패션점포의 POP광고 유형별 소비자 반응 연구

A Study of Consumer Response to POP(Point-of-Purchase) Advertising in Fashion Stores

This study is to examine a consumer response to POP ads and its effect on impulse buying behavior in the context of fashion retailing. Three types of POP (e.g. discount sales, odd price, bundling price) were selected and a total of six stimuli were created. For collecting data, a self-administered questionnaire was developed based on literatures. A total of 378 responses were obtained from university students who are aged from 18 to 26 years old. Findings showed that there were differences in cognitive and emotional responses among different POP types. Specifically, consumers' cognitive and emotional responses were rated more highly in the POP with discount sales(e.g. Up to 50%), than in the others. For cognitive responses, favorable attitude toward POP ads had positive effect on impulse buying behavior. Also, as a emotional response, pleasure had a positive effect on impulse buying behavior. This study discussed a managerial implication into developing effective promotional advertising in retail environments.