한국과 미국 대학생의 패션 브랜드 충성도 영향 요인에 관한 비교 문화 연구 - 쇼핑 성향, 의류 제품 속성 평가, 의복 추구 혜택을 중심으로 -
A Cross-Cultural Study on the Factors Influencing on Fashion Brand Loyalty between Korean and American College Students - Focused on Shopping Orientations, Clothing Attributes Evaluation, Clothing Benefits Sought -
0
조회
0
다운로드
24
인용
0
참고문헌
키워드
초록
This study investigated the difference in the influence of shopping orientations, attributes evaluation, and benefits sought on brand loyalty between Korean and American consumers within a clothing purchase context. Questionnaires were administered to 237 Korean consumers and 184 American college students who had purchase experience of casual wear in recent six months through off-line. The results were as follows. First, the hedonic shopping orientation had a positive impact on brand loyalty in both groups, whereas efficient shopping orientation had a positive impact on brand loyalty in American group. Second, the aesthetic attribute had a positive impact on brand loyalty in both groups, whereas utilitarian attribute had a positive impact on brand loyalty in Korean group. Third, brand value benefit sought had a positive impact on brand loyalty in Korean group and body expression/complement had a positive impact on brand loyalty and economic benefit sought had a negative impact on brand loyalty in American group.
Abstract
This study investigated the difference in the influence of shopping orientations, attributes evaluation, and benefits sought on brand loyalty between Korean and American consumers within a clothing purchase context. Questionnaires were administered to 237 Korean consumers and 184 American college students who had purchase experience of casual wear in recent six months through off-line. The results were as follows. First, the hedonic shopping orientation had a positive impact on brand loyalty in both groups, whereas efficient shopping orientation had a positive impact on brand loyalty in American group. Second, the aesthetic attribute had a positive impact on brand loyalty in both groups, whereas utilitarian attribute had a positive impact on brand loyalty in Korean group. Third, brand value benefit sought had a positive impact on brand loyalty in Korean group and body expression/complement had a positive impact on brand loyalty and economic benefit sought had a negative impact on brand loyalty in American group.
참고문헌 (47)
- 강은미, "의류제품구매시 소비자 만족에 영향을 미치는 요인 - 의류점포 서비스 품질, 의복평가기준 및 의복관여를 중심ㅁ으로-", 한국의류학회지, 27(1), pp.29~39 (2003), 한국의류학회
- 고애란, "국내 및 외국 상표 청바지의 구매의도에 따른 평가기준에 대한 신념과 추구 이미지 및 의복태도의 차이 연구", 한국의류학회지, 18(2) (1994)
- 김용숙, "노년기 여성의 의복 추구 혜택에 따른 시장세분화", 복식, 50(8) (2000)
- 김진원, "쇼핑 가치, 점포 속성 및 과업상황이 의복구매 행동에 미치는 영향: 의류점포내 감정을 중심으로", 박사, pp.2000
- 남미우, "여자 대학생의 쇼핑성향에 따른 의복추구혜택, 정보원 활용 유형에 관한 연구", 대한가정학회지, 41(9), pp.55~67 (2003), 대한가정학회
- 박은주, "의복구매 상황과 의복평가 기준과의 관계연구", 한국의류학회지, 15(2) (1991)
- 박은주, "패션관여, 쾌락적 소비가 충동구매에 미치는 영향-한국과 미국 소비자의 비교-", 한국의류학회지, 30(9,10), pp.1413~1422 (2006), 한국의류학회
- 박은주, "서비스품질과 쇼핑가치가 소비자 만족 및 재구매의도에 미치는 영향 - 50, 60대 여성 소비자를 중심으로 -", 대한가정학회지, 43(10), pp.115~124 (2005), 대한가정학회
- 박혜원, "패션 아울렛 점포에 대한 추구혜택과 만족도 연구", 한국의류학회지, 28(7), pp.950~961 (2004), 한국의류학회
- 안광호, "쇼핑가치가 점포이미지와 인터넷 쇼핑몰에서의 소비자구매의도 간의 관계에 미치는 영향에 관한 연구", 소비자학연구, 13(4), pp.5~122 (2002), 한국소비자학회
- 안소현, "의류 구매자의 가치관-추구 혜택-제품속성간의 계층적 인과관계에 관한 탐색적 연구", 한국의류학회지, 24(5) (2000)
- 여의재, "구매후 의복평가기준에 관한 연구: 만족도, 상표 태도, 재구매 의도와의 관계를 중심으로", 한국의류학회지, 20(6) (1996)
- 이주영, "할인점의 제품차원과 서비스차원이 의류 제품 재구매 의도에 미치는 영향", 복식, 50(8) (2000)
- 이 현 경, "소비자 가치와 스포츠웨어 추구혜택 및 속성평가에 관한 연구", 복식문화연구, 12(6), pp.135~148 (2004), 복식문화학회
- 조윤정, "유행선도력에 따른 소비자 세분집단의 심리적 특성과 의복 추구 혜택 특성", 소비자학연구, 12(3) (2001)
- 진병호, "의복 품목에 따른 상표 충성의 결정변인에 관한 연구", 석사, pp.1991
- 한성지, "50？60대 여성의 라이프스타일에 따른 의복구매행동에 관한 연구 － 의복평가기준과 구매장소를 중심으로 －", 복식문화연구, 10(5), pp.504~517 (2002), 복식문화학회
- 황진숙, "인터넷 위험지각 집단의 의복 추구 혜택, 인터넷 쇼핑태도 및 구매의도", 한국의류학회지, 27(7) (2003)
