The Effect of Fashion Product's Shopping Bag types on Customer Response, Advertising Effectiveness, and Purchase Intention

• DOI: 10.5805/sfti.2014.16.4.564
• Publication Date: 2014-11-06T06:28:51Z
• Authors: Heeju Chae; Sooyeon Lee; Eunju Ko
• Keywords: Value (mathematics); Product type

Packaging of shopping bag is a 'silent salesman' which plays an important role in marketing communication due to the increase self-service outlets and changing lifestyles customers. Retail bags, are defined as bags provided by retailers customer means transporting merchandise, type secondary packaging. This study explored effect fashion product's types sense value, customers' response, attitude toward advertising, purchase intention. Data was analyzed factor analysis, frequency correlation, structural equation modeling using SPSS 18.0 AMOS 18.0. The results this were follows. Consumers' responses about show that there some differences between consumers who have either hedonic or utilitarian value. Hedonic value influences on consumers' response unique, interesting, attention; however affects prestige addition those four significant factors. Therefore, shows consumer different accordance with Thus, various can be influenced effective advertising. It will also great activity lower cost. result from has proven correlates definition pop art today because it offer opportunity look at, play buy sophisticated visual stimulus. retail brands concern considering their decisive apparel market.