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A Study on VMD of SPA Brands and Purchasing Intention: Focus on Seoul and Gyeonggi-Do

이상윤|최인식
한국유통과학회 (Korea Distribution Science Association)|2013.09|유통과학연구 (Journal of Distribution Science)|제11권 제09호|pp. 51-57|DOI 10.15722/jds.11.09.201309.51

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참고문헌

키워드

Brand ImageVMDBrand AwarenessSPAPurchase Intention.

초록

Purpose - This study investigates the effect of visual merchandising display (VMD) of local specialty retailer of private label apparel (SPA) brands, such as space, display, and presentation onbrand awareness, brand image, and purchase intention. It investigates consumers’ VMD awareness and purchase intention of SPA brands to help business activities of local SPA enterprises. Research designs, data, methodology - This study uses SPSS 18.0 to study eight local SPA brands and has 193 effective usable copies from a sample of 200. Results - The display and presentation of VMDs of SPA brands had a positive influence on brand awareness and brand image, which in turn had a positive influence on purchase intention. Conclusions - As SPA brands are increasingly located in supercenters, they face space constraints and find it difficult to display their facade and signs effectively. Therefore, decisions pertaining to display, presentation, and space should consider whether these SPA brands are launched as independent specialty shops or in supercenters. The space for VMD is considered important in independent shops. However, shops that open in supercenters should pay more attention to presentation rather than space.

Abstract

Purpose - This study investigates the effect of visual merchandising display (VMD) of local specialty retailer of private label apparel (SPA) brands, such as space, display, and presentation onbrand awareness, brand image, and purchase intention. It investigates consumers’ VMD awareness and purchase intention of SPA brands to help business activities of local SPA enterprises. Research designs, data, methodology - This study uses SPSS 18.0 to study eight local SPA brands and has 193 effective usable copies from a sample of 200. Results - The display and presentation of VMDs of SPA brands had a positive influence on brand awareness and brand image, which in turn had a positive influence on purchase intention. Conclusions - As SPA brands are increasingly located in supercenters, they face space constraints and find it difficult to display their facade and signs effectively. Therefore, decisions pertaining to display, presentation, and space should consider whether these SPA brands are launched as independent specialty shops or in supercenters. The space for VMD is considered important in independent shops. However, shops that open in supercenters should pay more attention to presentation rather than space.

참고문헌 (33)

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