Jung Ok Jeon

How does visual merchandising in fashion retail stores affect consumers’ brand attitude and purchase intention?

Consumers’ perceptions of visual merchandising can arouse consumers’ in-store merchandise exploration, such as interacting with products, differentiate a retail brand among competitors; contribute to brand preference; and encourage purchase intentions. However, the combination of topics, visual merchandising and cognition, remains relatively unexplored. Thus, Study I develops measures of visual merchandising cognition and Study II examines the impact of visual merchandising cognition on brand preference, with a focus on fashion brands. This research used mixed methods and an experimental design to empirically test the influence of visual merchandising cognition on fashion brand preferences. Confirmatory factor analysis finds three dimensions of visual merchandising cognition: in-fashion, attractiveness, and function. A structural equation model confirms a conceptual framework for the influence of visual merchandising cognition on brand preferences. In-fashion and attractiveness have a significantly positive effect on brand aesthetic attributes. Function has a significantly positive effect on brand utilitarian attributes. Favorable attitudes toward visual merchandising directly transfer to favorable brand attitudes that are positively associated with purchase intentions.

Attributes of background music and consumers' responses to TV commercials: The moderating effect of consumer involvement

This study extends and crystallizes the literature on the effect of background music in the TV advertising setting by focusing on differential effects of attributes of background music on consumers’ attitudes toward TV advertising based on their involvement. The familiarity of background music was more likely to influence attitudes towards advertisement, brand attitudes and purchase intentions in the low-involvement condition, whereas the product fit of background music was more likely to do so in the high-involvement condition. This indicates that effective attributes of background music can be varied according to consumer involvement.This study extends and crystallizes the literature on the effect of background music in the TV advertising setting by focusing on differential effects of attributes of background music on consumers’ attitudes toward TV advertising based on their involvement. The familiarity of background music was more likely to influence attitudes towards advertisement, brand attitudes and purchase intentions in the low-involvement condition, whereas the product fit of background music was more likely to do so in the high-involvement condition. This indicates that effective attributes of background music can be varied according to consumer involvement.

A Study of Comparison Analysis on Online Visual Merchandising Practices between Korea and China

The objective of this study is to investigate the differences in online visual merchandising practices of online apparel retailers between Korea and China. The 40 websites based on the sales were selected with 5 retail stores per website. Totally, 200 online retail stores were analyzed by content analysis and chi-square test. As a result, 8 online visual merchandising factors were extracted: convenience, product presence, product information, service, interest, participation, aesthetics, and fitness. There were significant differences in all 8 factors of online visual merchandising practices of apparel retail stores between Korea and China. The contribution of this study is to supply for understanding of what are the online visual merchandising composition items and factors and how they were used differently between Korea and China in a real situation of online visual merchandising.

A Study on Visual Merchandising Effectiveness: Focused on the Differences in Effectiveness according to Merchandise Class

The purpose of this study is to identify the differences in persuasive effectiveness of visual merchandising according to merchandise class. For the experiment, 8 stimuli brands were selected. A total of 360 questionnaires were obtained from college students. The results were as follows. First, VM cognition were divided into 3 factors by confirmatory factor analysis: coordination, attractiveness, and function. Second, coordination and function had a positive effect on brand attitude. Third, brand attitude had a positive impact on brand loyalty. Fourth, it was revealed that merchandise class had a moderating role in the influence of VM cognition on brand attitude. This study has a meaning in that the theoretical extension of previous studies on VM was executed and demonstrated the moderating role of merchandise class when brand attitude was formed by VM cognition.

