The Research Journal of the Costume Culture (복식문화연구)

The Costume Culture Association (복식문화학회)
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The mediating role of visual merchandising consciousness in offline apparel retailing

의류점포유통에서 비주얼머천다이징 의식성의 매개적 역할

  • Lee, Kyu-Hye (Dept. of Clothing & Textiles, Hanyang University) ;
  • Jang, Jung-Won (Production Support Team, Korea Research Institute for Fashion Industry)
  • 이규혜 (한양대학교 의류학과) ;
  • 장정원 (한국패션산업연구원 생산지원팀)
  • Received : 2019.05.02
  • Accepted : 2019.06.21
  • Published : 2019.06.30
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Abstract

Retail firms have begun to pursue the marketing strategies, which stimulate consumers' sensibility and lead people to purchase their products. The visible effects of visual merchandising (VM) arouse consumers' interest and play an effective role in having busy people efficiently choose products. Apparel retail stores such as SPA use the offline store to be the experiential environment of their branding. Consumers' sensitivity and response toward various visual merchandising strategies needs to be accessed. The purpose of this study is to identify VM consciousness and VM evaluation attribute factors. Relationship of such variables with other variables were accessed. As consequence variables, product satisfaction and unplanned purchase behavior were included in the study. An empirical survey data was collected from men and women of various ages. Results indicated that VM consciousness and VM evaluation attribute factors were not correlated with consumer demographic variables. VM evaluation attributes were factored into appropriateness, attractiveness and functionality dimensions. Clothing involvement and brand orientation significantly influenced product satisfaction and unplanned purchase. The direct and indirect effect (via VM consciousness) were significant. For unplanned purchase, brand orientation only had indirect effect. The influence of VM evaluation attribute factors were significant. Appropriateness had stronger effect on product satisfaction whereas attractiveness had stronger effect on unplanned behavior. Functionality dimension had only indirect effect on product satisfaction but did not show significant direct and indirect effects on unplanned purchase. This study identified the pivotal role of VM consciousness in various shopping and purchasing circumstances in offline retail store of apparel brands.

Keywords

References

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