Fashion & Textile Research Journal (한국의류산업학회지)

The Society of Fashion and Textile Industry (한국의류산업학회)
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Effect of Fashion Brand Experience on Brand Attitude and Offline Fashion Product Purchase Intention by using ZEPETO - A Case of Korean and Chinese Consumers in their 10s and 20s -

ZEPETO를 통한 패션 브랜드 경험이 브랜드 태도와 오프라인 패션 제품 구매의도에 미치는 영향 - 한국과 중국의 10-20대 소비자를 중심으로 -

  • Choi, Dahui (Dept. of Clothing & Textile Design, Kyung Hee University) ;
  • Song, Sumin (Dept. of Clothing & Textile Design, Kyung Hee University) ;
  • Zhang, Tengyu (Dept. of Clothing & Textile Design, Kyung Hee University) ;
  • Gao, Li (Dept. of Clothing & Textile Design, Kyung Hee University) ;
  • Shin, Eunjung (Dept. of Clothing & Textile, Yonsei University)
  • 최다희 (경희대학교 의류디자인학과) ;
  • 송수민 (경희대학교 의류디자인학과) ;
  • 장등예 (경희대학교 의류디자인학과) ;
  • 고리 (경희대학교 의류디자인학과) ;
  • 신은정 (연세대학교 의류환경학과)
  • Received : 2022.08.09
  • Accepted : 2022.10.07
  • Published : 2022.10.31
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Abstract

This study aims to determine the effects of the experiences of ZEPETO platform users on their attitudes and purchase intentions. A survey on 10-20 Korean and Chinese virtual fashion consumers was conducted. Brand experiences were independent variables, and offline purchase was the dependent variable. The results showed that, first, among the four factors of the brand experience, Korea and China have the highest explanatory power. Second, the brand experience of Korean consumers significantly impacted their brand attitude. Additionally, cognitive and emotional experiences of the brand positively impacted their brand attitude. Third, the brand experience of Chinese consumers significantly affected their brand attitude, and among the sub-factors of brand experience, cognitive experience positively affected brand attitude. Fourth, the brand experience of Chinese consumers significantly influenced their offline purchase intention, and among the sub-factors of brand experience, cognitive experience positively influenced their offline purchase intention. Overall, an emotional branding strategy that provides brand and product information must be implemented for the Korean market encouraging consumers to develop a positive and emotional connection with the brand. The Chinese market would benefit from formulating a reliable branding strategy that easily provides a wide range of brand and product information focusing on cognitive experiences.

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