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학제간연구 과학기술학 뇌인지과학 기술정책 기타 복합학

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논문 기본 정보

자료유형
학술저널
저자정보
저널정보
한국유통과학회 유통과학연구 유통과학연구 제15권 제11호
발행연도
2017.1
수록면
83 - 93 (11page)

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Purpose - The study aims to analyze the VMD(Visual Merchandising) perception factors in recent sporting goods store and clarify the effect of each VMD perception factors on brand image, satisfaction, and customer revisit intention. The VMD perception factors play an important role in attracting and actually inducing sales to the visiting customers. It has investigated the effect of VMD perception on customer satisfaction and revisit intention. It is expected that the company’s marketing strategy with VMD will be differentiated and competitive in sports item stores, brand image enhancement, customer retention, and acquisition. Research design, data, and methodology – In order to verify the hypotheses of this study, a total of 380 questionnaires had been distributed. 360 respondents were used in the final analysis excluding 20 respondents’ incomplete answers. The SPSS 18.0 program was used and the data analysis was conducted for the demographic characteristics and distribution behavior. Principal Components Analysis was used for the common factor extraction for validity analysis, and factor analysis was conducted to verify such as validity in brand image or brand attitude. As for Multiple regression analysis, was performed to verify <H 1> and <H 2> in the research model, and in <H 3> and <H 4>, the mediation was defined through the Sobel Test in order to verify the brand image mediating effects on VMD, store satisfaction, and revisit inquiry of sports store. Results – Qualitative research shows that VMD sub-variables such as aesthetic, fitness, and functional convenience influence store satisfaction and revisit intention. As a result of analyzing the mediating effect of the brand image, the more VMD is strengthened, the more brand image is improved and store satisfaction is also increased. Conclusions – VMD enhancement requires a VMD strategy aligned with the company’s management policies and objectives, a visual directing and consistent concept that delivers a strong message to customers. The customer actual purchasing behavior is a combination of various factors such as sports item stores’ interior design, display, advertisement promotion like POP(Point of Purchase), salespersons and their service quality, so that the VMD image and the brand image must be consistent and a unique strategic plan is required.
#Sports Item Store #Visual Merchandising Perception #Brand Image #Store Satisfaction #Revisit Intention

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참고문헌 (30)

참고문헌 신청
Aaker, D. A. / 1991 / Managing Brand Equity: Capitalizing on the Value of Brand Name / The Free Press google schola Baker, J. / 1987 / The services challenge: Integrating for competitive advantage / American Marketing Association : 79 ~ 84 google schola Bitner, M. J. / 1992 / Servicescapes : The Impact of Physical Surroundings on Customers and Employees / Journal of Marketing 56 : 57 ~ 71 google schola Carman, J. M. / 1990 / Consumer Perceptions Of Service Quality : An Assessment of the SERVQUAL dimensions / Journal of retailing 66 (1) : 33 ~ 55 google schola Cho, K. H. / 1999 / An Empirical Study of the Effects of the Switching Barrier and Customer Satisfaction on Store Loyalty / Korean Management Review 28 (1) : 127 ~ 149 google schola

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