Journal of the Korean Society of Costume (복식)

The Korean Society of Costume (한국복식학회)
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A Study on the Long-Term Relationship Intention Process According to Consumer Characteristics

소비자 특성별 장기적 관계지향성 형성과정 연구

  • 김지연 (호남대학교 의상디자인학과)
  • Published : 2006.03.01
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Abstract

The purpose of this study is to examine the differences of long-term relationship intention process according to consumer characteristics. Data for this research was collected from 540 women older than 20 years old in Seoul, Gwangju, and Gyeonggi-do. The results are as follows. First, relationship consumers having relationship with stores were different from customers having relationship with a brand in specific store in the long-term relationship intention process. Second, consumers having relationship for a long period and consumers having relationship for a short period showed differences in long-term relationship intention process. Third, strong relationship consumers and weak relationship consumers showed differences in long-term relationship intention process. Forth, involvement groups showed differences in long-term relationship intention process. These results imply that fashion retailers need set up the relationship strategy for subdivision groups along consumer characteristics.

Keywords

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