| abstract |
| Background The purpose of this study is to examine the effects of visual elements in department stores on image and purchase intention and the effect of image on purchase intention, And to identify the mediating role of emotion.
Methods A survey study was conducted to collect the data with consumers who have purchase experience in department stores. Analysis was conducted using SPSS 23.0 statistical package program to evaluate the factor structure, reliability, validity, and to test the research hypothesis.
Results The results of the study are as follows. First, visual design elements have a direct impact on images and purchase intentions, and images have a direct impact on purchase intentions. Second, the mediating role was confirmed by verifying that the emotion interacts with the visual - design, image, and purchase intentions.
Conclusion Therefore, a marketing manager or a marketing manager of a department store needs to present a visual multi-element of the interior of a department store in accordance with the desire for a customer to generate a positive emotion for the department store and a favorable image. |
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| Key Words |
| 시각서비스요소, 이미지, 감정, Visual Service Elements, Image, Emotion |
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