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강유진 ( Yoo Jin Kang ),이미아 ( Mi Ah Lee ),김현숙 ( Hyungsook Kim ) 한국의류학회 2016 한국의류학회지 Vol.40 No.4
Focusing on the communication effects of fast fashion visual merchandising (VM), this paper examines the effects of a fast fashion store``s VM attributes on consumer``s perceptions of store image towards newness and prestige that influence the time spent at stores as well as the frequency of visits. This study was conducted by collecting data online using males and females in their twenties to forties; subsequently, a total of 382 samples were analyzed. The VM communication effect model utilized in fast fashion stores was developed and tested on structural equation modeling. The findings of the study were as follows. First, the show window presentation and ancillary facilities of VM elements have a positive effect on the perception of newness, while merchandise display, layout, and signage have a positive influence on the perception of prestige. Therefore, the VM elements in the fast fashion stores that affect the perception of newness and prestige are unique. Second, the perceptions of newness and prestige have a positive impact on time spent in fast fashion stores; however, only the perception of store``s newness has a significant effect on the frequency of visits. Third, show window presentation and facilities are VM elements that directly influence the time spent and frequency of visits. Finally, we confirm that store image partially mediate between VM elements and shopping behavior at a fast fashion store.
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