의류매장의 VM 구성요소가 점포이미지와 구매의도에 미치는 영향 - 파사드 색상과 쇼 윈도우 유형을 중심으로 -

Abstract

Abstract The purpose of this study was to examine the effects of VM components(facade color and show window type) on store image and purchasing intention of fashion stores. The subjects were 428 male and female university students in Daejeon and Chungnam province. The measuring instruments were 6 stimuli manipulated by 3×2 factorial design of facade color and show window type, and a self-administrated questionnaire consisted of store image, purchasing intention, and subjects' demographic characteristics. The results were as follows. First, facade color mainly affected store image and purchasing intention. White color was preferred as more positive images(pleasurable, comfortable, neat, and modern), and showed higher purchasing intention than brown color. Second, show window type affected some store images. Semi-open type was perceived as more pleasurable image than enclosed type, whereas enclosed type was perceived as more luxurious, neat, and attractive image than semi-open type. However, show window type didn't affect purchasing intention. Third, subject' sex affected store image and purchasing intention. Male subjects perceived more positively on store image and had higher purchasing intention than females. This study suggested that facade color and show window type are important VM components affecting store image and purchasing intention. Keywords: VM(비주얼 머천다이징), facade color(파사드 색상), show window type(쇼 윈도우 유형), store image(점포이미지), purchasing intention(구매의도)