外文翻译--橱窗展示和消费者购物决策（节选）

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1、1650 英文单词， 9700 英文字符，中文 3250 字 文献出处： Sen S, Block L G, Chandran S. Window displays and consumer shopping decisionsJ. Journal of Retailing & Consumer Services, 2002, 9(5):277-290. Window displays and consumer shopping decisions Sankar Sen, Lauren G. Block, Sucharita Chandran Abstract Window displays

2、are an ubiquitous and prominent but under-researched element of retail strategy. This paper explores how the store and product category information communicated by a stores windows are related to consumers shopping decisions, such as store entry and product purchase, and how these relationships vary

3、 for consumer segments that dier in terms of their knowledge of the retailers product(s). Results of a study conducted in the context of clothing retailers demonstrate that the store entry decision is related both directly as well as indirectly (through acquisition of inferred, store-related informa

4、tion) to the acquisition of observed, store-related information from window displays. However, it is product category-related information (e.g. fashion and product-self t) rather than store-related information (e.g. merchandise and store image) that is more strongly associated with the product purch

5、ase decision. Moreover, consumers with medium levels of clothing knowledge are more inuenced by windows in their shopping decisions than those with low or high levels. Keywords: Window displays; Retail information search; Shopping decisions 1.Introduction A key instrument of many retailers communica

6、tion strategy is their store window displays (Chain Store Age Executive, 1989). Recent surveys suggest that consumers are very likely to attend to and acquire information from window displays (Castaneda, 1996; Fletcher, 1987). Similarly, a renewed faith among retailers in the ability of window displays to capture consumers attention and draw them into a store has generated recent interest in this communication tool after years of neglect (Discount Store News, 1994; Horvitz, 1998). Ye