패션 팝업 스토어의 체험 유형에 따른 인지 요인이 브랜드 태도 및 행동 의도에 미치는 영향에 관한 연구
Effects of cognitive factors on brand attitude and behavioral intention across different fashion pop-up store formats
1
조회
0
다운로드
12
인용
0
참고문헌
키워드
초록
The aim of this paper is to find which types of pop-up store positively influence consumers and to analyze the factors that affect brand attitude and behavioral intention across different fashion pop-up store formats. The data was collected from 217 respondents in their 20s and 30s and then subjected to descriptive statistical analysis, oneway ANOVA and regression analysis using SPSS Statistics. The results of the oneway ANOVA test indicated that the 'Pop-up store of alliance with different kinds of industries' is the most effective type for increasing brand preference and brand recognition amongst consumers. Some further insights can be made from the regression analysis results. There are differences between pop-up store formats in terms of the cognitive factors influencing brand attitude and behavioral intention. Moreover, there are differences between pop-up store formats in terms of brand attitude factors influencing behavioral intention. Through the results of this study, fashion companies can determine the best type of pop-up store to open depending on their aims. In conclusion, this study provides valuable insights to fashion marketers, helping them to determine the appropriate factors to consider when planning fashion pop-up stores. Academically, this paper contributes to expanding the range of research on fashion pop-up retail by studying consumer experiences of different pop-up store types.
Abstract
The aim of this paper is to find which types of pop-up store positively influence consumers and to analyze the factors that affect brand attitude and behavioral intention across different fashion pop-up store formats. The data was collected from 217 respondents in their 20s and 30s and then subjected to descriptive statistical analysis, oneway ANOVA and regression analysis using SPSS Statistics. The results of the oneway ANOVA test indicated that the 'Pop-up store of alliance with different kinds of industries' is the most effective type for increasing brand preference and brand recognition amongst consumers. Some further insights can be made from the regression analysis results. There are differences between pop-up store formats in terms of the cognitive factors influencing brand attitude and behavioral intention. Moreover, there are differences between pop-up store formats in terms of brand attitude factors influencing behavioral intention. Through the results of this study, fashion companies can determine the best type of pop-up store to open depending on their aims. In conclusion, this study provides valuable insights to fashion marketers, helping them to determine the appropriate factors to consider when planning fashion pop-up stores. Academically, this paper contributes to expanding the range of research on fashion pop-up retail by studying consumer experiences of different pop-up store types.
참고문헌 (42)
- Icek Ajzen, "Prediction of leisure participation from behavioral, normative, and control beliefs: An application of the theory of planned behavior", Leisure Sciences, 13(3), pp.185~204 (1991), Informa UK Limited[DOI]
- Allport, G. W., "A handbook of social psychology", pp.789~844 (1935), Clark University Press
- Mary Jo Bitner, "Servicescapes: The Impact of Physical Surroundings on Customers and Employees", Journal of Marketing, 56(2), pp.57~ (1992), JSTOR[DOI]
- William Boulding, "A Dynamic Process Model of Service Quality: From Expectations to Behavioral Intentions", Journal of Marketing Research, 30(1), pp.7~ (1993), JSTOR[DOI]
- 채희주, "팝업스토어의 점포속성이 브랜드 태도와 재방문의도에 미치는 영향 - 스포츠 브랜드를 중심으로 -", 한국의류산업학회지, 14(3), pp.400~412 (2012), 한국의류산업학회[DOI]
- Arjun Chaudhuri, "The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty", Journal of Marketing, 65(2), pp.81~93 (2001), American Marketing Association (AMA)[DOI]
- Cho, W. -H., "A study on the relationship among experiential marketing of outdoor brand, brand attitude, and purchase intention: Focused on flagship store", master, pp.2012
