• 마케팅과학연구
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• 제18권2호
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• pp.19-45
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• 2008

본 연구는 인터넷쇼핑몰 비주얼 머천다이징의 주요차원을 고객이 쇼핑몰에 진입한 후 정보탐색과 대안평가를 거치는 등의 쇼핑과정을 토대로 AIDA모형 관점에서 점포, 제품, 촉진에 초점을 맞추었다. VMD의 주요차원(primary dimensions)으로는 점포디자인, 머천다이징, 그리고 머천다이징단서로 구분하였다. 선행연구 결과를 토대로 점포다자인의 하위차원으로는 차별성, 간결성, 위치확인성을, 머천다이즈의 하위차원으로는 제품구색, 명성, 정보성을, 그리고 머천다이징단서의 하위차원으로는 제품추천 및 링크를 설정하여 VMD태도와의 관계를 탐색적으로 조사하였다. 연구결과 이들 세 차원은 종속변수에 유의한 정의 영향을 미치는 것으로 나타났다.

• 한국실내디자인학회논문집
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• 제13권2호
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• pp.150-158
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• 2004

Customers demands seeking the variety and individualization in the rapidly changed consumption environment with these changes in the distribution market expect the environment in the shops providing the degage and abundant lives and environmental change in the environment of sale providing abundant values in the life other than simple sale of goods. More effective marketing strategies are desperately required for corresponding to these customers demands. VMD is the consolidated visual plans for the emotional communication with customers through CI which is the visual element influencing customers visual environment, SI, interior and exterior designs, presentation of goods, advertising and marketing. This is the marketing strategy providing customers with joyful shopping space and enabling customers to get the information and characteristics of goods more effectively by means of visual elements in the comfortable environment of the shop and the main factor allowing the competitiveness differentiated from the competing companies. To achieve these goals, we herewith suggest the effective VMD Strategy and alterative by applying VMD as the consolidated marketing communication to the Lady's casual shop in the Hyundai department located in Gwangju after complementing problems found In the course of studying and analyzing the VMD Cases.

• 복식문화연구
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• 제17권3호
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• pp.459-471
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• 2009

The purpose of the study is to examine the effect of VMD image appropriateness in apparel shopping contexts. Two competing models are utilized. The first model is developed from the emotion-cognition theory which explains that environmental cues(i.e., VMD image appropriateness) generate consumers' emotion, and in turn, consumers' behaviors. The second model is developed based on the cognitive theory of emotions and posits that environmental cues stimulates consumers' cognitive perceptions of retail environments, subsequently influencing consumers' emotional and behavioral response. A 2(VMD image appropriateness: high vs. low) between-subjects factorial design experiment was conducted. Female college students(n=592) participated in the experiment. Using structural equation modeling the study found that the emotion-cognition model better explains the effect of VMD image appropriateness on consumers' emotional, cognitive, and behavioral responses.

• 한국실내디자인학회논문집
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• 제32호
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• pp.121-130
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• 2002

At the large commercial facilities, people try to grasp a customer's needs as the marketing strategies for effective management and maximization of profits as well as the primary purpose for functional and effective spatial plan. In planning the interior of each department, they try to provide the image of the interior environment corresponding to customer's emotional needs. And this kind of efforts also have been improved as visual merchandising strategies based on the transmission of visual information. This study is to examine the correlation among customer's behavior, circulation and VMD by gasping their shopping patterns at the department stores based on the spatial and emotional approach to form an environmental image of each department. The researcher focused on time, speed and rate of shopping that show customer's behavioristic characteristics and examine the factors to have an influence on decision making. With the result, this study proposes the primary data and evidence for MD planning, circulation planning and VMD planning of each department.

• 복식
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• 제59권7호
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• pp.100-113
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• 2009

The purpose of this study is to investigate how VMD structural elements affect fashion brand attitude and intention of store revisiting. For the research, we surveyed 200 females in their 20's and 30's, who are target consumers of SPA brands from April 10th to 15th in 2009. With SPSS 12.0 program, the data was analysed by frequency analysis, reliability analysis, factor analysis and multiple regression analysis. The results are as follows: First, regarding to the results of factor analysis, VMD structural elements were divided into the space layout and information factor, display and aesthetic factor, and store atmosphere factor. Second, intention of store revisiting was statically affected by fashion brand attitude and VMD structural elements, especially space layout and information factor. Third, we found differences in the path effects of VMD structural elements - brand attitude - store revisiting according to the familiarity of SPA stores. The results revealed that VMD structural elements are important marketing strategic tools affecting consumer's preference and store behavior on fashion brands.

