백화점의 시각디자인 환경과 이미지, 지각된 품질 및 충성도 관계에서 감정의 매개역할
Mediating Role of Emotion in Relationships between Visual Design Environment and Store Image and Store Perceived Quality and Store Loyalty in Department Stores
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초록
본 연구에서는 백화점 내부의 시각디자인 환경이 점포이미지와 점포의 지각된 품질 및 점포충성도에 미치는 영향과구성개념 간 관계를 검증하고, 또한 시각디자인 환경이 점포이미지, 점포의 지각된 품질 및 점포충성도 등과의 관계에서감정의 매개역할을 확인하였다. 백화점에서 구매 경험이 있는소비자를 대상으로 자료를 수집하였다. SPSS 21.0 통계패키지를 이용하여 연구가설을 검증하였다. 연구결과, 첫째, 백화점 내부의 시각디자인 환경은 점포이미지와 점포의 지각된품질 및 점포충성도에 직접적인 영향을 주었다. 둘째, 점포이미지는 점포의 지각된 품질과 점포충성도에 영향을 주었지만점포의 지각된 품질은 점포충성도에 영향을 주지 않는 것으로 확인되었다. 셋째, 시각디자인 환경과 점포이미지 간 관계, 시각디자인 환경과 점포의 지각된 품질 간의 관계, 그리고 시각디자인 환경과 점포충성도 간의 관계에서 모두 감정이 매개됨을 확인하였다. 따라서 소비자에게 백화점에 대한 이미지를 높이고 호의적인 품질로 지각시키며, 점포에 대한 충성도를 강화시키기 위해서는 호의적인 감정이 유발할 수 있는 독특하고 차별화된 시각디자인 환경을 제시하는 것이 중요할것이다.
Abstract
This paper was to verified the effects of visual design environment on store image, store perceived quality and store loyalty and causal relationships of constructs, and then identified mediation role of emotions in relationships between visual design environment, store image, store perceived quality and store loyalty in department stores. A survey study was conducted to collect the data with consumers who had purchase experienced at department stores in south korea. SPSS 21.O was performed to test the research hypothesis. The results of the study are as follows: First, It was found that visual design environment affect store image, store perceived quality and store loyalty. Second, store image was significantly related to both store perceived quality and store loyalty, but it was not significantly related to both store perceived quality and store loyalty. Finally, it was demonstrated that mediating role of emotion in relationships between visual design environment and store image, between visual design environment and store perceived quality, between visual design environment and store loyalty. Therefore, In order to build up store loyalty and increase perceives of store image and store quality, marketers have to show visual design environment so that their customer will be able to emotionally satisfied.
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