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A Study on the Effect of POP Message Framing of Discount Stores and PB Fashion Product Types of Cognitive Need for Closure on Preference of Consumers
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할인점 PB패션제품의 제품유형, POP 메시지 프레이밍, 인지종결욕구가 소비자의 호의도에 미치는 영향

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Type
Academic journal
Author
Kyoung Jin Kim (성균관대학교) Sun-Jin Hwang (성균관대학교)
Journal
The Korean Society of Costume Journal of the Korean Society of Costume Vol.67 No.1 (Wn.200) KCI Accredited Journals
Published
2017.1
Pages
22 - 39 (18page)

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A Study on the Effect of POP Message Framing of Discount Stores and PB Fashion Product Types of Cognitive Need for Closure on Preference of Consumers
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Research history (2)

2017

A Study on the Effect of POP Message Framing of Discount Stores and PB Fashion Product Types of Cognitive Need for Closure on Preference of Consumers
Kyoung Jin Kim ,  Sun-Jin Hwang Journal of the Korean Society of Costume 2017.01 Academic journal

2016

(A) study on the effect of POP message framing of discount store and PB fashion product type of cognitive need for closure on purchasing attitude of consumers
김경진 의상 2016.01 Thesis
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  • You can check more advanced research results through related academic papers or academic presentations.
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Abstract· Keywords

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This study intended to empirically verify the effect of message framing, cognitive need for closure, and type of fashion products on purchasing attitude of PB fashion products in discount stores. The design consisted of three-mixed design of 2(POP(Point of Purchase)message framing: benefit message vs. loss message) × 2(cognitive need for closure: high vs. low) × 2(PB fashion product type: utilitarian vs. hedonic). Survey of this study was conducted on 330 men and women in 20~50’s in Seoul and Gyeong-gi, and a total of 287 data were analyzed. Data were analyzed with SPSS 18.0 program, and three-way ANOVA, simple interaction effects and simple main effects analysis were conducted. The results of this study are as follows: First, it was identified that the framing type of POP message of discount store, cognitive need for closure, and PB fashion product type had significant effect on preference and purchase intention. Secondly, it was identified that consumers with both high and low cognitive need for closure had high preference level and purchase intention when they encountered the benefit message framing than the loss message framing. Thirdly, the benefit message framing was more effective than the loss message framing for hedonic PB fashion products in discount stores, but utilitarian PB fashion products did not get affected by the message framing. Fourthly, it was identified that groups with both high and low cognitive need for closure preferred hedonic PB fashion products. Lastly, it was verified that benefit message framing POP advertisement on a group with high cognitive need for closure was effective for Hedonic PB fashion products in discount stores, and utilitarian PB fashion products showed no difference in purchase intention according to the POP message framing type and cognitive need for closure.
#cognitive need for closure(인지종결욕구) #fashion product type(패션제품 유형) #message framing(메시지 프레이밍) #POP(구매시점광고) #private brand(PB제품) #purchasing attitude(구매행동)

Contents

ABSTRACT
Ⅰ. 서론
Ⅱ. 이론적 배경
Ⅲ. 연구방법
Ⅳ. 연구분석 및 결과
Ⅴ. 결론 및 제언
References

References (52)

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Buda, R., & Zang, Y. (2000). Consumer product evaluation: the interactive effect of message framing, presentation order, and source credibility. Journal of Product & Brand Management, 9(4), 229-242. doi:10.1108/10610420010344022 Choi, E. J. (2012). A study on advertising effect by pre-attitude and message framing (Master's thesis), Konkuk University, Seoul, Republic of Korea. Retrieved from http://www.riss.kr/link?id=T12861997 Choi, M. (2014). The effect of payment delay on consumer's purchase intention (Doctoral dissertation), Seoul National University, Seoul, Republic of Korea. Retrieved from http://www.riss.kr/link?id=T13440339 Choi, W. G. (2008). The influence of product type on message framing effect. Journal of Product Research, 26(3), 143-149. Choi. Y. (2014). Private brand- the best chance of best crisis. Seoul, Republic of Korea: Korea Chain stores Association.

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