• Journal of Global Scholars of Marketing Science
• /
• v.18 no.2
• /
• pp.19-45
• /
• 2008

This study is to empirically examine the primary dimensions of visual merchandising (VMD) of internet shopping mall, namely store design, merchandise, and merchandising cues, to be a attractive virtual store to the shoppers. The authors reviewed the literature related to the major components of VMD from the perspective of the AIDA model, which has been mainly applied to the offline store settings. The major purposes of the study are as follows; first, tries to derive the variables related with the components of visual merchandising through reviewing the existing literatures, establish the hypotheses, and test it empirically. Second, examines the relationships between the components of VMD and the attitude toward the VMD, however, putting more emphasis on finding out the component structure of the VMD. VMD needs to be examined with the perspective that an online shopping mall is a virtual self-service or clerkless store, which could reduce the number of employees, help the shoppers search, evaluate and purchase for themselves, and to be explored in terms of the in-store persuasion processes of customers. This study reviewed the literatures related to store design, merchandise, and merchandising cues which might be relevant to the store, product, and promotion respectively. VMD is a total communication tool, and AIDA model could explain the in-store consumer behavior of online shopping. Store design has to do with triggering a consumer attention to the online mall, merchandise with a product related interest, and merchandising cues with promotions such as recommendation and links that induce the desire to pruchase. These three steps might be seen as the processes for purchase actions. The theoretical rationale for the relationship between VMD and AIDA could be found in Tyagi(2005) that the three steps of consumer-oriented merchandising are a store, a product assortment, and placement, in Omar(1999) that three types of interior display are a architectural design display, commodity display, and point-of-sales(POS) display, and in Davies and Ward(2005) that the retail store interior image is related to an atmosphere, merchandise, and in-store promotion. Lee et al(2000) suggested as the web merchandising components a merchandising cues, a shopping metaphor which is an assistant tool for search, a store design, a layout(web design), and a product assortment. The store design which includes differentiation, simplicity and navigation is supposed to be related to the attention to the virtual store. Second, the merchandise dimensions comprising product assortments, visual information and product reputation have to do with the interest in the product offerings. Finally, the merchandising cues that refer to merchandiser(MD)'s recommendation of products and providing the hyperlinks to relevant goods for the shopper is concerned with attempt to induce the desire to purchase. The questionnaire survey was carried out to collect the data about the consumers who would shop at internet shopping malls frequently. To select the subject malls, the mall ranking data announced by a mall rating agency was used to differentiate the most popular and least popular five mall each. The subjects was instructed to answer the questions after navigating the designated mall for five minutes. The 300 questionnaire was distributed to the consumers, 166 samples were used in the final analysis. The empirical testing focused on identifying and confirming the dimensionality of VMD and its subdimensions using a structural equation modeling method. The confirmatory factor analysis for the endogeneous and exogeneous variables was carried out in four parts. The second-order factor analysis was done for a store design, a merchandise, and a merchandising cues, and first-order confirmatory factor analysis for the attitude toward the VMD. The model test results shows that the chi-square value of structural equation is 144.39(d.f 49), significant at 0.01 level which means the proposed model was rejected. But, judging from the ratio of chi-square value vs. degree of freedom, the ratio was 2.94 which smaller than an acceptable level of 3.0, RMR is 0.087 which is higher than a generally acceptable level of 0.08. GFI and AGFI is turned out to be 0.90 and 0.84 respectively. Both NFI and NNFI is 0.94, and CFI 0.95. The major test results are as follows; first, the