중국 관광객의 한국 화장품 점포속성 평가가 브랜드 체험을 통하여 만족과 브랜드 충성도에 미치는 영향 = The Effect of the Evaluation of Chinese Tourists in regards to Korean Cosmetic Store Attributes on Satisfaction and Brand Loyalty based upon Brand Experience

다국어 초록 (Multilingual Abstract)

This study examines the attributes of cosmetic stores that Chinese tourists considered when purchasing cosmetics in Korea and the effect of the evaluation of attributes in regards to satisfaction and brand loyalty based upon brand experience. The survey was performed from January 1-14 in 2014 through a Chinese pro-fessional online survey channel-www.sojump.com. A total of 338 data from female and male respondents who visited Korea and purchased Korea brand`s cosmetics were analyzed by SPSS and AMOS. The results were as follows. Frist, cosmetic store attributes were composed of three factors such as physical environ-ment and salespersons, price and promotion, service. Second, all the factors had a positive influence on brand experience. Among them, the influence of physical environment and salespersons were the highest. Third, brand experience influenced satisfaction and satisfaction also had positive influence on brand loyalty. The results above indicate that providing various experiences that appeal to customers is as important as improving product quality when maintaining long-term customer relationships and loyalty.

참고문헌 (Reference)

1 이상영, "화장품 시술체험이 제품 만족도, 브랜드충성도 및 제품구매 의도에 미치는 영향" 한국미용학회 20 (20): 485-493, 2014

2 황진숙, "화장품 브랜드숍에서의 체험마케팅 유형이 브랜드 만족, 애착 및 충성도 형성에 미치는 영향" 한국미용학회 17 (17): 1086-1096, 2011

3 Lim, J. W., "현대 마아케팅 원론" Bobmunsa 1990

4 이항, "체험마케팅과 서비스품질이 중국소비자의 쇼핑가치와 점포선택에 미치는 영향 : 화장품 로드샵을 중심으로" 한국무역연구원 10 (10): 489-507, 2014

5 서은혜, "중국 20대 여성들의 한국 화장품에 대한 인지도 및 선호도 연구 -북경지역을 중심으로-" 한국미용학회 15 (15): 578-586, 2009

6 현인규, "중국 20∼30대 여성소비자들의 화장품 선택요인 연구- 상하이 지역을 중심으로 -" 한국유통경영학회 15 (15): 79-87, 2012

7 이정민, "저가 화장품 브랜드 체험 제공수단과 체험마케팅 유형이 브랜드자산에 미치는 영향" 한국복식학회 60 (60): 100-117, 2010

8 서현주, "일본인 관광객의 국내 화장품 구매 시 점포만족도에 관한 연구" 한국복식학회 64 (64): 77-88, 2014

9 손해경, "인 바운드 중국인의 쇼핑관광경험에 관한 탐색 연구 - 한국관광에서 쇼핑은 계획적인가? 충동적인가? -" 한국관광학회 35 (35): 113-135, 2011

10 임경복, "소비자의 점포속성 중요도와 점포선택 행동에 관한 연구 - 남녀 대학생의 쇼핑성향을 중심으로 -" 복식문화학회 9 (9): 807-817, 2001

11 김우성, "소비자 체험마케팅의 핵심적 특성들과 기여에 대한 고찰" 한국생활과학회 16 (16): 89-102, 2007

12 이학식, "소비관련 감정척도의 개발" 한국마케팅학회 17 (17): 55-91, 2002

13 이지은, "브랜드의 총체적 체험이 소비자-브랜드의 정서적 유대관계에 미치는 영향" 한국마케팅학회 12 (12): 53-81, 2010

14 이진용, "브랜드 경험에 대한 개념적 고찰과 실무적 시사점" 한국소비자학회 14 (14): 215-242, 2003

15 "불황에 중저가 브랜드 화장품 ‘인기’" NAVER 뉴스 - 연합뉴스

16 친페이펑, "방한 중국관광객의 패션상품의 구매기준과 점포속성지각이 쇼핑 만족도에 미치는 영향" 한국의류산업학회 16 (16): 554-563, 2014

17 전지현, "미용서비스 효익이 소비자의 장기적 관계지향성에 미치는 영향-서비스 제공자의 관계유지노력을 조절변인으로-" 한국의류학회 33 (33): 543-553, 2009

18 전지현, "미디어 접촉반응에 따른 외모지향과 외모평가, 외모 관련 상품 구매행동 차이 연구 -국내 중국인 유학생을 중심으로-" 한국의류학회 39 (39): 576-585, 2015

19 조현철, "구조방정식 모델에서 항목묶음이 인과 모수의 검정과 적합도 평가에 미치는 영향" 한국마케팅과학회 17 (17): 133-153, 2007

20 Kim, S. K., "中·日 관광객에 한국 명품 가격물어보니…" Kukinews

21 Pine II, B. J., "Welcome to the experience economy" 76 (76): 97-105, 1998

22 F. E. Webster, "Understanding the Relationships among Brands, Consumers, and Resellers" Springer Nature 28 (28): 17-23, 2000

23 Todd D. Little, "To Parcel or Not to Parcel: Exploring the Question, Weighing the Merits" Informa UK Limited 9 (9): 151-173, 2002

24 Kim, J. R., "The relations between brand attachment and brand loyalty with regard to symbolic consumption propensity toward fashion goods" Catholic University of Daegu 2007

25 Park, K., "The effects of supervisors on goal orientations and sales performance of department store salespeople" 24 (24): 116-127, 2000

