• Journal of Global Scholars of Marketing Science
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• v.18 no.2
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• pp.19-45
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• 2008

This study is to empirically examine the primary dimensions of visual merchandising (VMD) of internet shopping mall, namely store design, merchandise, and merchandising cues, to be a attractive virtual store to the shoppers. The authors reviewed the literature related to the major components of VMD from the perspective of the AIDA model, which has been mainly applied to the offline store settings. The major purposes of the study are as follows; first, tries to derive the variables related with the components of visual merchandising through reviewing the existing literatures, establish the hypotheses, and test it empirically. Second, examines the relationships between the components of VMD and the attitude toward the VMD, however, putting more emphasis on finding out the component structure of the VMD. VMD needs to be examined with the perspective that an online shopping mall is a virtual self-service or clerkless store, which could reduce the number of employees, help the shoppers search, evaluate and purchase for themselves, and to be explored in terms of the in-store persuasion processes of customers. This study reviewed the literatures related to store design, merchandise, and merchandising cues which might be relevant to the store, product, and promotion respectively. VMD is a total communication tool, and AIDA model could explain the in-store consumer behavior of online shopping. Store design has to do with triggering a consumer attention to the online mall, merchandise with a product related interest, and merchandising cues with promotions such as recommendation and links that induce the desire to pruchase. These three steps might be seen as the processes for purchase actions. The theoretical rationale for the relationship between VMD and AIDA could be found in Tyagi(2005) that the three steps of consumer-oriented merchandising are a store, a product assortment, and placement, in Omar(1999) that three types of interior display are a architectural design display, commodity display, and point-of-sales(POS) display, and in Davies and Ward(2005) that the retail store interior image is related to an atmosphere, merchandise, and in-store promotion. Lee et al(2000) suggested as the web merchandising components a merchandising cues, a shopping metaphor which is an assistant tool for search, a store design, a layout(web design), and a product assortment. The store design which includes differentiation, simplicity and navigation is supposed to be related to the attention to the virtual store. Second, the merchandise dimensions comprising product assortments, visual information and product reputation have to do with the interest in the product offerings. Finally, the merchandising cues that refer to merchandiser(MD)'s recommendation of products and providing the hyperlinks to relevant goods for the shopper is concerned with attempt to induce the desire to purchase. The questionnaire survey was carried out to collect the data about the consumers who would shop at internet shopping malls frequently. To select the subject malls, the mall ranking data announced by a mall rating agency was used to differentiate the most popular and least popular five mall each. The subjects was instructed to answer the questions after navigating the designated mall for five minutes. The 300 questionnaire was distributed to the consumers, 166 samples were used in the final analysis. The empirical testing focused on identifying and confirming the dimensionality of VMD and its subdimensions using a structural equation modeling method. The confirmatory factor analysis for the endogeneous and exogeneous variables was carried out in four parts. The second-order factor analysis was done for a store design, a merchandise, and a merchandising cues, and first-order confirmatory factor analysis for the attitude toward the VMD. The model test results shows that the chi-square value of structural equation is 144.39(d.f 49), significant at 0.01 level which means the proposed model was rejected. But, judging from the ratio of chi-square value vs. degree of freedom, the ratio was 2.94 which smaller than an acceptable level of 3.0, RMR is 0.087 which is higher than a generally acceptable level of 0.08. GFI and AGFI is turned out to be 0.90 and 0.84 respectively. Both NFI and NNFI is 