화장품 로드샵의 점포선택속성이 브랜드이미지 및 재구매 의도에 미치는 영향 = The Effects of Store Selection Attributes of Cosmetic Road Shops on Brand Image and Repurchase Intention

다국어 초록 (Multilingual Abstract)

In Korea, cosmetic road shops have achieved continuous growth by offering diverse brands suited to each store concept and providing a wide range of product categories within each brand, thereby expanding customer choice. This study aims to examine how the store selection attributes of cosmetic road shops influence brand image and repurchase intention, providing fundamental data and insights for the efficient management of such shops. For the analysis, SPSS 25.0 statistical software was used to conduct frequency analysis, factor analysis, reliability verification using Cronbach’s α coefficient, correlation analysis, and regression analysis. The study targeted consumers with prior experience purchasing cosmetics from road shops. A total of 425 questionnaires were collected using a five-point Likert scale. The main components of the research include a theoretical review of store selection attributes, brand image, and repurchase intention, as well as analyses related to these factors. The results showed that all sub-factors of store selection attributes significantly influenced both brand image and repurchase intention. Additionally, brand image was found to have a significant effect on repurchase intention. These findings indicate that cosmetic road shop operators must understand these store selection attributes and make efforts to enhance them accordingly.