Journal of the Korean Society of Costume (복식)

The Korean Society of Costume (한국복식학회)
권호 표지
DOI QR코드

DOI QR Code

The Effects of Experience Factors have on Store Satisfaction and Store Loyalty for Experimental Fashion Stores - Focusing on Virtual Experience by Visual Stimuli -

체험적 패션 매장에서 체험 요인이 점포만족도와 점포충성도에 미치는 영향 연구 - 시각적 자극물을 통한 가상 체험을 중심으로 -

  • Chae, Heeju (Underwood International College, Yonsei University) ;
  • Kim, Minyoung (Dept. of Clothing and Textiles, Yonsei University) ;
  • Ko, Eunju (Dept. of Clothing and Textiles, Yonsei University)
  • 채희주 (연세대학교 언더우드 국제대학 문화디자인경영학과) ;
  • 김민영 (연세대학교 의류환경학과) ;
  • 고은주 (연세대학교 의류환경학과)
  • Received : 2016.01.19
  • Accepted : 2016.06.13
  • Published : 2016.06.30
Download PDF
⟨ Previous Next ⟩

Abstract

Fashion stores have to change to fit such the taste of individual customers taste and try to give unique experiences to the customers. They need to develop a special space that entertains customers, and entices them to visit and revitalize the off-line stores. This paper aims to analyze the experimental factors of stores, and how each of the factors impact customer experience in order to find out its effect on store satisfaction and store loyalty. Data was analyzed by using SPSS 18.0 and AMOS 18.0. Results of this study are as follows. First, Visual, Tactile, and Gustatory are the main senses that influence the emotional experience of the customers on a store visit. Second, three factors that influenced customer experience in experimental fashion stores are 'Causing Interest', 'Causing Concern', and 'Causing Relationship.' Third, the 'Causing Interest' factor and the 'Causing Concern' factor showed positive correlation with store satisfaction, while the 'Causing Relationship' factor did not impact store satisfaction, which affected store loyalty. Fourth, each experimental fashion stores can have different effect to consumer satisfaction and loyalty. Also, fashion store brands without an experimental store can cause various effects to consumers when a flagship store with an array of product information is formed. The conclusion drawn from this study will provide a guideline for fashion stores attract faithful customers by improving their store environment.

