패션 편집매장의 VMD가 점포충성도에 미치는 영향

The purpose of this study was to investigate select shop's VMD affects on store loyalty and was to provide the strategic store plan of fashion select shop. The data was collected from a questionnaire conducted on 215 of 20s-30s' consumer who live in Seoul and GyeongGi-Do area and was analysed by frequency, factor analysis, reliability, and linear regression. The study results suggest the following strategies for select shop stores: First, VMD was classified into four factors such as in-store structure, space & facilities, product performance, in-store environment. Second, Store Loyalty was classified into two factors such as store confidence and store satisfaction. Third, VMD factors influencing the 'store satisfaction' in store loyalty was store construction and product performance, VMD factors influencing the 'store satisfaction' in store loyalty was in-store environment, store construction, space and facilities, and product performance. Based on these results, select shop's VMD has direct influence on the store loyalty more weight should be put on VMD in order to increase the competitiveness of select shop.