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패션점포에서 감성마케팅과 비주얼 머천다이징이 소비자태도에 미치는 영향
김란임 ( Ran Im Kim ),이승희 ( Seung Hee Lee ) 한국패션비즈니스학회 2013 패션 비즈니스 Vol.17 No.1
The purpose of this study was to classify consumer`s attitude at fashion store and analyze the relationship between emotional marketing and visual merchandising. Questionnaires were administered to 20-30 young consumers at fashion store in 20-30s who live in Seoul and Daegu. Data were analyzed by using frequency, factor analysis. reliability analysis, correlation analysis, regression analysis, multiple regression analysis, mediated regression analysis, analysis of variance, T-test one way ANOVA. The results are as follows. First, emotional marketing had an effect on positive emotional response at fashion store. Second, visual merchandising had an effect on positive emotional response at fashion store. Third, emotional marketing and visual merchandising had an effect on positive relationship. Forth, positive emotional response had an effect on positive consumer`s attitude. Lastly, emotional marketing and visual merchandising had an effect on positive consumer`s attitude. The result of this study suggests to the fashion business that well managed various emotional response factor, positive emotional experience and desirable visual merchandising are necessary.
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