26 Jo, P., "The effects of store attributes and consumer characteristics on beauty service choice behavior" University of Incheon 2003

27 Kim, S. E., "The effects of customer's experience and relationship with Korea's low-price cosmetic brands on brand loyalty" Chonnam National University 2009

28 Kim, S., "The effect of retailing factors' evaluations and the perceived shopping value to the satisfaction in middle and low price cosmetic retail stores" Seoul National University 2006

29 Kim, S. J., "The effect of brand assets of domestic basal cosmetic products on the customer satisfaction and customer loyalty" Yonsei University 2008

30 J. Baker, "The Influence of Store Environment on Quality Inferences and Store Image" Springer Nature 22 (22): 328-339, 1994

31 Morris B. Holbrook, "The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun" Oxford University Press (OUP) 9 (9): 132-, 1982

32 Robert A. Westbrook, "The Dimensionality of Consumption Emotion Patterns and Consumer Satisfaction" Oxford University Press (OUP) 18 (18): 84-91, 1991

33 Lim, M. J., "Study on the influence of people's participation in company's cultural programs upon their product satisfaction and customer loyalty: Focusing on the subscribers of Sisamedia of the JoongAng Ilbo" Chung-Ang University 2013

34 Mary Jo Bitner, "Servicescapes: The Impact of Physical Surroundings on Customers and Employees" JSTOR 56 (56): 57-, 1992

35 Yoon, S. I., "Research on ways to promote the cultural industry by stimulating Hallyu or the Korean wave - with a focus on Hallyu in mainland China" Kyung Hee University 2011

36 Choi, M. K., "Research on the experiential design marketing cases of service company in the 21C's consumption paradigm" Yonsei University 2007

37 J. N. Sheth, "Relationship Marketing in Consumer Markets: Antecedents and Consequences" Springer Nature 23 (23): 255-271, 1995

38 Graeme D. Hutcheson, "Measuring Preferred Store Satisfaction Using Consumer Choice Criteria as a Mediating Factor" Informa UK Limited 14 (14): 705-720, 1998

39 Levitt, T., "Marketing intangible products and product intangibles" 22 (22): 94-102, 1981

40 Aaker, D. A., "Managing brand equity" The Free Press 1991

41 Phillip Nelson, "Information and Consumer Behavior" University of Chicago Press 78 (78): 311-329, 1970

42 Schmitt, B. H., "Experiential marketing: How to get customers to sense feel, think, act, relate to your company and brands" The Free Press 1999

43 Changjo Yoo, "Effects of Store Characteristics and In-Store Emotional Experiences on Store Attitude" Elsevier BV 42 (42): 253-263, 1998

44 Choi, S., "Effect of emotional response to clothing products on attitude formation" Seoul National University 1993

45 Kathleen Seiders, "Do Satisfied Customers Buy More? Examining Moderating Influences in a Retailing Context" American Marketing Association (AMA) 69 (69): 26-43, 2005

46 A. S. Dick, "Customer Loyalty: Toward an Integrated Conceptual Framework" Springer Nature 22 (22): 99-113, 1994

47 Assael, H., "Consumer behavior and marketing action (6th ed.)" South-Western College Pub 1998

48 Deepak Sirdeshmukh, "Consumer Trust, Value, and Loyalty in Relational Exchanges" American Marketing Association (AMA) 66 (66): 15-37, 2002

49 Gary T. Ford, "Consumer Skepticism of Advertising Claims: Testing Hypotheses from Economics of Information" Oxford University Press (OUP) 16 (16): 433-441, 1990

50 Valarie A. Zeithaml, "Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence" JSTOR 52 (52): 2-22, 1988

51 Kevin Lane Keller, "Conceptualizing, Measuring, and Managing Customer-Based Brand Equity" JSTOR 57 (57): 1-22, 1993

52 Darden, W. R., "Competitive structure in retail markets: The department store perspective" American Marketing Association 43-52, 1980

53 Cunningham, R. M., "Brand loyalty, what, where, how much" 34 : 116-128, 1956

54 Robert A. Westbrook, "An Analysis of Shopper Dissatisfaction for Major Household Appliances" JSTOR 15 (15): 457-459, 1978

55 Yi, Y. J., "A theoretical examination of customer satisfaction research: Findings and outlook" 11 (11): 139-166, 2000

56 Kang, Y. J., "A study of user's affective and cognitive experience on the personalized website" Sungkyunkwan University 2006

57 Park, E. H., "A study of the relationship between shopping propensity and store attributes in female consumers'cosmetics purchasing behaviors" Kyungpook National University 2007

58 Kotler, P., "A framework for marketing management (4th ed.)" Prentice Hall 2008

59 Hirschman, E. C., "A descriptive theory of retail market structure" 54 (54): 29-48, 1978

60 Richard A. Spreng, "A Reexamination of the Determinants of Consumer Satisfaction" JSTOR 60 (60): 15-, 1996

61 Robert A. Westbrook, "A Rating Scale for Measuring Product/Service Satisfaction" JSTOR 44 (44): 68-72, 1980

62 Richard L. Oliver, "A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions" JSTOR 17 (17): 46-55, 1980

63 요애걸, "20대 중국여대생의 외모관리가 한국화장품 구매행동에 미치는 영향" 한국화장품미용학회 5 (5): 189-202, 2015

64 Korea Trade-Investment Promotion Agency, "2015 권역 별 시장진출전략: 중국지역" Author 2015

65 Korea Culture & Tourism Institute, "2015 international visitor survey" Ministry of Culture, Sports and Tourism 2016