into account the problem of fault tolerance related to these vehicles.

Keywords: centralized architecture, fault tolerance, UAV, USV

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Authors: Alaa A. Osman, Amgad M. Bayoumy Aly, Ismail El baialy, Osama E. Abdellatif, Essam E. Khallil

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In this paper, a numerical simulation of a finned store separating from a wing-pylon configuration has been studied and validated. A dynamic unstructured tetrahedral mesh approach is accomplished by using three grid sizes to numerically solving the discretized three dimensional, inviscid and compressible Navier-stokes equations. The method used for computations of separation of an external store assuming quasi-steady flow condition. Computations of quasi-steady flow have been directly coupled to a six degree-of-freedom (6DOF) rigid-body motion code to generate store trajectories. The pressure coefficients at four different angular cuts and time histories of various trajectory parameters during the store separation are compared for every grid size with published experimental data.

Keywords: CFD modelling, transonic store separation, quasi-steady flow, moving-body trajectories

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Authors: Aamir Hasan, Subhash Mishra

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The purpose of the study was to determine the key drivers which influence the shopping behavior of the customers in the retail store. In today‟s competitive world with increasing number of retail stores, the retailers need to be more customer oriented. Retail has changed and expanded in all lines of business, be it apparel,jewelry, footwear, groceries etc. The modern consumer is posing a challenging task for the Indian retailer. More aware, more confident and much more demanding, therefore the retailers are looking for ways to deliver better consumer value and to increase consumer purchase intention. Retailers tend to differentiate themselves by making their service easier to consumers. The study aims to study the key drivers that can influence shopping behavior in retail store. A survey (store intercept) method was employed to elicit primary information from 300 shoppers in different retail stores of Lucknow. The findings reveal the factors that play a greater role in influencing the shopping behavior of customers in retail store. As such, a survey of retail store customers‟ attitude towards reduced price, sales promotion, quality of the products, proximity to the home, customer service, store atmospherics were analyzed to identify the key drivers influencing shopping behavior in retail store. A questionnaire based on a five-item Likert scale, as well as random sampling, was employed for data collection. Data analysis was accomplished using SPSS software. The paper has found shopping experience, store image and value for money as three important variable out of which shopping experience emerged as a dominant factor which influences the consumer's shopping behavior in the retail store. Since the research has established empirical evidences in determining the key drivers which influences the shopping behavior of the customers in the retail store, it serves as a foundation for a deeper probe into the shopping behavior of the customers in the retail store research domain in the Indian context.

Keywords: retail, shopping, customers, questionnaire

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Authors: Vikram Prabhu, Mohammad Shikh Bahaei

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This paper depicts the implementation of a new infallible technique to protect an Unmanned Aerial Vehicle from cyber-attacks. An Unmanned Aerial Vehicle (UAV) could be vulnerable to cyber-attacks because of jammers or eavesdroppers over the network which pose as a threat to the security of the UAV. In the field of network security, there are quite a few protocols which can be used to establish a secure connection between UAVs and their Operators. In this paper, we discuss how the Interlock Protocol could be implemented to foil the Man-in-the-Middle Attack. In this case, Wireshark has been used as the sniffer (man-in-the-middle). This paper also shows a comparison between the Interlock Protocol and the TCP Protocols using cryptcat and netcat and at the same time highlights why the Interlock Protocol is the most efficient security protocol to prevent eavesdropping over the communication channel.

