• 한국의류학회지
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• 제28권12호
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• pp.1617-1624
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• 2004

패션 점포의 비주얼(visual) 환경은 소비자를 점포로 이끌고, 최종적으로 구매를 유도하기 위해 매우 중요한 요소로 본 연구에서는 패션 점포를 방문하는 소비자들의 행동에 영향을 미치는 비주얼 환경 요소에 대하여 연구하였다. 먼저 소매 점포에서 점포의 비주얼 환경이 소비자들의 행동(점포에 머무르는 시간)에 미치는 영향을 조사하였고 다음 실제 점포의 비주얼 환경의 차원은 어떻게 구성되는지, 또 구성된 요소 별로 소비자특성에 따른 선호의 정도는 어떻게 다른지 살펴보았다. 그 결과 패션 점포의 비주얼 환경이 실제 소비자들의 패션 점포에서의 체류 시간에 영향을 줌을 확인하였다. 또 비주얼 환경의 요인으로써 디자인, 편리성, 상품 평가의 용이성, 분위기의 4가지 차원을 규명하였고, 소비자 특성에 따라 선호되는 요인이 특성 별로 다름을 확인하였다. 본 연구의 결과를 통해 소매 점포에서의 비주얼 환경의 중요성을 확인할 수 있고, 실제 점포의 비주얼 정책 수립과 점포 비주얼 환경의 개선에 도움을 줄 수 있을 것으로 생각된다.

• 한국의류학회지
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• 제28권8호
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• pp.1112-1120
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• 2004

The visual environment of the store is a very important factor to attract consumers into the store and make consumers purchase products. Therefore retailers should have concerns about store environments to differentiate their stores from other stores. Thus this study focused on visual environment of the store influencing consumer behavior. The concrete purpose of this study was to identify preferences of store environments and store types by consumer traits. First, the store choice criteria factors were examined and through the cluster analysis, several consumer groups were constructed. And then the visual environment factors of the store that consumers perceived important were identified and the visual environment factors of the store preferred by consumer groups were examined. Finally, store types preferred by consumer groups were examined. The findings of this study can assist store designers and retailers to set up a store environment or visual marketing strategies.

• 대한가정학회지
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• 제46권6호
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• pp.1-11
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• 2008

The purpose of this study is to find the component factors and attributes of visual store environment and to suggest visual merchandising strategies which fit for fashion retail store in Korean traditional market. For the study, observation and in-depth interview were executed for consumers who had purchase experiences at Korean traditional market in city area. The results were as follows. First, the component factors of visual store environment for Korean traditional market were external factor, internal factor, and structural factor. Second, the attributes of visual store environment in Korean traditional market were approach convenience, cleanness, attractiveness, publicity, efficiency, and informativeness. On the basis of these six attributes, real states of fashion retail store in Korean traditional market were analyzed. This study has a meaning in confirming the possibility of differential approach method on the basis of the attributes of visual store environment in Korean traditional market.

• Asian Journal of Business Environment
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• 제5권4호
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• pp.5-11
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• 2015

Purpose - The purpose of this research is to identify how idiocentric consumers and allocentric consumers respond to retail store environments and how such responses affect their consumer behaviors in a sustainable consumption setting. Method - Data were collected from 422 U.S. adult consumers via a web-based survey. Two store settings were created, perceptually related (eco-friendly clothing displayed with greenery)or perceptually-unrelated (eco-friendly clothing displayed without greenery), and consumers were asked to take the survey based on the given store setting. Results - Allocentric consumers perceived a product and its display environment were related whereas idiocentric consumers perceived the two were unrelated. Also, the former exhibited higher purchase intentions when the product and store environment were related (eco-friendly clothing displayed with greenery), but the latter did when the two were unrelated (eco-friendly clothing displayed without greenery). Conclusions - This research suggests that retailers should consider consumer self-concept at personal-level when implementing marketing strategies. This research also demonstrates that consumers are influenced by store environment in relation to their self-concept and that self-concept can be temporarily modified by various stimuli such as visual displays.

• 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.

• 한국실내디자인학회논문집
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• 제14권6호
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• pp.132-139
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• 2005

Selling Environment is very important space in this era of sensitive consumption, which facilitates direct contacts with consumers. Interests of consumers in the 21st centuries, lie in the higher quality of life, and they wart to create their own lifestyle through purchasing of goods in the marketing environment. A company can hold dominant position in the changing marketing environment, in case it differentiate with other competing companies and keep consistencies of identity. Finishing materials of interior design elements, play an important role in making a visual images of department stores, and the usage of finishing materials transfers the images of department store to consumers This study aims to introduce theoretical backgrounds of interior materials composition, which provides important tools for decision of images of department stores, and also aims to propose design guidelines for interior finishing materials as an elements of visual marketing, through the case studies of major department stores. Depending on these intentions, present conditions of interior finishing materials are analyzed, and a fundamental planning directions of interior materials are proposed, as the strategic elements of a department visual marketing.