Keywords

References

  1. 2011 Korean main multi brand store's present condition and issue (2011, August 1). Samsungdesignnet. Retrieved September 26, 2014, from http://www.samsungdesign.net/Market/MarketReport/list.asp?an=7010&keyword=2011+%26+%C6%ED%C1%FD%BC%F3.
  2. Age of convergence, discuss about divergence (2014, August 1). Samsungdesignnet. Retrieved September 30, 2014, from http://www.samsungdesign.net/Market/MarketReport/list.asp?an=6137&keyword=%C8%A6%BC%BC%C0%CF+%26+%BA%F1%C1%EE%B4%CF%BD%BA.
  3. Bae, H. (2004). Influence of emotional experience in the store on store loyalty. (Unpublished master's thesis). Ewha Womans University, Seoul.
  4. Bagozzi, R. P., & Yi, Y. (1988). On the evaluation of structural equation models. Journal of the Academy of Marketing Science, 16(1), 74-94. https://doi.org/10.1007/BF02723327
  5. Baker, J., Levy, M., & Grewal, D. (1992). An experimental approach to making retail store environmental decisions. Journal of Retailing, 68(4), 445-460.
  6. Bitner, M. J. (1990). Evaluating service encounters: the effects of physical surroundings and employee responses. Journal of Marketing, 54(2), 69-82. https://doi.org/10.2307/1251871
  7. Bloemer, J. M., & Kasper, H. D. (1995). The complex relationship between consumer satisfaction and brand loyalty. Journal of Economic Psychology, 16(2), 311-329. https://doi.org/10.1016/0167-4870(95)00007-B
  8. Chae, H., Choi, H., Jang, J., & Ko, E. (2012). The influence of pop-up store attributions toward brand attitude and revisiting intention. Fashion & Textile Research Journal, 14(3), 400-412. https://doi.org/10.5805/KSCI.2012.14.3.400
  9. Chae, H., Lee, S., & Ko, E. (2014). The effect of fashion product's shopping bag types on customer response, advertising effectiveness, and purahse intention. Fashion & Textile Research Journal, 16(4), 564-579. https://doi.org/10.5805/SFTI.2014.16.4.564
  10. Daugherty, T., Li, H., & Biocca, F. (2008). Consumer learning and the effects of virtual experience relative to indirect and direct product experience. Psychology & Marketing, 25(7), 568-586. https://doi.org/10.1002/mar.20225
  11. Evans, M. (1999). Let us entertain you. Journal of Property Management, 64(2), 54-60.
  12. Evolution of the flagship store, collaboration with art. (2015, July 29). chosunilbo. Retrieved September 30, 2015, from http://sports.chosun.com/news/utype.htm?id=201507290100324640023308&ServiceDate=20150729
  13. Gobe, M. (2009). Emotional branding. New York: Allworth Press.
  14. Goodman, C. (1998). That's Entertainment. Entrepreneur, 26(12), 124-129.
  15. Han, Y., Hwang. S., & Chun. H. (2013). Effects of in-store experiences on store satisfaction, sportswear brand preference and purchase intention. Journal of Korean Society of Costume, 63(8), 90-105. https://doi.org/10.7233/jksc.2013.63.8.090
  16. Hirschman, E. C., & Holbrook, M. B. (1982). Hedonic consumption: emerging concepts, methods and propositions. Journal of Marketing, 46(3), 92-101. https://doi.org/10.2307/1251707
  17. Huh, J. (2006). The impacts of in-store sensory experience on the emotional reaction, store attitude, brand attitude and purchase intention of customers. (Unpublished master's thesis). Ewha Womans University, Seoul.
  18. Jung, W., & Yoon, S. J. (2014). A Study on the Relationships among In-Store Experience, Store Satisfaction, and Store Loyalty, Word-of-Mouth : With a Focus on the Moderating Effects of Customer Network Preperties. Journal of Distribution Research, 19(3), 101-128.
  19. Jo, J. (2009). A study on the experiencee marketing effect of foodservice industry on repurchase intention by brand attitude. (Unpublished master's thesis). Kyunggi University, Seoul.
  20. Jones, M. A. (1999). Entertaining shopping experiences: An exploratory investigation. Journal of Retailing and Consumer Services, 6(3), 129-139. https://doi.org/10.1016/S0969-6989(98)00028-9
  21. Kim, J., & Han, S. (2009). Influence of experience type on consumer-brand relationship and brand equity at flagship store of clothes. Korean Journal of Consumer and Advertising Psychology, 10(2), 209-227. https://doi.org/10.21074/kjlcap.2009.10.2.209
  22. Kim, J., & Kim I. (2011). The effect of vmd and in-store experience of brand flagship stores on brand attitude and intent of purchase. Journal of the Korean Society of Fashion Design, 11(4), 25-39.
  23. Kim, J., & Lee, H. (2012). The Research of Visual Identity Extension Presented by a Branding through Touch, Taste, Smell, Sight & Sound. Korea Science & Art Forum, 10, 51-63. https://doi.org/10.17548/ksaf.2012.07.10.51
  24. Kim, R., & Lee, S. (2013). The effect to consumer’s attitude influenced by emotional marketing and visual merchandising at fashion store. Journal of Fashion Business, 17(1), 1-12.
  25. Kim, S., Lee, J., & Lee, S. (2014). A study on the spatial configuration characteristics of fashion select shop -focusing on the planning from the perspective of emotional marketing. Journal of the Korea Institute of the Spatial Design, 28, 47-56.
  26. Ko, E., & Kincade, D. H. (1997). The impact of quick response technologies on retail store attributes. International Journal of Retail & Distribution Management, 25(2), 90-98. https://doi.org/10.1108/09590559710160382
