時裝商店個性: 量表發展和自我認知理論的關系

( Kim Willems ),( Gilbert Swinnen ),( Wim Janssens ),( Malaika Brengman ) 한국마케팅과학회 2011 Journal of Global Fashion Marketing Vol.2 No.2

Over five decades ago, Martineau (1958, p. 47) introduced the notion of store personality (SP), which he defined as "the way in which the store is defined in the shopper`s mind, partly by its functional qualities and partly by an aura of psychological attributes". The strategic role of these symbolic, humanlike attributes that can be attributed to stores, has been empirically demonstrated, with respect to customer satisfaction and perceived retail differentiation (Chun & Davies, 2006), as well as with respect to store patronage and loyalty behavior (Sirgy & Samli, 1985; Zentes, Morschett, & Schramm-Klein, 2008). A potential and reasonable explanation of the power of associations with humanlike personality, can be found in the self-congruity theory. This theoretical framework argues that if retailers can position their stores in such a way that the store`s personality is congruent with that of target shoppers, they are likely to succeed in attracting and retaining these consumers (Bellenger, Steinberg, & Stanton, 1976; Zentes et al., 2008), which would in turn enhance profitability (Sirgy, Grewal, & Mangleburg, 2000). However, self-image congruity is still in its infancy in retailing research (Chebat, El Hedhli, & Sirgy, 2009; O``Cass & Grace, 2008; Sirgy et al., 2000), in comparison to the extensive corroborations of the theory across many product categories (Sirgy, 1982). The present study aims to fill this gap in the literature, focusing on fashion retailing in particular. As image and identity concepts are arguably more salient in fashion retailing than in any other sector (Cheng, Hines, & Grime, 2008; Zentes et al., 2008), store personality perceptions can be expected to be particularly relevant in this area of the retail industry. Compared to weekly grocery shopping, for instance, shopping for clothes is an opportunity for self-expression par excellence (Buttle, 1992; for an overview of the role of clothing, see Burns, 2010). We start by introducing "concept-scale interaction" effects in Section 1. This phenomenon implies that rather than applying general brand/store personality scales such as the ones that were developed by Aaker (1997) or d``Astous and Levesque (2003), it is advisable to adopt a contextual approach by developing a SP scale tailor-made for fashion retailing. In Section 2, we subsequently define the construct "fashion store personality" according to Rossiter`s (2002) C-OAR-SE procedure and Section 3 briefly discusses self-congruity theory and its applications in a retail context. Subsequently, a measurement instrument is developed for Fashion Store Personality (FSP) in Section 4. The scale construction procedure consists of three steps. First, repertory grid analysis is carried out in fifty-one individual interviews, in order to generate adjectives that people naturally use to describe the personality of fashion stores. Female participants dominate throughout this study as the interest in fashion is characteristic among women within this age range (Evans, 1993) and clothing for men is often bought by their female partner (Banister & Hogg, 2004). After a preliminary purification of the elicited item pool, a consumer survey (n=481) is carried out. By means of Principal Component Analysis with Varimax rotation five underlying FSP dimensions are identified in the resulting dataset: "chaos", "innovativeness", "sophistication", "agreeable- ness", and "conspicuousness". The psychometric properties of this measurement instrument are checked and the scale`s reliability, stability and validity meet the common standards. Subsequently, based on this operationalization, the role of self-congruity in the context of fashion retailing is explored in Section 5. First, the extent to which consumers shop in fashion stores with a personality that they perceive to be similar to their own, is studied (Section 5.1). An inspection of the correlations between the consumer`s self-image and her perceptions of FSP of her most patronized fashion store supports the idea of SC theory in fashion retailing. Furthermore, a multidimensional scaling (MDS) visually identifies, in a multidimensional space, which types of consumer personality do or do not cluster with certain types of fashion store personality. Overall, the findings indicate that (1) agreeable consumers seem to patronize agreeable fashion stores, (2) open-minded and extraverted consumers correspond to innovative fashion stores, (3) sophisticated and little chaotic stores match best with conscientious consumers, and (4) neuroticism in a consumer is found to be associated with conspicuousness and chaos in a fashion store. Finally, the relative importance of the five FSP dimensions in explaining fashion store choice is assessed using a stepwise multiple discriminant analysis (Section 5.2). Overall, the results indicate that it is worthwhile to take FSP into consideration when explaining consumers store choices. In particular, chaos and sophistication are the two FSP dimensions that consumers mind most when choosing a fashion store to patronize. As self-image congruence seems to have an impact on consumers` store choice, the findings of the present study highlight the role of FSP in retailing positioning strategies. In order for retailers to exhibit a personality that matches the one of their target group, a wide variety of tools can be used (Brengman & Willems, 2009, on determinants of fashion store personality). Further research could provide additional support for this scale`s superiority over general brand/personality scales. Moreover, a cross-cultural validation as well as a study of the scale`s use among male consumers would be valuable.