0.94, and CFI 0.95. The major test results are as follows; first, the second-order factor analysis and structural equational modeling reveals that the differentiation, simplicity and ease of identifying current status of the transaction are confirmed to be subdimensions of store design and to be a significant predictors of the dependent variable. This result implies that when designing an online shopping mall, it is necessary to differentiate visually from other malls to improve the effectiveness of the communications of store design. That is, the differentiated store design raise the contrast stimulus to sensory organs to promote the memory of the store and to have a favorable attitude toward the VMD of a store. The results that navigation which means the easiness of identifying current status of shopping affects the attitude to VMD could be interpreted that the navigating processes via the hyperlinks which is characteristics of an internet shopping is a complex and cognitive process and shoppers are likely to lack the sense of overall structure of the store. Consequently, shoppers are likely to be alost amid shopping not knowing where to go. The orientation tool enhance the accessibility of information to raise the perceptive power about the store environment.(Titus & Everett 1995) Second, the primary dimension of merchandise and its subdimensions was confirmed to be unidimensional respectively, have a construct validity, and nomological validity which the VMD dimensions supposed to have a positive correlation with the dependent variable. The subdimensions of product assortment, brand fame and information provision proved to have a positive effect on the attitude toward the VMD. It could be interpreted that the more plentiful the product and brand assortment of the mall is, the more likely the shoppers to favor it. Brand fame and information provision as well affect the VMD attitude, which means that the more famous the brand, the more likely the shoppers would trust and feel familiar with the mall, and the plentifully and visually presented information could have the shopper have a favorable attitude toward the store VMD. Third, it turned out to be that merchandising cue of product recommendation and hyperlinks affect the VMD attitude. This could be interpreted that recommended products could reduce the uncertainty related with the purchase decision, and the hyperlinks to relevant products would help the shopper save the cognitive effort exerted into the information search and gathering, which could lead to a favorable attitude to the VMD. This study tried to sheds some new light on the VMD of online store by reviewing the variables mentioned to be relevant with offline VMD in the existing literatures, and tried to link the VMD components from the perspective of AIDA model. The effect size of the VMD dimensions on the attitude was in the order of the merchandise, the store design and the merchandising cues.It is said that an internet has an unlimited place for display, however, the virtual store is not unlimited since the consumer has a limited amount of cognitive ability to process the external information and internal memory. Particularly, the shoppers are likely to face some difficulties in decision making on account of too many alternative and information overloads. Therefore, the internet shopping mall manager should take into consideration the cost of information search on the part of the consumer, to establish the optimal product placements and search routes. An efficient store composition would be possible by reducing the psychological burdens and cognitive efforts exerted to information search and alternatives evaluation. The store image is in most part determined by the product category and its brand it deals in. The results of this study support this proposition that the merchandise is most important to the VMD attitude than other components, the manager is required to take a strategic approach to VMD. The internet users are getting more accustomed and more knowledgeable about the internet media and more likely to accept the internet as a shopping channel as the period of time during which they use the internet to shop become longer. The web merchandiser should be aware that the product introduction using a moving pictures and a bulletin board become more important in order to present the interactive product information visually and communicate with customers more actively, therefore leading to making the quantity and quality of product information more rich.

