• 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 the Korea Fashion and Costume Design Association
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• v.12 no.2
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• pp.75-90
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• 2010

Teenagers are considered as one of important consumer groups by marketers because of their high purchasing power and impulsive purchasing propensity. Especially high school girls are most significant purchasing group of them. The purpose of this study is to investigate the effect of high school girls' lifestyle on shoes purchasing behavior and shoes wearing satisfaction. This study surveyed 428 high school girls in Seoul and Chonbuk area. Data were statistically analyzed using SAS 9.1.3 for Window. Major statistical methods are factor analysis, Cronbach's ${\alpha}$ coefficient, cluster analysis, frequency analysis, Chi-square test, multiple regression analysis, ANOVA and Duncan test. The shoes purchasing behavior is significantly different according to students' lifestyle. Activity-pursuing group's major shoes purchasing factor is practical use and fashion & scholar-pursuing group's major shoes purchasing factors are fashion and brand. Relationship between lifestyle and shoes purchasing pattern is as follows. Activity-pursuing group and fashion & scholar-pursuing group purchased shoes more frequently than family-pursuing group. Fashion & scholar-pursuing-group purchased shoes for the harmony of suit and shoes. As for wearing satisfaction, design is the primary factor and price was the least significant factor in sports shoes, while durability is the primary factor and material is the least significant factor for the casual shoes.

• International Commerce and Information Review
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• v.19 no.3
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• pp.129-150
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• 2017

The Hallyu, or Korean Wave, has recently been proliferating around the world focusing on Asia. With the development of China's economy and the improvement of their people's living standards, Chinese consumption has been growing quickly. In cosmetic industry, Chinese consumers tend to prefer international brands including Korean cosmetics. There are various ways for Chinese consumers to purchase international brand cosmetics. One of them is overseas purchase via buying agent. This study is designed to exam various determinants of the overseas purchase. Based on empirical findings, product price and functionality can play an important role in terms of the overseas purchase. Also, moderating effects of an external factor(importing country's favorability) was empirically investigated. The results of SEM(Structural Equation Modeling) show that the relationship between consumer openness and overseas purchase via buying agent can be positively moderated by the favorability.

• Journal of the Korean Society of Costume
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• v.51 no.2
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• pp.105-120
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• 2001

The purpose of this study is to identify the relationship of self-efficacy, which is a kind of the self concept about one's own ability, to the decision-making process, which is the key part of consumer behavior. The subjects in this study were 985 male and female undergraduates of a university located in the city of Kyongsan, the north Kyongsang province. The collected data were statistically processed by MANOVA and ANOVA. For post test, Scaffle and $\chi$$^2$-test were employed. The followings are findings of this study : 1. Concerning incentive to buying, the group having the weaker general self-efficacy is stimulated more highly by the incentives of self-display, fashion pursuit and economic utility than the group having the stronger general self-efficacy does. 2. Regarding information sources. the factor of observation is frequently used by the group having the weaker general and social self-efficacies more than the group having the stronger general and social self-efficacies. 3. As to the evaluative criteria of clothes, the group having the stronger general and social self-efficacies put a higher value on functional and economical points than the group having the weaker general and social self-efficacies does. 4. As for the evaluative criteria of store the group having the stronger general self-efficacy lays stress on store atmosphere, store attributes and convenient shopping condition, while the group having the weaker general self-efficacy puts emphasis on brand and fashion. 5. In buying apparels, the group having the stronger general and social self-efficacies makes more planned purchase.

• The Journal of the Korea Contents Association
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• v.16 no.9
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• pp.612-627
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• 2016

This study is research on the snack culture and fast fashion. The purpose of this study is to examine the common attributes of snack culture and fast fashion as a cultural phenomenon. The following results were obtained: First, snack culture and fast fashion have attributes of 3S represented by Speed, Short time, and Simplification. Second, snack culture and fast fashion meet consumer demands by fun and various contents and a variety of designs, respectively. Third, although snack culture has developed on the basis of information technology, fast fashion has grown based on the technological innovation of business, organization, and distribution system. Fourth, snack culture communicates with the world through opening and sharing to be globalize a context, and fast fashion is globalized to multinational corporations by increasing sales and development of scale. Fifth, snack culture has a synergistic effect by maximizing the multiple interactions through social campaigns based on the attribute to communicate with many-to-many relationship. In addition, fast fashion produces a synergistic effect through collaborative strategic alliances.