• 한국실내디자인학회:학술대회논문집
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• 한국실내디자인학회 2005년도 춘계학술발표대회 논문집
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• pp.122-125
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• 2005

The results analyzing the interior space of optician's store for application of VMD are as follows. The optician's stores tend to utilize their space not just for one function, but for multiple purposes. It is becoming bigger in size and is showing that it is spending more space for marketing purposes. In the future, optical store needs to provide convenience for the customers and as a Semi-Medical space, in order to receive trust, it needs to have Test-area, Work-area, improvement in environment, and of course, a comfortable space where the customers can sit back and relax. Taking a look at the features of design, the colors and the use of materials in domestic areas has been somewhat restricted. But international areas has been using diverse colors and materials for bright and comfortable atmosphere. Now, the optician's stores has to produce various atmosphere through different and brilliant colors and materials from other stores to be more efficient and to be highly competitive.

• 한국생활과학회:학술대회논문집
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• 한국생활과학회 2010년도 하계학술대회
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• pp.137-138
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• 2010

• 한국의상디자인학회지
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• 제9권3호
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• pp.133-149
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• 2007

Amid a wave of informatization, the world is allowing diverse exchanges and cooperations in the global village to be promoted. And, a change in the life environment and the consumption pattern allows the key word in distribution revolution called 'online' and 'emotion' to be recalled. As the emotion is being positioned as the trend of the new era, this study has its significance in that even the fashion industry desperately requires the emotion marketing aiming at the artistic value and practicality in fashion and the creation in value-added, and requires the development and utilization plan for diverse VMD programs on the rational dress shop, like the successful case of the trendy shop such as America's large bookstore 'Barnes & Noble.' Accordingly, the purpose of this study is to design and suggest the virtually trendy dress shop as one plan of utilizing VMD, by examining about the fashion business environment and about 'emotion trend' according to the consumer purchase needs, and through researching into the cases of the trendy dress shops with the emotion marketing. The virtual trendy dress shop 'Muse,' which was proposed as its research result, was designed with having the main concept as urban naturalism, which points to the urban and sophisticated coordination, and to the simple personality and rational value, as one method of utilizing VMD in the differentiated dress shop. And, it is desired to be performed the researches on the development and the utilization plan for diverse VMD programs in the dress shop down the road.

• 유통과학연구
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• 제15권11호
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• pp.83-93
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• 2017

Purpose - The study aims to analyze the VMD(Visual Merchandising) perception factors in recent sporting goods store and clarify the effect of each VMD perception factors on brand image, satisfaction, and customer revisit intention. The VMD perception factors play an important role in attracting and actually inducing sales to the visiting customers. It has investigated the effect of VMD perception on customer satisfaction and revisit intention. It is expected that the company's marketing strategy with VMD will be differentiated and competitive in sports item stores, brand image enhancement, customer retention, and acquisition. Research design, data, and methodology - In order to verify the hypotheses of this study, a total of 380 questionnaires had been distributed. 360 respondents were used in the final analysis excluding 20 respondents' incomplete answers. The SPSS 18.0 program was used and the data analysis was conducted for the demographic characteristics and distribution behavior. Principal Components Analysis was used for the common factor extraction for validity analysis, and factor analysis was conducted to verify such as validity in brand image or brand attitude. As for Multiple regression analysis, was performed to verify and in the research model, and in and , the mediation was defined through the Sobel Test in order to verify the brand image mediating effects on VMD, store satisfaction, and revisit inquiry of sports store. Results - Qualitative research shows that VMD sub-variables such as aesthetic, fitness, and functional convenience influence store satisfaction and revisit intention. As a result of analyzing the mediating effect of the brand image, the more VMD is strengthened, the more brand image is improved and store satisfaction is also increased. Conclusions - VMD enhancement requires a VMD strategy aligned with the company's management policies and objectives, a visual directing and consistent concept that delivers a strong message to customers. The customer actual purchasing behavior is a combination of various factors such as sports item stores' interior design, display, advertisement promotion like POP(Point of Purchase), salespersons and their service quality, so that the VMD image and the brand image must be consistent and a unique strategic plan is required.

• 한국실내디자인학회논문집
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• 제29호
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• pp.211-219
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• 2001

Dematerialization of consumption is in a rapid process, in relation to the flood of information. Consumers do not want to buy a material goods any more, in the condition of excessive supply. In the past industrial society with massive production and consumption, only the unified consumers were produced. In informational society, goods are not regarded as a simple material, but as an Intelligence Merchandise. Specialty shops for life articles should reflect these consumer's trend and should keep the value of brand and goods. Visual Merchandising strategy which connect the expectation of consumers and company images, should be considered as a communication tools, and be presented in diverse and specified ways.