• Journal of Distribution Research
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• v.15 no.4
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• pp.1-19
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• 2010

As having the movement of developing private brand (PB) goods, domestic big retailers are facing up with new problems. Thus, it is required studies of PB products, and how consumers recognize PB products as a consideration commodity set. Also, it is worthy in order that it gives us the important meaning on the marketing strategy with focusing on evaluating the differences between customers buying PB grocery goods with respect to demographic characteristics and purchasing behaviors. PB has some advantages for customers and retailers. However, according to AC Nielson's report (2005), Asian and emerging market has 1/5 sales relatively to Western countries. But we can assume that the emerging market has the most potential growth through this result. As a result from several other studies, it becomes necessary to not only increase the rate of selling composition of PB product temporarily, but also analyze the characteristics of customers using big retailers and segmenting customer groups to make PB product as a consideration commodity set for them. In addition, it is needed to have a variety of acts of marketing. From studies related to PB, there is a prejudice - cheap products have low quality - but, evaluation by customers who have used those products shows neutral stand, and there is a study representing that it is the most important to accumulate the belief between the retailers selling PB products and consumers using those for the accurate evaluation and intention on purchasing. Also, by the result from analyzing the characteristics of customers buying PB products, we could assume that higher income and higher education level, more preference on PB products. Especially, according to TNS's research, the primary targets of PB product are 30's who seeks value for money and planned spending habits, and 40's who have teenager children, and are interested in encouraging themselves. This paper used Probit model to analyze the characteristics of consumers. This model helps us to analyze with the variables representing the demographic characteristics of consumers (gender, age, educational level, occupation, income level, living area), and variables related to purchasing behavior (visiting frequency on big retailers, the average amount that they pay for goods in there, and check-up which brand made those goods). The method we used in this study is by man to man interview and survey on-line with the rate of 89% and 11% in Seoul and Gyunggi Province, respectively, for about one month from the beginning of February, 2008. As a result of this, under the assumption that people buy PB products more as long as they go shopping more, it was not meaningful for target groups which we pointed out as frequently visiting customers to be. Although, we have expected women buy more PB products than men do, gender doesn't mean anything for the result. And, it has inferred that married people buy more PB goods than singles do. It was also meaningless with variables related to occupation. Because housewives are often exposed to any kind of supermarket than workers are, we could not get any relatives. Moreover, we couldn't proof that younger generation prefer big retailers more than older people who 50~60's. Education levels doesn't affect on the purchase of PB product as well. Related to living area, the result is statistically not similar as we expected whether living in Seoul or not. It shows there is no relationship with the preference on retail brands and PB products, and it is similar with the study researched by TNS(2008) that customers tend to buy PB product impulsively no matter which brand it is and where they are even though their shopping place is the big market where customers are often using. Variables on which we had meaningful results are income level and living place. That is, customers who have 3,000,000~6,000,000 WON every month on average are more willing to buy PB products than other customers whose income is over 6,000,000 WON, and residents not living in Seoul prefer PB goods than those who are living in Seoul. To explain more about what we got, if there is only one condition about customer's visiting frequency on big retails, we could come up with this result that more exposed to PB products, more purchasing frequency. Consequently, it brings the important insight that large retailers have to prepare something to make customers visit them often to increase selling rate of PB products. To demonstrate the result of analyzing more, what is more efficient variables are demographically including marital status, income level, and residential area to buy items that affect the PB products and could include the frequency of visiting large markets by the purchase habits. Specifically, then, married couples rather than singles, middle-income customers than high-income customers, and local residents not living in Seoul than customers in Seoul are more likely to purchase PB goods. In addition, as long as a customer visits two times more, then the purchasing rate of PB products is to increase over 5.3%. Therefore, it seems that retailers are better to make a shopping place as fun and comfortable places. With overwhelming the idea that PB products are just cheap, one-time purchase goods, it is needed to increase the loyalty on those goods like NB products, try to make PB products as a consideration products set, and occur to sustainable sales. Especially, as suggested by this paper, it seems like it strongly needs to identify the characteristics of customers who prefer PB, to segment those customers, and to select the main target, and to do positioning with well-planned marketing strategies. Then, it is able to give us a meaningful point on marketing strategy by developing the field of PB study, identifying the difference of life style and shopping habits of customers.

• Journal of the Korean Society of Clothing and Textiles
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• v.36 no.6
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• pp.616-630
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• 2012

This study examines the impact of consumer knowledge and familiarity with private label brands (PLBs) on perceptions and preferences toward PLBs and patronage intentions; in addition, it examines the incremental effects of a department store image over consumer knowledge and familiarity with perceptions, preferences, and patronage intentions. This study focused on midscale department store PLBs of apparel products and middle age consumers between the ages of 30 and 50 who are the main consumer group of private label brands of apparel products. A structured questionnaire was developed and data were collected from a convenience sample of 257 female consumers between the ages of 35 and 54, living in the Southeastern United States. A factor analysis identified the dimensions of department store image constructs; in addition, a hierarchical regression and multiple regression analyses examined the hypotheses. Consumer knowledge and familiarity with PLBs at department stores is recognized as a major determinant to shape consumer perceptions of and preferences for the PLBs as well as patronage intentions. The present study reveals the significant incremental effect of a store image on consumer preferences, perceptions, and patronage intentions beyond that explained by consumer knowledge and familiarity about PLBs. The study reveals that, among four store image constructs, the store atmosphere and store service factors had significant positive effects on consumer perceptions of PLBs. Store service and atmospheric aspects also affect consumer patronage intentions toward PLBs. The price factor shows a significant and positive influence on the preference consumers have for PLBs, but not on perceptions and patronage intentions. This study has practical implications for department store executives and managers on how to allocate resources in order to increase positive consumer perceptions toward PLBs, preferences over other brands, and patronage intentions of PLBs at a store as well as how to create effective store environments to promote PLBs.

