Fashion & Textile Research Journal (한국의류산업학회지)

The Society of Fashion and Textile Industry (한국의류산업학회)
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A Study on Influence of VM Attributes and VM Personality based on Consumers' Regulatory Focus on VM Attitude and Revisiting Intention

소비자의 조절초점에 따른 VM속성과 VM개성이 VM태도 및 재방문의도에 미치는 영향에 관한 연구

  • Lee, Ho-Jung (Dept. of Fashion Design, Pukyong National University) ;
  • Oh, Hee-Sun (Dept. of Fashion Design, Pukyong National University) ;
  • Suh, Yong-Han (Dept. of Distribution Management, Ulsan College)
  • 이호정 (부경대학교 패션디자인학과) ;
  • 오희선 (부경대학교 패션디자인학과) ;
  • 서용한 (울산과학대학 유통경영과)
  • Received : 2014.02.21
  • Accepted : 2014.06.13
  • Published : 2014.06.30
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Abstract

This study demonstrates how VM attributes and VM personality influence VM attitude based on regulatory focus and how VM attitude influences revisiting intention. We used 303 copies of the survey form for the analysis. SPSS 19.0 for Windows Package was used to perform frequency analysis, factor analysis, and regression analysis. The results of the study: First, direction and arrangement of VM attributes had a significantly positive (+) influence on VM attitude. Second, fervor and trust of VM personality had a significantly positive (+) influence on VM attitude, while unpleasantness had a negative (-) influence. Third, VM attitude had a significant influence on visiting intention. Fourth, in terms of promotion focus, direction, arrangement, and promotion of VM attributes had a significantly positive (+) influence on VM attitude. In regards to prevention focus, image of VM attributes had a significant influence on VM attitude. In promotion focus, fervor and trust of VM personality had a significantly positive (+) influence on VM attitude, while unpleasantness had a negative (-) influence. In prevention focus, refinement and fervor of VM personality had a statistically significant influence on VM attitude. Only promotion focus showed a significant influence of VM attitude on revisiting intention.

Keywords

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