The Role of Store’s Fitting Room (Clothes Changing Room) at Tehran Shopping Centers on Recall Shopping Experiences: Mixed Method Approach

Purpose of the study was to investigate the effect of fitting rooms in Shopping centers in behavioral and emotional response.

The research is based on a blinded approach. First, using qualitative method and phenomenology paradigm, requirements of being fitting rooms and their relationship with behavioral and emotional reactions were investigated in the Y’s generation of women and five major stores in Tehran, then a quantitative experimental study with 2 ×2 factorial design based on a scenario- based questionnaire was conducted. Qualitative study with 16 participants and conducting Semi-structured interviews and quantitative empirical study with 240 costumers were conducted and qualitative evidence was analyzed by coding interviews and qualitative data with two way ANOVA and regression analysis.

In the qualitative section of the categories of facilities, health, Structural and basic and positive and negative emotional and behavioral actions, and proper assessment of the products was identified. In the qualitative- empirical part, the main and interactive effects of independent variables of types of fitting room and customer’s evaluation of fitting room on the emotional and behavioral response are significantly supported.

Fitting room’s facilities are important stimulus to the decision – making process of buying clothes which suitability of their facilities has positive emotional and behavioral implications. The customer’s assessment of fitting room modifies impact of emotional and behavioral response, and impact of fitting rooms’ facilities on responses. So, paying attention to the possibilities of fitting room can create positive results for the store.