• Journal of the Korea Society of Computer and Information
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• v.25 no.1
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• pp.131-140
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• 2020

In this study, we analyzed the effect of consumer's cognitive response, emotional response and behavioral response on online shopping stockouts (ISRI: Individual Stockout Response Index). And we try to show the heterogeneity of the degree of consumer response by subdivision market based on the regularity of distribution. The ISRI was developed by Kim and Lee in 2016 and 2018, which were based on the items and factors of cognitive, emotional and behavioral responses. The exponential stockouts response of consumers in this study will give an accurate picture of what consumers want when stockouts. further research should be done on how consumers' reactions are influenced by situational characteristics, consumer characteristics, store characteristics and brand / product characteristics. Especially, the price level of the product will affect the consumer 's response in the case of online fashion goods shopping.

• Journal of the Korean Society for Aviation and Aeronautics
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• v.25 no.2
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• pp.48-62
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• 2017

The purpose of this study was to analyze the influence of self-leadership of Korean aircraft mechanics on organizational effectiveness and to investigate whether safety culture has mediating effect. The theory of leadership, which has emerged since the 1940s, has been an important and key research issue in the social sciences for the last decade and has evolved as a brand-new theory through the theory of characteristics, the theory of behavior, and the theory of situation. The new leadership theory has been extended to charismatic leadership, transformative leadership, empowerment leadership, super leadership, and self-leadership of organizational members as a new flow leadership. On the other hand, there was a precedent study on the relationship between leadership and safety culture, and this study started with interest in the relationship between self-leadership, safety culture and organizational effectiveness. As a result, safety culture has been proved to play an moderating variable in the relationship between self-leadership of Korean aircraft mechanics and organizational effectiveness. Especially, among the sub-factors of the self-leadership, self-goal setting, self-reward, and natural reward have been shown to affect organizational effectiveness in combination with the sub-factors of the safety culture, learning culture and flexible culture.

• Journal of the Korean Society of Clothing and Textiles
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• v.33 no.6
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• pp.929-937
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• 2009

This study was intended to identify the differences in communication effects according to nudity type and discount message use in the context of sex-appeal fashion POP advertising. For the experiment, 8 stimuli were developed as experimental stimuli for the 4 (nudity type (nude, semi-nude, body-consciousness, non nude)) $\times$ 2 (discount messages (available, not available)) factorial design. A total of 280 questionnaires allocating thirty-five students to each group were distributed. The results were as follows. First, there were significant differences in advertising affect, attitude toward advertising, and brand attitude according to nudity type of sex-appeal fashion POP advertising. Second, there was no significant difference in communication effects by discount message use. Third, there was interaction effect according to nudity type and discount message use on the aspect of advertising cognition.

• Journal of Korean Society of Transportation
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• v.23 no.6 s.84
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• pp.31-40
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• 2005

Main airports in the Intra-Asian market have faced competition not only to attract China-bound transshipment cargoes but also to be hub airport in same region. In spite of such a importance, the previous research has been short of evaluation of airport competitiveness. Implication of the previous research has mainly been focused on evaluation of airport critical factor service qualify and efficiency. The aim of this paper is to present critical points that affect airport competitiveness using an algorithm based on reversed fuzzy evaluation and senario method. The results of senario analysis and reversed fuzzy evaluation shows that Incheon international airport needs to enhance service level of 7% as a result of senario analysis and service level of 5% and brand equity level of 10% at the same time as a result of reversed fuzzy evaluation analysis, to ensure competitiveness in same region.

