패션점포의 윈도우 디스플레이 VMD요소가 AIDMA효과에 미치는 영향

• 영문명: The Effect of VMD Elements on AIDMA in Window Display for Fashion Retail Store
• 발행기관: 충북대학교 생활과학연구소
• 저자명: 강영숙(Young-Suk Kang) 권은애(Eun-Ae Kwon) 신혜정(Hyejung Shin) 홍성미(Seongmi Hong) 김은영(Eun Young Kim)
• 간행물 정보: 『생활과학연구논총』생활과학연구논총 제14권 제1호, 246~259쪽, 전체 14쪽
• 주제분류: 자연과학 > 생활/식품과학
• 파일형태: PDF
• 발행일자: 2010.07.30

영문 초록

This study is to examine effect of VMD elements in window displays on AIDMA for fashion retail store. Six stimuli of window display with three images (e.g., fun, sporty, lifestyle) were selected by focusing on young casual retailers. A total of 364 usable questionnaires were obtained from consumers aged from 22 to 25 years old. Respondents represent more females (67.2%) than males (32.8%). Descriptive statistics, ANOVA, and regression analysis were used for data analysis. Of VMD elements, mannequin factor was strongly associated with perceived fun image of window display. For window display with fun image, mannequin and color had a significant effect on AIDMA; for window display with sporty image, mannequin and product factors had a significant effect on AIDMA; and for lifestyle, product and color factors had a significant effect on AIDMA. This study discusses a managerial implication into fashion retailers for developing visual merchandising strategy.

목차

I. 서론

II. 이론적 고찰

III. 연구방법 및 절차

IV. 결과 및 논의

V. 결론 및 제언

키워드

AIDMA Mannequin Visual merchandising Window display