• 한국의류산업학회지
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• 제24권4호
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• pp.431-442
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• 2022

Despite the rapid reorganization of the center of consumption online, the fashion industry is still strengthening brand marketing using offline stores. This study investigates the psychological mechanisms of shopping flow by three mediators that influence the e-word of mouth(e-WOM) as a marketing performance variable in recent marketing. Data collection was conducted online for 241 women in their 20s and 30s. The significance of multi-mediated pathways was verified using Process 3.5 Model 6. The results for multiple mediation paths are as follows. First, the direct effect of shopping flow on brand advocacy was not significant. Second, analysis of the significance of the indirect effect via simple mediation found that the path mediated by shopping value in the path from the shopping flow to brand advocacy was significant. Third, analysis of the indirect effect by double mediation revealed all three double mediating effects of shopping flow on brand advocacy were significant(emotional response and shopping value, emotional response and store attachment, shopping value and store attachment). Fourth, analysis of the significance of the indirect effect by sequential multiple mediation established the indirect effect leading to emotional response, shopping value, and store attachment was significant. These results indicate that the operation of an experiential fashion store is not just a means for sales, but a communication tool that improves and promotes the brand advocacy by providing brand experience in a store.

• 유통과학연구
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• 제11권5호
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• pp.5-15
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• 2013

Purpose - The purpose of this study is to investigate the impact of the service quality of a university-based convenience store on consumer satisfaction, service value, and customer loyalty. Research design, data, and methodology - The questionnaire was developed by using the modified and supplementary questions based on the KD-SQS model. We used the SPSS/PC 18.0 and AMOS 18.0 statistical packages to analyze the results. For validating the research hypothesis and the structural relationship of the research model, path analysis was used. Results - The overall results of this study are as follows. We found that benefits, promotion, and convenience had a significant impact on two variables: customer satisfaction and service value. Conclusions - The basic benefits, promotions, and convenient facilities in the university-based convenience store have already received favorable reviews. Therefore, for improving customer satisfaction, it is important to improve the reliability of service, quality of human interaction, and customer service.

• 한국의류산업학회지
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• 제18권5호
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• pp.617-624
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• 2016

The purposes of this study was to investigate impacts of loyalty program value on store loyalty through customer satisfaction and switching barrier. This study suggests some basis about the direction guidance for successful store-running marketing activities and beauty service related researches. A total of 986 usable questionnaires were obtained from female adults of Busan. Data were analyzed by frequency analysis, correlation analysis, factor analysis using SPSS for Window 22.0 and confirmatory factor analysis and structural equation model analysis by AMOS 22.0. The results suggested that, loyalty program value benefits(hedonic benefits and utilitarian benefits) had positive effect on customer satisfaction, and loyalty program value costs(hedonic costs and utilitarian costs) had oppositive effect on customer satisfaction. The impact of hedonic benefits of the loyalty program values was the largest. Customer satisfaction and switching barrier directly affect store loyalty. The customer satisfaction affected the store loyalty indirectly but the direct effect was bigger.

• 한국의류산업학회지
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• 제16권3호
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• pp.386-395
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• 2014

This study was to identify underlying dimension of marketing strategy, and to examine effect of the marketing strategic factors on store affect, brand attitude, and brand loyalty in global and domestic SPA brands. Based on pilot study, four SPA brands of which consumers were most aware were selected: Korean SPAs (e.g., Codes-Combine, Basic House) and global brands (e.g., Zara and Uniqlo). A self-administered questionnaire was developed based on literatures. By using intercept survey, 421 respondents were obtained from consumers shopping at the selected SPA retail stores located in cities (Seoul, Daejon, Chongju) in Korea. Result showed that SPA brand marketing strategy consisted of four factors: Product differentiation, store location, in-store VMD, and price value. The marketing strategic factors had partially significant effects on brand attitude, store affect and store loyalty. However, there was significant differences in those effects between global and Korean SPA brands. Specifically, the effect of in-store VMD on brand attitude was higher in Korean SPA brands, whereas the effect of price value was higher in global SPA brand. Also, the price value was significant predictor of store affects in global SPAs, while in-store VMD was significant predictor of store loyalty in Korean SPA brands. This study discussed a managerial implication for creating brand attitude and emotional responses, which obtains comparative advantages in the competing marketplace.

• 유통과학연구
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• 제21권3호
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• pp.101-111
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• 2023

Purpose: The first purpose of this study is deriving in-store characteristics that affect the experience of customers using unmanned stores and reveals the value of major services that customers feel and experience. Also, an empirical analysis is conducted on the effect of intelligent consumption value after using unmanned stores on consumption emotions and continuous use intention, and the modulating effect of customers' untact tendency on environmental characteristics and the value of intelligent services is verified. Research design, data and methodology: Samples were taken from 186 people who visited the unmanned store from April to June 2022 to investigate the research model. Results: It was found that the environmental characteristics of unmanned stores had a positive effect on the intelligent service value. Also, the higher the value of intelligent service, the stronger the influence on consumption emotions, and the higher the value of the intelligence service and consumption emotions, the stronger the impact on the intention to use intention. The untact propensity played a role in controlling the relationship between ease of using technology and the intelligent service value and the relationship between spatial arrangement and functionality and intelligent service value. Conclusion: In order to improve unmanned store service in the trend of spreading unmanned stores, it is necessary to not only improve the technology using convenience in terms of store environmental characteristics but also create innovative consumption experiences in terms of space layout, function, and convenience of payment.