Communication Effects of Sex-Appeal Fashion POP Advertising -Focused on Nudity Type and Discount Message Use-

Abstract This study was intended to identify the differences in communication effects according to nudity type anddiscount message use in the context of sex-appeal fash ion POP advertising. For th e experiment, 8 stimuli weredeveloped as experimental stimuli for the 4 ( nudity type (nude, semi-nude, body-consciousness, non nude)) ×2 (discount messages (available, not available)) factorial design. A total of 280 questionnaires allocatingthirty-five students to each group were distributed. The results were as follows. First, there were significantdifferences in advertising affect, attitude toward advertising, and brand attitude according to nudity type ofsex-appeal fashion POP advertising. Second, there was no significant difference in communication effects bydiscount message use. Third, there was interaction effect according to nudity type and discount message useon the aspect of advertising cognition. Key words: Sex-appeal advertising, POP advertising, Communication effect, Nudity type, Discount message;섹스어필 광고, POP 광고, 커뮤니케이션 효과, 노출유형, 할인율 메시지

The impact of mixed eWOM sequence on brand attitude change: cross-cultural differences

Despite the importance of electronic word-of-mouth (eWOM) in e-commerce transactions on the global market, there is still limited understanding about the effect of eWOM sequence and its psychological mechanism in cross-cultural settings. Therefore, the purpose of this paper is to investigate the differences in brand attitude changes according to the eWOM sequence, as well as cross-culturally, based on thinking styles. Furthermore, the authors examine the moderated mediation effect of perceived cognition congruency across cultures to explain its underlying mechanism.,The authors use a 2 (eWOM sequence: positive/negative, negative/positive) × 2(culture: East (South Korea), West (USA)) factorial design. Perceived cognition congruency is measured as a within-group variable.,First, brand attitude changes in the West (USA) for the negative/positive presentation order are significantly larger than for the positive/negative presentation order, while, in the East (South Korea), no significant differences exist. Second, in the Westerner group (analytical thinking style), the perceived cognition congruency shows a significant difference according to the eWOM sequence, whereas in the Easterner group (holistic thinking style), the perceived cognition congruency does not show a significant difference according to the eWOM sequence.,As such, a strategic interpretation of the mixed eWOM presentation order across cultures is needed. In the West, interest and attention are necessary for the eWOM sequence. However, in the East, a different strategic approach, except for the presentation order of mixed eWOM, is required. The other elements of the mixed eWOM, such as attribute type or intensity of negative information, need to be considered for mixed eWOM management.,This study expands the existing body of knowledge on the sequence effect of mixed eWOM. Furthermore, it provides strategic direction and practical implications for mixed eWOM-driven information management, focusing on sequence in cross-cultural settings.

Content Analysis on the Component of Two-sided eWOM

본 연구는 온라인 양면구전에 대한 실제적 파악을 통해 보다 현실성 있는 유형구분에 도움을 주는 것을 연구의 목적으로 하였다. 이를 위해 제품유형을 경험재와 탐색재로 분류한 후 총 402건의 온라인 리뷰를 수집하여 기술적 특성(방향성, 리뷰길이)과 내용 구조적 특성(제품편익, 정보제시방법)에 대해서 내용분석 (Content Analysis)을 실시하였다. 연구 결과, 첫째, 양면구전의 방향성으로 긍정/부정, 부정/긍정, 긍정/부 정/긍정, 부정/긍정/부정의 네 가지 유형이 관찰되었다. 둘째, 양면구전의 리뷰길이가 단면구전의 리뷰길이 보다 긴 것으로 나타났으며, 제품편익에서는 단면과 양면 모두 혼합유형이 가장 높은 비율을 차지하는 것으 로 나타났다. 셋째, 정보제시방법에서 단면구전은 총체적 표현방식이 압도적으로 많이 나타난 반면, 양면구 전에서는 혼합적, 분석적 표현방식도 상당히 높은 비율을 차지하는 것으로 나타났다. 넷째, 단면구전과 양면 구전 모두 정보제시 방법으로는 탐색재는 총체적 표현에 많이 치우친 반면, 경험재는 분석적, 혼합적 표현 도 많이 사용하고 있는 것으로 나타났다. 이와 같이 본 연구는 온라인 구전의 유형화 기준 특히 양면구전의 유형화 기준에 초점을 맞추어 연구를 진행하였다. 본 연구의 내용분석 결과를 근거로 향후 여러 가지 인과 적 연구가 가능할 것이라 판단된다.