비주얼 머천다이징이 구매의도와 충동구매에 미치는 영향

Abstract

Distribution markets must transform themselves in innovative ways in relation to and according to diverse and complex social and structural changes such as the opening of distribution markets, the rise of diverse distribution channels, and institutional reforms and changes in consumer behavior. Various attempts are being made to respond to these changes through shedding new light on visual merchandising, which is one of many sales strategies. However, there is a lack of practical approaches to visual merchandising, purchase behavior including purchase intention, and impulse buying. In particular, there is a lack of research on visual merchandising for online distribution channels, compared to offline channels, with respect to the growth of e-commerce markets. In addition, there is also an inevitable requirement to conduct convergence research in order to cope with the 4th Industrial Revolution. Therefore, the purpose of this study is to identify the relationship between visual merchandising, purchase intention, and impulse buying, and to verify the potential through the moderating effect of on·off line distribution channels between visual merchandising and purchase intention. In order to achieve this purpose, we performed a survey on a total of 460 men and women over the age of 19 who live in the Seoul metropolitan area and Honam area with experience using on·off line distribution channels during the past year, and used the answers from 408 participants for the analysis. The hypothesis was verified using SPSS 22.0 and AMOS 18.0 statistical package programs and the results of this study are as follows. First, as a result of analyzing the use of on·offline distribution channels, consumers mainly used online distribution channels such as Internet and mobile devices and mainly used offline distribution channels such as shopping malls. The most popular items purchased were clothing and miscellaneous goods in both online and offline distribution channels, followed by furniture and household goods in online distribution channels and food and beverages in offline distribution channels. Most of the people visited on·offline distribution channels more than 4 times a month, and spent 30 minutes to one hour on online distribution channels and one to two hours on offline distribution channels. Impulse buying constituted, 62.7% of the group using online distribution channels and 61.3% of group using offline distribution channels. Second, the emotional expressions of visual merchandising had a negative effect (-) on exploratory purchase intention and no influence on loyal purchase intention. Meanwhile, rational expressions had a positive influence on exploratory and loyal purchase intentions. Third, exploratory purchase intention had a negative (-) effect on pure, reminder, and suggestion impulse buying, while loyal purchase intention had a positive (+) effect on pure, reminder, and suggestion impulse buying. However, exploratory and loyal purchase intentions had no influence on planned impulse buying. Fourth, on·off line distribution channels showed a significant moderating effect on the influential relationship between visual merchandising and purchase intention, and the influence was stronger in offline channels compared to online channels. Fifth, gender showed a significant moderating effect on the influential relationship between visual merchandising and purchase intention, and the effect was stronger in women than in men in all channels. Finally, the moderating effect according to age only had a significant moderating effect on the rational expressions of visual merchandising and the channels of loyal purchase intention, in which the influence was analyzed to be stronger among people over 30 compared to those under 20. This study is considered to be meaningful in that it integrates and diversifies related studies by empirically verifying the moderating effects by on·off line distribution channels, gender, and age on the influential relationship between visual merchandising, purchase intention, and impulse buying. This will provide various practical implications for visual merchandising as a marketing strategy for distribution markets. Keywords: Visual Merchandising, Purchase Intention, Impulse Buying, On·Off Line Distribution Channel, SPA Brand