Journal of the Korean Home Economics Association (대한가정학회지)

The Korean Home Economics Association (대한가정학회)
권호 표지

The Effects of Multi-Shop's Store Image on the Store Loyalty and Brand Switching Behavior

멀티샵의 점포이미지가 점포충성도 및 상표전환행동에 미치는 영향에 관한 연구

  • Lee, Seung-Hee (Sungshin Women's University, Dept. of Clothing & Textiles) ;
  • Jo, Se-Na (Sungshin Women's University, Dept. of Clothing & Textiles)
  • 이승희 (성신여자대학교 의류학과) ;
  • 조세나 (성신여자대학교 의류학과)
  • Published : 2007.01.30
Download PDF
⟨ Previous Next ⟩

Abstract

The purpose of this study was to examine if multi-shop's store image affects store loyalty and brand switching. Two hundred fifty females and males who have purchased fashion products in multi-shop participated in this survey. For data analysis, descriptive statistics, factor analysis, Pearson's correlation and regression analysis were used for this study. The results were as followed. First, respondents' the most favorite multi-shop was MUE, followed by Boon the shop and ABC mart. Second, store image was classified into four factors such as store atmosphere, service of store, store recognition and product variety. Store loyalty was classified into five factors such as emotional relationship, pursue of novelty, trust about salesperson, satisfaction about service, and active loyalty. Third, result revealed that 'product variety' and 'store atmosphere', 'store recognition', 'service of store' accounted for 39.6% of the explained varience in store loyalty, and 'store recognition' accounted for 4% of the explained varience in brand switching behavior, while 'trust about salesperson', 'pursue of novelty' accounted for 5% of the explained varience in brand switching behavior. Based on these results, multi-shop's fashion marketing strategy would be suggested.

