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패션 상품 쇼핑백 유형에 대한 소비자반응, 광고태도, 구매의도에 미치는 영향

The Effect of Fashion Product’s Shopping Bag types on Customer Response, Advertising Effectiveness, and Purchase Intention

이수연|고은주|채희주
한국의류산업학회 (The Society of Fashion and Textile Industry)|2014.08|한국의류산업학회지 (The Korean Fashion and Textile Research Journal)|제16권 제4호|pp. 564-579

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참고문헌

키워드

구매의도purchase intention광고태도쇼핑가치attitude toward advertising소비자 반응shopping value쇼핑백shopping bagcustomer response
주제분류생활과학

초록

Packaging of shopping bag is a ‘silent salesman’ which plays an important role in marketing communication due to the increase of self-service outlets and changing lifestyles of customers. Retail shopping bags, which are defined as bags provided by retailers to customer as a means of transporting merchandise, are a type of secondary packaging. This study explored the effect of a fashion product’s shopping bag types in sense of shopping value, customers’ response, atti- tude toward advertising, and purchase intention. Data was analyzed by factor analysis, frequency analysis, correlation, structural equation modeling using SPSS 18.0 and AMOS 18.0. The results of this study were as follows. Consumers’ responses about shopping bags show that there are some differences between consumers who have either hedonic or util- itarian shopping value. Hedonic shopping value influences on consumers’ response as unique, interesting, and attention; however utilitarian value affects prestige in addition to those four significant factors. Therefore, this study shows that con- sumer response is different in accordance with shopping value. Thus, using the various types of shopping bags can be influenced on effective advertising. It will also great effect on marketing activity with lower cost. The significant result from this study has proven that the shopping bag is correlates to the definition of pop art today because it can offer an opportunity to look at, play with and buy sophisticated visual stimulus. Therefore, retail and brands have to concern about shopping bag considering their decisive role in the apparel market.

Abstract

Packaging of shopping bag is a ‘silent salesman’ which plays an important role in marketing communication due to the increase of self-service outlets and changing lifestyles of customers. Retail shopping bags, which are defined as bags provided by retailers to customer as a means of transporting merchandise, are a type of secondary packaging. This study explored the effect of a fashion product’s shopping bag types in sense of shopping value, customers’ response, atti- tude toward advertising, and purchase intention. Data was analyzed by factor analysis, frequency analysis, correlation, structural equation modeling using SPSS 18.0 and AMOS 18.0. The results of this study were as follows. Consumers’ responses about shopping bags show that there are some differences between consumers who have either hedonic or util- itarian shopping value. Hedonic shopping value influences on consumers’ response as unique, interesting, and attention; however utilitarian value affects prestige in addition to those four significant factors. Therefore, this study shows that con- sumer response is different in accordance with shopping value. Thus, using the various types of shopping bags can be influenced on effective advertising. It will also great effect on marketing activity with lower cost. The significant result from this study has proven that the shopping bag is correlates to the definition of pop art today because it can offer an opportunity to look at, play with and buy sophisticated visual stimulus. Therefore, retail and brands have to concern about shopping bag considering their decisive role in the apparel market.

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