- Martin Fishbein, "An Investigation of the Relationships between Beliefs about an Object and the Attitude toward that Object", Human Relations, 16(3), pp.233~239 (2016), SAGE Publications[DOI]
- "On 10th anniversary of first NYC pop-up, retailers look back" (2012)[URL]
- Greenwald, A. G., "Psychological foundations of attitudes", pp.147~170 (1968), Academic press
- "Why pop-up shops are hot" (2009)[URL]
- Morris B. Holbrook, "Assessing the Role of Emotions as Mediators of Consumer Responses to Advertising", Journal of Consumer Research, 14(3), pp.404~ (1987), Oxford University Press (OUP)[DOI]
- "Advertising Research", 1995, 55~84
- 장희영, "패션 매장 VMD의 인지차원이 소비자의 감정반응과 구매의도에 미치는 영향", 경영연구, 30(3), pp.427~452 (2015), 한국산업경영학회
- "master", Hongik University, 2003
- Jin, J. W., "The influence of collaboration, fashion product type and fashion innovation on consumer purchase attitude", master, pp.2015
- Jun, C. N., "A study on the effects of IMC(integrated marketing communication) on the brand equity", doctor, pp.2007
- Jung, G. -R., "A study on the spatial design of a branded, experiential pop-up store", master, pp.2014
- Kim, B. K., "A study on causal relations between shopping orientation for fashion goods, customer equity of internet shopping mall and purchase intention", doctor, pp.2013
- 김현정, "체험 마케팅이 적용된 POP-UP Store의 공간적 특성에 관한 연구", 한국공간디자인학회 논문집, 7(1), pp.77~86 (2012), 한국공간디자인학회
- Kim, J. -S., "The influence of pop-up store experiences on brand attitudes", master, pp.2010
- Kim, K. W., "Clothing brand equity based on consumer evaluation", Journal of the Korean Society of Clothing and Textiles, 23(8), pp.1075~1085 (1999)
- Kim, S. Y., "A study on market research of apparel pop-up store in Korea and purchase behavior of apparel pop-up store experienced consumer", master, pp.2011
- 김선영, "나이키, 퓨마, 구호 팝업 스토어 방문자들의 팝업 체험감성 및 구매행동 비교 연구", 복식문화연구, 19(6), pp.1288~1301 (2011), 복식문화학회
- Koh, E. -H., "The moderating effect of affect intensity and need for cognition on attitude toward ad and attitude toward brand", master, pp.1999
- Kotler, P., "Marketing management" (2000), Prentice Hall
- V. Kumar, "Building and sustaining profitable customer loyalty for the 21st century", Journal of Retailing, 80(4), pp.317~329 (2004), Elsevier BV[DOI]
- 이정실, "서비스접점에서 고객 평가요인이 감정적 반응과 행동의도에 미치는 영향", 관광연구, 22(2), pp.17~36 (2007), 대한관광경영학회
- Lee, M. J., "A study of the characteristics in designing pop-up stores: From the perspective of experience marketing", master, pp.2012
- George S. Low, "The measurement and dimensionality of brand associations", Journal of Product & Brand Management, 9(6), pp.350~370 (2000), Emerald[DOI]
- "Cutting-edge clothes and music at Ritual Expo" (1999)[URL]
- Nam, S. -M., "The effects of brand story advertising type on evaluations of consumer's attitude", master, pp.2010
- Marsha L. Richins, "Negative Word-of-Mouth by Dissatisfied Consumers: A Pilot Study", Journal of Marketing, 47(1), pp.68~ (1983), JSTOR[DOI]
- 신지선, "고객참여 활성화를 위한 스페이스 마케팅기법과 브랜드 아이덴티티 전략-팝업스토어를 중심으로-", 조형미디어학, 16(4), pp.117~126 (2013), 한국일러스아트학회
- So, G. -S., "Effects of affective factors on apparel buying behaviors", master, pp.1999
- 성가희, "체험마케팅을 위한 팝업 스토어의 공간디자인 표현 특성 -패션브랜드매장을 중심으로-", 디자인지식저널, (29), pp.117~126 (2014), 한국디자인지식학회
- Micaela Surchi, "The temporary store: a new marketing tool for fashion brands", Journal of Fashion Marketing and Management: An International Journal, 15(2), pp.257~270 (2011), Emerald[DOI]
- Peter Wright, "Message-Evoked Thoughts: Persuasion Research Using Thought Verbalizations", Journal of Consumer Research, 7(2), pp.151~ (1980), Oxford University Press (OUP)[DOI]
- Yin, C. Q., "The relationship among 4p's mix, customers' satisfaction, store attitude and behavior intention: Focus on comparison between Korea and China customers", master, pp.2012
- Youn, S. J., "A study on the effect of social commerce shopping application’s characteristics on brand attitude: Regulation effects of product involvement", master, pp.2015
- 유지헌, "패션 팝업 스토어의 연도별 변화 추이 및 유형 특성 - 국내 사례를 중심으로 -", 복식문화연구, 23(5), pp.822~834 (2015), 복식문화학회[DOI]
- 윤혜신, "패션 POP-UP STORE 공간 특성에 관한 연구 - 문화마케팅 5S 요소 중심으로 -", 한국공간디자인학회 논문집, 9(4), pp.117~127 (2014), 한국공간디자인학회
