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의류점포유통에서 비주얼머천다이징 의식성의 매개적 역할
Author
이규혜, 장정원
Journal Title
복식문화연구
Publication Year
2019
Topics
Summary
This study aims to identify the mediating role of visual merchandising (VM) consciousness on product satisfaction and unplanned purchase in apparel retail stores. The results showed that VM evaluation attributes significantly influenced product satisfaction and unplanned purchase, with appropriateness having a greater impact on product satisfaction and attractiveness on unplanned purchase. Furthermore, VM consciousness was confirmed to play a pivotal role in various shopping and purchasing circumstances.
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