Earticle

초록

영어

Visual merchandising (VMD hereafter) has become a more important issue because it plays a vital role in promoting a company’s image and increasing sales. The purpose of this study is to investigate the effects of VMD image on new elderly female consumers’ purchasing behavior. The sThjects of the study were 150 elderly customers aged from 50 to 65 in BeiJing, China who are called the ‘new silver generation’.A survey was conducted to find out consumer attitudes towards the VMD of department stores and their purchasing behavior. The collected data was analyzed with frequency analysis. Through the results of the analysis, the following findings were discovered: First, the new elderly consumers showed a positive attitude toward the VMD of department stores so it seems important for retailers to make effective VMD methods for them as well as for younger consumers. Second, the new elderly consumers' preference for bright colors seems to reflect the fact that they always want to try to look younger, so the VMD display should use brighter colors. Third, as these elderly consumers grow older, their height tends to gradually shrink. Thus, the hanger height of department stores for them should be reduced accordingly, that is, 4-8 cm lower than ordinary hanger heights. As these elderly customers have the habit of shopping with a frequent need for sitting, it is important to make the face out presentation around the store. Based on the results of the survey analysis of the VMD aspect of the Lotte Department Store in Korea and XinHua Department Store in China, efficient VMD methods have been proposed to promote clothing sales for the elderly in the region.

목차

I. 서론
 II. 이론적 배경
  제1장 뉴실버세대의 일반적 고찰
  제2장 VMD의 일반적 고찰
 III. 연구방법
  제1장 측정도구
  제2장 연구대상 및 자료수집
 IV. 연구결과
  제1장 인구통계학적 구성과 의류구매 장소
  제2장 VMD의 소비자 태도와 VMD연출의 소비자의식
  제3장 부산과 베이징 백화점 VMD의 현황비교
  제4장 베이징 백화점의 뉴실버 매장 VMD 제안
 VI. 결론 및 제언
 참고문헌
 논문초록

키워드

저자

• QinLi [ 이금 | 부경대학교 경영학과 박사과정 ]
• 최정선 [ Choi, Jung-Sun | 부경대학교 경영학과 ]
• 김완민 [ Kim, Wan-Min | 부경대학교 경영학부 교수 ] 교신저자

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  동북아 문화연구 [Journal of North-east Asian Cultures]

• 간기

  계간

• pISSN

  1598-3692

• 수록기간

  2001~2026

• 등재여부

  KCI 등재

• 십진분류

  KDC 910 DDC 950