본 연구에서는 매장 내 사회적 혼잡성과 체화된 온도 간의 상호작용이 소비자의 쇼핑만족도에 미치는 영향에 대해 살펴보기 위해, 2(사회적 혼잡성: 높음 vs 낮음) × 2(체화된 온도: 높음 vs 낮음) 집단 간 실험설계(betweensubject factorial design)를 적용하여 실험을 진행하였다. 분석결과, 사회적 혼잡성과 체화된 온도 간의 상호작용 효과가 유의하게 나타났다. 구체적으로, 사회적 혼잡성이 높은 경우에는 체화된 온도에 따라 소비자의 쇼핑만족도에 차이가 없었지만, 사회적 혼잡성이 낮은 경우에는 체화된 온도가 높을 때가 낮을 때보다 소비자의 쇼핑만족도가 더 높았다. 분석결과를 바탕으로, 본 연구의 이론적 및 실무적 시사점에 대해 제언하였다.

In this study, we aimed to investigate how social crowding and embodied temperature affect consumers' shopping satisfaction. We conducted an experiment with two levels of social crowding (high vs. low) and two levels of embodied temperature (high vs. low) using a between-subject design. The analysis found a significant interaction effect between social crowding and embodied temperature. Specifically, when social crowding was high, there was no noticeable difference in consumers' shopping satisfaction based on embodied temperature. However, when social crowding was low, consumers' shopping satisfaction was significantly higher when the embodied temperature was high than when it was low. These findings could significantly impact both theory and practice in the field of consumer behavior and retail management, highlighting the importance of our study.