점포내부 환경에 대한 자아일치와 점포충성도 관계: 정서적 애착의 매개적 역할

최철재 한국무역연구원 2020 무역연구 Vol.16 No.5

Purpose The purpose of this study is to verify the influence of internal environmental factors such as physical designs and employee services provided in department stores on the customer’s self-congruity, and to explain the mediating role of emotional attachment in the relationship between self-congruity, emotional attachment, store image and store loyalty. Design/methodology/approach This study surveyed by face to face interview 314 people who had experience shopping or purchasing luxury goods at department stores, and confirmed the validity and reliability of the data using SPSS 21.0 and AMOS 20.0 statistical packages. The research hypothesis was obtained by structural equation modeling(SEM). The variables used were physical designs, employee services, self-congruity, emotional attachment, store image and store loyalty. Findings Physical designs had a statically significant positive effect on self-congruity, while employee services had no effect on self-congruity. Self-congruity had a statically significant positive effect on emotional attachment and store image, but it did not affect store loyalty. However, emotional attachment had a statically significant positive effect on store image and store loyalty, store image had a statically significant positive effect on store loyalty. Research implications or Originality Marketers of department stores need to focus on improving the physical designs environment to suit the self-concept of existing customers and profitable new customers along with the pursuit of diversification of luxury brands centerd on the luxury zone. And marketers need to create and improve the image of department stores through publicity and advertising media so that target customers can have a favorable image for the store. In addition, marketers should establish a favorable relationship with their target customers so that they have positive emotions, so that they can continue to use department stores in the future and communicate and spread favorable word-of-mouth around them.

브런치 카페의 체험이 점포 애착 및 점포 충성도에 미치는 영향에 관한 연구

황미선,양동휘 경성대학교 산업개발연구소 2022 산업혁신연구 Vol.38 No.3

In order to examine and verify the effect of the experience of brunch cafes on store attachment and store loyalty, the research model, hypothesis setting, and empirical analysis were conducted in this study. To verify the hypothesis of this study, a survey was conducted from July 13 to 25, 2022 for consumers who had experience using dessert cafes in Seoul and Gyeonggi-do. A total of 288 questionnaires of the collected data were used for empirical analysis, except for questionnaire data that did not meet the purpose of this study. The analysis results are as follows. First, it was found that sense, emotion, cognition, behavior, and relationship had a significant effect on store attachment. However, it was found that the relationship did not significantly affect store attachment. Second, as a result of analyzing the effect of store attachment on store loyalty, it was found that store attachment had a significant effect on store loyalty. The results of this study will be able to identify the experience factors of brunch cafes, investigate the influence of these experience factors on store loyalty, and provide useful data for establishing experience marketing strategies. 본 연구는 브런치 카페의 체험이 점포 애착 및 점포 충성도에 미치는 영향 관계를 살펴보고 검증하기 위해 연구모형 및 가설설정을 하고 실증분석을 실시하였다. 본 연구의 가설을 검증하기 위해 서울 및 경기지역에서 디저트 카페를 이용해 본 경험이 있는 소비자를 대상으로 2022년 7월 13일부터 7월 25일까지 설문조사를 실시하였다. 수집된 자료는 총 288부이며 본 연구의 목적에 부합하지 않는 설문자료를 제외한 266부를 유효자료로 실증분석에 사용하였다. 분석결과는 다음과 같다. 첫째, 감각, 감성, 인지, 행동 및 관계가 점포 애착에 유의한 영향을 미치는 것으로 나타났다. 그러나 관계는 점포 애착에 유의한 영향을 미치지 않는 것으로 나타났다. 둘째, 점포 애착이 점포 충성도에 미치는 영향을 분석한 결과, 점포 애착이 점포 충성도에 유의한 영향을 미치는 것으로 나타났다. 본 연구 결과는 브런치 카페의 체험 요인이 무엇인지를 파악하고, 이러한 브런치 카페의 체험 요인이 점포 충성도에 미치는 영향력에 대하여 조사해 보고 체험 마케팅 전략 방안을 구축하는 데 유용한 자료를 제공할 수 있을 것이다.

