소비자의 자기해석수준, 패션제품유형 및 모바일 위치 기반 광고의 판매촉진유형이 점포방문의도에 미치는 영향 : 슈즈 멀티숍의 비콘 서비스를 중심으로

Abstract

Mobile location-based services are evaluated as effective sales promotion tools that can influence the purchasing decisions of consumers based on individuality and ubiquity. This study investigates the effects of consumers’ intention to visit a store on their self-construal level, types of fashion products and types of mobile location promotion . The study uses a 2x2x2 factorial design: 2(the self-construal level: independent vs interdependent) x 2(types of fashion product: utilitarian vs hedonic) x 2 (types of mobile location promotion: value-additive vs price discount type). One hundred and sixty-eight women in their twenties and thirties residing in Seoul participated in the study. As part of the study we conduct a frequency analysis, reliability analysis, 3-way ANOVA, and simple interaction analysis using the SPSS 18.0 Statistics package. Results are as follows. It is shown that the type of product and mobile location promotion both have a statistically significant effect on consumers’ intention to visit a store. It is also shown that self-construal level does not have a statistically significant effect on intention to visit a store. The effects of consumers’ self-construal level and the types of products purchased are shown to have an interaction; however there is no interaction between self-construal level and type of sales promotion strategy. Lastly, the study confirms an interaction between the type of products purchased and the type of sales promotion strategy used in influencing intention to visit a store.