TY - JOUR AU - 이규혜 DA - 2015/06 PY - 2015 UR - http://db.koreascholar.com/Article?code=305138 UR - http://hdl.handle.net/20.500.11754/25081 AB - 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. PB - 복식문화학회 KW - clothing stores image KW - 의류점포이미지 KW - attitude KW - 태도 KW - building exterior KW - 건물외관 KW - facade KW - 파사드 TI - 파사드가 의류브랜드 점포이미지와 점포태도에 미치는 영향 TT - Fashion retail store facades and the creation of store image and store attitude IS - 3 VL - 23 DO - 10.7741/rjcc.2015.23.3.400 T2 - 복식문화연구 ER -