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Effects of illuminance and correlated colour temperature on emotional state and perception of Thai customers in clothing retail stores |
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| รหัสดีโอไอ | |
| Creator | Natthamol Phumchan |
| Title | Effects of illuminance and correlated colour temperature on emotional state and perception of Thai customers in clothing retail stores |
| Contributor | Nuanwan Tuaycharoen |
| Publisher | Asia-Pacific Journal of Science and Technology |
| Publication Year | 2565 |
| Journal Title | Asia-Pacific Journal of Science and Technology |
| Journal Vol. | 27 |
| Journal No. | 6 |
| Page no. | 9 |
| Keyword | Illuminance, CCT, Emotional response, Clothing retail |
| URL Website | https://www.tci-thaijo.org/index.php/APST |
| Website title | https://so01.tci-thaijo.org/index.php/APST/article/view/262943 |
| ISSN | 2539-6293 |
| Abstract | Lighting is an important environmental factor that stimulates the emotional response of consumers, hence, promoting consumer's purchase. This research focused on how the illuminance and correlated colour temperature (CCT) affected the emotional response of Thai customers in clothing retail stores. The first investigated the effect of horizontal illuminance levels on the emotional state and perception of participants who viewed different Ten lighting scenes projected on a screen. The subjects evaluated their emotional states and perception on a five-point Likert scale questionnaire. The second experiment was carried out under lighting conditions using 1:10 scale models. Nine lighting scenes containing mixed CCT were evaluated in this experiment using the similar scales as the first experiment. These scenes were homogenous light and mixed light of CCT of 2700K, 4000K and 6500K. Results in the first experiment showed that different illuminance levels impacted the emotional state and perception of participants who represented customers in clothing retail stores at high statistical significance (p<0.01) with an illuminance of 400 lux achieving optimal scores. The second indicated that CCT affected the emotional state and perception at high statistical significance (p<0.01). Homogenous light scenes (Cool White (CW+CW)) consisting of ambient lighting at 4000K and accent lighting at 4000K gave the highest scores. These findings suggested the recommended lighting design characteristics to improve clothing sales as suitable for Thai people. |
