A Study on the Image of Show Window Display - Based on Apparel Stores in Pusan -

쇼 윈도우 디스플레이 이미지에 관한 연구 -부산지 역 의류매장을 중심으로-

  • 노경혜 (부산대학교 가정대학 의류학과) ;
  • 이경희 (부산대학교 가정대학 의류학과)
  • Published : 1997.10.01

Abstract

This study was designed to investigate the image of show window displays. The specific objectives of the study are as follows; 1) Construct a semantic differential scale to evaluate the images of show window displays; 2) Identify the factor structure of the show window displays; 3) Cluster the brands according to the images of show window displays; 4) Examine how the images of show window displays differ according to the different brand clusters; and 5) Identify by brand clusters, how the different show window display images affect the purchasing desires. The following conclusions were made from this study; 1.25 pairs of adjectives for show window displays were found to include five factor dimensions (total variance 67.7%) such as evaluation, interest, hardness and softness, maturity, and modernity. 2. The brands were divided into six clusters according to the show window display images. 3. There were significant differences in the visual evaluation of the brand clusters in the show window display images. 4. There were significant differences in the show window display images that affect the Purchasing desires among the brand clusters.

Keywords