Description Detail

Vol.26, No.1(2019-12)(44-51) 
Components of Store Design and Procut Display Affecting Purchase Intention
影響消費意願之服飾陳列設計因素
Y. C Cheng, C. M Chen
鄭育琪、陳錦滿
As more and more global branded-name apparel companies are establishing new stores in Taiwan and the numbers of local retailer stores are prosperously growing, the market is full of competition. In order to survive in the market, retailers devote store design and product display techniques to draw consumer’s attention, increase interests toward products, and facilitate purchasing. Creating excellent store design and product display is the major goal of marketing operation. However, study of store design and product display is scarce. The purpose of this study was to investigate components of store design and product display which affect purchase intention. The researchers applied a questionnaire on-line to recruit a convenience sample. Results revealed that the group of sample agreed that preference in specific types of clothing styles determined stores they wanted to shop, along with components such as store design, product display, window display, color combination, signs of brand name, and posters. Furthermore, the group of sample preferred apparel hung on a rod to being placed on display counters; the participants preferred stores with bright lighting to faint lighting arrangement; the respondents preferred classifying apparel types, e.g. skirts, into section rather than color categorization. Compare to fragrance, music was more a provoked component toward customers’ buying intention. Results also showed that unique packages, bags, and exhibitions increased buying intention. These results are able to provide store owners and marketing merchandisers with information to plan store design and segment strategy to beat out competitors, develop distinguish store atmosphere for their customers, and make profits.
國外服飾品牌積極來台展店,加上國內零售店家林立,市場競爭激烈。為了在競爭激烈的市場中生存,服飾零售業者試圖以獨特店面陳列來吸引消費者的注意力、使其對商品產生興趣,進而購買。良好的店面陳列設計能有效吸引顧客,是行銷營運很重要的目標。然而以消費者的角度,探討其對商店陳列設計要素偏好文獻卻極為稀少,本研究目的主要探究影響消費者購買意願之商店陳列設計因素,以網路發放問卷方式進行調查。結果顯示這個便利取樣的族群對於服飾風格喜好是影響他們選擇商店的關鍵因素,其他像是商店外觀、陳列配置、櫥窗、色彩、招牌及宣傳品設計亦是他們選擇進入店內參觀選購的因素。結果亦顯示絕大部分受訪者偏好開架式的衣服陳列方式勝於摺疊擺放方式;喜歡具明亮燈光效果的賣場勝於採用昏黃燈光的空間設計;偏愛服裝商品以種類分區,例如:裙子,勝於以顏色分類展示方式;相較於香氛,音樂更能提升購物興趣。此外,具獨特性的商品包裝、購物袋及主題式的陳列也能激發購買意願。所得之結果,能提供給店家業主及行銷企劃人員,使其能與競爭商店作出區別,發展具特色之整體商店氛圍以吸引顧客消費,創造利潤。
Apparel store, store design, product display.
服飾店、商店設計、陳列設計
Year Volume
2021 28.1 | 28.2
2020 27.1 | 27.2
27.3 | 27.4
27.5 | 27.6
27.7 |
2019 26.1 |
2018 25.1 |
2017 24.1 | 24.2
24.3 | 24.4
24.5 | 24.6
24.7 | 24.8
24.9 |
2016 23.1 | 23.2
23.3 | 23.4
23.5 | 23.6
23.7 | 23.8
2015 22.1 | 22.2
22.3 | 22.4
22.5 |
2014 21.1 | 21.2
21.3 |
2013 20.1 | 20.2
20.3 | 20.4
2012 19.1 | 19.2
19.3 | 19.4
2011 18.1 | 18.2
2010 17.4