• Journal of Digital Convergence
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• v.15 no.12
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• pp.221-231
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• 2017

The purpose of this study was to investigate the relationship between traditional media communication, new media communication, lovemarks, satisfaction, and behavioral intention in foodservice industry. As the results of study as followed. First, traditional media communication had a significant effect on love dimension, but no significant effect on respect dimension of lovemarks. Second, new media communication had a significant effect on love and respect dimension. Third, love and respect dimension of lovemarks had a significant effect on satisfaction and behavior intention respectively, also satisfaction had a significant effect on behavior intention. Fourth, as a result of the indirect effect analysis of the research model, the traditional media and new media communication had a significant effect on satisfaction through lovemarks, and a significant effect on the behavior intention through lovemarks and satisfaction. This result shows that the enhancement of consumer's communication experience and lovemarks recognition can promote post-purchase behavior such as satisfaction with brand and behavioral intention.

• The Journal of the Korea Contents Association
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• v.21 no.10
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• pp.127-137
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• 2021

YouTube beauty content channels that utilize various topics and formats are undergoing quantitative and qualitative expansion. This study selected the top five channels represeting major domestic and foreign beauty brands, fashion magazines and beauty influencers through Statista and conducted a case study focusing on them. It will connect to a strategy for increasing beauty-related content by comparing content characteristics according to content producers. Also, it will help to reveal what types of content will be appealing more attractive to consumer. The result has shown that the growth of YouTube platforms has transformed passive consumers into new communicators by diversifying sources of product information. In addition, as content of different type was consumed by different producers, producer-oriented content was produced rather than objective journalistic gaze. Therefore, it was found that the delivery of 'brand values' that can strengthen the relationship between consumers and brands along with various entertainment elements that are effective for millennial in the future.

• The Journal of the Korea Contents Association
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• v.21 no.6
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• pp.678-686
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• 2021

A smiling face usually has a positive effect on interpersonal relationships by delivering a warm impression. However, the stereotype content model and compensation effect between warmth and competence suggested that warmth perceptions caused by a smiling face could influence competence perceptions negatively. This study examined the negative impact of the advertising endorser's smile on purchase intention in an expensive product category by adopting the self-construal level. The study results showed that consumers with independent-self construal (vs. interdependent self-construal) showed a lower purchase intention when exposed to an ad containing an endorser's smile. In comparison, consumers with interdependent-self construal (vs. independent self-construal) showed a lower purchase intention when exposed to an ad without an endorser's smile. Thus, this study demonstrated a moderating role of self-construal in the relationship between advertising endorser's smile and purchase intention. These findings provide valuable theoretical and practical implications for effective advertising strategies in the expensive product category.

• The Korean Journal of Franchise Management
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• v.14 no.1
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• pp.39-55
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• 2023

Purpose: This study is designed to grasp how consumers' beliefs about the lunch box attributes such as healthiness, diversity, price, hygiene, and package eco-friendliness affect consumers' perceived value and purchasing behavior. Research design, data, and methodology: The data were collected from 615 respondents composed of men and women aged 20 to 59 who purchased lunch box products and were sampled using the quota sampling method. An online survey was conducted. The data were analyzed using the measurement model and structural equation model assessment with SPSS 24 and SmartPLS 4.0. Results: First, healthiness, diversity, hygiene, and the price had a significant positive effect on the perceived functional value of consumers, but package eco-friendliness did not significantly affect functional value. On the other hand, healthiness, diversity, price, and package eco-friendliness were found to have a positive impact on consumers' perceived emotional value, but hygiene was found to have no significant effect on emotional value. It was found that functional and emotional values significantly positively affected repurchase intention. Conclusions: This study confirmed that consumers' belief in the product attributes of franchise lunch boxes influenced consumers' perceived value, which thus formed the attitude of consumers and showed a relationship that affects repurchase intention. At the end of this paper, the managerial implications for the franchise lunch box brand, the limitations of this study, and future research directions were presented.

• Management & Information Systems Review
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• v.32 no.3
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• pp.127-151
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• 2013

This research was to investigate the role of message regulatory focus on the advertising effect of multiple models. The multiple models are limited to two models in one advertisement in this research. This research investigated the hypothesis that multiple models, in terms of multiple source effect and social consensus, appears specifically to enhance the relationship of consumer and commercial models on the conditions of promotion-focused message which leads to the information processing of relational elaboration. This research applied a between-subjects factorial design targeting 2(the number of model: single model vs. multiple models) by 2(message regulatory focus: promotion-focused message vs. prevention-focused message). As a result, multiple models showed more positive ad attitude, brand attitude, and purchase intention than did single model. And promotion-focused message with multiple models showed more positive ad attitude, brand attitude, and purchase intention than did prevention-focused message with multiple models. Also there was an interaction effect between the number of model and the type of message regulatory focus. It wasn't fully supported that there is no difference of advertising effect between promotion-focused message and prevention-focused message on the condition of single model.