체험형 패션 매장 내 체험적 요소가 점포 애착을 매개로 소비자 충성도에 미치는 영향 -패션 혁신성의 조절효과를 중심으로-

김우빈,최미영 한국의류학회 2023 한국의류학회지 Vol.47 No.2

As more consumers have turned to online shopping since the COVID-19 pandemic, communication through offline channels has also entered a new phase. Young consumers recognize offline channels as a play space for enjoying various experience elements. Applying Pine and Gilmore's (1998) experiential economy theory, this study initially explores the structure of experience factors in the context of experiential fashion stores (RQ1). Next, we investigate the effect of experience factors on consumer loyalty by mediating store attachment (RQ2). In addition, the moderating effect of fashion innovativeness was verified (RQ3). This survey targeted members of the MZ generation who have visited experiential fashion stores. A total of 225 survey responses were ana- lyzed using AMOS 22.0 and SPSS 26.0. First, as a result of factor analysis, the experience factors of experi- ential fashion stores were classified into education, escapism, and aesthetic entertainment. Secondly, as a result of structural equation modeling (SEM), all three experience factors positively affected store attachment, and in- creased attachment positively enhanced consumer loyalty. Finally, as a result of multigroup SEM analysis, con- sumers with low fashion innovativeness considered educational experience as an important factor in inducing store attachment, while consumers with high fashion innovativeness value escapism and aesthetic entertain- ment experiences.

소매점포의 고객경험관리를 통한 점포몰입 증대 방안에 대한 연구

신종국,오미옥 대한경영정보학회 2015 경영과 정보연구 Vol.34 No.1

본 연구에서는 소매점포 내 고객경험을 개인적 차원에서 획득되는 쾌락적․경제적 경험과 타인과의 공유를 전제로 하는 사회적 차원의 상징적․관계적 경험으로 구성하고, 경험의 각 구성개념들과 경험의 결과로 형성되는 점포에 대한 태도 및 애착 간의 관계를 검증하였다. 그 결과 점포태도에는 개인적 차원의 경험과 사회적 차원의 경험이 모두 긍정적인 영향을 미치지만, 점포애착과의 관계에 있어서는 경험의 구성개념들중에서 사회적 차원의 상징적․관계적 경험이 개인적 차원의 쾌락적․경제적 경험보다 점포 애착에 더 큰 영향력을 발휘한다는 것을 확인할 수 있었다. 또한 점포몰입에 있어서도 점포태도보다 점포애착의 영향이더 큰 것을 발견할 수 있었다. 본 연구의 결과는 탁월한 고객경험의 제공을 통해 고객애호도를 구축하고 고객과의 장기적인 관계를 발전시켜 나가고자 하는 소매업자라면 단순히 경제적 경험, 쾌락적 경험만이 아니라 고객에게 사회적 차원의 경험을 제공하기 위해 노력해야 한다는 점을 시사한다. This study tries to explain customer experience in retail stores from a holistic perspective including hedonic, economic, symbolic, and relational dimensions. We also attempt to empirically investigate the effect of each dimension of customer experience on the store attitude and store attachment and the differential influence of the store attitude and attachment on the commitment toward store. The major findings from empirical analysis are as follows. First, all four dimensions of customer experience positively impact on the store attitude. Second, symbolic and relational dimensions of customer experience have a positive effect on the store attachment while hedonic and economic dimensions don't. Third, the store attachment more positively influence the commitment toward store than the store attitude do. This paper extends the scope of the study on consumer experience in retail setting by broadening the dimensions of it and testing the differential effect of each dimensions empirically. The results of this research can provide useful implications for practitioners to build successful strategies on customer experience management in retail stores.

