면세점의 VMD(Visual Merchandising)구성요인이 쾌락적 가치, 실용적 가치 및 쇼핑 만족도에 미치는 영향

초록

The purpose of this study is to examine recognition on duty-free shops with future overseas travelers who have visited duty-free shops in the city. Specifically, authors investigated which factors of duty-free shops` VMD influence hedonic value and utilitarian value and also analyzed whether hedonic value and utilitarian value induce shopping satisfaction or not. The model designed in this study is based on previous research. Questionnaires were distributed to individuals that had visited duty-free shops in Busan randomly, and 329 customer data were used for structural equation modeling analysis. According to the study results, duty-free shops` VMD factors, window/merchandise display, layout/organization, creative/inspirational coordination, and price and promotion signage, have positive correlation with hedonic value, and creative/inspirational coordination and price and promotion signage have positive correlation with utilitarian value. Also, both hedonic value and utilitarian value have significant impact on shopping satisfaction. Based upon the empirical results, the present study offers useful implications for the VMD components from a practical perspective.

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