Visual merchandising에 대한 외식소비자태도가 브랜드태도와 구매의도에 미치는 영향 : Fishbein태도모델을 적용한 패밀리레스토랑·패스트푸드점·커피전문점 비교연구 = (A) study on the effect of the foodservice consumer's attitude toward visual merchandising on their attitude toward brands and purchasing intention : comparative study of family restaurants, fast food stores, and coffee shops using the Fishbein's model of attitudes

다국어 초록 (Multilingual Abstract)

Applying to the foodservice 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 foodservice companies develop effective marketing strategies by measuring attitudes toward VM 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 VMDdeveloped. 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. In the third stage, another survey was conducted using questionnaires consisting of questions derived from the results of the previous two stages. The result of this study shows many dimensions of visual merchandizing: harmony, attractiveness, relevance, popularity, functionality, and reliability. Visual merchandizing has been much studied in the fashion industry, but very little in the foodservice. It is very meaningful to develop a measuring tool which uses visual merchandizing as an effective strategy of marketing, and can deliver differentiated corporate images to consumers rather than act only as a way of promoting sales through visual presentation.
The results of the empirical study can be summarized as follows: First, the attitude towardvisual merchandizing has a significant influence on that toward a brand. Significant results were found statistically in some factors of visual merchandizing like reliability, harmony, and attractiveness. These are key factors that have great effect on shaping the attitude of foodservice consumers toward brands. Second, the attitude toward brands of family restaurants, fast food stores, and coffee shops has a statistically significant influence on the purchasing intention. The attitude of foodservice consumers toward brands plays a role in shaping purchasing intention. Third, the attitude toward visual merchandizing has an effect on the purchasing intention.
Of all the factors of the attitude toward visual merchandizing, those of reliability, harmony, and attractiveness are the ones in which statistically significant results were found. In other words, when the attitude of foodservice consumers toward visual merchandizing plays a role in shaping purchasing intention, these factors have a great influence on it.
This study implies the following points and makes some suggestions for marketing strategies.
First, unlike previous studies, this study regards physical environment, atmosphere, and display of stores as the elements of visual merchandizing. It defines which elements consumers consider important and attempts to establish a system to introduce them in an effective way.
Second, visual merchandizing has been much studied in the fashion industry, but very little in the foodservice. It is very meaningful to develop a measuring tool which uses visual merchandizing as an effective strategy of marketing, and can deliver differentiated corporate images to consumers rather than act only as a way of promoting sales through visual presentation.
Third, in measuring the attitude toward visual merchandizing using the Fishbein’s model of attitudes, the values are derived from the product of the consumer’s belief about salient attributes, that is, importance, and the consumer’s evaluation of the attributes, that is, satisfaction, rather than from simply measuring and evaluating satisfaction and importance. The attitude of consumers toward visual marketing can be evaluated much more accurately using these values.
Fourth, of all the factors of the attitude toward visual merchandizing, harmony is the onethat has the greatest influence on shaping the attitude toward brands in all three sectors, family restaurants, fast food stores, and coffee shops. Consumers take the overall harmony of colors, interiors, exteriors, and lightings in the store as the key variables for shaping the positive attitude toward the brand. Reliability, consisting of reliabilities on employees, safety and sanitization, and messages from the advertisements in the store, also plays an important role in shaping the attitude toward the brand. The results suggest that marketers should pay more careful attention to the harmony as the key factor in shaping the attitude toward brands in all the foodservice 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.
This study has an important meaning in that it examines the attitudes of the foodservice toward visual merchandizing using the Fishbein’s model to provide basic data for differentiated marketing activities, and gives concrete suggestions in the theory and practice of marketing, leading to increased intent to purchase through the positive effect that the attitude toward VMD has on the attitude toward the brands. As a new outstanding element, visual merchandizing can be applied to the store planning to provide foodservice marketers with suggestions for making differentiated stores. The advanced store planning, which allows the integrative organization of the store, will provide a new kind of satisfaction to foodservice consumers.