Keywords: interlock protocol, Diffie-Hellman algorithm, unmanned aerial vehicles, control station, man-in-the-middle attack, Wireshark

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Authors: Angela Bargenda, Erhard Lick, Dhoha Trabelsi

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Research in retailing has identified the importance of atmospherics as an essential element in enhancing store image, store patronage intentions, and the overall shopping experience in a retail environment. However, in the area of atmospherics, store window design, which represents an essential component of external store atmospherics, remains a vastly underrepresented phenomenon in extant scholarship. This paper seeks to fill this gap by exploring the relevance of store window design as an atmospheric tool. In particular, empirical evidence of theme-based theatrical store front windows, which put emphasis on the use of verbo-visual design elements, was found in Paris and New York. The purpose of this study was to identify to what extent such multimodal window designs of high-end department stores in metropolitan cities have an impact on store entry decisions and attitudes towards the retailer’s image. As theoretical construct, the linguistic concept of multimodality and Mehrabian’s and Russell’s model in environmental psychology were applied. To answer the research question, two studies were conducted. For Study 1 a case study approach was selected to define three different types of store window designs based on different types of visual-verbal relations. Each of these types of store window design represented a different level of cognitive elaboration required for the decoding process. Study 2 consisted of an on-line survey carried out among more than 300 respondents to examine the influence of these three types of store window design on the consumer behavioral variables mentioned above. The results of this study show that the higher the cognitive elaboration needed to decode the message of the store window, the lower the store entry propensity. In contrast, the higher the cognitive elaboration, the higher the perceived image of the retailer’s image. One important conclusion is that in order to increase consumers’ propensity to enter stores with theme-based theatrical store front windows, retailers need to limit the cognitive elaboration required to decode their verbo-visual window design.

Keywords: consumer behavior, multimodality, store atmospherics, store window design

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Authors: Khaled A. Alsaif, Mosaad A. Foda

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In the following article, we present the dynamic simulation of an unmanned aerial vehicle with main fuel engine in the middle to carry most of the weight. This configuration will increase the flight time of the vehicle for a given payload size as opposed to the traditional quad rotor, where only DC motors are used. A parametric study to investigate the effect of the propellers ratio (main rotor propeller diameter to secondary rotor propeller diameter), the angle of incidence of the main rotor and the twist angle of the main rotor blades on selected performance criteria is presented.

Keywords: unmanned aerial vehicle (UAV), quadrotor, petrol quadcopter, flying robot

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Authors: Jaroslav Masek, Juraj Camaj, Eva Nedeliakova

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The aim of optimization of store management is not only designing the situation of store management itself including its equipment, technology and operation. In optimization of store management we need to consider also synchronizing of technological, transport, store and service operations throughout the whole process of logistic chain in such a way that a natural flow of material from provider to consumer will be achieved the shortest possible way, in the shortest possible time in requested quality and quantity and with minimum costs. The paper deals with the application of the queuing theory for optimization of warehouse processes. The first part refers to common information about the problematic of warehousing and using mathematical methods for logistics chains optimization. The second part refers to preparing a model of a warehouse within queuing theory. The conclusion of the paper includes two examples of using queuing theory in praxis.

Keywords: queuing theory, logistics system, mathematical methods, warehouse optimization

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Authors: Shih-Ching Wang, Mark Lang

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This paper examines the secondary effects and consequences of special displays on subsequent shopping behavior. Special displays are studied as a prominent form of in-store or shopper marketing activity. Two experiments are performed using special value and special quality-oriented displays in an online simulated store environment. The impact of exposure to special displays on mindsets and resulting product choices are tested in a shopping task. Impact on store image is also tested. The experiments find that special displays do trigger shopping mindsets that affect product choices and shopping basket composition and value. There are intended and unintended positive and negative effects found. Special value displays improve store price image but trigger a price sensitive shopping mindset that causes more lower-priced items to be purchased, lowering total basket dollar value. Special natural food displays improve store quality image and trigger a quality-oriented mindset that causes fewer lower-priced items to be purchased, increasing total basket dollar value. These findings extend the theories of product categorization, mind-sets, and price sensitivity found in communication research into the retail store environment. Findings also warn retailers to consider the total effects and consequences of special displays when designing and executing in-store or shopper marketing activity.

