커피전문점의 VMD가 브랜드태도와 구매의도에 미치는 영향 = Fishbein태도 모델을 이용하여

다국어 초록 (Multilingual Abstract)

Applying to the coffee industry the visual merchandise (VMD) used in many other industries, this study develops measurement items for VMD and defines and organizes factors which customers feel important. It is also intended to give suggestions to help coffee companies develop effective marketing strategies by measuring attitudes toward VMD using the Fishbein’s model, investigating the correlation between the consumer’s attitude toward VM, and their attitude toward brands and purchasing intention, and assisting companies in establishing differentiated corporate images perceived by customers. This study consists of the development of a tool for measuring visual merchandizing and empirical study of the VMD developed. For the tool development, a questionnaire-based survey was conducted in the first stage and an ethnographic interview in the second, experimental, stage as an exploratory study. The result of this study shows many dimensions of visual merchandizing: harmony, attractiveness, popularity, functionality, and reliability. The results suggest that marketers should pay more careful attention to the reliability, attractiveness as the key factor in shaping the attitude toward brands in all the coffee industry sectors, influencing intention to purchase, prompting recommendations to third parties, and finally attaining customer loyalty. To do this, a direction should be established for active marketing.