• 한국의류학회지
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• 제27권2호
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• pp.261-269
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• 2003

This study examined the effects of store density levels on consumers'crowding perception and the effects of perceived retail crowding on consumer emotions and in turn shopping behavior. In addition, the study investigated the effects of perceived price value and store type on the segmented dimensions of perceived retail crowding. Results of an experimental test with 3 density levels and 2 store types confirmed the effects of density on social crowding and spatial crowding. While social crowding positively affected arousal, spatial crowding negatively did pleasure which in turn affected approach-avoidance behavior. Though two store types showed the same pattern in such relationships, the effect of perceived price value on retail crowding was different by store type.

• 한국의류산업학회지
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• 제3권1호
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• pp.61-69
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• 2001

The purpose of this study was to analyze the purchasing behavior related factors of Small Store User in Yhasi street of Dong-Sung Ro, Daegu. Frequency, $X^2$-test MANOVA, ANOVA and Duncan multiple range test were used to analyze the sample. The results of this study were as follows: 1) The largest sample were as follows: un married female, college students of twenties, 101-200 thousand won for salaries. 2) The factors of purchasing behavior were classified into 8 factors, enjoy shopping, store image, unique goods, culture space, salesperson, low price, information seeking, value via price orientation. 3) There were significant differences found between attitude on information source, number of seeking store, music in shop, music sound, size, display, price, street, in their factors of purchasing behavior (unique goods, value via price, low price, store image, enjoy shopping) 4) There were significant differences found between demographic characteristics (personal sales, location, transportation) in their factors of purchasing behavior (salesperson, cultural space, store image).

• 복식
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• 제52권1호
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• pp.37-52
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• 2002

The purpose of this study was to investigate influential factors on the buying intention and the impulse buying of discount store apparel. Data were collected by randomly surveys and the subject was married women. SPSS PC+8.0 was used to analyze the data. The factors to influence on the buying intention of discount store apparel were perceived money value, store image, brand familarity, differentiated needs, perceived risk, perceived quality, voluntary performance. It was found that perceived money value affected buying intension and that perceived quality affected the satisfaction after buying. The factors to influence on impulse buying of discount store apparel were environmental stimulus, useful stimulus, emotional stimulus, situational stimulus of consumer. The relationship between factors of impulse buying and influenced factors of buying intention was that store image affected useful stimulus and differentiated needs affected emotional stimulus.

• 한국의류학회지
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• 제36권8호
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• pp.802-813
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• 2012

This study establishes how the clothes consumption value, need for uniqueness, and use information sources could influence the importance of apparel product attributes and the importance of store attributes. Data were collected through a survey of adults in their 20's and 30's with 48 questionnaires for statistical analysis. The collected data were processed with the programs AMOS 16.0 and SPSS 18.0 for windows and reliability analysis, correlation analysis, factor analysis, and structural equation analysis were conducted to analyze the data. The results in this research are follows. First, the clothes consumption value influences the importance of apparel product attributes both directly and indirectly and the importance of store attributes indirectly through use information sources. Second, the need for uniqueness influences the importance of apparel product attributes indirectly and importance of store attributes both directly and indirectly through clothes consumption value and use information sources. The implications of these findings and suggestions for future study are also discussed.

• 유통과학연구
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• 제10권11호
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• pp.71-77
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• 2012

Purpose - This study examined marketing communication in traditional markets by assessing consumers demonstrating brand loyalty through repeat purchases despite active marketing by competing brands hence, showing that the brand did not lose customers owing to communication. Specifically, this study examined the effects of marketing communication factors in traditional markets upon consumers' store loyalty and to determine consumers' practical and hedonic values, as moderating variables. Moreover, this study determined that both experienced and inexperienced consumers in traditional markets could similarly assess the market and examined the outcome of traditional market development as well as future strategies. Research design, data, methodology - To verify the relationship between marketing communication and store loyalty, and the moderating effects of shopping value, data were collected from 230 consumers in the Gyeonggi Province to test the theoretical model and its hypotheses. Although the field of distribution management typically uses two research methodologies, this study was conducted using empirical methodology. Specifically, analysis of variance and hierarchical regression analysis were used to test the hypotheses. Results - Consumers who had experienced the traditional market placed a greater emphasis on the physical environment or word-of-mouth marketing. Moreover, other factors apart from advertising had a significantly positive influence upon marketing communication sub-factors and store loyalty. Word-of-mouth marketing was found to be more important than other factors, therefore affirmative word-of-mouth marketing was considered important from various viewpoints. The study investigated the moderating effects of hedonic value and practical use value in the relationship between marketing communication sub-factors and store loyalty: The negative influence of publicity, physical environment, and word-of-mouth marketing was considered to be statistically significant. Conclusions - Consumers who made use of the traditional market did not think of the physical environment in an affirmative way, and consumers who did not make use of the traditional market perceived it as having a poor physical environment. However, consumers who engaged in word-of-mouth marketing experienced the traditional market in an affirmative way. Consumers who made use of the traditional market had significantly high hedonic value and/or practical use value, therefore future strategies should encourage consumers to make more use of the traditional market. Consumers who had experienced the traditional market demonstrated strong market loyalty. For consumers who did not make use of the traditional market, marketing communication was likely to influence store loyalty in a different manner from a practical perspective. In other words, marketing communication was needed to develop the traditional market, and consumers who did not make use of the traditional market should be given the opportunity to do so. Consumers having low hedonic values experienced high publicity to have high store loyalty, and consumers who experienced good facilities of the traditional market had high store loyalty (Nam & Jun, 2011). Consumers with low hedonic values as well as those with high hedonic values on the traditional market could have high store loyalty through affirmative word-of-mouth marketing.Therefore, various types of events and strategies were needed to enable consumers to experience the traditional market in an affirmative way.