second-order factor analysis and structural equational modeling reveals that the differentiation, simplicity and ease of identifying current status of the transaction are confirmed to be subdimensions of store design and to be a significant predictors of the dependent variable. This result implies that when designing an online shopping mall, it is necessary to differentiate visually from other malls to improve the effectiveness of the communications of store design. That is, the differentiated store design raise the contrast stimulus to sensory organs to promote the memory of the store and to have a favorable attitude toward the VMD of a store. The results that navigation which means the easiness of identifying current status of shopping affects the attitude to VMD could be interpreted that the navigating processes via the hyperlinks which is characteristics of an internet shopping is a complex and cognitive process and shoppers are likely to lack the sense of overall structure of the store. Consequently, shoppers are likely to be alost amid shopping not knowing where to go. The orientation tool enhance the accessibility of information to raise the perceptive power about the store environment.(Titus & Everett 1995) Second, the primary dimension of merchandise and its subdimensions was confirmed to be unidimensional respectively, have a construct validity, and nomological validity which the VMD dimensions supposed to have a positive correlation with the dependent variable. The subdimensions of product assortment, brand fame and information provision proved to have a positive effect on the attitude toward the VMD. It could be interpreted that the more plentiful the product and brand assortment of the mall is, the more likely the shoppers to favor it. Brand fame and information provision as well affect the VMD attitude, which means that the more famous the brand, the more likely the shoppers would trust and feel familiar with the mall, and the plentifully and visually presented information could have the shopper have a favorable attitude toward the store VMD. Third, it turned out to be that merchandising cue of product recommendation and hyperlinks affect the VMD attitude. This could be interpreted that recommended products could reduce the uncertainty related with the purchase decision, and the hyperlinks to relevant products would help the shopper save the cognitive effort exerted into the information search and gathering, which could lead to a favorable attitude to the VMD. This study tried to sheds some new light on the VMD of online store by reviewing the variables mentioned to be relevant with offline VMD in the existing literatures, and tried to link the VMD components from the perspective of AIDA model. The effect size of the VMD dimensions on the attitude was in the order of the merchandise, the store design and the merchandising cues.It is said that an internet has an unlimited place for display, however, the virtual store is not unlimited since the consumer has a limited amount of cognitive ability to process the external information and internal memory. Particularly, the shoppers are likely to face some difficulties in decision making on account of too many alternative and information overloads. Therefore, the internet shopping mall manager should take into consideration the cost of information search on the part of the consumer, to establish the optimal product placements and search routes. An efficient store composition would be possible by reducing the psychological burdens and cognitive efforts exerted to information search and alternatives evaluation. The store image is in most part determined by the product category and its brand it deals in. The results of this study support this proposition that the merchandise is most important to the VMD attitude than other components, the manager is required to take a strategic approach to VMD. The internet users are getting more accustomed and more knowledgeable about the internet media and more likely to accept the internet as a shopping channel as the period of time during which they use the internet to shop become longer. The web merchandiser should be aware that the product introduction using a moving pictures and a bulletin board become more important in order to present the interactive product information visually and communicate with customers more actively, therefore leading to making the quantity and quality of product information more rich.

