VMD(Visual Merchandising)가 구매의도와 충동구매에 미치는 영향

Abstract

It is necessary for distribution markets to innovatively transform themselves along with complex social including distribution market openings, increasing distribution channels of diverse kinds, institutional reformation and consumer behavior changes. In response to these changes, a number of attempts are performed through casting new light on VMD, one of diverse sales strategies. Nevertheless, there are limited practical approaches to VMD such as impulse buying and purchase intention. Especially, there is a lack studies on VMD for online distribution channels regarding the growth of e-commerce markets. Therefore, the purpose of this study is to identify the relationship between VMD, purchase intention, and impulse buying, and to verify the potential through the moderating effect of on·off line distribution channels between VMD and purchase intention. In order to achieve this purpose, we performed a survey on a total of 460 people 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. Impulse buying constituted, over 60% of the group using both online and offline distribution channels. Second, the emotional expressions of VMD 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 VMD and purchase intention, and the influence was stronger in offline channels compared to online channels. 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 on the influential relationship between VMD, purchase intention, and impulse buying. This will provide various practical implications for VMD as a marketing strategy for distribution markets.