Keywords: special displays, mindset, shopping behavior, price consciousness, product categorization, store image

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Authors: I. McAndrew, K. L. Witcher, E. Navarro

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This paper presents the theory and application of low-speed flight for unmanned aerial vehicles when subjected to surface environmental conditions such as ice on the leading edge and upper surface. A model was developed and tested in a wind tunnel to see how theory compares with practice at various speed including take-off, landing and operational applications where head winds substantially alter parameters. Furthermore, a comparison is drawn with maned operations and how that this subject is currently under-supported with accurate theory or knowledge for designers or operators to make informed decision or accommodate individual applications. The effects of ice formation for lift and drag are determined for a range of different angles of attacks.

Keywords: aerodynamics, environmental influences, glide path ratio, unmanned vehicles

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Authors: I. McAndrew, K. L. Witcher, E. Navarro

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This paper presents the theory and application of low speed flight for unmanned aerial vehicles when subjected to surface environmental conditions such as ice on the leading edge and upper surface. A model was developed and tested in a wind tunnel to see how theory compares with practice at various speed including take-off, landing and operational applications where head winds substantially alter parameters. Furthermore, a comparison is drawn with maned operations and how that this subject is currently under supported with accurate theory or knowledge for designers or operators to make informed decision or accommodate individual applications. The effects of ice formation for lift and drag are determined for a range of different angles of attacks.

Keywords: aerodynamics, low speed flight, unmanned vehicles, environmental influences

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Authors: Brian J. Kozak, Joshua D. Shipman, Peng Hao Wang, Blake Shipp

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The unmanned aerial system (UAS) industry is growing at a rapid pace. This growth has increased the demand for low cost, custom made and high strength unmanned aerial vehicles (UAV). The area of most growth is in the area of 25 kg to 200 kg vehicles. Vehicles this size are beyond the size and scope of simple wood and fabric designs commonly found in hobbyist aircraft. These high end vehicles require stronger materials to complete their mission. Traditional aircraft construction materials such as aluminum are difficult to use without machining or advanced computer controlled tooling. However, by using general aviation composite aircraft homebuilding techniques and materials, a large scale UAV can be constructed cheaply and easily. Furthermore, these techniques could be used to easily manufacture cost made composite shapes and airfoils that would be cost prohibitive when using metals. These homebuilt aircraft techniques are being demonstrated by the researchers in the construction of a 75 kg aircraft.

Keywords: composite aircraft, homebuilding, unmanned aerial system industry, UAS, unmanned aerial vehicles, UAV

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Authors: Michael Mickson

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The recent development of unmanned aerial vehicles (UAVs) has been increasing the number of technical solutions that can be used to identify, map, and manage the effects of geohazards. UAVs are generally cheaper and more versatile than traditional remote-sensing techniques, and they can be therefore considered as a good alternative for the acquisition of imagery and other remote sensing data before, during and after a natural hazard event. This study aims to use UAV for investigating areas susceptible to high mobility flows such as debris flow in Dominica, especially after the 2017 Hurricane Maria. The use of UAVs in identifying, mapping and managing of natural hazards helps to mitigate the negative effects of natural hazards on livelihood, properties and the built environment.

Keywords: unmanned aerial vehicle (UAV), geohazards, remote sensing, mapping, Dominica

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Authors: Mira Trebar

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Logistics processes of perishable food in the supply chain include the distribution activities and the real time temperature monitoring to fulfil the cold chain requirements. The paper presents the use of RFID (Radio Frequency Identification) technology as an identification tool of receiving and shipping activities in the cold store. At the same time, the use of RFID data loggers with temperature sensors is presented to observe and store the temperatures for the purpose of analyzing the processes and having the history data available for traceability purposes and efficient recall management.