• 유통과학연구
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• 제16권9호
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• pp.59-63
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• 2018

Purpose - It has already been proved that 'mood' as the physical environment of shopping affects consumers' main sensory channels such as sight, hearing, smell, touch. However, there is no consensus on how the olfactory cue influences the customers in the shopping environment. In this study, we examine the previous studies on how the olfactory cue affects the customers in the shopping environment and present a clear direction as a suggestion for progressive research. Research design, data, and methodology - It is not important to use a lot of unconditional fragrance, but it should be exposed to the environment that suits the proper fragrance. In recent years, meaningful research on store fragrance has been slowly increasing. As a result, studies on the fragrance effects of retail stores have been conducted to verify the relevance of fragrance suitability in stores and consumer spending scale. Results - The fragrance appropriate for each store can not be uniformly specified as any fragrance. This is because external variables such as time, season, temperature, lighting, density of shoppers, and music in the store also affect customer evaluation. For example, using an unsuitable fragrance may encourage customers to leave the store quickly by restraining impulsive purchases or by disturbing concentration. The store manager should also be interested in using fragrances that are proven and effective in the store environment, but they should also have the ability to easily manipulate and manage the fragrances very appropriately according to changes in the store environment. Store managers should observe consumer preferences and responses according to their goals and strategies, and then systematically manage and store information about the fragrance appropriate to the store. Conclusions - In the future, the fragrance marketing researcher needs to consider the spatial form and density of the customer. In practice, managers operating a retail store should check the most appropriate store density(congestion) according to the size and spatial characteristics of the store and maintain the ideal conditions. To do this, it is necessary to pay attention to how to select and control sensory elements such as fragrance(olfactory), music(auditory), and lighting(visual).

• International Journal of Costume and Fashion
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• 제9권2호
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• pp.19-34
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• 2009

The purpose of this paper was to provide an overview of the existing literature on online visual merchandising and to propose an alternative theoretical framework in which online visual merchandising research can be conducted. Two streams of research including the e-tail service quality literature and the store environment literature from environmental psychology perspectives were reviewed in the context of online visual merchandising. An impression formation paradigm from social psychology was adopted to establish the alternative framework to supplement the existing online visual merchandising research and generate deeper insights into the online visual merchandising phenomenon.

• 한국실내디자인학회:학술대회논문집
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• 한국실내디자인학회 2008년도 춘계학술발표대회 논문집
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• pp.82-85
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• 2008

A cosmetic shop in a department store is the best place in Korea's cosmetic market flow that shows the total image of each brand. The present day departmental cosmetic shops are centered around global brands and comparative brand power is competing with a small number of local brands. It is a fact that not only regarding the brand power of local brands but also the space design of their shops are different than the global brands. And, influenced by a modern society, culture, economic surrounding, the customers are getting original and individual. Their individualistic life style is demanding a shop environment with new concept. Such a sale environment is not for just product sale and a place where exchange economy of sale occurs. It is requisite for communication where total marketing strategy Is used In an active way. We must acknowledge it as a symbolic place being the ultimate site of customer oriented exchange economy showing the image of both product and the company. The aim of this plan is to set up a sale environment that will enhance the brand awareness and product value. We intended to provide purchase comfort and visual effect to the customer simultaneously with an Increase in customer attention by putting in the appropriate design requisites as per the brand specialty and by the application of a distinguished S.I.P (Store Identity Program) for the shop.

• 디자인학연구
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• 제12권4호
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• pp.263-272
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• 1999

창조적 판매환경은 소비자에게 기업 이미지를 효과적으로 전달하여 소비욕구를 증진시키고 신뢰감을 형성하며, 이는 결과적으로 기업의 이윤확대로 이어지게 된다. 따라서 오늘날과 같이 기업간의 경쟁과잉으로 인해 그 차별성이 모호해진 경우 소비자의 개성충족을 위한 매장 디자인은 더욱 중요한 부분으로 대두되고 있다. 이에 본 연구에서는 소비자의 다양한 요구와 무분별해진 상업공간의 이미지 차별화를 위한 방안을 제시함에 있어서 벽을 중요한 요소로 인식하였다. 패션전문점에서의 벽을 기존의 구조적이고 단순판매를 위한 진열적 성격의 한계성에서 벗어나 공간에서 시각적 기능을 가진 요소로 해석하였다. 기존 구조벽이 갖는 물리적인 중요성보다 상징적, 시각적 측면에서의 기능성과 구성방법의 측면에서 접근하였다. 또한 구조 내력벽을 중심으로 시지각(視知覺) 빈도가 높은 내벽면과 사인성을 가진 파사드의 상호연관성을 분석하여 패션전문점에서의 벽면 구성에 의한 효과적인 이미지 표현방법을 제시하고자 하였다.