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학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
초록· 키워드
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Purpose: This research seeks to test a model examining the links among design cues, social cues and light cues, mall image, emotion and purchase intention and explains causal relations within those path relation.
Research design, data and methodology: A survey study was conducted to collect the data with women consumers who have experience purchase in department stores. This study used face to face interview survey method. Analysis was conducted using SPSS 21.0 and AMOS 20.0 to evaluate the factor structure, reliability and discriminant validity. Analysis of structural equation modeling(SEM) was performed to test the research hypothesis.
Results: The results of the study are as follows: First, all kind of visual cues such as design cues, social cues and light cues was significantly related to mall image. Second, social cues positively affected both emotion and purchase intention, while design cues and light cues were not significantly related to both emotion and purchase intention. Finally, mall image positively affected both emotion and purchase intention, and emotion was also influenced with purchase intention.
Conclusions: It demonstrates that all kinds of visual cues components affects mall image, which in turn related to both emotion and purchase intention, ultimately leading to purchase intention through emotion. Therefore, in order to increase of purchase intention through customers’ mall image perception, marketers of department store should be required to present a charming and unique visual cues to their customers.
목차
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참고문헌 (65)
참고문헌 신청
Areni, C. S / 1994 / The Influence of In-Store Lighting on Consumers’ Examination of Merchandise in A Wine Store / International Journal of Research in Marketing 11(2):117~125
Bagozzi, R. P / 1999 / Role of Emotions in Marketing / Journal of the Academy of Marketing Science 27(2):39~46
Baker, J / 1987 / The services challenge: Integration for Competitive Advantage / American Marketing Assiciation :79~84
Baker, J / 2002 / The Influence of Multiple Store Environment Cues on Perceived Merchandise Value and Patronage Intentions / Journal of Marketing 66(2):120~141
Baker, R. G / 1965 / Explorations in Ecological Psychology / American Psychologist 20(1):1~14
Bagozzi, R. P / 1999 / Role of Emotions in Marketing / Journal of the Academy of Marketing Science 27(2):39~46
Baker, J / 1987 / The services challenge: Integration for Competitive Advantage / American Marketing Assiciation :79~84
Baker, J / 2002 / The Influence of Multiple Store Environment Cues on Perceived Merchandise Value and Patronage Intentions / Journal of Marketing 66(2):120~141
Baker, R. G / 1965 / Explorations in Ecological Psychology / American Psychologist 20(1):1~14
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