Keywords: logistics, warehouse, RFID device, cold chain

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Authors: Tugrul Oktay, Mehmet Konar, Mustafa Soylak, Firat Sal, Murat Onay, Orhan Kizilkaya

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In this paper, autonomous performance of a small manufactured unmanned helicopter is tried to be increased. For this purpose, a small unmanned helicopter is manufactured in Erciyes University, Faculty of Aeronautics and Astronautics. It is called as ZANKA-Heli-I. For performance maximization, autopilot parameters are determined via minimizing a cost function consisting of flight performance parameters such as settling time, rise time, overshoot during trajectory tracking. For this purpose, a stochastic optimization method named as simultaneous perturbation stochastic approximation is benefited. Using this approach, considerable autonomous performance increase (around %23) is obtained.

Keywords: small helicopters, hierarchical control, stochastic optimization, autonomous performance maximization, autopilots

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Authors: Long Cheng, Tong He, Iraj Mantegh, Wen-Fang Xie

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Path planning is essential for UAVs (Unmanned Aerial Vehicle) with autonomous navigation in unknown environments. In this paper, an adaptive probabilistic sampling algorithm is proposed for the GPS-denied environment, which can be utilized for autonomous navigation system of multiple UAVs in a dynamically-changing structured environment. This method can be used for Unmanned Aircraft Systems Traffic Management (UTM) solutions and in autonomous urban aerial mobility, where a number of platforms are expected to share the airspace. A path network is initially built off line based on available environment map, and on-board sensors systems on the flying UAVs are used for continuous situational awareness and to inform the changes in the path network. Simulation results based on MATLAB and Gazebo in different scenarios and algorithms performance measurement show the high efficiency and accuracy of the proposed technique in unknown environments.

Keywords: path planning, adaptive probabilistic sampling, obstacle avoidance, multiple unmanned aerial vehicles, unknown environments

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Authors: Abdelbaset Rabaiah

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e-Government mobile applications provide an extension for effective e-government services in today’s omniconnected world. They constitute part of m-government platforms. This study explores the usefulness, availability, discoverability and maturity of such applications. While this study impacts theory by addressing a relatively lacking area, it impacts practice more. The outcomes of this study suggest valuable recommendations for practitioners-developers of e-government applications. The methodology followed is to examine a large number of e-government smartphone applications. The focus is on applications available at the Google Play Store. Moreover, the study investigates applications published on government portals of a number of countries. A sample of 15 countries is researched. The results show a diversity in the level of discoverability, development, maturity, and usage of smartphone apps dedicated for use of e-government services. It was found that there are major issues in discovering e-government applications on both the Google Play Store and as-well-as on local government portals. The study found that only a fraction of mobile government applications was published on the Play Store. Only 19% of apps were multilingual, and 43% were developed by third parties including private individuals. Further analysis was made, and important recommendations are suggested in this paper for a better utilization of e-government smartphone applications. These recommendations will result in better discoverability, maturity, and usefulness of e-government applications.

Keywords: mobile applications, e-government, m-government, Google Play Store

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Authors: Yu Qin

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In order to tackle the ever-growing problem of the lack of parking space, this paper presents the design and implementation of a smart unmanned parking system that is based on RFID (radio frequency identification) technology and Wireless communication technology. This system uses RFID technology to achieve the identification function (transmitted by 2.4 G wireless module) and is equipped with an STM32L053 micro controller as the main control chip of the smart vehicle. This chip can accomplish automatic parking (in/out), charging and other functions. On this basis, it can also help users easily query the information that is stored in the database through the Internet. Experimental tests have shown that the system has the features of low power consumption and stable operation, among others. It can effectively improve the level of automation control of the parking lot management system and has enormous application prospects.

