패션 매장 VMD의 인지차원이 소비자의 감정반응과 구매의도에 미치는 영향
The Effect of The VMD Cognition Dimensions of Fashion Stores on Consumers’ Emotional Responses and Purchase Intention
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초록
본 연구의 목적은 패션 매장 VMD를 인지차원으로 재구성하여 감정반응을 매개로 구매의도에 미치는 영향을 분석함으로써 패션 매장의 경쟁력을 강화할 수 있는 전략적 방안을 제시하고자 한다. 기존 VMD에 대한 선행연구 고찰을 통하여, 패션 매장 VMD의 인지차원을 세 가지(정보 제공성, 심미성, 일상탈출성)로 구성하는 것에 대한 이론적 근거를 확보하였으며, 세 가지 인지차원이 감정반응(즐거움-환기-지배)을 매개로 구매의도에 미치는 영향을 분석하였다. 실증분석 결과를 살펴보면, 패션 매장 VMD의 인지차원 중 일상탈출성은 즐거움, 환기, 지배에 모두 정(＋)의 영향을 미치는 것으로 나타났으며, 정보제공성의 경우 지배에 정(＋)의 영향을 미치며, 심미성은 환기에만 정(＋)의 영향을 미치는 것으로 나타났다. 또한 즐거움과 환기는 지배에 정(＋)의 영향을 미쳐 감정반응 간 인과관계가 있는 것으로 나타났다. 이러한 감정반응(즐거움, 환기, 지배)은 구매의도에 정(＋)의 영향을 미치는 것으로 나타났다. 특히 소비자로 하여금 일상탈출성을 인지할 수 있도록 패션매장 VMD를 구성한다면 감정반응을 불러일으켜 구매의도를 높일 수 있음을 관찰하였다. 본 연구결과를 바탕으로 이론적 및 실무적 시사점과 한계점을 제안하고자 한다.
Abstract
The purpose of this study is to examine VMD cognition dimensions which consumers can perceive characteries in the show windows presentation and to figure out which VMD cognition dimensions produce effects consumers' purchase intentions with mediating consumers' emotional responses. In addition, this study is to identify causal relationship among pleasure, arousal, dominance emotional leading to consumers' purchase intentions. The VMD cognition dimensions, which are informativeness, aesthetics, and escapist, were derived from previous research based on environmental factors of servicescape. The results show that VMD cognition dimensions have an effect on the purchase intention with mediating the consumer's emotions. The results from causal relationship among consumers' emotion showed that pleasure and arousal had a positive effect on dominance. Consumers' emotions, pleasure, arousal and dominance, evoked by VMD had positive effect on purchase intention. All of informativeness, aesthetics and escapist from show window image had positive effects on dominance feeling. Furthermore, escapist had the strongest effects on dominance among emotional status and dominance has a stronger affect than other emotion on purchase intention. This results provide an effective way to increase purchase intention as a marketing strategy. Visual merchandisers should value aesthetics and escapist dimensions when they plan VMD strategy through show window display so that consumer can feel pleasure, arousal, and dominance. Informativeness, entertainment, escapist also have positive impact on pleasure emotion responses.
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