SPA 브랜드 매장의 브랜드 선호도와 구매의도 향상을 위한 디스플레이 연구 - 쇼윈도우 구성요소를 중심으로 -

Abstract

When it comes to how to change an overall consciousness structure across a society to promote sales, brand identity-building as well as space communication strategies are being valued most importantly than any others are. Of those, show window is the very first medium through which consumers would meet goods, and they consequently have significant responsibilities to fulfill. In the light of that, it is necessary to design show window display, which is regarded as a face of a store, both systematically and strategically. Due to the above-mentioned reason, this study first reconstructs components of show windows which basically work as a foundation of displays of SPA stores that have been quickly reacting to consumer needs and aims to analyze how such components would influence brand preference and purchase intention. As for research methods, the study set up research hypotheses on correlations of the show window components with brand preference and purchase intention. The study then conducts a survey to verify the hypotheses and discusses effects of display on brand preference and purchase intention through a factor analysis and a regression analysis. Findings of the research revealed that the show window display components do affect both of brand preference and purchase intention and of the components, colors appeared to have the greatest influence. After all, as far as the study understands, in order to encourage consumers’ purchase intentions with show window display designs, not only must any relevant fields figure out how to emphasize the beauty of color presentations as no longer being obsessed simply with this one-dimensional purpose which is functional sales of goods but they also must keep promoting customer purchase interest.