Phenomenological Exploration of the Role of Mall’s Fitting Room in Remembering Shopping Experiences

Purpose of the study is investigating the effect of changing room on behavioral and emotional reactions of customers in malls. Goal of the study was to investigate the possibilities of changing rooms and their relationships with customer reactions between young women's shopping centers in Tehran through qualitative method and phenomenological approach and through in-depth interview with the participant. Evidences which collected by inductive coding were analyzed in several steps by using MAXQDA software and the theoretical model was drawn. Initial codes are generated in open coding and 50 items (easy decision-making, reassessment, re-evaluation, re-testing clothes, repeat shopping, recommending others, shopping satisfaction, avoiding clothing testing, avoiding shopping, leaving Shop- no Clothes testing, No return, Good feeling, Reliability, Security, Relaxation, Delight, Comfort, Reluctance, Frustration, Choking, Regret, Lack of Confidence, Doubt, Lack of Relaxation, Anxiety, Shopping ghost, Bored , Unpleasantness, Worry, Slippers, Calling alarm, Carpet flooring, Platform, Chair, Existence of Clothes, Bad Smell, Cleaning and Cleaning, Room Interior, Air Conditioning, Proper door, Cooling & Heating, Interior design, Filling mark, Swap room Location, Lock, Dimensions and Size, Color swap room, Proper lighting, Mirror), 8 Items (Positive response, Negative reaction, positive emotions, negative emotions, facilities, health, structural and basic) and 4 categories (Behavioral response, Emotional response, Requirements of the dressing room, and Good product evaluation) were identified.