| abstract |
| Background To compete with global SPA brands, which employ strong influence over fashion industries by capital and advanced management strategy, development of corresponding strategy and distinctions for Korean SPA brands are required to comply with domestic fashion industries` environments and customer`s needs. To understand consumption patterns in global SPA brands stores, this research aims to analyze the effect of global SPA brand`s VM factors by shopping values on consumer emotion and store loyalty.
Methods This study analyzed 326 questionnaire surveys collected from the customers who visited the stores of UNIQLO and ZARA. Frequency, factors and reliability analysis were carried out by using SPSS program for windows 20.0 and path analysis was done by AMOS 20.0.
Result First, hedonic values have entirely stronger effect on VM factors than practical values. Examining the relationship between hedonic values and VM factors, hedonic values influence greatly presentation, properties, path, display, illumination in decreasing order. Hedonic values affect “presentation” most highly among VM factors. On the other hand, practical values impact “path” most importantly. Second, presentation and display influence positive feeling significantly and properties affects negative feeling significantly. Third, positive feeling has strong influence in store loyalty.
Conclusion The results of this study are expected to help to make the fast and efficient VM manuals according to the characteristics of SPA brands which are faster product turnover than general fashion brands, and to support the formation of SI(Store Identity) and BI(Brand Identity) as well as the establishment of strategy, which are helpful to build up the unified image of the brand in addition to present the items, by analyzing and understanding the data of domestic consumers based on the field investigation at the global SPA stores. |
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| Key Words |
| 비주얼 머천다이징, 쇼핑가치, 점포충성도, VM(Visual Merchandising), Shopping Value, Store Loyalty |
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