점포개성의 측정도구 개발

박효현(Hyo Hyun Park),이종호(Jong Ho Lee) 한국마케팅학회 2009 마케팅연구 Vol.24 No.4

소비자들은 서비스 제품인 점포를 단순히 하나의 물리적 개체로 보는 것이 아니라 개성을 지닌 인격체로 인식함으로써 점포의 개성적 특성이 점포와 고객 간의 관계 형성, 유지에 직접적으로 영향을 준다고 볼 수 있다. 특정 점포가 가진 개성차원은 소비자의 점포에 대한 느낌과 태도를 깊이 이해 할 수 있게 하므로 점포 내 광고, 패키지, 촉진 등의 마케팅의사결정에 유용한 지침을 제공한다. 본 연구에서는 소매 점포에 적합한 점포개성 척도를 개발하고자 하였으며 이를 소매 점포에 적용하여 점포개성의 효과를 실증적으로 검토하고자 하였다. 첫째, 점포개성 척도를 개발하였다. 그 결과 따뜻함, 세련됨, 활발함, 진취적임, 엄격함의 5가지 점포개성 차원이 개발되었다. 이는 고객들이 점포를 방문할 때 점포를 단순히 구매를 위한 장소라는 개념의 정의에서 벗어나 점포를 하나의 인격적인 존재로 여기고 관계의 대상으로서 특정 개성차원이 관계형성의 중요 요인이 된다는 것을 의미한다. 둘째, 이러한 점포개성의 구성개념에 대한 확인을 위하여 다양한 소매 점포유형을 선정하고 점포개성의 구성개념에 대한 확인과 주요하게 관련되어 있는 점포동일시 및 점포충성도의 관계에 대해 확인해 보았다. 그 결과, 점포개성은 특정 점포들의 개성을 측정할 수 있는 유용한 도구로 확인되었으며, 점포개성은 점포충성도에 유의한 긍정적인 영향을 미치고 조절변수인 점포동일시 또한 긍정적으로 작용함이 확인되었다. 따라서 점포개성 차원들은 점포 내 쇼핑상황 속에서 경험할 수 있는 전반적인 개성차원에 관한 내용을 담고 있으며, 점포개성의 개념을 측정하기에 적합한 것으로 판단된다. Marketing managers struggle to understand competitive situation of stores by looking into consumer` store selection process and to build discriminative competition advantage because of fierce competition among stores. While the past marketers use store attribute such as price, service, store size, the present marketers use store personality which is a symbolic and emotional mean of differentiation. Store personality assumes that a store has characters like a human. For instance, GS25 convenience store highlights aggressive and considerable store personality by providing convenience service of living as cash withdrawal, receiving of utility bills in store. On the other hand, Buy The Way convenience store emphasizes sophisticated and modern store personality by establishing a space for coffee shops in store. The researches to measure a store personality have applied Aaker`s brand personality scale. These studies have a limitation to understand the symbolism of a store which is one of the service products. First, Aaker`s personality dimensions did not include different dimensions in a point of view of an unique service product because Aaker`s study mainly focused on the physical products to develop the scale of a brand personality. Second, even though factors affecting formation of the store personality and the brand personality are partially identical, the most crucial factors are different each other. For instance, factors such as a commercial, a product user, a brand name, a symbol and logo and a product category etc affect development of brand personality, but the most important factor among them is the commercial. On the other hand, the dynamic factors of a store which are formed by interaction among a consumer, a store, a seller and other consumers affect development of store personality. It is expected that the store personality affects formation and maintenance of relationship between the store and the consumer, since consumer does not regard a store, one of the service products, as a physical object but count it as a person having individualities. Moreover, the knowledge of a store personality supply marketers, who are in charge of determining important guidelines for advertisements, packages and promotions and so forth, useful information about human relationship between the consumer and the store as well as their feeling and attitude toward the stores. Therefore, in order to understand the store personality in detail, this research has dealt with two topics explained as follows. First, this study is to develop a scale to identify the store personality, based upon a variety of the previous studies which have investigated on concepts which reflect the store personality desirably and distinctly. Second, store loyalty has been studied as one of the most important fields in retail marketing. This study researched on the relation before and after mental and rational processes, by analyzing the store personality, the store identification and the store loyalty, which is the final process of consumer behaviors. Consumer occasionally considers a store as a symbol to represent themselves or the group to which they are belong because the symbolization helps them to express who they are and to improve their personal images. From an extensive point of view, this study deals with moderating effect of the store identification and the relationship between store personality and store loyalty. Several suggestions for the preparation of strategy to analyze the advantages were proposed. The results of this research are as follows. First, this research developed the scale of the store personality. It consists of the warmth, sophistication, activity, progressiveness, and strictness. These result imply that a particular product category has adequate personality dimensions. Consumers regard a store as not just a place to purchase a product but also a subject for them to make a relationship as a person make a relationship with other people. Fur