백화점의 점포속성이 소비 삶의 질 평가(PQOLI)와 지역사회애착에 미치는영향

정연승,최순화,김문섭 한국전략마케팅학회 2017 마케팅논집 Vol.25 No.2

백화점 업계는 경기 침체와 다양한 유통업태의 성장으로 어려움을 겪고 있지만, 타 유통업태와차별화된 가치 제공을 통한 매장 활성화를 위해 노력하고 있다. 백화점 매장 활성화의 전제 조건은 백화점에서의 쇼핑을 통해 소비 삶의 질(PQOLI, Perceived Quality of Life Impact)이 증가해야한다는 점에서 본 연구는 백화점 점포속성이 PQOLI에 미치는 영향을 파악하고자 하였다. 더 나아가 최근 백화점 점포들이 지역과의 협력과 상생을 추진하는 상황을 고려하여 PQOLI가 소비자의 지역사회 애착에 미치는 영향을 파악하고자 하였다. 전국 주요 6개 도시 소재 대형 백화점 방문 소비자를 대상으로 설문조사를 실시한 결과 소비자들이 백화점의 점포속성을 높게 평가할수록PQOLI가 향상하였다. 즉, 소비자들이 백화점의 안전성, 위치, 제품·서비스, 분위기를 높게 평가할수록 자신의 소비 삶의 질 전반을 높게 평가하는 것으로 나타났다. 또한 백화점 소비자의 PQOLI 가 높을수록 지역사회에 대한 애착도가 높아졌다. 이러한 연구결과는 백화점의 점포속성이 백화점 소비자의 PQOLI를 통해 백화점 소비자의 지역사회 애착에 미치는 영향의 기제를 실증하였다는 점에서 학문적 의의가 있다. 또한 점포속성 요인의 조절을 통한 PQOLI 향상 방안을 제시하였고 지역밀착형 백화점 전략 방안을 제시한다는 점에서 의의가 있다. The department store industry is struggling with the recession and the competition with the various retail stores, and is trying to revitalize the stores through offering differentiated value. The purpose of this study is to investigate the effect of store attributes on the PQOLI(Perceived Quality of Life Impact). Furthermore, considering the situation that department stores are promoting cooperative and co-prosperity with local communities, this research tried to understand the effect of PQOLI on consumer's community attachment. A questionnaire survey was conducted on consumers visiting large department stores in six major cities in Korea. Empirical results show that when consumers perceived department store attributes higher they rated their PQOLI higher. Specifically, consumers evaluated the quality of their consumption life highly when they perceived the safety, location, product, service and mood of the department store highly. Moreover, the higher the PQOLI of department store consumers, the higher their community attachment. These results contribute current research by suggesting the mechanism that the department store attributes influence on the community attachment through the PQOLI. Furthermore, it is meaningful to suggest a community-based strategy for a local department store.

체험형 패션 매장에서의 쇼핑몰입이 브랜드 옹호행동에 미치는 영향: 감정반응과 경험적 쇼핑가치 및 점포애착의 순차적 다중매개 효과 검증

최미영,김우빈 한국의류산업학회 2022 한국의류산업학회지 Vol.24 No.4

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 col- lection was conducted online for 241 women in their 20s and 30s. The significance of multi-mediated pathways was ver- ified 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, shop- ping 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.

Mediating effect of store attachment in formation of store emotions and patronage through art and culture sponsorship in retailing

신종국,박민숙 한국마케팅과학회 2014 마케팅과학연구 Vol.24 No.4

This research examined customer perceptions of the value and effectiveness ofretailers’ art and cultural sponsorship. In order to explain detailed values of culturalsponsorship, the values were classified into four categories: emotional, economic,relational, and socially responsible. This study proposed that these would affect thecustomer satisfaction which, in turn, has an effect on store attachment and storepatronage. In order to validate the research model, SEM (Structural Equation Model)was used through Lisrel 8.3. As a result of the study, all hypotheses were accepted,except the relationship between customer and store patronage. We supplementallyanalyzed the mediating effects of store attachment on customer satisfaction and storepatronage. This research broadens the scope of sponsorship marketing by consideringthe relationship between the benefits of sponsorship and customer emotion andcustomer behavior. This study has implications for marketing practictioners who wantto establish a long-term cultural marketing strategy and increase store patronagethrough store attachment.

