• 한국의류산업학회지
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• 제16권2호
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• pp.235-244
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• 2014

This study investigates the effect of visual merchandising congruity perception on brand attitude and purchase intention. In addition, this study examines the mediating role of perceived risk in the process. Four retail fashion brands with classic image were selected in the previous research to avoid the influence of different brand images. Questionnaires were distributed to 200 customers leaving the four fashion retail stores which were chosen by the previous research. A total of 167 completed questionnaires were analyzed using SPSS 18.0 and AMOS 7.0 statistical packages. The results were summarized as follows. First, visual merchandising congruity perception positively affected brand attitude. This result supports the match-up hypothesis. Second, brand attitude positively influenced purchase intention. Third, visual merchandising congruity perception did not directly affect purchase intention. Visual merchandising congruity perception indirectly influenced purchase intention by mediating brand attitude; however, it did not directly influence purchase intention. Therefore, the strategic approaches to enhance favorable brand attitude through visual merchandising congruity perception should be tried. Fourth, visual merchandising congruity perception negatively affected perceived risk. Fifth, perceived risk negatively affected brand attitude. Sixth, visual merchandising congruity perception affected brand attitude by mediating perceived risk. Therefore, it is needed to devise the visual merchandising strategy that lowers the perceived risk in order to make a positive brand attitude.

• 문화기술의 융합
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• 제9권4호
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• pp.601-610
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• 2023

본 연구는 가상현실(VR) 매장의 VMD 구성요소가 기술수용의 심리적 효용에 미치는 영향을 분석했다. 분석결과, 패션 가상현실(VR) 매장의 VMD 구성요소 중 체험성, 심미성, 적합성은 지각된 유용성, 지각된 사용 용이성, 지각된 유희성에 유의한 정(+)의 영향을 미쳤으나, 유행성은 지각된 유용성, 지각된 사용 용이성, 지각된 유희성 모두에 유의한 영향이 없었다. 본 연구의 결과는 아직 충분히 연구가 이루어지지 않은 패션 가상현실(VR) 매장의 VMD 구성요소를 추출하고 기술수용의 심리적 효용과 패션 가상현실(VR) 매장의 사용 의도에 미치는 영향을 실증적으로 규명하였다는 점에서 학술적 의의를 갖는다.