점포의 물리적 환경이 서비스 브랜드 개성과 재구매의도에 미치는 영향

Kim Hyoung Gil(김형길),Jung Hee Kim(김정희),Youn Jeong Kim(김윤정) 한국마케팅과학회 2007 마케팅과학연구 Vol.17 No.4

  본 연구는 점포를 방문하는 동안 노출되는 매장의 물리적 환경 특성이 서비스 브랜드 개성과 재구매 의도에 미치는 영향력을 규명하기 위해 시도되었다. 이를 위해 연구모형을 개발하여, 특정 서비스 브랜드의 이용객을 대상으로 설문조사를 실시하고 구조방정식을 이용하여 분석하였다.<BR>  연구 결과는 우선, 서비스의 물리적 환경은 주변요인, 디자인요인, 사회요인으로, 그리고 서비스브랜드 개성은 유능함, 성실함, 흥분됨, 세련됨, 강인함 차원으로 분류되었다. 둘째, 물리적 환경의 모든 차원들이 모든 서비스 브랜드 개성차원에 정(+)의 영향을 주었으며, 물리적 환경의 서비스 브랜드 개성에 대한 영향력은 각 차원별로 상이하였다. 셋째, 서비스 브랜드 개성은 모두 재구매의도에 정(+)의 영향을 주었으며, 특히 세련됨 차원에 미치는 영항이 가장 켰다. 넷째, 서비스의 물리적 환경은 재구매의도에 정(+)의 영향을 주었으며, 특히 물리적 환경 중 사회요인이 재구매의도에 가장 큰 영향을 주는 것으로 나타났다. 이와 같은 결과들은 물리적 환경 연출은 브랜드 개성 형성의 결정요인으로 서비스 브랜드 차별화의 핵심요인으로 작용하므로, 호의적인 브랜드 개성 창출을 위해서는 우선적으로 물리적 환경에 대한 효율적 관리 방안이 강구되어야 함을 보여준다.   The study examines how the environmental factors of store influence service brand personality and repurchase intention in the service environment. The service industry has been experiencing the intensified competition with the industry’s continuous growth and the influence from rapid technological advancement. Under the circumstances, it has become ever more important for the brand competitiveness to be distinctively recognized against competition. A brand needs to be distinguished and differentiated from competing companies because they are all engaged in the similar environment of the service industry. The differentiation of brand achievement has become increasingly important to highlight certain brand functions to include emotional, self-expressive, and symbolic functions since the importance of such functions has been further emphasized in promoting consumption activities.<BR>  That is the recent role of brand personality that has been emphasized in the service industry. In other words, customers now freely and actively express their personalities or egos in consumption activities, taking an important role in construction of a brand asset. Hence, the study suggests that it is necessary to disperse the recognition and acknowledgement that the maintenance of the existing customers contributes more to boost repurchase intention when it is compared to the efforts to create new customers, particularly in the service industry.<BR>  Meanwhile, the store itself can offer a unique environment that may influence the consumer’s purchase decision. Consumers interact with store environments in the process of virtually, all household purchase they make (Sarel 1981). Thus, store environments may encourage customers to purchase. The roles that store environments play are to provide informational cues to customers about the store and goods and communicate messages to stimulate consumers" emotions. The store environments differentiate the store from competing stores and build a unique service brand personality.<BR>  However, the existing studies related to brand in the service industry mostly concentrated on the relationship between the quality of service and customer satisfaction, and they are mostly generalized while the connective studies focused on brand personality. Such approaches show limitations and are insufficient to investigate on the relationship between store environment and brand personality in the service industry.<BR>  Accordingly, the study intends to identify the level of contribution to the establishment of brand personality made by the store’s physical environments that influence on the specific brand characteristics depending on the type of service. The study also intends to identify what kind of relationships with brand personality exists with brand personality while being influenced by store environments. In addition, the study intends to make meaningful suggestions to better direct marketing efforts by identifying whether a brand personality makes a positive influence to induce an intention for repurchase.<BR>  For this study, the service industry is classified into four categories based on to the characteristics of service: experimental-emotional service, emotional -credible service, credible-functional service, and functional-experimental service. The type of business with the most frequent customer contact is determined for each service type and the enterprise with the highest brand value in each service sector based on the report made by the Korea Management Association. They are designated as the representative of each category. The selected representatives are a fast-food store (experimental-emotional service), a cinema house (emotional-credible service), a bank (credible-functional service), and discount store (functional-experimental service).<BR>  The survey was conducted for the four selected brands to represent each s

