Fashion & Textile Research Journal (한국의류산업학회지)

The Society of Fashion and Textile Industry (한국의류산업학회)
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The Effects of Multi-channel Attributes of Dongdaemun-based Fashion Brands on Customer Equity

동대문 기반 패션 브랜드의 멀티채널 속성이 고객자산에 미치는 영향 연구

  • Ko, Jeonmi (Dept. of Clothing & Textiles, Yonsei University) ;
  • Ko, Eunju (Dept. of Clothing & Textiles, Yonsei University)
  • 고전미 (연세대학교 의류환경학과) ;
  • 고은주 (연세대학교 의류환경학과)
  • Received : 2016.02.11
  • Accepted : 2016.11.25
  • Published : 2016.12.31
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Abstract

This study aims to extract the multi-channel attributes of Dongdaemun-based fashion brands and consider the effects of these attributes on customer equity, customer satisfaction and re-purchase intention. In total, 493 samples of those who have purchased Dongdaemun-based fashion brand products using multi-channels were collected for the final data analysis, which was performed using SPSS 21.0 and AMOS 18.0. The findings of study are as follows. Among the multi-channel attributes of Dongdaemun-based fashion brands, entertainment and informativeness had a significant effect on all customer equity drivers. In terms of the effects of customer equity drivers on customer satisfaction and re-purchase intention, all customer equity drivers significantly influenced customer satisfaction, while brand equity significantly influenced re-purchase intention. Also, customer satisfaction significantly affected re-purchase intention. In the effective relationship between customer equity drivers and CLV, brand equity causes a significant influence on CLV amongst the customer equity drivers. There were significant differences among groups following the multi-channel shopping orientation of consumers. This study is significant for its scientific focus on the distribution channels of Dongdaemun, and in terms of the practical aspect of identifying the multi-channel attributes considered to be important to consumers. Measuring customer equity will suggest implications about the long-term direction of the development of Dongdaemun-based fashion brands.

Keywords

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