브랜드 인게이지먼트에 따른 프랜차이즈 커피전문점의 VMD가 구매의도에 미치는 영향

Abstract

Purpose -The purpose of this study is to investigate the effects of Visual merchandising(V MD) factors to brand engagement and purchase intention, so that make this become the basic data for the employers or employees of franchise cafe. Design, data, and methodology -To accomplish this purpose, the survey for visitors of franchise cafes in Seoul was progressed, and VMD factor was divided into six main components: ‘Harmonization’, ‘Attractiveness’, ‘Fit’, ‘Pandemic’, ‘Functionality’ and ‘Reliability’ factors. Based on previous studies, this study hypothesized and tested it using regression analysis. Result -VMD components have been shown to have a significant positive effect on brand engagement. And it has been shown to have a significant positive effect on purchasing intentions. Conclusions -Since the cafe atmosphere differs significantly from the restaurant, maximizing the atmosphere and efficiency of the space by considering the VMD factor is critical. So the operators and employees of franchise cafes will be able to establish appropriate and effective marketing strategies through the results of the study on what VMD elements customers respond to and how efforts should be made to maximize those characteristics.