Journal of the Korean Society of Clothing and Textiles (한국의류학회지)

The Korean Society of Clothing and Textiles (한국의류학회)
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Developing a B2C Channel Relationship Model: Between Apparel Consumers and Department Stores

B2C경로 관계모델 개발에 관한 연구: 백화점 의류 소비자를 대상으로

  • Lee, Soo-Jin (Dept. of Clothing & Textiles, Sungkyunkwan University)
  • Published : 2003.12.01
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Abstract

본 연구는 소비자-기업간 관계마케팅모델을 개발하는 데 주된 목적을 갖고 있다. 본 연구모델은 소비자를 단순한 환경변수의 하나로 인식해왔던 기존 마케팅의 통합적 관점을 비판하고 소비자를 사업의 동반자로써 인식하는 소비자 중심의 관계마케팅 모델을 제안하였다. 소비자 중심의 관계모델은 소비자를 기업 이익의 원천으로 보는 통합적 관점이 아닌, 소비자를 사업관계의 동반자로 인식하는 내부화 (internalization)를 관계마케팅의 궁극적인 목표로 제시하였다. 소비자들의 관계 내부화를 위한 관계강도(relationship strength)와 4개의 선행변수-analogy, approbation, availability, stakes-로 구성된 관계마케팅구조방정식 모델을 유통경로의 최종 단계인 소비자-소매업자(C-R)그리고 소비자-제조업자(C-M)관계에 적용하였다 서울의 5개 백화점 소비자들로부터 수집된 자료는 AMOS 4.0과 SPSS 10.0프로그램을 통해 분석한 결과, 본 연구의 제안모델은 통계적으로 검증되었고, 검증된 결과는 나아가 소매업자-소비자-제조업자의 3자 네트웍을 바탕으로 한 총체적 관점의 관계 내부화 모델 설계를 위한 하나의 실증 예로 사용 될 수 있음을 시사하고 있다.

Keywords

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