온라인 쇼핑몰 속성이 점포개성 및 로열티에 미치는 영향: 중국 소비자를 중심으로

WANG XIAO WU,박철 한국외국어대학교 국제지역연구센터 2012 국제지역연구 Vol.16 No.3

중국의 온라인 쇼핑 산업은 신속한 속도로 발전함에 따라 점포간의 경쟁이 점점 치열해지고 있다. 기업이 치열한 시장경쟁에서 살아남을 수 있는 중요한 수단 중의 하나가 바로 높은 로열티의 유지이다. 그동안 학자들은 브랜드 개성이 브랜드 로열티에 긍정적인 영향을 미친다고 검증하였으나 브랜드개성의 선행변인을 규명한 연구가 미흡한 실정이다. 본 연구는 이러한 갭을 보완하며, 선행연구를 기반으로 온라인 쇼핑몰 속성의 관점에서 정보의 품질, 사용용이성, 상호작용성, 심미성, 안전성 등 5 가지의 요인이 브랜드 개성의 선행변인으로 파악하였다. 이 5 가지의 영향요인이 점포개성의 5 가지 하위차원 요인에 대한 구체적인 영향을 살펴보았다. 또한 온라인 쇼핑몰 속성은 점포개성을 통해 로열티에 어떠한 영향을 미치는지를 검토하 였다. 연구결과는 중국에 있어 온라인 쇼핑몰 5 가지의 요인이 점포개성의 주요 선행변인임을 확인하였고, 각 속성차원이 점포개성의 하위차원에 대한 구체적인 영향을 검증되었다. 더 나아가 온라인 쇼핑몰 속성이 점포개성을 통해 점포로열티에 긍정적인 영향을 미친다는 것을 확인하였다. 이러한 결과를 바탕으로 이론 및 실무적 시사점을 제안하였다. Online shopping malls use various marketing communication methods to construct strong brand personality in sharp market competition. Many precedent studies have researched that brand personality would take a positive impact on brand equity which was been focused on the outcome factors, but paid less attention to the process of brand personality, in addition, that is more important and difficult in online context than in off-line context. To filling this gap, current study has been performed with an empirical study in online store from Chinese online consumers. After reviewing precedent studies the authors found out five online store elements (quality of information, ease of use, interactivity, aesthetics and security) that impact on online store personality which would been controlled easily by marketing practitioners. Online store personality is consistent with Aaker(1997) and directly takes a positive impact on online store loyalty. It is paramount that we fill the gap about leading factors to brand personality. Current study determines five leading factors of brand personality complementing brand strategy in online context that provides an important theoretical framework or basis for future studies. For practical side, online store managers should consider that in online environment the elements of stores have a positive impact on store personality and via store personality communication activities increase online store loyalty. Managers should manage their elements about the store like design and so on.

