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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: It aims to investigate the influence of goods display in the store of bakery distribution, communications and advertizement at the time of purchase on purchase intention and image of store.
Research design data, and methodology: Research model was made and theoretical research along the model was carried out. And 1st data collection and 2nd data collection was carried out to by making questionnaire to conduct the substantial analysis that is suitable for the model. 277 copies of questionnaire data were used for substantial analysis. AMOS statistical analysis were used as the analysis method.
Results: It appeared that goods display of hypothesis (H1) influenced on purchase intention in negative(-) way. It appeared that goods display of hypothesis (H5) influenced on purchase intention in positive(+) way. It appeared that communications of hypothesis (H2) and hypothesis (H6) influenced on purchase intention and image of store. It appeared that POP advertisement of hypothesis (H3) and hypothesis (H7) influenced on purchase intention and image of store in positive(+) way. It appeared that communications of hypothesis (H4) and hypothesis (H8) influenced on purchase intention and image of store in positive(+) way.
Conclusions: POP advertisement of bakery store influenced on purchase intention and image of store in positive(+) way. So, it was recognized that efforts and interest of staffs in the store were the important influential variable for purchasing mentality of consumers.
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참고문헌 (32)
참고문헌 신청
Akin, J. / 1970 / For Elwood Murray on the Occasion of His Retirement / Walter de Gruyter
Anderson, J. C. / 1988 / Structural Equation Modeling in Practice: A Review and Recommended Two-Step Approach / Psychological Bulletin 103 (3) : 411 ~
Baker, J. / 1994 / The Influence of Store Environment on Quality Inferences and Store Image / Journal of the Academy of Marketing Science 22 (4) : 328 ~ 339
Bawa, K. / 1987 / The Coupon-Prone Consumer: Some Findings Based on Purchase Behavior Across Product Classes / The journal of Marketing : 99 ~ 110
Biswas, A. / 1991 / Contextual Effects of Reference Prices in Retail Advertisements / The Journal of Marketing 55 (3) : 1 ~ 12
Anderson, J. C. / 1988 / Structural Equation Modeling in Practice: A Review and Recommended Two-Step Approach / Psychological Bulletin 103 (3) : 411 ~
Baker, J. / 1994 / The Influence of Store Environment on Quality Inferences and Store Image / Journal of the Academy of Marketing Science 22 (4) : 328 ~ 339
Bawa, K. / 1987 / The Coupon-Prone Consumer: Some Findings Based on Purchase Behavior Across Product Classes / The journal of Marketing : 99 ~ 110
Biswas, A. / 1991 / Contextual Effects of Reference Prices in Retail Advertisements / The Journal of Marketing 55 (3) : 1 ~ 12
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