• Journal of Distribution Science
• /
• v.15 no.6
• /
• pp.5-12
• /
• 2017

Purpose - This study is to investigate the effects of consumption values of retailers on the importance of store attributes, and to determine the influence on the consumption values of consumers who shop at complex shopping malls on the empirical and functional attributes in those malls as well as on the influence of on/off-line channels. Research design, data, and methodology - With 344 surveyed questionnaires, this study was conducted by using SPSS 22.0 to verify the reliability and validity of the measured variables. Structural equation model (SEM) was employed as a statistical method for the hypotheses test of this study. Results - The results showed that hedonic value has more influence on the importance of empirical attribute than that of functional attribute in shopping malls. In addition, practical value has more influence on functional attributes than empirical properties of shopping malls. However, these relationships showed the difference in on/off-line channels. As for off-line channels, consumers' consumption values were more influential on empirical attributes, while functional attributes were more important in on-line channels Conclusions - This study analyzed the influence on the importance of the consumption values in store attributes, and the effects of each channel with suggesting practical implications.

• Journal of the Korea Academia-Industrial cooperation Society
• /
• v.18 no.12
• /
• pp.32-41
• /
• 2017

This study examined the arrangement attribute of each component based on the relationship among the components using space syntax at the entire complex level when analyzing the outdoor space of an apartment complex in Cheonan and as a preliminary study. The accessibility change in the access space to each space and to the facilities were examined based on a resident walking in the perspective that the outdoor spaces of the apartment complex are one spatial structure connected together. The space was divided into a total of 5 periods and the access space to the facilities and spaces located in outdoor space of the apartment complex were established as the unit space. In this study, a total of 6 analysis items were established: main complex access space, main building access space, shopping mall within complex, control office/center for senior citizens, children's playground, and resident sports facilities. In the analysis, the following conclusion was obtained. First, the accessibility to the main complex access space was high over almost all periods and the main building access space generally showed low accessibility. Second, the shopping mall showed a tendency that the closer the period, the more the accessibility is increased. Third, the control office/center for senior citizens, which can be considered as a common resident space and the children's playground out of the resident sports facilities, showed an exceptional tendency, the integration order was constantly high without a large change by the period and the control office/center for senior citizens showed the tendency for a high integration order, indicating that it is planned mainly in a location with good accessibility.

• Korean Institute of Interior Design Journal
• /
• no.41
• /
• pp.137-145
• /
• 2003

This research analyzed the space scheme in connection with complexity, one of the new changes in the discount stores, and has a goal of predicting the direction of space scheme in the upcoming complexity era. The research was conducted in the following way. Firstly, this researcher tried to grasp what kinds of changes were required in the overall distribution industry socially and economically. Secondly, the characteristic and situation of discount stores were scrutinized. Thirdly, the domestic stores' complexity status was classified and types of those were elicited. Fourthly, the time-series change and use were analyzed. The result of this analysis reveals that the types of complexity can be divided by location and adjustment to environmental changes. The time-series analysis shows that total operating area, the number of parked cars and the tenant ratio have increased dramatically in 2000 and 2003. And, according to the correlation analysis between factors, the tenant ratio has, a strong correlation with other two factors. Self-complexity takes the basic form of living facilities and complexity with other facilities is combined with other cultural, sales, educational and administrative ones. Mass-complexity is merged with the stadiums, parks or station sites. As you've seen, the concept of complex shopping mall for the realization of one stop shopping and convenience will continue in the days to come. It is desirable that the study on the large-scale shopping spaces will be conducted continually for the preparedness of future life style.

• Journal of Fashion Business
• /
• v.5 no.4
• /
• pp.37-55
• /
• 2001

This study put its major concern in consumer behavior during a purchase of fashion products through the Internet marketing channels. Therefore, it investigated the Internet shopping and tried to find the reasons why clothes shopping through the Internet marketing channels is not popular enough. Then, alternative marketing strategies would be suggested which is accessible from the relationship marketing approach. The study adopted a qualitative research method to implement those purposes. In-depth interviews were conducted with the interviewees who had an experience of buying a fashion merchandise through the Internet or who had such an intention. And the information on stages of decision-making process and actual purchase was obtained by participating in and observing the process. The results revealed stages of decision-making in purchasing a fashion product through the Internet channels, the process of relationship development, and the elements of relationship marketing which affect purchase intention. The elements of relationship marketing to promote a purchase of a clothing product via the Internet marketing channels included convenience; communication and socal experience; sensual information; risk acknowledgement and pursuit for safety; and usage of complexed marketing channels. Based on these, a few strategic points such as remote reality, database of communication basis, strengthening individualized services, and development of complex marketing channels were suggested.

• Korean small business review
• /
• v.41 no.1
• /
• pp.53-73
• /
• 2019

Recently, as the number of shopping facilities has increased, such as complex shopping malls, warehouse type superstores, large fashion outlets, and so on, the conflicts over the opening of large stores between neighboring municipalities are increasing. However, current regulations on the opening of large-scale stores, such as the impact analysis on commercial area, do not adequately reflect the characteristics of new type shopping facilities. In this study, we tried to suggest a rational policy alternative with more realistic suitability by analyzing the characteristics of 'regional shopping facilities' beyond the scope of the municipalities, and analyzing the impact on the regional merchants. The main results of the study are summarized as follows. First, unlike previous researches, which are limited to small business sector, this study presents the results of comprehensively comparing and analyzing the impact on the detailed sectors of the whole distribution market, including the large distribution sector and online distribution sector. Second, in this study, we calculated the total (average) amount of market penetration rate of existing shopping facilities by the entire regional shopping facilities in the Seoul metropolitan area, and this is considered to be of great value in relation to the recognition of problems at the whole level of the metropolitan area and the search for alternative solutions.