점포속성과 점포개성이 점포선택에 미치는 영향에 관한 연구 - 쇼핑가치와 사전지식의 조절효과를 중심으로-

박효현,정강옥 한국마케팅관리학회 2010 마케팅관리연구 Vol.15 No.1

Retailers hope to increase their performance significantly via implementing differentiation strategy against other competitors because the competition among a variety of store formats has been fierce recently. While the retailer marketers utilized store attributes such as product assortment, price,service, etc. for competitive advantage in the past, nowadays store personality with hedonic and symbolic value is emerging as a new point of competitive differentiation in the retail industry. The purpose of the study is to investigate the influence of store attribute and store personality on the selection of store and analyze the moderating effect of shopping value and prior knowledge if store attribute and store personality have influence on store selection. The results of this study are summarized as follows. First of all, both store attribute and store personality have a significant influence on store selection. Second, when utilitarian shopping value to consumer is higher than hedonic shopping value, store attribute has more influence on store selection than store personality, whereas store personality has more influence on consumer selection of store than store attribute if hedonic shopping value to consumer is higher than utilitarian shopping value. Third, store personality has more positive effect on store selection than store attribute if consumer has high prior knowledge on store. Store attribute, however, has a more positive effect on store selection than store personality when consumer has low prior knowledge. Finally, the implications, limitations and future study directions based on the this study are discussed. 본 연구에서는 점포특성 요인인 점포속성과 점포개성이 점포선택에 미치는 영향에 관해 분석하였다. 그리고 점포특성 요인이 점포선택에 영향을 미침에 있어 조절효과를 가질 수 있는 변수로 쇼핑가치 유형(실용적/쾌락적), 사전지식 수준(높음/낮음)의 상호작용효과에 대해 살펴보았다. 연구결과로 첫째, 점포속성은 점포선택에 긍정적인 영향을 미쳤으며, 점포개성도 점포선택에 긍정적인 영향을 미치는 것으로 나타났다. 둘째, 실용적 쇼핑가치가 높은 경우에는 점포속성이 점포개성보다 점포선택에 더욱 긍정적인 영향을 미쳤으며, 쾌락적 쇼핑가치가 높은 경우에는 점포개성이 점포속성보다 점포선택에더욱 긍정적인 영향을 미치는 것으로 밝혀졌다. 셋째, 사전지식이 높은 경우에는 점포개성이 점포속성보다점포선택에 더욱 긍정적인 영향을 미쳤으며, 사전지식이 낮은 경우에는 점포속성이 점포개성보다 점포선택에 더욱 긍정적인 영향을 미치는 것으로 나타났다. 본 연구를 통해 쇼핑가치와 사전지식에 따른 점포속성과점포개성이 점포선택에 미치는 영향에 관한 이해를 높일 수 있었다. 후반부에 본 연구결과의 이론적, 실무적 시사점과 연구의 한계 및 향후 연구방향에 대해 제시하였다.

점포환경에 따른 브랜드개성의 유형과 영향요인에 관한 연구

이종호,박효현 한국고객만족경영학회 2008 고객만족경영연구 Vol.10 No.2

This study examined relative influencing power of components of store environment which influences on formation of brand personality by types of stores.First, it is analysed that according to the type of the stores, which components of store environment are important. The result showed that the dominant components were existed by the type of the stores. Second, we found out the brand personality of the store which exactly explained the difference of the store to the consumers. it is conformed that demands of dominant personality and demands of unique personality existed by the type of the stores. Third, it is investigated that which components of store environment are essential, when consumers recognized demands of brand personality. The results showed demands of brand personality, which consumers recognized, were formed by a variety of components of store environment 본 연구에서는 점포유형에 따라 브랜드개성의 형성에 영향을 미치는 점포환경 구성변인들의 상대적인 영향력을 살펴보고자하였다. 첫째, 점포유형에 따라 중요한 점포환경 구성변인이 어떻게 차이가 나타나는지를 분석하였다. 대형할인마트 선택에 중요한 영향을 미치는 점포환경의 구성변인들은 디자인, 가격, 추천인, 조명으로 주로 쇼핑과 관련된 소비자들의 실질적인 면과 직결되어 있다. 백화점 선택에 중요한 영향을 미치는 점포환경의 구성변인들은 제품속성, 품질, 심벌, 모델, 소비자, 분위기, 서비스, 음악으로 주로 가격이외의 제품요인과 서비스, 분위기 등 상징적인 요소들이 직결된 것이 많은 것으로 나타났다. 둘째, 점포유형에 따라 소비자들이 점포유형을 가장 잘 설명하는 점포의 브랜드개성 차원들을 파악하였다. 열정은 대형할인마트 선택에 더 중요한 브랜드개성 차원으로 확인되었고, 세련, 능력은 백화점 선택에 더 중요한 브랜드개성 차원으로 확인되었다. 셋째, 브랜드개성 차원들을 소비자들이 인식함에 있어 주요 점포환경 구성변인들이 무엇인지를 파악하였다. 분석결과를 통해 소비자들이 인식하고 있는 브랜드개성 차원들은 다양한 점포환경 구성변인들에 의해 형성되고 있다는 사실을 확인할 수 있었다.

