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The effects of sale signs on consumer intentions to visit a store

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초록

This study examines consumer attention to and the perceived aesthetics of sale signs,such as the designs (size and color) of the Point of Purchase (POP) sale signs outsideshops, and how these factors affect consumer intention to visit a shop based onexpectation regarding the stores. External store stimuli were created using the Sketchup8 software package. Research found that influences on intention to visit a store candiffer depending on how the sale signs are perceived. Consumer expectations of thestore can differ depending on the size of sale signs and the colors employed. We expectthat the outcomes of this study will aid fashion brands in designing sale signs thatreflect their brand value and image. Sale sign planning and utilization as a part of thestrategy will be the key factor that can affect consumer behavior.

Abstract

This study examines consumer attention to and the perceived aesthetics of sale signs,such as the designs (size and color) of the Point of Purchase (POP) sale signs outsideshops, and how these factors affect consumer intention to visit a shop based onexpectation regarding the stores. External store stimuli were created using the Sketchup8 software package. Research found that influences on intention to visit a store candiffer depending on how the sale signs are perceived. Consumer expectations of thestore can differ depending on the size of sale signs and the colors employed. We expectthat the outcomes of this study will aid fashion brands in designing sale signs thatreflect their brand value and image. Sale sign planning and utilization as a part of thestrategy will be the key factor that can affect consumer behavior.

참고문헌 (41)

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