VM is not only an act of visually directing and managing products and services but also a key variable that promotes brand images and sales. VM is an effective marketing tool that creates brand value and stimulates customers’ purchasing demand. In clothing stores, VM is influenced by various factors. Among these factors, this study applies the regulatory focus of shopping value, which is driven by customers’ synchronous characteristic, to prove VM effect. In other words, this study will prove the effect of VM in shopping value, VM attitude, shopping satisfaction, and revisiting intention according to the regulatory focus.
This study is divided into three parts: study 1, study 2, and study 3.
Study 1 analyzes the different effects of shopping value of the regulatory focus in shopping satisfaction with different clothing stores'' VM types.
Study 2 analyzes the different effects of VM configuration dimension of the regulatory focus in shopping value and shopping satisfaction.
Study 3 analyzes the different effects VM attributes and VM characteristic of the regulatory focus can have in VM attitude and revisiting intention.
Questionnaire was used for this study. Data analysis using the SPSS 19.0 statistical package, and frequency analysis, t-test, factor analysis, reliability analysis, and regression analysis were used.
The results are as follows:
First, according to the shopping value of VM type adjustable focus that affects shopping satisfaction, the influence of utilitarian shopping value in shopping satisfaction was significantly negative(-) for promotion focus customers in practical VM clothing stores. The result was positive(+) for prevention focus customers. For promotion focus customers in hedonic VM clothing stores, the influence of hedonic shopping value and utilitarian shopping satisfaction in shopping satisfaction showed positive(+). For prevention focus customers, only the effect of utilitarian shopping value in shopping satisfaction showed positive(+).
Second, according to the effect of the regulatory focus of VM configuration dimension in shopping value, the influence of clothing store’s VM configuration dimension on hedonic shopping value was positive(+) for promotion focus customers. Hedonic shopping value was positive when VM configuration dimension’s suitability, popularity, conformity, and attractiveness were emphasized. For prevention focus customers, VM configuration dimension influenced both utilitarian shopping value and hedonic shopping value positively(+). An emphasis of VM configuration dimension’s convenience and conformity influenced utilitarian shopping value positively. An emphasis of VM configuration dimension’s convenience, suitability, and popularity influenced hedonic shopping value positively. For prevention focus customers, the effect of VM configuration dimension in both utilitarian shopping value and hedonic shopping value was positive(+). Customers with utilitarian shopping value were more positively influenced when VM configuration dimension’s convenience and conformity were emphasized. Customers with hedonic shopping value were more positively influenced when convenience, suitability, and popularity in VM configuration dimension were emphasized. Next, the study analyzed the effect of customers’ shopping value of the regulatory focus in shopping satisfaction. For promotion focus customers, utilitarian value and hedonic value had a positive(+) effect. For prevention focus customers, only utilitarian value had a positive(+) effect.
Third, the study analyzed the effect of VM attribute of the customers’ regulatory focus in VM attitudes. For promotion focus customers, the result was positive(+). Sales promotion, direction, display, and arrangement in VM attributes positively influenced VM attitude. For prevention focus customers, the result was also positive(+). Store imaging in VM attributes positively
influenced VM attitude. The study analyzed the effect of VM characteristic of the customers’ regulatory focus in VM attitude. For both promotion and prevention customers, the result was positive(+). Promotion focus customers were more positively influenced when VM characteristic emphasized enthusiasm and credibility while lowering discomfort. Prevention focus customers were more positively influenced when VM characteristic emphasized enthusiasm and sophistication. The study analyzed the effect of VM attitude of the customers’ regulatory focus in revisiting intention. Only promotion focus customers showed positive(+) result.