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http://dx.doi.org/10.20878/cshr.2016.22.8.122

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 -  

Jin, Yang Ho (Dept. of Foodservice & Culinary Management, Kyonggi University)
Kwon, Hyeok Sung (Dept. of Foodservice & Culinary Management, Kyonggi University)
Publication Information
Culinary science and hospitality research / v.22, no.8, 2016 , pp. 122-134 More about this Journal
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
premium supermarket; visual merchandising; brand attitude; purchase intent;
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