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A Questionnaire Study of Connotative Meanings of the Show Window Display Types in Optical Shops of Optometry Students in Seoul  

Lee, Ji Hye (Department of Optometry, Seoul National University of Science and Technology)
Kim, Young Hwa (Department of Optometry, Seoul National University of Science and Technology)
Kim, Dal-Young (Department of Optometry, Seoul National University of Science and Technology)
Publication Information
Journal of Korean Ophthalmic Optics Society / v.16, no.3, 2011 , pp. 219-228 More about this Journal
Abstract
Purpose: The aim of this study was to analyze objectively customers' connotative meanings dependent on show window display types in optical shops. Methods: This survey was conducted on optometry students in Seoul in their 20's. We collected examples of the show window displays in Korean optical shops and deduced their representative types. After drawing out connotative meanings by the semantic differential method, we determined the connotative meanings correspondent to each show window display types by using a questionnaire and statisticl analyses. Results: Respondents chose 'clean and simple', 'luxury and simple', and 'folksy and practical' as connotative meanings of open-type, small amount-type, mass amount-type and commercial-type show window displays, respectively. Conclusions: Analyzing induced connotative meanings and correspondents' preference, we think that the small amount-type show window is the most appropriate display for college students consumer group.
Keywords
Show window display; Connotative meaning; Optical shop;
Citations & Related Records
Times Cited By KSCI : 1  (Citation Analysis)
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