• The Journal of the Korea Contents Association
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• v.20 no.8
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• pp.186-198
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• 2020

The current study examines how product type and attitudes toward the webtoon - a digital comic that originated in Korea - affect consumer responses to webtoon product placement (PPL). Specifically, it examines the following responses: the perception of PPL intrusiveness, attitudes toward the PPL, attitudes toward the brand, word-of-mouth intention, and purchase intention. It further investigates how PPL type interacts with product type and attitudes toward the webtoon on consumer responses to the PPL. The findings from a 2 (product type: functional vs. hedonic) × 2 (attitudes toward the webtoon: negative vs. positive) × 2 (PPL type: creative placement vs. on-set placement) between-subject experimental study suggest the following: consumer responses to PPL in webtoon is more positive when the product is hedonic (vs. functional) and when attitudes toward the webtoon are positive (vs. negative). This study further suggests when subjects felt favorably toward the webtoon, the creative placement produced weaker perceptions of PPL intrusiveness and more favorable attitudes toward the PPL than the on-set placement. On the other hand, when subjects felt negatively toward the webtoon, the on-set placement evoked weaker perceptions of intrusiveness and more favorable attitudes toward the PPL than did the creative placement.

• Journal of Fashion Business
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• v.21 no.4
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• pp.73-89
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• 2017

This research aimed to identify the characteristics of outdoor apparel market for new seniors. To achieve this goal, influence of new seniors' lifestyle and apparel purchase criteria of design preferences of outdoor apparel products were investigated. An online-survey was conducted targeting fifties who have bought outdoor apparel within one year. The collected data were carried out for factor analysis, independent sample T-test, and regression analysis by using SPSS 22.0. Results showed that new seniors' lifestyles were composed of appearance-orientation, well-being diet, well-being exercise, self-development, and challenge-orientation. Purchase criteria of outdoor apparels were factored out as practical, aesthetic, and social. Appearance -orientation and self-development affect aesthetic and social factors. Well-being diet influences all factors of purchase criteria. Challenge -orientation has effect only on social factor. Women favored round-and V-neckline more than men did as well as preferred half and 3/4 long for sleeve. Customers who value practical purchase criteria preferred half-sleeve, zipper, and button-closure designs. In contrast, customers who have aesthetic purchase criteria like round/V-neckline and cap sleeve. Social factor affected high neckline and vivid-tone color preference significantly. As outdoor design for new senior it is critical to introduce differentiation of outdoor brand with various designs combining functionalities of outdoor activities and style looking young and dandy, which is highlighted as trendy and casual, over current outdoor apparels' unified design.

• Korean Institute of Interior Design Journal
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• v.17 no.1
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• pp.110-119
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• 2008

A lobby of a hotel is an important space by which the image of a hotel as a whole, the brand-identity, is determined. This study has researched and analyzed the special property in presentation of a landmark in a hotel lobby for its spatial factors, which affects visual cognition, and it is to provide information that can set out the foundation of space design for the appropriate landmark in a certain hotel lobby corresponding to the unique characteristics of a hotel. The regional range of this study includes the lobby spaces of 10 five-star hotels in Shanghai China and Seoul Korea. The types of spatial factors as landmarks and manifestation of those, which affect the visual cognition of the users are the range of context in this study. For this study, field-study and survey were both used in research. The results that have been concluded through this study are as follow. First, manifestational quality of a landmark in a hotel lobby is represented in its size, figure and contrast of 'shape', in its visibility and territory of 'space' and in its symbolic value and historical property of 'meaning', and each of those factors are related to the others. Secondly, the types of spatial factors in a landmark are displayed as being focused on the openness of the space or with large-scaled spatial factors. Light and lumination intensify the manifestation of various spatial factors in a landmark. Thirdly, each representational characteristic of spatial factors in a landmark, which are closely linked to each other should be controlled precisely in order to bring out functional and symbolic feature of a hotel lobby.