Abstract
This paper is based on a study, which was conducted in the Multi-Channel Management Laboratory of Offenburg University in June 2019 using a convenience sample. The potential participants were recruited via the e-mail distribution list of the University as well as postings on the notice board. A total of 38 people took part in the study. The present study examines the effect of shelf placement of a wine rack with regard to block formation and vertical or horizontal structuring of these blocks. The results show that a wine rack that is arranged by product blocks according to wine type is perceived as significantly more orientation-friendly than a wine rack that is characterized by a manufacturer-oriented block formation. The perceived orientation friendliness influences the customers’ emotions experienced during the shopping process. Furthermore, the influence of these emotions on the satisfaction of the orientation friendliness was confirmed. It can be recommended to the stationary retail trade to structure wine shelves by placing products according to wine types within product blocks.
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Schwahn, V., Burkhardt, A., Mueller, A., Miclau, C. (2020). POS Product Presentation Concepts - Analysis of Affective, Conative and Cognitive Components in Decision Making. In: Nah, FH., Siau, K. (eds) HCI in Business, Government and Organizations. HCII 2020. Lecture Notes in Computer Science(), vol 12204. Springer, Cham. https://doi.org/10.1007/978-3-030-50341-3_14
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