보문 : 백화점의 브랜드 개성이 점포태도와 점포충성도에 미치는 영향

이지연 ( Ji Yeon Lee ) 한국의류학회 2012 한국의류학회지 Vol.36 No.7

This research examines the impact of brand personality dimensions on store attitude and store loyalty for department stores. A total of 431 customers participated in the online survey. The participants were women in their 20`s to 50`s with experience of purchasing apparel from four major department stores. The data were analyzed using factor analysis, reliability test, and structural equation modeling with PASW 18.0 and AMOS 18.0. Analyses revealed three dimensions of the brand personality of department stores: prestige, passion, and sincerity. Among the three dimensions of brand personality, ``passion`` and ``sincerity`` were shown to be the most influential factors affecting department store attitude. The results suggest that passionate and sincere customers tend to exhibit favorable store attitudes. Customers with more favorable store attitudes then are more likely to express great store loyalty than those with less favorable attitudes. An analysis of the effect of brand personality on attitudes toward department stores provides implications for department store brand management strategies.

SPA브랜드 점포속성 및 점포개성-자아일치성과 점포태도의 관계에서 자기해석수준과 브랜드 명성의 조절효과에 관한 연구

신종국 한국경영교육학회 2014 경영교육연구 Vol.29 No.1

This study investigates the effects of store attribute and store personality-self congruity of SPA brand on store attitude and analyze the moderating effects of self-construal level(independent/interdependent) and brand reputation(high/low). The results of empirical analysis are as follows: First, both store attribute and store personality-self congruity of SPA brand have positive effects on store attitude. Second, the effect of store attribute on store attitude is greater in the independent self-construal customers than in the interdependent self-construal customers. But the self-construal level does not moderate the relationship between store personality-self congruity and store attitude. Third, the effect of store attribute on store attitude is greater when brand reputation is high than when brand reputation is low. The brand reputation moderate the relationship between store personality-self congruity and store attitude at the critical level of significance. Based on the results, implications are discussed for marketing practice and future research. 본 연구는 SPA 브랜드의 점포속성 및 점포개성-자아일치성이 점포태도에 미치는 직접적인 효과를 검정하고 점포속성 및 점포개성-자아일치성과 점포태도의 관계에서 소비자의 자기해석수준(독립적/상호의존적) 및 브랜드명성(고/저)에 따른 조절효과에 대해 살펴보았다. 실증연구의 결과 첫째, SPA브랜드의 점포속성과 점포개성-자아일치성은 점포태도에 긍정적인 영향을 미치는 것으로 나타났다. 둘째, 독립적 자기해석 소비자의 경우 상호의존적 자기해석 소비자보다 점포속성에 따른 점포태도 차이가 더 크게 나타났다. 그러나 점포개성-자아일치성과 점포태도의 관계에서는 자기해석수준의 조절효과가 나타나지 않았다. 셋째, 브랜드명성이 높은 경우에 브랜드명성이 낮은 경우보다 SPA 점포속성에 따른 점포태도 차이가 더 큰 것으로 나타났다. 브랜드명성은 점포개성-자아일치성과 점포태도의 관계에 있어서도 한계적 수준에서 조절적 역할을 하는 것으로 나타나 브랜드명성을 높게 지각하는 경우에 브랜드명성을 낮게 지각하는 경우보다 일치성에 따른 태도의 차이가 더 큰 것으로 확인되었다. 본 연구의 결과는 SPA브랜드가 경쟁우위를 점하기 위해서는 점포속성 요인뿐만 아니라 점포개성-자아일치성에 기반한 차별화를 도모해야 하며 표적고객의 자기해석수준과 기업의 브랜드명성에 적합한 점포속성 및 점포개성 요인을 적절히 관리함으로써 고객의 점포태도 제고에 노력해야 함을 시사한다.