Keywords

References

  1. 강미연, 홍금희(2003). 의류점포의 서비스품질이 지각된 전환장벽과 점포충성도에 미치는 영향. 한국의류학회지, 27(8), 935-945
  2. 김나리(2001). 퓨전시대의 멀티샵 디자인 특성에 관한 연구. 연세대학교 생활환경대학원 석사학위논문
  3. 김미경, 이선재(2000). 패션상품 소비자의 상표전환 유형과 관련변인과의 관계. 복식, 50(7), 181-193
  4. 김수진, 정명선(2005). 의류제품 구매시 소비자의 점포충성도에 미치는 점포지각변인의 경로분석. 한국의류학회지, 29(2), 356-366
  5. 김수진, 정명선(2006). 의류제품 구매시 지각된 서비스품질과 상징적 점포이미지가 점포충성도에 미치는 영향: 쾌락적 쇼핑성향의 조절효과를 중심으로. 한국의류학회지, 30(1), 48-58
  6. 김순아, 이영선(2001). 의류제품에 대한 소비자의 다양성추구 동기와 행동 -소비자 유형별 유행관심, 의복구매행동과 관련하여-, 한국의류학회지, 25(5), 901-912
  7. 김승은, 김선화(2004). 국내 수입 패션 멸티샵의 마케팅 전략(1) -상품전략/가격전략을 중심으로-, 복식, 54(4), 15-26
  8. 김종호, 이승희(2003). 점포이미지, 고객만족 및 전환장벽이 점포충성도에 미치는 영향. 대한경영학회지, 16(6), 1831-1847
  9. 김효신, 이선재(1999). 청바지제품의 지각된 상표간 차이에 따른 상표전환의 유형과 특성. 복식, 49, 113-124
  10. 소비자시대. 한국소비자보호원 2003.2
  11. 왜 지금, 패션 유통시장의 키워드는 메가, 토털, 멀티, 편집샵인가?(2005. 2. 24). 텍스헤럴드
  12. 이수진, 황선진, 변유선(1997). 유행관여에 따른 패션 전문점의 점포 속성에 관한 연구. 한국의류학회지, 21(2), 346-356
  13. 이영주, 박경애(2002). 온라인 쇼핑객의 점포태도가 점포만족도와 점포충성도에 미치는 영향. 대한가정학회지, 40(5), 53-62
  14. 이유리, Kincade, D. H. (1999). 품절상황에서의 청바지 제품 소비자의 상표전환행동. 한국의류학회지, 23(8), 1086-1097
  15. 이은정(2002). 패션 멀티샵 실내공간의 색채적용에 관한 연구. 계명대학교 석사학위논문
  16. 2004 백화점 업계에 불어 온 바람. 유통저널, 3(120), 36-39
  17. 장규순(1999). 패션전문점의 비쥬얼 머천다이징(Visual Merchandising) 전략에 관한 연구: 멀티 브랜드 매장을 중심으로. 한국실내디자인학회지, 21(12), 54-61
  18. 전종근, 이태민(2004). 점포충성도 결정요인에 대한 온라인-오프라인 비교:점포이미지 변수들을 중심으로. 유통연구, 9(3), 1-20
  19. 정형식, 김영심, 정문석(2001). 브랜드 이미지와 점포이미지가 매장내 감정 및 소비감정과 만족에 미치는 영향, 한국마케팅학회 춘계학술대회 발표논문집
  20. 최낙환, 김종호(1996). 백화점 이용도에 영향을 미치는 요인에 관한 연구. 마케팅연구, 11(1), 63-76
  21. 황진숙, 신영필(2001). 남자대학생의 점포이미지 선호가 의류제품 충동구매에 미치는 영향 연구. 복식, 51(3), 51-58
  22. 황진숙, 양정하(2004). 패션제품의 명품 추구혜택과 상표충성도의 관계 연구. 한국의류학회지, 28(6), 862-871
  23. Arnold, S. J., Tae, H. O., & Tigert, D. J. (1983). Determinant attributes in retail patronage: Seasonal, temporal, regional, and international comparisons. Journal of Marketing Research, 20, 2(May), 149-157 https://doi.org/10.2307/3151681
  24. Bawa, K. (1990). Modeling inertia and variety seeking tendencies in brand choice behavior. Marketing Science, 9, 263-278 https://doi.org/10.1287/mksc.9.3.263
  25. Carpenter. G. S., & Nakamoto, K. (1996). Order of competitor response time to a new product introduction. Journal of Marketing Research, 32, 42-53 https://doi.org/10.2307/3152109
  26. Chin, J., Wu, W., & Wang, Z. (2000). The effects of the brand switching and brand loyalty. Advances in Consumer Research, 35-47
  27. Craig, S. C., Avijit G., & Mclafferty, S. L. (1984). Model of the retail location process: A review. Journal of Retailing, 60(Spring), 5-36
  28. Dick, A. S., & Basu, K. (1994). Customer loyalty: Toward an intergrated conceptual framework. Journal of the Academy of Marketing Science, 22(2), 99-113 https://doi.org/10.1177/0092070394222001
  29. Doyle, P., & Fenwick, I. (1974). How store image affects shopping habits in grocery chains. Journal of Retailing, 50(4), 39-52
  30. Engel, J. F., Blackwell, R. D., & Miniard. (1990), Consumer, 6th ed., 587
  31. Enis, B. M., & Paul, G. W. (1968). Store loyalty characteristics of shoppers and switchers. Southern Journal of Business, 3, 266-276
  32. Enis, B. M., & Paul, G. W. (1970). Store loyalty as basis for market segmentation. Journal of Retailing, 46, 42-56
  33. Givon, M. M. (1984). Variety seeking through brand switching. Marketing Science, 3, 1-22 https://doi.org/10.1287/mksc.3.1.1
  34. Hirschman, E. C. (1981). Retail Research and Theory. Review of Marketing, Chicago: American Marketing Association
  35. Keaveney, S. M. (1995). Consumer switching behavior in service industnes an exploratory study. Journal of Marketing, 59, 71-82
  36. Lattin, J. M., & McAlister, L. (1985). Using a variety-seeking model to identity substitute and complementary relationship among competing product. Journal of Marketing Research, 22, 330-339 https://doi.org/10.2307/3151429
  37. Louviere, J., & Gaeth, W. (1983). Design and analysis of simulated consumer choice or allocation experiments: An approach based on aggregate data. Journal of Marketing Research, 20, 350-367 https://doi.org/10.2307/3151440
  38. Martineau, P. (1958). The Personality of the Retail Store. Harvad Business Review, 36, 47-55
  39. Mazursky, D., & Jacoby, J. (1986). Exploring the Development of Store Image. Journal of Retailing, 62(2), 145-165
  40. McAlister, L., & Pessemier, E. A. (1982). Variety Seeking Behavior An Interdisciplinary Review. Journal of Consumer Research, 9, 311-322 https://doi.org/10.1086/208926
  41. Oh, H. C. (1995). An empirical study on the relationship between restaurant image and customer loyalty. Unpublished Ph.D. Dissertation, Virginia Polytechnic Institute and State University
  42. O'Kelly, M. E. (1981). A Model of the demand for retail facilities, incorporating multishop, multipurpose trips. Geographical Analysis, 13, 134-148 https://doi.org/10.1111/j.1538-4632.1981.tb00721.x
  43. Samli, A. C. (1989). Retail marketing strategy, New York: Quorum
  44. Sirgy, M. J., & Samli, C. A. (1985). A Path Analytic Model of Store Loyalty Involving Self-Concept, Store Image, Geographical Loyalty, and Socioeconomic Status. Journal of the Academy of Marketing Science, 13, 265-291 https://doi.org/10.1007/BF02729950
  45. Stern, B. L., Bush, R. F., & Hair, J. F. (1977), The self-image/store image matching process: An empirical test. The Journal of Business, 63-69 https://doi.org/10.1086/295906
  46. Van Trijp, C. M., Hoyer, W. D., & Inman, J. J. (1996). Why switch? product category-level explanations for true variety-seeking behavior. Journal of Marketing Research, 33, 281-292 https://doi.org/10.2307/3152125