Keywords: RFID, embedded system, unmanned, parking management

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Authors: Muhammet Dursun Kaya, Hasan Asil

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In recent years, different methods have been proposed to optimize question processing in database. Although different methods have been proposed to optimize the query, but the problem which exists here is that most of these methods destroy the query execution plan after executing the query. This research attempts to solve the above problem by using a combination of methods of communicating with the database (the present questions in the programming code and using store procedures) and making query processing adaptive in database, and proposing a new approach for optimization of query processing by introducing the idea of dynamic store procedures. This research creates dynamic store procedures in the database according to the proposed algorithm. This method has been tested on applied software and results shows a significant improvement in reducing the query processing time and also reducing the workload of DBMS. Other advantages of this algorithm include: making the programming environment a single environment, eliminating the parametric limitations of the stored procedures in the database, making the stored procedures in the database dynamic, etc.

Keywords: relational database, agent, query processing, adaptable, communication with the database

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Authors: Ambuj Srivastava, Narender Singh

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This paper presents the effect of installation of cylindrical external store on the performance, stability, control and handling qualities of light transport category aircraft. A pair of long cylindrical store was installed symmetrically on either side of the fuselage (port and starboard) ahead of the wing and below the fuselage bottom surface running below pilot and co-pilot window. The cylindrical store was installed as hanging from aircraft surface through specially designed brackets. The adjoining structure was sufficiently reinforced for bearing aerodynamic loads. The length to diameter ratio of long cylindrical store was ~20. Based on academic studies and flow simulation analysis, a considerable detrimental effect on single engine second segment climb performance was found which was later validated through extensive flight testing exercise. The methodology of progressive flight envelope opening was adopted. The certification was sought from Regional airworthiness authorities and for according approval.

Keywords: second segment climb, maximum operating speed, cruise performance (single engine and twin engine), minimum control speed, and additional trim required

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Authors: Dao Phuong Nam, Do Trong Tan, Pham Tam Thanh, Le Duy Tung, Tran Hoang Anh

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This paper considers the problem of cascade control system for unmanned aerial vehicles (UAVs). Due to the complicated modelling technique of UAV, it is necessary to separate them into two subsystems. The proposed cascade control structure is a hierarchical scheme including a robust control for inner subsystem based on H infinity theory and trajectory generator using genetic algorithm (GA), outer loop control law based on multi-parametric programming (MPP) technique to overcome the disadvantage of a big amount of calculations. Simulation results are presented to show that the equivalent path has been found and obtained by proposed cascade control scheme.

Keywords: genetic algorithm, GA, H infinity, multi-parametric programming, MPP, unmanned aerial vehicles, UAVs

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Authors: Ravi Vishwanath, Saumya Kumaar, S. N. Omkar

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Brain-computer interfacing (BCI) is a technology that is almost four decades old, and it was developed solely for the purpose of developing and enhancing the impact of neuroprosthetics. However, in the recent times, with the commercialization of non-invasive electroencephalogram (EEG) headsets, the technology has seen a wide variety of applications like home automation, wheelchair control, vehicle steering, etc. One of the latest developed applications is the mind-controlled quadrotor unmanned aerial vehicle. These applications, however, do not require a very high-speed response and give satisfactory results when standard classification methods like Support Vector Machine (SVM) and Multi-Layer Perceptron (MLPC). Issues are faced when there is a requirement for high-speed control in the case of fixed-wing unmanned aerial vehicles where such methods are rendered unreliable due to the low speed of classification. Such an application requires the system to classify data at high speeds in order to retain the controllability of the vehicle. This paper proposes a novel method of classification which uses a combination of Common Spatial Paradigm and Linear Discriminant Analysis that provides an improved classification accuracy in real time. A non-linear SVM based classification technique has also been discussed. Further, this paper discusses the implementation of the proposed method on a fixed-wing and VTOL unmanned aerial vehicles.

Keywords: brain-computer interface, classification, machine learning, unmanned aerial vehicles

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Authors: Jeyeon Kim

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This paper describes the development of the automatic battery charging device for the rotor wings type unmanned aerial vehicle (UAV) and the positioning method that can be accurately landed on the charging device when landing. The developed automatic battery charging device is considered by simple maintenance, durability, cost and error of the positioning when landing. In order to for the UAV accurately land on the charging device, two kinds of markers (a color marker and a light marker) installed on the charging device is detected by the camera mounted on the UAV. And then, the UAV is controlled so that the detected marker becomes the center of the image and is landed on the device. We conduct the performance evaluation of the proposal positioning method by the outdoor experiments at day and night, and show the effectiveness of the system.

