패션점포의 윈도우 디스플레이 VMD요소가 AIDMA효과에 미치는 영향

The Effect of VMD Elements on AIDMA in Window Display for Fashion Retail Store

This study is to examine effect of VMD elements in window displays on AIDMA for fashion retail store. Six stimuli of window display with three images (e.g., fun, sporty, lifestyle) were selected by focusing on young casual retailers. A total of 364 usable questionnaires were obtained from consumers aged from 22 to 25 years old. Respondents represent more females (67.2%) than males (32.8%). Descriptive statistics, ANOVA, and regression analysis were used for data analysis. Of VMD elements, mannequin factor was strongly associated with perceived fun image of window display. For window display with fun image, mannequin and color had a significant effect on AIDMA; for window display with sporty image, mannequin and product factors had a significant effect on AIDMA; and for lifestyle, product and color factors had a significant effect on AIDMA. This study discusses a managerial implication into fashion retailers for developing visual merchandising strategy.