Browse > Article
http://dx.doi.org/10.7233/jksc.2014.64.5.062

A study on VMD(Visual Merchandising) cognition difference of the VMD operation systems  

Kim, Minyoung (Dept. of Clothing & Textiles, Pusan National University)
Lee, Jinhwa (Dept. of Clothing & Textiles, Pusan National University)
Kim, Saehee (Div. of Fashion & Beauty, Busan Kyungsang College)
Publication Information
Journal of the Korean Society of Costume / v.64, no.5, 2014 , pp. 62-75 More about this Journal
Abstract
The importance of VMD operation strategies in fashion business is growing, and this study analyzed the difference in consumers' VMD cognition of the two VMD operation systems: VMD specialist employment system and VMD outsourcing system. Two SPA brands were selected as the representative cases of the two VMD operation systems. A statistical analysis was performed using data collected from a total of 206 university and graduate students from an experimental study. Paired t-test and independent t-test were used for the analysis. The results are as follow: First, consumers' VMD cognition of the two VMD operating systems were different, and the VMD specialist employment system was valued higher than the VMD outsourcing system in all cognition dimensions. Second, the VMD specialist employment system was valued generally higher than the VMD outsourcing system regardless of gender, clothing involvement, and VMD interest of consumers. Third, the VMD specialist employment system was valued higher than the VMD outsourcing system in the following aesthetic aspects: harmony, attractiveness, and fashionable dimensions by the male, low involvement, and the VMD interested consumers. Fourth, the VMD outsourcing system was valued higher than the VMD specialist employment system in the appropriateness and the functionality dimensions by females and the high-involvement consumers, It also scored higher in the fashionable and attractive dimensions by the VMD interested consumers.
Keywords
SPA; VMD; VMD cognition;
Citations & Related Records
연도 인용수 순위
  • Reference
1 이영선 (1993), 소비자의 의복관여와 외적정복탐색, 서울대학교 대학원 박사학위논문.
2 류은정 (1991), 의복 관여도에 따른 의복 구매 행동에 관한 연구, 이화여자대학교 대학원 석사학위논문.
3 조은영 (1993), 의복관여에 따른 제품평가기준과 불만족 요인에 관한 연구, 중앙대학교 대학원 석사학위논문.
4 양진숙 (2011), Visual Merchandising 전략이 소비자의 구매행동에 미치는 영향: 의류 브랜드 매장을 중심으로, 한국디자인문화학회지, 17(2), pp. 335-344.
5 박현희, 전중옥 (2005), 패션 VMD 인지 측정 도구 개 발을 위한 연구, 마케팅관리연구, 10(2), pp. 117-139.
6 "VMD넘어 VM으로" (2012. 4. 1), 패션채널, pp. 50-51.
7 "SPA브랜드 VMD 같거나 혹은 다르거나" 서세령 (2012. 12. 17), 국제섬유신문.
8 유영배 (1998), 유통환경디스플레이, 서울: 디자인하우스.
9 심낙훈 (1997), 비주얼머천다이징 & 디스플레이, 서울: 영풍문고.
10 이호정 (2000), 의류상품학, 서울: 교학연구사.
11 장정원 (2007), 소비자들의 VMD 의식성과 구성요소평가가 의복구매과정에 미치는 영향, 한양대학교 대학원 석사학위논문.
12 박현희, 전중옥 (2005), 패션 VMD 인지 측정 도구 개발을 위한 연구, 마케팅관리연구, 10(2), p. 117.
13 박지민 (2006), 스포츠 브랜드 사전지식, 사전태도, 지각된 품질이 VMD 태도와 인지에 미치는 영향, 숙명여자대학교 대학원 석사학위논문
14 박선희, (2013. 12. 19), "미센스 찾아가는 현장교육화제", 어패럴뉴스.
15 최은영 (1990), 의복에 대한 소비자 관여 연구, 서울대학교 대학원 석사학위논문.
16 Tigert, D. J., Ring, L. J., and King, C. W. (1976), Fashion involvement and buying behavior : A methodological study, Advances in Consumer Research, 3, pp. 54-60.
17 Zaichkowsky, J. L. (1985), Measuring the Involvement Construct, Journal of Consumer Research, 12(3), pp. 341-352.   DOI   ScienceOn
18 Laurent, G., and Kapferer, J. N. (1985), Measuring Consumer Involvement Profiles. Journal of Marketing Research, 22(February), pp. 41-53.   DOI   ScienceOn
19 이소은 (2008), 의류 점포의 VMD와 브랜드 인지도에 따른 구조관계, 이화여자대학교 대학원 박사학위논문.