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비주얼 머천다이징 적합성 지각이 브랜드 태도와 구매의도에 미치는영향: 지각된 위험의 매개효과를 중심으로

The Influence of Visual Merchandising Congruity Perception on Brand Attitude and Purchase Intention: Focusing on Mediation Effect of Perceived Risk

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한국의류산업학회 (The Society of Fashion and Textile Industry)|2014.04|한국의류산업학회지 (The Korean Fashion and Textile Research Journal)|제16권 제2호|pp. 235-244

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참고문헌

키워드

매개효과mediation effect구매의도브랜드 태도지각된 위험brand attitudepurchase intentionperceived risk비주얼 머천다이징 적합성 지각visual merchandising congruity perception
주제분류생활과학

초록

This study investigates the effect of visual merchandising congruity perception on brand attitude and purchaseintention. In addition, this study examines the mediating role of perceived risk in the process. Four retail fashion brandswith classic image were selected in the previous research to avoid the influence of different brand images. Questionnaireswere distributed to 200 customers leaving the four fashion retail stores which were chosen by the previous research. Atotal of 167 completed questionnaires were analyzed using SPSS 18.0 and AMOS 7.0 statistical packages. The resultswere summarized as follows. First, visual merchandising congruity perception positively affected brand attitude. Thisresult supports the match-up hypothesis. Second, brand attitude positively influenced purchase intention. Third, visualmerchandising congruity perception did not directly affect purchase intention. Visual merchandising congruity perceptionindirectly influenced purchase intention by mediating brand attitude; however, it did not directly influence purchase intention. Therefore, the strategic approaches to enhance favorable brand attitude through visual merchandising congruity perceptionshould be tried. Fourth, visual merchandising congruity perception negatively affected perceived risk. Fifth,perceived risk negatively affected brand attitude. Sixth, visual merchandising congruity perception affected brand attitudeby mediating perceived risk. Therefore, it is needed to devise the visual merchandising strategy that lowers the perceivedrisk in order to make a positive brand attitude.

Abstract

This study investigates the effect of visual merchandising congruity perception on brand attitude and purchaseintention. In addition, this study examines the mediating role of perceived risk in the process. Four retail fashion brandswith classic image were selected in the previous research to avoid the influence of different brand images. Questionnaireswere distributed to 200 customers leaving the four fashion retail stores which were chosen by the previous research. Atotal of 167 completed questionnaires were analyzed using SPSS 18.0 and AMOS 7.0 statistical packages. The resultswere summarized as follows. First, visual merchandising congruity perception positively affected brand attitude. Thisresult supports the match-up hypothesis. Second, brand attitude positively influenced purchase intention. Third, visualmerchandising congruity perception did not directly affect purchase intention. Visual merchandising congruity perceptionindirectly influenced purchase intention by mediating brand attitude; however, it did not directly influence purchase intention. Therefore, the strategic approaches to enhance favorable brand attitude through visual merchandising congruity perceptionshould be tried. Fourth, visual merchandising congruity perception negatively affected perceived risk. Fifth,perceived risk negatively affected brand attitude. Sixth, visual merchandising congruity perception affected brand attitudeby mediating perceived risk. Therefore, it is needed to devise the visual merchandising strategy that lowers the perceivedrisk in order to make a positive brand attitude.

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