대형마트 충성도의 이중경로모형

지성구(Seong Goo Ji),이인구(Ihn Goo Lee) 한국유통학회 2010 流通硏究 Vol.15 No.1

국내 대형마트 점포 수는 2008년 기준 403개로 포화시점에 근접하고 있다. 이러한 경쟁상황에서 ‘점포충성도(store loyalty)’가 지속적 경쟁우위를 위한 전략적 도구로써 그 활용성이 점점 더 중요시 되고 있다. 다양한 관점에서 점포충성도를 대형마트 연구의 핵심적 과제 다루어왔으나, 통합적인 연구 접근 방법이 미흡한 실정이다. 따라서 본 연구에서는 통합적 관점에서 점포충성도가 형성되는 두 가지 경로를 제안하였다. 이중경로모형은 첫째, 내재적경로 ‘서비스품질→고객만족→점포충성도’, 둘째, 외재적 경로 ‘점포개성→점포동일시→점포충성도’로 구성된다. 조사대상은 대형마트를 이용하는 소비자들을 대상으로 진행하였으며, 구조방정식모형 분석을 통하여 제안된 이중경로모형의 적합성 및 가설검증을 실시하였다. 연구결과, 모형의 적합지수들은 상당히 좋은 값들을 보여주고 있다. 또한 본 연구에서 새롭게 제시된 내재적 경로인 서비스품질은 고객만족에 정의 영향을 미치고, 고객만족은 결과변수인 대형마트의 점포충성도에 매우 유의하게 영향을 준 것으로 나타났다. 그리고 외재적 경로에서 대형마트의 점포개성은 점포동일시에 긍정적인 영향을 주고 매개변수인 점포개성은 점포충성도에 영향을 미치는 것으로 나타났다. 이를 통해 본 연구는 대형마트의 점포충성도 형성에 관한 두 가지 경로를 제시함으로써, 이론적, 관리적 시사점을 도출하였고 연구의 한계점과 미래연구방향을 제시하였다. Ⅰ. Introduction The industry of domestic discount store was reorganized with 2 bigs and 1 middle, and then Home Plus took over Home Ever in 2008. In present, Oct, 2008, E-Mart has 118 outlets, Home Plus 112 outlets, and Lotte Mart 60 stores. With total number of 403 outlets, they are getting closer to a saturation point. We know that the industry of discount store has been getting through the mature stage in retail life cycle. There are many efforts to maintain existing customers rather than to get new customers. These competitions in this industry lead firms to acknowledge ‘store loyalty’ to be the first strategic tool for their sustainable competitiveness. In other words, the strategic goal of discount store is to boost up the repurchase rate of customers throughout increasing store loyalty. If owners of retail shops can figure out main factors for store loyalty, they can easily make more efficient and effective retail strategies which bring about more sales and profits. In this practical sense, there are many papers which are focusing on the antecedents of store loyalty. Many researchers have been inspecting causal relationships between antecedents and store loyalty; store characteristics, store image, atmosphere in store, sales promotion in store, service quality, customer characteristics, crowding, switching cost, trust, satisfaction, commitment, etc., In recent times, many academic researchers and practitioners have been interested in ‘dual path model for service loyalty’. There are two paths in store loyalty. First path has an emphasis on symbolic and emotional dimension of service brand, and second path focuses on quality of product and service. We will call the former an extrinsic path and call the latter an intrinsic path. This means that consumers' cognitive path for store loyalty is not single but dual. Existing studies for dual path model are as follows; First, in extrinsic path, some papers in domestic settings show that there is ‘store personality-identification-loyalty’ path. Second, service quality has an effect on loyalty, which is a behavioral variable, in the mediation of customer satisfaction. But, it's very difficult to find out an empirical paper applied to domestic discount store based on this mediating model. The domestic research for store loyalty concentrates on not only intrinsic path but also extrinsic path. Relatively, an attention for intrinsic path is scarce. And then, we acknowledge that there should be a need for integrating extrinsic and intrinsic path. Also, in terms of retail industry, this study is meaningful because retailers want to achieve their competitiveness by using store loyalty. And so, the purpose of this paper is to integrate and complement two existing paths into one specific model, dual path model. This model includes both intrinsic and extrinsic path for store loyalty. With this research, we would expect to understand the full process of forming customers' store loyalty which had not been clearly explained. In other words, we propose the dual path model for discount store loyalty which has been originated from store personality and service quality. This model is composed of extrinsic path, discount store personality→store identification→store loyalty, and intrinsic path, service quality of discount store→customer satisfaction→store loyalty. Ⅱ. Research Model Dual path model integrates intrinsic path and extrinsic path into one specific model. Intrinsic path put an emphasis on quality characteristics and extrinsic path focuses on brand characteristics. Intrinsic path is based on information processing perspective, and extrinsic path emphasizes symbolic and emotional dimension of brand. This model is composed of extrinsic path, discount store personality→store identification→store loyalty, and intrinsic path, service quality of discount store→customer satisfaction→store loyalty. Hypotheses are as follows; Hypothesis 1: Service quality per

