마케팅과학연구 (Journal of Global Scholars of Marketing Science)
- 제16권3호
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- Pages.39-60
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- 2006
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- 2163-9159(pISSN)
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- 2163-9167(eISSN)
패션점포 내 배경음악과 광고사진이 소비자의 정서 및 접근행동에 미치는 영향
Effect of Atmospheric Music and Advertising Photo on Consumers' Emotional State and Approach Behavior in Fashion Store
- Ki, Hyun-Myoung (Research Institute of Human Ecology, Seoul National University) ;
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Lee, Yu-Ri
(Dept. of Clothing & Textiles, Research of Research Institute of Human Ecology, Seoul National University)
- 발행 : 2006.09.30
초록
본 연구는 점포 내 배경음악과 광고사진이 소비자의 정서 및 행동에 미치는 영향에 관한 실험적 연구로서 비디오 시뮬레이션을 통한 실험적 방법을 이용하였다. 매장 내 배경음악의 템포 효과와 광고사진 분위기의 효과를 검증하기 위하여 국내 중 저가 영 캐주얼 의류 브랜드 매장 한 곳을 선택하여 비디오 촬영한 후, 2 (빠른 템포 vs. 느린 템포)
The purpose of this study is to investigate the effect of two different characteristics of music(tempo) and advertising photograph(type) in a fashion store on consumers' emotional responses and approach behavior and to suggest competitive in-store atmospheric strategies. To test the conceptual model, this study used a video simulation method. Researchers selected a fashion casual wear retail store for young people and videotaped to provide realistic store settings. Two different levels of background music(fast, slow) and advertising photograph(sexy, cheerful) were inserted into the video clip generating four stimuli. Including a stimulus for the control group, 5 video clips were created. A total of 289 subjects answered the questionnaire after viewing a two-minute video clips. The results are as follows: First, advertising photograph in a store had a significant effect on consumers' in-store emotional state, whereas musical tempo did not. Second, the effect of in-store consumers' emotional state on behavioral reponses were investigated. Results showed that consumers' positive emotional state lead to consumers' approach behavior. The results of this study indicated that background music and advertising photograph in a fashion store affected consumers' in-store emotional state, and ultimately these affected consumers' positive approach behavior. Thus retailer should try to create a pleasant store environment using effective store atmospheric factors like background music and advertising photograph.
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