VMD(Visual Merchandising)로서의 衣類買場 디스플레이가 女大生 衣服購買行動에 미치는 影響 = The influence of clothing shop display as a VMD on clothing purchasing be havior of college women

다국어 초록 (Multilingual Abstract)

The purpose of this study is to maximize the sales promotion by showing the proper shopping enviroment of the special clothing market and to show the way of display wich can set the total fashion culture, with the help of theoretical consideratin of VMD display and analyizing the effect of display of special clothing shop on the clothing purchasing behavior.
In this research, we used the questionarized method to the college women living in seoul.
The major findings are follows.
1.Clothing Purchasing Behavior
1) The college women purchase clothing mainly because they want to harmonize it with the existing clothing.
The main source of information with respect to the goods is the display of the shop.
More than a half of the purchasers look around many shop with their friends, laying stress on a design and using the special brand shop because of variety of goods.
2.Attitude and Opinion to Display
1) They are interested in the display and use it frequently, while they are effected by and satisfied with it postively.
2) Those within wealthy environment use the display more frequently than those of lower family income.
3) The relations between interest and use, interest and effect, use and effect, effect and satisfaction, respectively are static.
4) Almost of college women place high value on the display of clothing shop.
3.Relation between Display and clothing purchasing Behavior.
1) There is a partial difference between interest to the display and clothing purchasing motive, the source of information, looking around hops, purchasing place, companions, paying the price.
2) There is a partial difference between deffect of display and purchasing behavior in the clothing purchasing motive, the source of information main cause of clothing choice, choice of purchasing place.

목차 (Table of Contents)

• Ⅰ.序論
• Ⅱ.文獻硏究
• 1.VMD (Virtual Merchandising) 와 디스플레이
• 2.디스플레이의 본질
• 3.디스플레이 와 衣服購買行動
• Ⅲ.硏究方法
• 1.조사대상 및 방법
• 2.조사도구
• 3.자료분석
• Ⅳ.結果 및 論議
• 1.調査對象者의 人口統計學的 배경
• 2.衣服 購買行動
• 3.디스플레이에 대한 태도와 견해
• 4.디스플레이와 의복구매행동과의 관계
• Ⅴ.결론 및 제언
• 1.衣服購買行動
• 2.디스플레이에 대한 態度 및 見解
• 3.디스플레이와 衣服購買行動과의 關係