• 디자인학연구
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• 18호
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• pp.189-197
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• 1996

POP광고에서 대한 접근은 여러 학자와 실무자들에 의해 행해져 왔다. 그러나 지금까지의 연구에서는 POP물에 대한 시각적, 디자인 적 측면이 과도하게 강조되어 왔거나 전체적 광고전략의 일부라는 시각보다 POP광고 자체만으로 파악하려는 태도가 주류를 이루었다. 그러나 POP광에 대한 심도 있는 이해를 위하여 POP광고도 커다란 마케팅 전략 중 광고전략의 일부로서 인식될 때 비로소 그 효용성 및 기능을 좀 더 정확히 파악할 수 있을 것이다. 과연 POP광고가 최대한의 효과를 거둘 수 있는 적절한 상황이 무엇이며, 어떤 상품 군에 좀 더 효과적일 수 있을지, 나아가 이러한 POP물은 충동구매와 어떤 관계가 있는지 등을 밝혀보는 것이 하나의 접근 방법으로서 바람직하다고 느껴진다. 본론에 들어가기 전에 기존 POP물의 기능과 역할에 대한 분류를 약술하고 비약적인 현대기술문명과 결합된 사례들도 찾아보았다. 본론은 충동구매에 대한 연구에 대부분이 할애되었다. 마지막으로 결론과 사례는 미국을 중심으로 한 선례 중에 그 일부를 임의로 선택하였다.

• 한국유통학회:학술대회논문집
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• 한국유통학회 2001년도 추계학술대회 발표논문집
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• pp.327-338
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• 2001

• 한국정보통신학회:학술대회논문집
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• 한국정보통신학회 2012년도 춘계학술대회
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• pp.905-906
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• 2012

매출 증대에 도움을 주는 고객 유도 디자인 상품을 제공하기 위해 연질 PVC 소재의 튜브 아치 개발, PET필름 폴리에스텔 천을 이용한 POP를 개발하고자 한다. 업종별 세분화된 제품을 통한 일반 매장이 고급화되고, 제품의 상품가치가 증대되고, 기존 소재의 재조합을 통한 개발로 쉽게 제작이 가능하다. 이를 활용하면 큰 매장 뿐만 아니라 일반 소상인들이 사용할 수 없었던 좋은 디자인과 소재의 고객유도 상품의 사용을 하게 된다.

• 복식문화연구
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• 제24권2호
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• pp.119-131
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• 2016

With the increasing popularity of nonprofit thrift shopping, new marketing strategies are needed to respond to accelerated competition in the secondhand market. To help guide the development of marketing strategies for nonprofit thrift stores, this study aims to identify factors impacting consumers' buying behavior for secondhand fashion items sold in nonprofit thrift stores. Specifically, this study investigated 1) the effects of secondhand fashion selection criteria (i.e., design, brand name, lower price) and personal factors (i.e., gender, household income, beliefs about environment) on the secondhand fashion consumption experience in nonprofit thrift stores and 2) the moderating effects of point of purchase (POP) messages (i.e., "50% Off Sale," "New Arrivals," "Helping Others") on the relationships between purchase intention and impulsive buying in nonprofit thrift stores. An online survey was used to collect the data, and a total of 197 usable responses were received. The results showed that 1) gender, household income, beliefs about environment, and brand name affected the secondhand fashion consumption experience and 2) the POP message "Helping Others" negatively moderated the relationship between purchase intention and impulsive buying in nonprofit thrift stores. These results can help nonprofit thrift stores' managers to develop effective marketing strategies to increase their profits, which can be used to accomplish their mission of addressing social issues.

• 복식
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• 제67권1호
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• pp.22-39
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• 2017

This study intended to empirically verify the effect of message framing, cognitive need for closure, and type of fashion products on purchasing attitude of PB fashion products in discount stores. The design consisted of three-mixed design of 2(POP(Point of Purchase)message framing: benefit message vs. loss message) ${\times}2$(cognitive need for closure: high vs. low) ${\times}2$(PB fashion product type: utilitarian vs. hedonic). Survey of this study was conducted on 330 men and women in 20~50's in Seoul and Gyeong-gi, and a total of 287 data were analyzed. Data were analyzed with SPSS 18.0 program, and three-way ANOVA, simple interaction effects and simple main effects analysis were conducted. The results of this study are as follows: First, it was identified that the framing type of POP message of discount store, cognitive need for closure, and PB fashion product type had significant effect on preference and purchase intention. Secondly, it was identified that consumers with both high and low cognitive need for closure had high preference level and purchase intention when they encountered the benefit message framing than the loss message framing. Thirdly, the benefit message framing was more effective than the loss message framing for hedonic PB fashion products in discount stores, but utilitarian PB fashion products did not get affected by the message framing. Fourthly, it was identified that groups with both high and low cognitive need for closure preferred hedonic PB fashion products. Lastly, it was verified that benefit message framing POP advertisement on a group with high cognitive need for closure was effective for Hedonic PB fashion products in discount stores, and utilitarian PB fashion products showed no difference in purchase intention according to the POP message framing type and cognitive need for closure.

