"The Influence of clothing shop display as VMD on clothing purchasing behavior"

"VMD(Visual Merchandising)로서의 의류매장(衣類賣場) 디스플레이가 의복구매행동(衣服購買行動)에 미치는 영향(影響)"

The purpose of this study is to examine the effect of the fashion shop display on the clothing purchase made by the sample of 369 adult women living in Seoul area. In this study, the interest and the effect of the display are investigated through such factors of demographic variables as each individual's age, educational career, vocation, average family income a month, and marriage status. And the relationship is also examined between the person's interest paid on the display and the clothing attitude related variables of fashion follow tendency, individuality, and the way of practical economy. An additional examinations are performed in the first reactive factor to be considered at the time of the clothing purchase, and the interrelation between the discontent after purchase and the effect of display before purchase. The major findings of this research, thus, can be summarized as following: 1. Demographic variables of women reflect differences in their interests toward display and accordingly the variety of the display effect as well. Less interest and effect are caused by the effort of display for the women in their senior age. However, a group of the character women and young college women pay relatively more attention to the display and give more effect to the purchase. The examination shows alsp that the unmarried and better-off and better-educated are more sensitive to the effect of the display. 2. The higher is the individuality and the fashion follow tendency, the stronger revealed the interest in the display, while the economic women have less interest in it. 3. The first factor considered at the time of purchase is not absolutely affected significantly by the degree of the display effect in real purchasing act. 4. The discontent after purchase is not related with how much the degree of display effects in the act of real purchase.