VMD 구성요소가 소비자 선호도 및 구매의도에 미치는 영향에 관한 연구 - 중국 라이프스타일 브랜드 오프라인 매장을 중심으로 -

Abstract

(Background and Purpose) As the economy grows and consumer income levels rise, society's overall cognitive structure is changing. This has an impact on consumer perception and consumption patterns and establishes a new concept of value-oriented consumer consumption that differs from the previous demand for consumption of commodity functions and quality. Furthermore, as living spaces evolve into living centers, people's lifestyles typically reflect their values, and living space-related lifestyle brands are growing rapidly. VMD has a positive effect on brand preference and purchase intention when utilized as a strategy to differentiate a brand from competitors and enhance the store environment in an atmosphere of fierce competition. This study examines how consumer preference and purchase intention are influenced by VMD components in offline lifestyle brand outlets. (Method) Through prior research and theoretical investigation, the concept of relevant variables was summarized and hypotheses regarding the relationship between related variables according to the S-O-R research model. In addition, five lifestyle brand including 'IKEA', 'MUJI', 'NITORI', 'ZARA HOME' and 'NOME' are selected according to the ranking of '2021~2022 Home Lifestyle Brand Store', an online survey targeting the ‘MZ Generation (1980-2000)’ was conducted. The collected questionnaire was verified of reliability, validity, main components analysis, factor analysis and correlation using SPSS 26.0 and AMOS 26.0 programs. In the following, the hypothesis was verified by using the structural equation model and the importance ranking of the Visual Merchandising components was drawn. (Results) The ‘harmony’ variable, ‘attractiveness’ variable, ‘popularity’ variable, ‘functionality’ variable, and ‘trustworthiness’ variable of the VMD components all had a positive(+) effect on consumer preference. Among them, the 'harmony' variable had a strong positive(+) influence on consumer preference. Therefore, The hypothesis that Visual Merchandising components of lifestyle brand offline stores positively affect consumer preference was confirmed. Simultaneously, importance ranking of VMD Components were as follows: harmony> popularity> trustworthiness> attractiveness> functionality. In addition, consumer preference has a positive (+) effect on purchase intention, establishing the hypothesis that consumer preference has a positive effect on purchase intention. (Conclusions) This study identified the importance of VMD in the brand store space and drew out its components in order to differentiate the lifestyle brand from other competing brands as well as improve the competitiveness. Through Empirical Analysis, the relationship between consumer preference and purchase intention resulting from the influence between VMD components of a lifestyle brand offline store and brand preference was verified. In order to produce more thorough and impartial research findings, we will broaden the scope of our future investigations to include lifestyle brands and other offline locations of companies that have established stores outside of China in addition to examining the consuming habits and trends of various age groups.