• 한국의류학회지
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• 제28권12호
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• pp.1617-1624
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• 2004

패션 점포의 비주얼(visual) 환경은 소비자를 점포로 이끌고, 최종적으로 구매를 유도하기 위해 매우 중요한 요소로 본 연구에서는 패션 점포를 방문하는 소비자들의 행동에 영향을 미치는 비주얼 환경 요소에 대하여 연구하였다. 먼저 소매 점포에서 점포의 비주얼 환경이 소비자들의 행동(점포에 머무르는 시간)에 미치는 영향을 조사하였고 다음 실제 점포의 비주얼 환경의 차원은 어떻게 구성되는지, 또 구성된 요소 별로 소비자특성에 따른 선호의 정도는 어떻게 다른지 살펴보았다. 그 결과 패션 점포의 비주얼 환경이 실제 소비자들의 패션 점포에서의 체류 시간에 영향을 줌을 확인하였다. 또 비주얼 환경의 요인으로써 디자인, 편리성, 상품 평가의 용이성, 분위기의 4가지 차원을 규명하였고, 소비자 특성에 따라 선호되는 요인이 특성 별로 다름을 확인하였다. 본 연구의 결과를 통해 소매 점포에서의 비주얼 환경의 중요성을 확인할 수 있고, 실제 점포의 비주얼 정책 수립과 점포 비주얼 환경의 개선에 도움을 줄 수 있을 것으로 생각된다.

• 패션비즈니스
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• 제22권5호
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• pp.15-31
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• 2018

The purpose of this study was to classify male consumers and examine their clothing consumption values and the perceived importance of store attributes. Using Internet-based research service, survey data were collected from 651 male consumers aged between 20 and 40. The questionnaire included questions regarding respondents' preference of different store types, clothing consumption values, perceived importance of store attributes. According to the results, the respondents were categorized into 5 distinct groups based on their store type preferences: discount store preference group, multi-channel preference group, store indifferent group, brand store preference group, online store preference group. Multi-channel preference group was the largest among these groups. The five store type preference groups statistically varied in clothing consumption values, i.e., epistemic value, brand/conspicuous value, and economic value. The groups also differed in the importance they placed in the store attributes of: service and product quality, promotion, fashionability, salesperson and store environment, store atmosphere, convenience, and website image. The results of this study have direct implication for retail marketers of fashion companies who are targeting male consumers. Marketers can apply findings of this study in implementing retail strategies for different types of stores.

• 복식
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• 제54권1호
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• pp.53-68
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• 2004

The purposes of this study were to classify the contents of lifestyle of adolescence consumers, to examine the differences of lifestyle, importance of store attribute, preference of fashion store according to demographic variables, to test preference of fashion store and lifestyle, preference of fashion store, and to examine how the preference of fashion store was influenced by lifestyle, importance of store attribute, and demographic variables. Subjects were 317 adolescence consumers(13-24 years) in Seoul, Korea. Preference of imported & brand goods, orientation of fashion & beauty life, and family orientation had a direct effect on preference of department store($R^2$=.129). Sex had an indirect effect on preference of department store through orientation of fashion & beauty life. Search of video media & information and age(-) had a direct effect on preference of entertainment shopping center($R^2$=.150). Orientation of fashion & beauty life(-), sales promotion, sex, and reasonable consumption had a direct effect on preference of discount store(R =$^2$.109). Sex(-) had an indirect discount store through orientation of fashion & beauty life, and sex(-), search of video media & information, age(-), and reasonable consumption did through sales promotion. Sales promotion, preference of imported & brand goods(-), and store atmosphere(-) had a direct effect on preference of traditional market($R^2$=.060). Sex(-), age(-), search of video media & information, and reasonable consumption had an indirect effect on preference of traditional market through sales promotion, and search of video media & information, reasonal consumption, and acceptance of foreign culture did through store atmosphere.