베이커리 유통의 상품진열·의사소통·POP광고가 구매의도 및 점포이미지에 미치는 영향에 관한 연구

Abstract

Purpose: It aims to investigate the influence of goods display in the store of bakery distribution, communications and advertizement at the time of purchase on purchase intention and image of store. Research design data, and methodology: Research model was made and theoretical research along the model was carried out. And 1st data collection and 2nd data collection was carried out to by making questionnaire to conduct the substantial analysis that is suitable for the model. 277 copies of questionnaire data were used for substantial analysis. AMOS statistical analysis were used as the analysis method. Results: It appeared that goods display of hypothesis (H1) influenced on purchase intention in negative(-) way. It appeared that goods display of hypothesis (H5) influenced on purchase intention in positive(+) way. It appeared that communications of hypothesis (H2) and hypothesis (H6) influenced on purchase intention and image of store. It appeared that POP advertisement of hypothesis (H3) and hypothesis (H7) influenced on purchase intention and image of store in positive(+) way. It appeared that communications of hypothesis (H4) and hypothesis (H8) influenced on purchase intention and image of store in positive(+) way. Conclusions: POP advertisement of bakery store influenced on purchase intention and image of store in positive(+) way. So, it was recognized that efforts and interest of staffs in the store were the important influential variable for purchasing mentality of consumers.