The Effects of Visual Merchandising on Solo Shopping Consumers' Store Satisfaction and Revisiting Intention - A Comparative Study of College Students in Korea and American -
Year: 2010
Type: article
Study design: Observational Study
Abstract: This paper investigated the differences in the influence of visual merchandising on solo shopping consumers' store satisfaction and revisiting intention between Korean and American college students. Questionnaires were administered to 210 Korean(Pusan area) and 174 American students(Texas area) who had shopping alone in recent three month. The major findings of this study can be summarized as follows: First, the store atmosphere and display of visual merchandising had a positive effect on solo shopping consumers' store satisfaction in both groups, whereas the convenience layout had a positive impact on store satisfaction in Korean group and the promotion did in American group. Second, the store atmosphere and display of visual merchandising had a positive effect on revisiting intention in Korean group, whereas the store atmosphere, display and layout had a positive impact on revisiting intention in American group.
Authors: Jea-Jong Ko, Yong-Han Suh
Institution: Ulsan College
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: bronze
OpenAlex ID: W1996112892