• 한국실내디자인학회논문집
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• 제17권4호
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• pp.23-31
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• 2008

Rapid change of the era has caused change to consumption. New concept of consumer means not consumer who is simply provided a product, but a consumer who lays emphasis on value. That is to say, it indicates a consumer who values both on service and information as well as a product itself when they purchase. Therefore, the purpose of this research is to analyze the changes of POPs and objets at domestic and foreign fashion lingerie shops in different periods, and to encourage the effective introduction of POPs and objets for display at fashion lingerie shops in the future. I have used 100 pictures of 6 domestic brands and 80 of 6 foreign brands to analyze, and the periods were divided into 2000-2003, 2004-2007, and after 2008. The result of analyzing is as follows. First, give much information and great satisfaction to customers through the various types of POP, which convey the image and the concept of the products. If current POP was used only for sales, there ! should be various kinds and types of POPs to present not only basic information of products but also the value beyond it. Second, advance the products value by the presentation of diverse object. Furniture, fixtures, Lighting, Gift Box, Poster and mannequins should be used not to show simple props and presentation of product in the past, but to show brand images and Design concept of products.

• 복식
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• 제52권6호
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• pp.127-137
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• 2002

The purposes of this study were to compare and analyze application cases of POP(Point of Purchase) in each ISM(In Store Merchandising) for domestic and imported cosmetics. to present basic data for setting up effective marketing strategies according to types of ISM. The results were as follows : 1. In the Department Stores, counselling comers for customers were located at all domestic and imported cosmetics. A small quantify of new release cosmetic items were displayed in order to elevate those added value in most cosmetics floors excepts Estee Lauder. 2. In the Discount Stores, most cosmetic items were displayed in category or in color for customers to choose those easily. 3. In the Cosmetics Specialties. display for show case couldn't be accessible by customers and cosmetic items were disordered because too many itmes from various companies were displayed

• International Journal of Human Ecology
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• 제15권1호
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• pp.64-71
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• 2014

This study empirically compares the influence of sex-appeal fashion Point-of-Purchase (POP) types on attitude towards advertising. It also highlights the moderating roles of gender and the level of sensation seeking. Three sex-appeal fashion POP types (nude/semi-nude/body conscious) were developed for this study and the interaction effect of the types of sex-appeal fashion POP advertising and gender was tested. In addition, interaction effect of the types of sex-appeal fashion POP advertising and the level of sensation seeking (high/low) was tested. The results found that gender influenced consumer attitudes toward sex-appeal fashion POP advertising type. Male consumers showed a more favorable attitude toward advertising for the nude type than others; however, female consumers showed a more favorable attitude toward advertising for semi-nude and body conscious type than the nude type. The results also found a significant two-way interaction effect of sexual POP advertising types and sensation seeking on attitude toward POP advertising. High sensation seekers preferred nude and semi-nude type POP advertising to body conscious POP advertising. It is useful to investigate how various marketing factors support attitude toward POP advertising in the context of sexual fashion POP advertising and which factors exert the strongest influence within different degrees of nudity.

• 한국컴퓨터정보학회:학술대회논문집
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• 한국컴퓨터정보학회 2011년도 제43차 동계학술발표논문집 19권1호
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• pp.131-132
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• 2011

본 논문에서는 소규모 기업을 위한 POP를 제작하여 이를 온라인 형태로 판매하므로써, 기존의 불분명한 목적의 디자인을 개선하고 분야별, 업종별 목적에 맞게 디자인된 POP(Point Of Purchase) 제품을 제작한다. 이는 지역상인, 재래시장, 소규모상점, 개인상점등에 고객을 매장으로 끌어들이는 고객 유도 역할을 대신해주고, 실 매출을 증대 시킬 수 있도록 제품의 직접적 홍보역할을 대신해주는 상품이다. 또한 이를 판매하기 위해 온라인 시스템을 이용하여, 유통비용과 소비자 비용부담을 모두 줄일 수 있는 일반회원과 기업회원이 모두 구매가 가능하도록 한다.

• 가정과삶의질연구
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• 제19권1호
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• pp.95-110
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• 2001

Recently a number of large discount store and those of its users was increasing. The purpose of this study is to investigate the tendency of impulse buying and analyzes factors which influence impulse buying. The data had been collected from questionaries with 474 consumers who visit large discount store. The major statistical methods used for data analysis are frequency, percentile, mean, t-test, multiple regression analysis, one-way ANOVA, and Duncans multiple range test utilizing SPSS Win pc+program. The results of this study are as follows : 1. The four different kind of impulse buying is measured. The overall level of impulse buying is 2.76. Suggestion impulse buying(M=3.19) is the highest, and the lowest is pure impulse buying(M=2.66). 2. In the area of demographic variables is significantly different in the age of twenties and thirties(p<.05). A visit frequency and membership. In the area of in-store variables is significantly different by all factors at impulse buying except waiting time. Especially, point-of-purchase(POP) advertisement and discount sale are very important variables. A visit frequency and membership are significantly different in the area of consumer-related variables. 3. Waiting time, a visit frequency, a POP advertisement, and a discount sale have the positive effects on overall impulse buying. Pure impulse buying is influenced by shopping list, POP advertisement and a stores atmospher. Buying companion, membership, kind of store and waiting time have the effect on reminder impulse buying. Suggestion impulse buying is influenced by school career, shopping list and POP advertisement. Planned impulse buying is influenced by sex, POP advertisement, buying companion and discount sale.