목차 (Table of Contents)

• 제 1 장 서론 = 1
• 제 1 절 문제의 제기 = 1
• 제 2 절 연구의 목적 = 4
• 제 3 절 연구의 범위와 방법 = 5
• 제 4 절 연구의 구성 = 6
• 제 2 장 연구의 이론적 배경 = 9
• 제 1 절 통합적 마케팅 커뮤니케이션과 VMD = 9
• 1. 통합적 마케팅 커뮤니케이션의 이해 = 9
• 2. VMD의 개념 및 정의 = 11
• 제 2 절 외식업체의 VMD = 14
• 1. 외식업 VMD구성요소의 점포의 물리적 환경 = 14
• 2. 외식업 VMD구성요소의 점포분위기 = 19
• 3. 외식업 VMD구성요소의 디스플레이 = 23
• 4. 외식업에서의 VMD표현수단 = 27
• 제 3 절 VMD태도, 브랜드태도 및 구매의도 = 29
• 1. VMD태도에 따른 소비자 행동 = 29
• 2. 브랜드태도 = 31
• 3. 구매의도 = 33
• 제 4 절 다속성 태도 모델(Multiattribute Attitude Model) = 35
• 1. 소비자 행동에 있어서의 태도 = 35
• 2. 다속성 태도모델 = 36
• 1) Fishbein 태도모델 = 37
• 2) 속성만족도 중요도모델 = 38
• 3) 확장된 Fishbein모형; 주관적 규범의 중요성 = 39
• 제 3 장 측정도구의 개발 = 42
• 제 1 절 VMD측정도구 개발 연구의 설계 = 42
• 1. VMD측정항목 추출 = 42
• 2. VMD측정항목 개발 = 48
• 3. VMD측정도구 개발 설문지 = 49
• 4. 개발된 설문지의 신뢰성과 타당성 = 51
• 제 4 장 실증분석 방법 및 분석결과 = 55
• 제 1 절 연구모형과 연구 가설 = 55
• 1. 연구의 모형 = 55
• 2. 연구가설의 설정 = 56
• 3. 표본설계 = 57
• 4. 설문지 구성 = 58
• 5. 변수의 조작적 정의 = 61
• 1) VMD = 61
• 2) VMD태도 = 61
• 3) 브랜드태도 = 63
• 4) 구매의도 = 63
• 6. 자료 분석 방법 = 64
• 제 2 절 실증분석 결과 = 64
• 1. 실증연구의 표본 = 64
• 제 3 절 가설검증을 위한 기초분석 = 67
• 1. VMD태도와 측정항목에 대한 요인화와 신뢰도분석 = 68
• 2. 브랜드태도및 구매의도 측정항목에 대한 요인화와 신뢰도분석 = 70
• 3. 신뢰성 비교 = 70
• 4. 요인분석이후의 연구모형 재구성 = 72
• 제 4 절 연구가설의 검증 = 73
• 1. VMD태도와 브랜드태도와의 관계 = 74
• 2. 브랜드태도와 구매의도와의 관계 = 78
• 3. VMD태도와 구매의도와의 관계 = 81
• 제 5 절 패밀리레스토랑, 패스트푸드, 커피전문점의 연구 = 86
• 1. 업종별 평균의 차이분석 = 86
• 2. 패밀리레스토랑, 패스트푸드, 커피전문점의 VMD태도, 브랜드태 도, 구매의도의 영향관계에 대한 차이 = 87
• 3. 가설검증의 요약 = 93
• 제 5 장 결론 및 제언 = 95
• 제 1 절 연구결과의 요약 = 95
• 제 2 절 연구결과의 시사점 = 98
• 제 3 절 연구의 한계점과 향후 연구방향 = 99
• 참고문헌 = 101
• 설문지 = 115
• ABSTRACT = 127