• Asia pacific journal of information systems
• /
• v.18 no.4
• /
• pp.27-55
• /
• 2008

Due to the increasing and intensifying competition in the Internet shopping market, it has been recognized as very important to develop an effective policy and strategy for acquiring loyal customers. For this reason, web site designers need to know if a new Internet shopping mall(ISM) will be accepted. Researchers have been working on identifying factors for explaining and predicting user acceptance of an ISM. Some studies, however, revealed inconsistent findings on the antecedents of user acceptance of a website. Lack of consideration for individual differences in user ability is believed to be one of the key reasons for the mixed findings. The elaboration likelihood model (ELM) and several studies have suggested that individual differences in ability plays an moderating role on the relationship between the antecedents and user acceptance. Despite the critical role of user ability, little research has examined the role of user ability in the Internet shopping mall context. The purpose of this study is to develop a user acceptance model that consider the moderating role of user ability in the context of Internet shopping. This study was initiated to see the ability of the technology acceptance model(TAM) to explain the acceptance of a specific ISM. According to TAM. which is one of the most influential models for explaining user acceptance of IT, an intention to use IT is determined by usefulness and ease of use. Given that interaction between user and website takes place through web interface, the decisions to accept and continue using an ISM depend on these beliefs. However, TAM neglects to consider the fact that many users would not stick to an ISM until they trust it although they may think it useful and easy to use. The importance of trust for user acceptance of ISM has been raised by the relational views. The relational view emphasizes the trust-building process between the user and ISM, and user's trust on the website is a major determinant of user acceptance. The proposed model extends and integrates the TAM and relational views on user acceptance of ISM by incorporating usefulness, ease of use, and trust. User acceptance is defined as a user's intention to reuse a specific ISM. And user ability is introduced into the model as moderating variable. Here, the user ability is defined as a degree of experiences, knowledge and skills regarding Internet shopping sites. The research model proposes that the ease of use, usefulness and trust of ISM are key determinants of user acceptance. In addition, this paper hypothesizes that the effects of the antecedents(i.e., ease of use, usefulness, and trust) on user acceptance may differ among users. In particular, this paper proposes a moderating effect of a user's ability on the relationship between antecedents with user's intention to reuse. The research model with eleven hypotheses was derived and tested through a survey that involved 470 university students. For each research variable, this paper used measurement items recognized for reliability and widely used in previous research. We slightly modified some items proper to the research context. The reliability and validity of the research variables were tested using the Crobnach's alpha and internal consistency reliability (ICR) values, standard factor loadings of the confirmative factor analysis, and average variance extracted (AVE) values. A LISREL method was used to test the suitability of the research model and its relating six hypotheses. Key findings of the results are summarized in the following. First, TAM's two constructs, ease of use and usefulness directly affect user acceptance. In addition, ease of use indirectly influences user acceptance by affecting trust. This implies that users tend to trust a shopping site and visit repeatedly when they perceive a specific ISM easy to use. Accordingly, designing a shopping site that allows users to navigate with heuristic and minimal clicks for finding information and products within the site is important for improving the site's trust and acceptance. Usefulness, however, was not found to influence trust. Second, among the three belief constructs(ease of use, usefulness, and trust), trust was empirically supported as the most important determinants of user acceptance. This implies that users require trustworthiness from an Internet shopping site to be repeat visitors of an ISM. Providing a sense of safety and eliminating the anxiety of online shoppers in relation to privacy, security, delivery, and product returns are critically important conditions for acquiring repeat visitors. Hence, in addition to usefulness and ease of use as in TAM, trust should be a fundamental determinants of user acceptance in the context of internet shopping. Third, the user's ability on using an Internet shopping site played a moderating role. For users with low ability, ease of use was found to be a more important factors in deciding to reuse the shopping mall, whereas usefulness and trust had more effects on users with high ability. Applying the EML theory to these findings, we can suggest that experienced and knowledgeable ISM users tend to elaborate on such usefulness aspects as efficient and effective shopping performance and trust factors as ability, benevolence, integrity, and predictability of a shopping site before they become repeat visitors of the site. In contrast, novice users tend to rely on the low elaborating features, such as the perceived ease of use. The existence of moderating effects suggests the fact that different individuals evaluate an ISM from different perspectives. The expert users are more interested in the outcome of the visit(usefulness) and trustworthiness(trust) than those novice visitors. The latter evaluate the ISM in a more superficial manner focusing on the novelty of the site and on other instrumental beliefs(ease of use). This is consistent with the insights proposed by the Heuristic-Systematic model. According to the Heuristic-Systematic model. a users act on the principle of minimum effort. Thus, the user considers an ISM heuristically, focusing on those aspects that are easy to process and evaluate(ease of use). When the user has sufficient experience and skills, the user will change to systematic processing, where they will evaluate more complex aspects of the site(its usefulness and trustworthiness). This implies that an ISM has to provide a minimum level of ease of use to make it possible for a user to evaluate its usefulness and trustworthiness. Ease of use is a necessary but not sufficient condition for the acceptance and use of an ISM. Overall, the empirical results generally support the proposed model and identify the moderating effect of the effects of user ability. More detailed interpretations and implications of the findings are discussed. The limitations of this study are also discussed to provide directions for future research.

