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파사드가 의류브랜드 점포이미지와 점포태도에 미치는 영향

Title
파사드가 의류브랜드 점포이미지와 점포태도에 미치는 영향
Other Titles
Fashion retail store facades and the creation of store image and store attitude
Author
이규혜
Keywords
clothing stores image; 의류점포이미지; attitude; 태도; building exterior; 건물외관; facade; 파사드
Issue Date
2015-06
Publisher
복식문화학회
Citation
복식문화연구, v. 23, NO 3, Page. 400-411
Abstract
Successful use of displays in stores arouses consumers' curiosity, and induces them to purchase a product after a visit. Facade is a word meaning an external front wall of a building, and is usually the first point of visual contact for the consumers. The present study is an empirical investigation of external appearance of a clothing store, with a 2×2×2 factorial design of facade, show window, and wall surface material designed for the purpose of the study. Dependent variables were store image variables and attitude toward store. A total of 320 questionnaires from male and female consumers were used for the analysis. Facade type and material had significant main and interaction effects, while show window type had no meaningful effects overall. A facade of irregular design prompted significantly higher levels of perceived ‘elegance’, ‘uniqueness’, and ‘attractiveness’ of the store. Material itself did not have significant influence but did have significant interaction effect with facade design. The interaction effect was found in store attitude as well. In order to create a positive store attitude, a concrete material facade should have an irregular design. Companies owning fashion brands should carefully select facade type and wall surface material in the visual merchandising strategies of a store.
URI
http://db.koreascholar.com/Article?code=305138http://hdl.handle.net/20.500.11754/25081
ISSN
1226-0401; 2383-6334
DOI
10.7741/rjcc.2015.23.3.400
Appears in Collections:
COLLEGE OF HUMAN ECOLOGY[S](생활과학대학) > CLOTHING & TEXTILES(의류학과) > Articles
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