점포개성과 자아이미지 일치성이 관계강도 및 점포충성도에 미치는 영향에 관한 연구

박효현,정강옥 한국전략마케팅학회 2010 마케팅논집 Vol.18 No.2

점포선택은 점포속성만이 아닌 소비자가 점포에 대해 지각하는 개성에 의해서도 이루어진다. 이는 소비자가 점포를 살아있는 대상으로 여기며 점포에 인간적인 특성을 부여하고 자아이미지를 투영시키기 때문이다. 이에 본 연구에서는 점포개성과 자아이미지 일치성이 관계강도 구성변수들에 미치는 영향관계와 해당 변수들이 점포충성도에 미치는 영향을 실증해 보았다. 구체적으로는 점포개성과 자아이미지 일치성이 관계강도 구성변수들을 매개하여 점포충성도에 미치는 인과관계를 LISREL 7.0 프로그램을 사용하여 구조방정식으로 분석하였다. 연구결과는 다음과 같다. 첫째, 점포개성과 자아이미지 일치성이 관계강도 구성변수들인 점포친밀성, 점포만족과 점포충성도에 긍정적인 영향을 미치는 것으로 나타났다. 하지만 점포개성과 자아이미지 일치성이 점포몰입에는 유의적인 영향을 주지 않은 것으로 나타났다. 둘째, 관계강도 구성변수들인 점포친밀성, 점포만족, 점포몰입간에는 유의적인 인과관계가 존재하는 것으로 나타났다. 마지막으로 점포만족과 점포몰입은 점포충성도에 긍정적인 영향을 미치는 것으로 밝혀졌다. 연구결과를 통해 점포개성으로 점포차별화를 이루는 것도 중요하지만 각 점포가 구축하고자 점포개성이 표적고객의 자아이미지와 일치하게 하는 것이 필요하다는 것을 알 수 있었다. 그리고 점포충성도를 높이기 위해서는 관계강도 구성변수들의 인과적 관계에 대한 이해와 관리가 요구된다는 것을 파악할 수 있었다 Consumer's store selection is not only formed by store attribute but also made by store personality. Store personality assumes that a store has characters like a human being. It also indicates that consumer considers a store as a human and projects a self-image to the store. However, there is a little research on the influence of the congruence of store personality and self-image affects store loyalty with mediating variables such as satisfaction, intimacy, and commitment. The goal of this study is to investigate the causal relationships between the congruence of store personality and self-image and store loyalty by mediating relationship strength variables such as store intimacy, store satisfaction, and store commitment. The results of this study are summarized as follows. First of all, the congruence of store personality and self-image has a positive influence on store intimacy, store satisfaction, and store loyalty. However, the congruence of store personality and self- image has no significant impact on store commitment. Second, store intimacy has a positive impact on store satisfaction and store commitment. Store satisfaction has a positive effect on store commitment. Third, relationship strength variables such as store satisfaction and store commitment has a positive impact on store loyalty. These findings in this study indicate that store personality is an important predisposing factor which affects relationship strength related variables and store loyalty. Finally, the implications, limitations, and future study directions based on the study results are discussed.