A CULTURALAND SOCIALIZATION UNDERSTANDING OF CONSUMER SHOPPING MOTIVES IN THE CREATION OF STORE ATTACHMENT

Jong-Kuk Shin,MinKyung Moon,Min-Sook Park,Corey Allen Ross,Yong Ju 글로벌지식마케팅경영학회 2017 Global Fashion Management Conference Vol.2017 No.07

Socialization agents are an important aspect of a consumer's tool set for determining how they interact with the market environment. These agents are traditionally thought to be members of one's family, peers, and mass media (Bush, Smith, and Martin 1999; John 1999). Research as shown how socialization agents play an important role in marketing research and how they affect attitude formation (Shin, Ross, and Moon, 2015) and brand/store switching behaviors (Shin, Park, and Ross, 2012). Culture defines social norms and forms what are acceptable or even desirable consumption goods within a society (Kaltcheva and Weitz, 2006). Through this definition, one can assume that culture likely has significant influences on a consumer’s shopping motives. Previous researches have attempted to divide culture into dimensions of vertical/horizontal and collectivism/individualism; where vertical individualism is made up of individuals who attempt to stand out from others in their uniqueness via competitive natures, a focus on success and achievements, and acquisition of power; horizontal individualism consists of individuals who tend to shun successful people as boasters and consider values of modesty respectable while retaining their individuality and personal goals apart from comparing to others around them; vertical collectivists are those who recognize a hierarchal form of society and seek to maintain the consistency of traditional authority structures within it; and horizontal collectivists hold views less related to hierarchal recognition and more related to values of equal cooperation with an honest and direct demeanor (Shavitt, Lalwani, Zhang, and Torelli, 2006; Kurman and Sriram, 2002; Triandris and Gelfland, 1998). However, the operational items utilized in research surveys, while successful in the west, such as in the U.S., have struggled to stand out and show significance in the Korean society. This research attempts to provide more useful survey items that embrace each aspect of culture type more clearly in order to reach levels of significance and distinction that are sorely needed in this field. In South Korea, which is thought to be a predominantly collectivist culture (Hofstede, 2001; Rhee, Uleman, and Lee, 1996), a study of discount shoppers found they are inclined to shop for the purpose of socialization either because they enjoy being in a crowd or to compare their current social status level with other shoppers in the same store (Jin and Kim, 2003). Collectivist consumers tend to shop with others among their social circles and spend more time shopping (Ackerman and Tellis, 2001). Consumers that spend more time shopping are more proactive in obtaining information while they are shopping (Bellenger and Korgaonkar, 1980). Risk averse shoppers attempt to increase their market knowledge (Mano and Elliott, 1997), and collectivists are thought to be more risk averse and attempt to avoid risk through various methods, such as price signaling (Shannon and Mandhachitara, 2008). In China, a largely collectivist society, consumers are quite price conscious and focused on thrifty spending habits (Kim, Forsythe, Gu, and Moon, 2002; Zhang, 2001; Weidenbaum, 1996), and they are more likely to engage in obtaining product information during shopping ventures than their individualist American counterparts (Ackerman and Tellis, 2001). Jin and Kim (2003) suggested that Korean shoppers are socially motivated to shop in order to compare their levels of accomplishments with other shoppers in the same venues. This falls in line with a competitive nature distinct in vertical culture types. Verticality in culture values is related to competition and moving up the social latter, while horizontal cultural values denote a more cooperative and passive stance on standing out (Triandis and Gelfand, 1998). It seems logical to assume that vertical culture values tend toward more hedonistic values rather than utilitarian. Utilitarian shoppers are more concerned about price competitiveness and convenience when shopping (Jin and Kim, 2003), implying that individuals of a horizontal cultural nature are more concerned with price comparison and the places that conveniently provide them with information needed to make purchase decisions in the store rather than through external information search, such as through social interactions. When shoppers lack socialization agents or collective cultures to help them make purchase decisions, they must turn to the stores themselves for assistance and information acquisition. Studies have shown that a lack of social interaction creates feelings of loneliness in elderly shoppers, whom will then turn to various mall shopping motivations, such as service consumption and diversion, in order to alleviate their loneliness (Kim, Kang, and Kim, 2005). This suggests that the shopping motivation to interact with service personnel in stores acts as a substitute for situations where socialization agents are lacking. Shopping malls have been shown to be help mitigate feelings of social isolation and emotional disconnect from society (Forman and Sriram, 1991; Mochis, 1996; Kang and Ridgway, 1996). As collectivists tend to highly desire social interactions for a variety of reasons, it is quite likely that such interactions will be a driving factor for their motivation to shop, especially when they lack the appropriate socialization agents that will provide the means to give such interactions outside of the market. Customer satisfaction leads customers to stronger emotional attachments to the stores they are satisfied with, implying that individuals form social bonds with the stores themselves; and this, in turn, increases the likelihood of these individuals becoming regular patrons (Shin and Park, 2014). There are a variety of shopping motives that have been used for studies in previous researches. In this research, we take a look at the motivations of social interaction (Tauber, 1972), information seeking (Bellenger and Korgaonkar, 1980), and price comparison (Groeppel-Klein, Thelen, and Antretter, 1999), and how they are affected by socialization agents, both personal and non-personal, as well as culture type and how they influence an individual's likelihood of emotional attachment to stores.