- 황진숙, "스포츠웨어 추구혜택이 스포츠웨어 선호이미지 및 점포유형별 애고에 미치는 영향", 대한가정학회지, 43(4), pp.65~78 (2005), 대한가정학회
- 황진숙, "패션제품의 명품 추구혜택과 상표충성도의 관계 연구", 한국의류학회지, 28(6), pp.862~871 (2004), 한국의류학회
- Abraham-Murali, Liza, "Consumer's perceptions of apparel quality over time: An exploratory study", Clothing and Textile Research Journal, 13(2) (1995)
- Ailawadi,Kusum L., "The retail power-performance conundrum: What have we learned?", Journal of Retailing, 77(3) (2001)
- Babin, Barry, "Work and", or fun: Measuring hedonic and utilitarian shopping value, 1994, pp.20(4), ~
- Berry, Leonard L, "Relationship marketing of services: Growing interest, emerging perspectives", Journal of the Academy of Marketing Science, 23(3) (1995)
- Bloch, Peter H, "A theoretical model for the study of product importance perceptions", Journal of Marketing, 47(3) (1983)
- Carpenter, Janson M., "Consumer shopping value, satisfaction and loyalty in discount retailing", Journal of Retailing and Consumer Services, 15 (2008)
- Carpenter, Janson M., "Consumer shopping value, satisfaction, and loyalty for retail apparel brands", Journal of Fashion Marketing and Management, 9(3) (2005)
- Corstjens, Marcel, "Building store loyalty through store brands", Journal of Marketing Research, 37(3) (2000)
- Durvasula, Srinivas, "Assessing the cross-cultural applicability of consumer behavior models: A model of attitude toward advertising in general", Journal of Consumer Research, 19(2) (1993)
- Dwyer, F. Robert, "Developing buyer-seller relationships", Journal of Marketing, 51(2) (1987)
- Fisher, Eileen, "More than a labor of love: Gender roles and christmas gift shopping", Journal of Consumer Research, 17(3) (1990)
- Gutman, Jonathan, "Fashion lifestyles, self-concept, shopping orientation, and store patronage: An integrative analysis", Journal of Retailing, 58(2) (1982)
- Hirschman, Elizabeth C., "Hedonic consumption: Emerging concepts, methods and propositions", Journal of Marketing, 46(3) (1982)
- Jin, Byoungho, "A typology of Korean discount shoppers: Shopping motives, store attributes, and outcomes", International Journal of Service Industry Management, 14(4) (2003)
- Keller,Kevin L., "Conceptualizing, measuring and managing customer-based brand equity", Journal of Marketing, 57(1) (1993)
- Lennon, Sharron J., "Categorization of the quality concept", Home Economics Research Journal, 23(3) (1995)
- Macintosh, Gerrard, "Retail relationships and store loyalty: A multi- level perspective", International Journal of Research in Marketing, 14 (1997)
- Morganosky, Michelle, "Aesthetic and utilitarian qualities of clothing", Home Economics Research Journal, 13(1) (1984)
- Oliver, Richard L., "Whence consumer loyalty?", Journal of Marketing, 63(4) (1999)
- Reichheld, Frederick F., "Zero defections: Quality comes to services", Harvard Business Review, 68(5) (1990)
- Sherry Jr., "A sociocultural analysis of a midwestern American flea market", Journal of Consumer Research, 17(1) (1990)
- Shim, Soyeon, "Beneift segments of the female apparel market: Psychographics, shopping orientations, and demographics", Clothing and Textiles Research Journal, 12(2) (1994)
- Shim, Soyeon, "Apparel selection by employed women: A typology of information search patterns", Clothing and Textiles Research Journal, 6(2) (1988)
- Shim, Soyeon, "A typology of apparel shopping orientation segments among female consumers", Clothing and Textiles Research Journal, 12(1) (1993)
- Srinivasan, Srini S., "Customer loyalty in E-commerce: An examination of its antecedents and consequences", Journal of Retailing, 78(1) (2002)
- Srivastava, Rajendara K., "Market-based assets and shareholder value: A framework for analysis", Journal of Marketing, 62(1) (1998)
- Yoo, Boonghee, "Developing and validity a multidimensional consumer- based brand equity scale", Journal of Business Research, 52(1) (2001)