Journal of Internet of Things and Convergence (사물인터넷융복합논문지)

The Korea Internet of Things Society (한국사물인터넷학회)
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The impact of Fashion Brand O2O Experiences on Brand Value, Brand Flow, and Repeat-Using Intention

중국 패션브랜드의 O2O서비스 체험점 경험이 브랜드 가치, 브랜드 몰입도와 재이용의도에 미치는 영향

  • Zhang Yu (Department of Fashion Design, Tongmyong University ) ;
  • Lee, Young-sook (Department of Fashion Design, Tongmyong University ) ;
  • Lee, Jieun (Department of Welfare Management, Tongmyong University)
  • 장옥 (동명대학교 패션디자인학과 ) ;
  • 이영숙 (동명대학교 패션디자인학과) ;
  • 이지은 (동명대학교 복지경영학과)
  • Received : 2023.08.04
  • Accepted : 2023.09.30
  • Published : 2023.10.31
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Abstract

With the interest in the Internet of Things and the rapid development of e-commerce, the emergence of new service O2O service experience stores is increasing. In the study, the characteristics of the online and offline combined service model O2O service were identified. The marketing model of China's O2O service experience store was analyzed and compared. In particular, a survey was conducted on female consumers in their 20s~40s in Shanghai, China, a leading fashion city, to study O2O service consumption behavior and conduct data analysis. The survey period was conducted from April 8, 2023 to April 18, 2023, and 506 were used as final analysis data. SPSS26.0 and AMOS26.0 structural equation model analysis were used. The empirical analysis results of this study showed that, first, online and offline experiences have a positive effect on brand value. Second, as a result of analyzing the impact of brand value on brand commitment on O2O service experience store experience, it was found that brand value had a positive effect on brand commitment. Third, it was found that the experience of the 020 service experience store affects brand value, which has a positive effect on brand Repeat-Using Intention. Fourth, it was found that the brand commitment to the O2O service experience store experience had a positive effect on brand repeat-using intention.

전자상거래의 급속한 발전과 함께 사물인터넷을 통한 새로운 서비스 이용인 O2O서비스 체험점의 출현으로 온·오프라인 결합 서비스 모델 및 O2O서비스의 특성을 파악하여 본 연구에서는 중국 O2O서비스 체험점의 마케팅 모델을 분석 및 비교하였다. 특히 패션의 선도 도시 중국 상하시의 20~40대 여성소비자를 대상으로 설문조사를 실시하여 O2O서비스 배경에서 소비행태를 연구하고 데이터 분석을 진행하였다. 설문조사 기간은 2023년 4월 8일부터 2023년 4월 18일 기간 동안에 실시하였으며, 506부를 최종분석 자료로 사용하였다. SPSS 26.0와 AMOS를 통해 구조방정식모델분석을 하였다. 본 연구의 실증분석 결과는 첫째, 체험요인의 온라인 체험, 오프라인 체험은 브랜드 가치에 유의한 정(+)의 영향을 미치는 것으로 나타났다. 둘째, O2O서비스 체험점 경험에 대한 브랜드 가치가 브랜드 몰입도에 미치는 영향을 분석한 결과, 브랜드 가치는 브랜드 몰입도에 유의한 정(+)의 영향을 미치는 것으로 나타났다. 셋째, O2O 서비스 체험점 경험에 대한 브랜드 가치가 브랜드 재이용의도에 미치는 영향을 분석한 결과, O2O서비스 체험점의 경험이 브랜드 가치에 영향을 미치며 이는 브랜드 재이용의도에 유의한 정(+)의 영향을 미치는 것으로 나타났다. 넷째, O2O서비스 체험점 경험에 대한 브랜드 몰입도가 브랜드 재이용의도에 미치는 영향을 분석한 결과, 브랜드 몰입도는 브랜드 재이용의도에 유의한 정(+)의 영향을 미치는 것으로 나타났다.

Keywords

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