The Journal of the Convergence on Culture Technology (문화기술의 융합)

The International Promotion Agency of Culture Technology (국제문화기술진흥원)
권호 표지
DOI QR코드

DOI QR Code

Effect of Store Fit of Improved Signboard on Visit Intention to Store: Mediating Effects of Informativeness, Entertainment, and Irritation

간판 개선을 시행한 간판의 점포 적합성이 점포 방문 의도에 미치는 영향: 정보성, 오락성, 방해성의 매개효과

  • 김예솔란 (국민대학교 광고홍보학전공) ;
  • 이세진 (국민대학교 광고홍보학전공)
  • Received : 2023.01.10
  • Accepted : 2023.03.07
  • Published : 2023.03.31
Download PDF
⟨ Previous Next ⟩

Abstract

This study examined the effect of store fit perceived by consumers for improved signboards on visit intention to store, and the mediating effect of informativeness, entertainment, and irritation. The survey was conducted from November 7 to November 18, 2022 with 150 undergraduate and graduate students who had experience visiting areas where signboard improvement projects were implemented. The collected data were analyzed using SPSS 26.0 and PROCESS Macro 4.2. The results showed that store fit had a positive effect on visit intention to store by mediating informativeness and entertainment. This results suggest that practitioners of local governments and government agencies and store owners should consider store fit of signboards as important when participating in signboard improvement projects.

이 연구는 간판 개선을 시행한 간판에 대해 소비자가 인식하는 점포 적합성이 점포 방문 의도에 미치는 영향을 살피고, 그 관계에서 정보성, 오락성, 방해성의 매개효과를 확인한 조사연구이다. 연구문제 검증을 위해 간판 개선을 시행한 지역에 방문한 경험이 있는 학부생과 대학원생 150명을 대상으로 2022년 11월 7일부터 11월 18일까지 설문조사를 실시했다. 데이터는 SPSS 26.0과 PROCESS Macro 4.2의 Model 4를 이용해 분석했다. 연구 결과, 점포 적합성은 정보성과 오락성을 매개하여 점포 방문 의도에 정적인 영향을 미치는 것으로 나타났다. 이 연구의 결과는 간판 개선 사업에 참여하는 소상공인과 지자체 및 정부 기관의 실무자에게 간판 개선 시 간판의 점포 적합성을 중요하게 고려해야 함을 시사한다.

Keywords

References

  1. The Board of Audit and Inspection of Korea, "Safety management status of out-of-home advertisements", January 11, 2022. https://www.bai.go.kr/bai/result/branch/detail?srno=2678
  2. J. P. Park, "The Study on Directions for development of Signboard Improvement Projects", Journal of Outdoor Advertising Research, Vol. 7, No. 2, pp. 79-105, 2020.
  3. Ministry of the Interior and Safety, "Ministry of the Interior and Safety, together with 19 local governments, implemented a signboard improvement project with local characteristics", July 24, 2022.https://www.mois.go.kr/frt/bbs/type010/commonSelectBoardArticle.do?bbsId=BBS MSTR_000000000008&nttId=93479
  4. S. H. Kim, "The signboard changed with 44 billion won, but it is a mess after not lasting 10 years", Seoul Public News, December 23, 2021. https://go.seoul.co.kr/news/newsView.php?id=20211224011008
  5. S. J. Lee and Y. K. Seol, "Analysis of the Problems of Government-led Sign Improvement Pilot Project and Community-oriented Improvement Schemes", SH Urban Research & Insight, Vol. 6, No. 2, pp. 187-202, 2016. https://doi.org/10.26700/shuri.2016.12.6.2.187
  6. N. S. Jang and S. B. Kim "The Influence of Brand Mark Types on Brand Image and Brand Preference", Journal of Digital Design, Vol. 7, No. 3, pp. 57-66, 2007. https://doi.org/10.17280/JDD.2007.7.3.006
  7. S. Lee and Y. Kim, "A Study on the Advertising Effects According to Message Types in Corporate Facebook Page", Advertising Research, No. 108, pp. 123-152, 2016.
  8. N. Fleck, M. Korchia, and I. L. Roy, "Celebrities in Advertising: Looking for Congruence of Likability?", Psychology and Marketing, Vol. 29, No. 9, pp. 651-662, 2012. https://doi.org/10.1002/mar.20551
  9. R. H. Ducoffe, "Advertising value and advertising on the Web", Journal of Advertising Research, Vol. 36, No. 5, pp. 21-36, 1996.
  10. Y. Kim and S. Lee, "A Study on the Characteristics and Effects of Digital Signage Advertising in the Free Outdoor Advertising Zone", Journal of Practical Research in Advertising and Public Relations, Vol. 12, No. 1, pp. 29-60, 2019.
  11. S. J. Kim and S. W. Shim, "The Media Effect on User Context of Digital Signage: Focusing on The Display AD of Convenient Store", The Korean Journal of Advertising and Public Relations, Vol. 17, No. 2, pp. 104-137, 2015. https://doi.org/10.16914/kjapr.2015.17.2.104
  12. S. J. Doh and Y. S. Cho, "The Influence of User Context on the Attitude toward Mobile Advertising", Journal of OOH Advertising Research, Vol. 5, No. 2, pp. 79-103, 2008.
  13. C. J. Jeong, "A Comparative Study on Attribute Recognition and Word of Mouth Intention of SNS Advertising: Focused on Facebook, Instagram, KaKaoStory and Twitter", The Journal of the Convergence on Culture Technology (JCCT), Vol. 6, No. 2, pp. 419-428, 2020. DOI: http://dx.doi.org/10.17703/JCCT.2020.6.2.419
  14. E. Lee, J. Lee, and Y. Sung, "Alexa, Please Do Me a Favor: Motivations and Perceived Values Involved in Using AI Assistant", The International Journal of Advanced Culture Technology (IJACT), Vol.9, No.4, pp. 329-344, 2021. DOI: https://doi.org/10.17703/IJACT.2021.9.4.329
  15. Y. Kim and M. Lee, "Internet Exposure and Plastic Consumption Behaviors : The Mediating Effect of Social Norms", The Journal of The Institute of Internet, Broadcasting and Communication (JIIBC), Vol. 21, No. 4, pp. 1-8, 2022. DOI: https://doi.org/10.7236/JIIBC.2022.22.4.1
  16. R. M. Baron and D. A. Kenny, "The Moderator-Mediator Variable Distinction in Social Psychological Research: Conceptual, Strategic, and Statistical Considerations", Journal of Personality and Social Psychology, Vol. 51, No. 6, pp. 1173-1182. 1986. DOI: https://doi.org/10.1037/0022-3514.51.6.1173
  17. A. F. Hayes, "Introduction to Mediation, Moderation, and Conditional Process Analysis: A Regression-Based Approach Second Edition", NY: The Guilford Press, 2017.