  27. Koo, D. M. (2010). Marketing research methodology. Paju: Hakhyunsa.
  28. Kwon, Y. (2001). 공간디자인 16강 [16 Issues in space design]. Anyang: Kukjebooks.
  29. Lee, D. Y., & Jung, K. J. (2004). A Study on the Influence of the Characteristics of ISM on the Customer Loyalty. Korean Journal of Business Administration, 45, 1595-1623.
  30. Lee, H. H., & Moon, H. (2013). Consumers' Willingness to Provide Information and Cooperation Intention in the Use of Mobile Product Recommendation Services for Fashion Stores. Journal of the Korean Society of Clothing and Textiles, 37(8), 1139-1154. https://doi.org/10.5850/JKSCT.2013.37.8.1139
  31. Lee, S. H., & Park, J. E. (2006). The effects of factors of fashion-retail-entertainment on store image & store loyalty. The Research Journal of the Costume Culture, 15(1), 179-192.
  32. Luxury shopping by digital. (2006, March 3). Etnews. Retrieved September 20, 2014, from http://www.etnews.com/200903020169
  33. New retail model, wholesale business. (2013, December 6). Samsungdesignnet. Retrieved October 29, 2014, from http://www.samsungdesign.net/Report/Report/list.asp?an=1710&keyword=%C8%A6%BC%BC%C0%CF+%26+%BA%F1%C1%EE%B4%CF%BD%BA.
  34. Oliver, R. L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of marketing research, 17(4), 460-469. https://doi.org/10.2307/3150499
  35. Oliver, R. L., & Swan, J. E. (1989). Consumer perceptions of interpersonal equity and satisfaction in transactions: a field survey approach. Journal of Marketing, 53(2), 21-35. https://doi.org/10.2307/1251411
  36. Park, J., Stoel, L., & Lennon, S. J. (2008). Cognitive, affective and conative responses to visual simulation: The effects of rotation in online product presentation. Journal of Consumer Behaviour, 7(1), 72-87. https://doi.org/10.1002/cb.237
  37. Park, J. S., & Park, E. J. (2006). Effects of Entertainment Service on Impulse Buying Behavior. The Research Journal of the Costume Culture, 14(3), 353-365.
  38. Park, K. A. (2004). Identifying Retail Entertainment Elements: A Preliminary Analysis by Consumer Responses. Journal of Global Academy of Marketing Science, 14(1), 193-212. https://doi.org/10.1080/12297119.2004.9707228
  39. Park, M. S., Shin, J. K., & Ju, Y. (2014). Social networking atmosphere and online retailing. Journal of Global Scholars of Marketing Science, 24(1), 89-107. https://doi.org/10.1080/21639159.2013.867681
  40. Park, S., & Bae, H. (2006). Sensory experience effects on store attitude and Loyalty: The mediating role of emotion and satisfaction. Journal of Marketing Management Research, 11(3), 1-13.
  41. Park, S., & Hwang, J., (2005). Theses: Effect of in-store experience on brand attitude and purchase intention. Ewha Management Review, 23(2), 69-93.
  42. Park, S. K., Park, J. H., & Cha, T. H. (2007). Effects of Experience on Enjoyment, Satisfaction, and Revisit Intention: Pine and Gilmore's Experience Economy Perspective. Advertising Research, 76, 55-78.
  43. Pine, B. J., & Gilmore, J. H. (1998). Welcome to the experience economy. Harvard business review, 76(3), 97-105.
  44. Ryu, S. (2009). A study of the characteristics of experiential marketing-applied flagship store. (Unpublished master's thesis). Konkuk University, Seoul.
  45. Schmitt, B. (1999). Experiential marketing. Journal of marketing management, 15(1-3), 53-67. https://doi.org/10.1362/026725799784870496
  46. Seo, K., & Min, H. (2009). The experience and consumer attitude in the cutural complex type retail store. Seoul Studies, 10(4), 143-158.
  47. Seo, E. K., & Lee, S. J. (2008). A study of effects on long-term relationship orientation of women's experiential fashion marketing-focused on middle old aged women. Journal of the Korean Society of Costume, 58(3), 34-48
  48. Shin, H., & Lee, H. (2011). Research reports: The effect of experiential marketing on brand attitude and relationship quality in flagship store. Journal of the Korean Society of Design Culture, 17(2), 294-307.
  49. Shin, O., & Yoo, J. (2012). A study on the emotional space design in fashion flagship stores. Journal of the Korea Institute of the Spatial Design, 7(4), 59-69.
  50. Sit, J., Merrilees, B., & Birch, D. (2003). Entertainment-seeking shopping centre patrons: The missing segments. International Journal of Retail & Distribution Management, 31(2), 80-94. https://doi.org/10.1108/09590550310461985
  51. Yeon, M. (2000). Factors of department store customers' store loyalty. (Unpublished master's thesis). Yonsei University, Seoul.
  52. Youn, S. J. (2012). A study of virtual experiential marketing factors in the internet shopping mall: Focused on the schmitt’s experiental marketing factors. Journal of Digital Policy & Management, 10(9), 151-158.

Cited by

  1. The Type Classification and Characteristic Analysis of Experiential Marketing in Contemporary Fashion : Based on Pine II & Gilmore’s Experience Economy Theory vol.70, pp.6, 2016, https://doi.org/10.7233/jksc.2020.70.6.105
  2. 패션 복합문화 스토어의 체험마케팅 요소가 중국 소비자의 쇼핑몰입, 스토어 만족과 구매 의도에 미치는 영향 - 상하이를 중심으로 - vol.23, pp.1, 2021, https://doi.org/10.5805/sfti.2021.23.1.57