복식문화연구 (The Research Journal of the Costume Culture)

  • 제31권4호
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  • Pages.452-466
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  • 2023
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  • 1226-0401(pISSN)
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  • 2383-6334(eISSN)
복식문화학회 (The Costume Culture Association)
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패션 리테일 테크 매장의 특성이 소비자 몰입 및 만족감에 미치는 영향

The effects of fashion retail tech store's characteristics on consumer's flow and satisfaction

  • 유경미 (경희대학교 의류디자인학과) ;
  • 신은정 (경희대학교 의류디자인학과)
  • Gyeongmi You (Dept. of Clothing & Textiles Design, Kyunghee University) ;
  • Eunjung Shin (Dept. of Clothing & Textiles Design, Kyunghee University)
  • 투고 : 2023.07.18
  • 심사 : 2023.08.22
  • 발행 : 2023.08.31
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초록

This study focused on how retail tech promotes differentiated customer experiences in offline fashion stores. The purpose of this study is to determine the effects of the characteristics of fashion retail tech stores on consumers' flow and satisfaction. We surveyed Koreans aged 10 to 50 who had experienced offline fashion retail tech stores. The survey was conducted from April 28, 2023, to May 21, 2023. The total number of survey respondents was 200. The quantitative data collected through questionnaires was analyzed using SPSS 25.0. To reveal the effects of fashion retail tech store characteristics on consumer's flow and satisfaction, frequency analysis, we conducted frequency analysis, factor analysis, reliability analysis, correlation analysis, and regression analysis. The results of this study, figured out that fashion retail tech store's characteristics, including playfulness, efficiency, interaction, and information provision, have a significant impact on behavior flow, emotional flow, and satisfaction. As a result of analyzing the influence of consumers' flow led to satisfaction, it was confirmed that emotional flow positively influenced satisfaction, but behavioral flow had no meaningful effect on satisfaction. The results of our study can be used to make a successful marketing strategy and can serve as foundational data for consumer research on retail-tech-applied offline fashion stores.

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