Keywords: unmanned aerial vehicle, automatic battery charging, positioning

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Authors: Lana Dalawr Jalal

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This paper addresses the problem of offline path planning for Unmanned Aerial Vehicles (UAVs) in complex three-dimensional environment with obstacles, which is modelled by 3D Cartesian grid system. Path planning for UAVs require the computational intelligence methods to move aerial vehicles along the flight path effectively to target while avoiding obstacles. In this paper Modified Particle Swarm Optimization (MPSO) algorithm is applied to generate the optimal collision free 3D flight path for UAV. The simulations results clearly demonstrate effectiveness of the proposed algorithm in guiding UAV to the final destination by providing optimal feasible path quickly and effectively.

Keywords: obstacle avoidance, particle swarm optimization, three-dimensional path planning unmanned aerial vehicles

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Authors: Yu-Fong Lin

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The main purpose of this study is to explore the impact of different lighting arrangements that create different visual environments in a 3C retail store on the perception, psychology, and shopping tendencies of consumers of different genders. In recent years, the ‘emotional shopping’ model has been widely accepted in the consumer market; in addition to the emotional meaning and value of a product, the in-store ‘shopping atmosphere’ has also been increasingly regarded as significant. The lighting serves as an important environmental stimulus that influences the atmosphere of a store. Altering the lighting can change the color, the shape, and the atmosphere of a space. A successful retail lighting design can not only attract consumers’ attention and generate their interest in various goods, but it can also affect consumers’ shopping approach, behavior, and desires. 3C electronic products have become mainstream in the current consumer market. Consumers of different genders may demonstrate different behaviors and preferences within a 3C store environment. This study tests the impact of a combination of lighting contrasts and color temperatures in a 3C retail store on the visual perception and psychological reactions of consumers of different genders. The research design employs an experimental method to collect data from subjects and then uses statistical analysis adhering to a 2 x 2 x 2 factorial design to identify the influences of different lighting environments. This study utilizes virtual reality technology as the primary method by which to create four virtual store lighting environments. The four lighting conditions are as follows: high contrast/cool tone, high contrast/warm tone, low contrast/cool tone, and low contrast/warm tone. Differences in the virtual lighting and the environment are used to test subjects’ visual perceptions, emotional reactions, store satisfaction, approach-avoidance intentions, and spatial atmosphere preferences. The findings of our preliminary test indicate that female subjects have a higher pleasure response than male subjects in a 3C retail store. Based on the findings of our preliminary test, the researchers modified the contents of the questionnaires and the virtual 3C retail environment with different lighting conditions in order to conduct the final experiment. The results will provide information about the effects of retail lighting on the environmental psychology and the psychological reactions of consumers of different genders in a 3C retail store lighting environment. These results will enable useful practical guidelines about creating 3C retail store lighting and atmosphere for retailers and interior designers to be established.

Keywords: 3C retail store, environmental stimuli, lighting, virtual reality

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Authors: Teerapong Chaisen, Pornpan Puttaraksa, Chayanit Chitchai, Peeraya Somsak, Rinyaphat Kecharananta

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This paper aims to study integrated marketing communication (IMC) of department store in Chiang Mai with the object to understand how department stores manage communication in order to inform customer and how customers react to the received information. We study the example of 300 customers both Thai and foreigners who received the given information from the department stores and the reactions of these customers. This paper shows Central festival is the top destination to visit for Thai customers. On the other hand, Central Plaza is favored by foreign customers. However, all department stores need to use more IMC to make awareness for customer.

Keywords: integrated marketing communication, satisfaction, department store, consumer

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