편의점 PB 간편식 상품의 선택속성이 브랜드 애착 및 브랜드 충성도에 미치는 영향

김현영 경성대학교 산업개발연구소 2022 산업혁신연구 Vol.38 No.4

We examined the effects of convenience store PB product selection attributes on brand attachment and brand loyalty. A survey was conducted with consumers in Seoul who had experience purchasing PB products at convenience stores within 3 months using the convenience sampling method. 230 copies were distributed for about two weeks from September 19 to September 30, 2022, and 204 copies were finally used as valid data. The analysis results are as follows. First, quality and visual design, and price had a significant effect on brand attachment among convenience store PB product selection attributes. However, packaging had not a significant effect on brand attachment. Second, brand attachment had a significant effect on brand loyalty. This study can provide useful data to find ways to enhance brand loyalty through consumers' convenience store PB product selection attributes and brand attachment. 본 연구의 목적은 편의점 PB 간편식 상품의 선택속성이 브랜드 애착 및 브랜드 충성도에 미치는 영향을 살펴보기 위해서 가설을 설정하고 실증분석을 통해 가설검증을 실시하였다. 본 연구의 표본자료는 편의표본추출법으로 3개월 내에 편의점에서 PB 간편식 상품을 구매해 본 경험이 있는 서울 지역의 소비자를 대상으로 설문조사를 실시하였다. 조사기간은 2022년 9월 19일부터 9월 30일까지 약 2주 동안 총 230부를 배포하였으며, 최종적으로 204부를 유효자료로 사용하였다. 본 연구의 가설검증을 위해 SPSS 22.0 통계패키지프로그램을 이용하여 빈도분석, 탐색적 요인분석, 신뢰도분석, 상관분석, 회귀분석을 실시하였다. 분석결과를 살펴보면, 다음과 같다. 첫째, 편의점 PB 간편식 상품의 선택속성 중 품질 및 시각적 디자인, 가격이 브랜드 애착에 유의한 영향을 미치는 것으로 나타났다. 그러나 포장은 브랜드 애착에 유의한 영향을 미치지 않는 것으로 나타났다. 둘째, 브랜드 애착은 브랜드 충성도에 유의한 영향을 미치는 것으로 나타났다. 본 연구는 소비자들의 편의점 PB 간편식 상품의 선택속성과 브랜드 애착을 통한 브랜드 충성도 제고 방안전략을 모색하는데 유용한 자료를 제공할 수 있을 것이다.

테마 레스토랑의 상징적 서비스스케이프가 고객만족 및 점포 애착과 점포 충성도에 미치는 영향

라채일 (사)한국조리학회 2019 한국조리학회지 Vol.25 No.10

The purpose of this study was to set the hypothesis to examine the effect of the symbolic servicescape of the themed restaurant on customer satisfaction, store attachment, and store loyalty. In this study, a survey was conducted between July 1 and July 30, 2019, among consumers who have used themed restaurants in Seoul and Gyeonggi-do. For this study, 278 questionnaires were distributed and 251 valid data were used for empirical analysis. The analysis results are as follows. First, spontaneity and culture connection among the symbolic servicescapes of the themed restaurants were found to have a significant effect on customer satisfaction. Second, customer satisfaction with the theme restaurant has a significant effect on store attachment. Third, store attachment had a significant effect on store loyalty. The results of this study can provide useful data for securing loyalty to stores by achieving competitive advantages in the restaurant market through differentiated symbolic servicescapes such as themed restaurants under the environment of the restaurant.