영 캐주얼 의류매장의 상품진열방법이 점포이미지와 선호도에 미치는 영향

Abstract

The purpose of this study was to examine the effects of facing plan on store image and preference of young casual fashion store. The subjects were 545 male and female university students in Chungnam province. The measuring instruments were 7 stimuli manipulated by facing plan, an important VMD element, and self-administrated questionnaire consisted of store image, store preference and subject`s demographic characteristics. The data were analyzed by t-test, ANOVA and Duncan`s multiple range test, using SPSS program. The results were as follows. First, facing type significantly affected consumer` store image; folded type had more neat and elegant image than other facing types, and face out type had most comfort image, whereas sleeve out type had discomfort image. Second, arrangement of facing types also affected store image; style arrangement had more sophisticated image than color arrangement in sleeve out type, and vertical and horizontal arrangement had more neat, sophisticated, attractive and comfort image than separate arrangement in folded type. Third, facing type affected store preference; folded type showed higher store preference than sleeve out type. Forth, arrangement of folded type affected store preference; vertical and horizontal arrangement showed higher store preference than separate arrangement. Fifth, store image and preference were different by subject`s sex; male subjects perceived style arrangement as more elegant, characteristic and attractive image, and showed higher store preference than female subjects on separate arrangement of folded type.