Culinary science and hospitality research (한국조리학회지)

Culinary Society of Korean Academy (한국조리학회)
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A Study of Effect That Consumer Perception towards Visual Merchandising has on Brand Attitude and Purchase Intention - Focusing on Premium Supermarket in the Seoul Area -

시각적 상품전략에 대한 소비자인식이 브랜드 태도 및 구매 의도에 미치는 영향연구 - 서울지역 프리미엄 슈퍼마켓을 중심으로 -

  • Jin, Yang Ho (Dept. of Foodservice & Culinary Management, Kyonggi University) ;
  • Kwon, Hyeok Sung (Dept. of Foodservice & Culinary Management, Kyonggi University)
  • 진양호 (경기대학교 외식조리관리학과) ;
  • 권혁성 (경기대학교 외식조리관리학과)
  • Received : 2016.11.14
  • Accepted : 2016.12.16
  • Published : 2016.12.31
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Abstract

This study was conducted to examine what effect was produced on brand attitude and purchase intention by consumer attitude towards the visual merchandising of premium supermarket made using self-reported survey method during 1 Jun 2016 to 14 Jun 2016 as perceived by consumers who have experience in purchasing a product in premium supermarket located in Seoul. Result findings are follow. First there was significant influence between consumer perception and brand attitude (${\beta}=0.157$, p<.001) for harmony, ${\beta}=0.111$ (p<.01) for attractiveness, ${\beta}=0.639$ (p<.001) for suitability, and ${\beta}=0.146$ (p<.001) for trend), but credibility didn't have any effect on brand attitude. Second, according to the results of making a regression analysis in order to analyze an effect that brand attitude had on purchase intention, the brand attitude had a significantly positive (+) effect on purchase intention (${\beta}=0.818$, p<.001). Third, the influence on purchase intention by consumer attitude towards the visual merchandising of premium supermarket was verified (${\beta}=0.181$, p<.001) for attractiveness, ${\beta}=0.520$ (p<.001) for suitability, ${\beta}=0.325$ (p<.001) for trend), and the harmony and credibility didn't have any effect on purchase intention in current study.

Keywords

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