• Journal of Intelligence and Information Systems
• /
• v.11 no.2
• /
• pp.1-15
• /
• 2005

The explosive growth of the Internet leads to various on-line shopping malls and active E-Commerce. however, as the internet has experienced continuous growth, users have to face a variety and a huge amount of items, and often waste a lot of time on purchasing items that are relevant to their interests. To overcome this problem the comparison shopping systems, which can help to compare items' information with those other shopping malls, have been issued as a solution. However, when users do not have much knowledge what they want to find, a keyword-based searching in the existing comparison shopping systems lead users to waste time for searching information. Thereby, the performance is fell down. To solve this problem in this research, we suggest the Comparison Shopping System using Image Retrieval based on Semantic Web. The proposed system can assist users who don't know items' information that they want to find and serve users for quickly comparing information among the items. In the proposed system we use semantic web technology. We insert the Semantic Annotation based on Ontology into items' image of each shopping mall. Consequently, we employ those images for searching the items instead of using a complex keyword. In order to evaluate performance of the proposed system we compare our experimental results with those of Keyword-based Comparison Shopping System and simple Semantic Web-based Comparison Shopping System. Our result shows that the proposed system has improved performance in comparison with the other systems.

• Journal of the Korea Academia-Industrial cooperation Society
• /
• v.15 no.5
• /
• pp.3231-3239
• /
• 2014

After 1970-80's rapid economic and urban development, nowadays the old downtown suffers from the deterioration of physical environment, outflow of its function and cavitation of population. And this phenomenon makes urban regeneration as a new paradigm in urban development. This is the case of Myeongdong area (Jungang-dong, Monsung-dong), old downtown of Cheonan around rail station, in the same way. City government has tried many regeneration/ redevelopment projects on this area but all failed due to lack of feasibility. This study intends to suggest new viable strategic regeneration scheme of this area through research and analysis of TOD development, existing condition and problems. As a result, the area needs to be considered as a node that links bus terminal complex and central market place with walkable street. For regeneration of this area, a strategic development scheme of this area is suggested deploying private capital invested rail station, underground shopping mall, transfer center, culture complex and nature park with Myeongdong street mall.

• Proceedings of the Korea Institute of Fire Science and Engineering Conference
• /
• 2008.11a
• /
• pp.348-355
• /
• 2008

In Korea, the Seoul subway line 1 was opened in 1974 and the subway service is being operated in Seoul, Pusan, Daegu, Daejeon, and Inchon. The subway station is related to a underground shopping mall that was developed as complex spaces. According to the time of people's stay at the underground space, the necessity about the safety countermeasure of the underground space has been enlarged. Therefore the result of this study is t propose guidelines for improving the evacuation safety performance in underground subway stations.