Consumers' Synesthesia Experience Enhances Consumption Behavior: The Impact of Distributed Lighting Design in Shopping Center

Abstract

China's shopping centres are facing the challenge of fierce stock competition, and they are using a variety of competitive differentiation strategies and approaches to attract consumers and seek development. Therefore, the study focuses on the impact of distributed lighting in public spaces of shopping centres on consumer behaviour from the perspectives of lighting effects and customer diversion, and explores an important expression to enhance the attractiveness to consumers. This study used the statistical analysis method of quantitative research to obtain data from 607 participants through a non-random sampling method in order to explore the relationship and impact between distributed lighting design, association and consumer behaviour in the public areas of shopping centres. The study found that consumers' associative experience in the public areas of shopping centres exerted a significant mediating effect on the influence of light guide design on consumer behaviour, and the mediating effect contributed 61.11% to the total effect. This study pioneered the introduction of the associative effect into the study of consumer behaviour, thereby constructing a strong link between lighting design and consumer behaviour in shopping centres. Practical implications, limitations and areas for further research are also given.