패션점포의 POP광고 유형별 소비자 반응 연구

• 영문명: A Study of Consumer Response to POP(Point-of-Purchase) Advertising in Fashion Stores
• 발행기관: 충북대학교 생활과학연구소
• 저자명: 김유라(Yu ra Kim) 나상원(Sang Won Na) 박진수(Jin su Park) 신고은(Go Eun Shin) 김은영(Eun Young Kim)
• 간행물 정보: 『생활과학연구논총』생활과학연구논총 제19권 제2호, 107~119쪽, 전체 13쪽
• 주제분류: 자연과학 > 생활/식품과학
• 파일형태: PDF
• 발행일자: 2015.12.30

영문 초록

This study is to examine a consumer response to POP ads and its effect on impulse buying behavior in the context of fashion retailing. Three types of POP (e.g. discount sales, odd price, bundling price) were selected and a total of six stimuli were created. For collecting data, a self-administered questionnaire was developed based on literatures. A total of 378 responses were obtained from university students who are aged from 18 to 26 years old. Findings showed that there were differences in cognitive and emotional responses among different POP types. Specifically, consumers' cognitive and emotional responses were rated more highly in the POP with discount sales(e.g. Up to 50%), than in the others. For cognitive responses, favorable attitude toward POP ads had positive effect on impulse buying behavior. Also, as a emotional response, pleasure had a positive effect on impulse buying behavior. This study discussed a managerial implication into developing effective promotional advertising in retail environments.

목차

Abstract

Ⅰ. 서론

Ⅱ. 이론적 고찰

Ⅲ. 연구방법

Ⅳ. 결과 및 고찰

Ⅴ. 결론 및 제언

참고문헌

키워드

POP Consumer Response Fashion Retailer Pleasure