본문 바로가기
KERD
논문KCI 등재

동대문 기반 패션 브랜드의 멀티채널 속성이 고객자산에 미치는 영향 연구

The Effects of Multi-channel Attributes of Dongdaemun-based Fashion Brands on Customer Equity

고은주|고전미
한국의류산업학회 (The Society of Fashion and Textile Industry)|2016.12|한국의류산업학회지 (The Korean Fashion and Textile Research Journal)|제18권 제6호|pp. 800-811

0

조회

0

다운로드

2

인용

0

참고문헌

키워드

고객만족재구매의도customer satisfaction멀티채널고객자산multi-channelcustomer equity동대문 기반 패션 브랜드Dongdaemun-based fashion brandsre-purchase intentio
주제분류생활과학

초록

This study aims to extract the Multi-channel attributes of Dongdaemun-based fashion brands and consider the effects of these attributes on customer equity, customer satisfaction and re-purchase intention. In total, 493 samples of those who have purchased Dongdaemun-based fashion brand products using multi-channels were collected for the final data analysis, which was performed using SPSS 21.0 and AMOS 18.0. The findings of study are as follows. Among the multi-channel attributes of Dongdaemun-based fashion brands, entertainment and informativeness had a significant effect on all customer equity drivers. In terms of the effects of customer equity drivers on customer satisfaction and re-purchase intention, all customer equity drivers significantly influenced customer satisfaction, while brand equity significantly influenced re-purchase intention. Also, customer satisfaction significantly affected re-purchase intention. In the effective relationship between customer equity drivers and CLV, brand equity causes a significant influence on CLV amongst the customer equity drivers. There were significant differences among groups following the multi-channel shopping orientation of consumers. This study is significant for its scientific focus on the distribution channels of Dongdaemun, and in terms of the practical aspect of identifying the multi-channel attributes considered to be important to consumers. Measuring customer equity will suggest implications about the long-term direction of the development of Dongdaemun-based fashion brands.

Abstract

This study aims to extract the Multi-channel attributes of Dongdaemun-based fashion brands and consider the effects of these attributes on customer equity, customer satisfaction and re-purchase intention. In total, 493 samples of those who have purchased Dongdaemun-based fashion brand products using multi-channels were collected for the final data analysis, which was performed using SPSS 21.0 and AMOS 18.0. The findings of study are as follows. Among the multi-channel attributes of Dongdaemun-based fashion brands, entertainment and informativeness had a significant effect on all customer equity drivers. In terms of the effects of customer equity drivers on customer satisfaction and re-purchase intention, all customer equity drivers significantly influenced customer satisfaction, while brand equity significantly influenced re-purchase intention. Also, customer satisfaction significantly affected re-purchase intention. In the effective relationship between customer equity drivers and CLV, brand equity causes a significant influence on CLV amongst the customer equity drivers. There were significant differences among groups following the multi-channel shopping orientation of consumers. This study is significant for its scientific focus on the distribution channels of Dongdaemun, and in terms of the practical aspect of identifying the multi-channel attributes considered to be important to consumers. Measuring customer equity will suggest implications about the long-term direction of the development of Dongdaemun-based fashion brands.

참고문헌 (71)

  1. Aaker, D., "Managing brand equity: capitalizing on the value of a brand name" (1991), Free Press
  2. Arpita Agnihotri, "Can Brick-and-Mortar Retailers Successfully Become Multichannel Retailers?", Journal of Marketing Channels, 22(1), pp.62~73 (2015), Informa UK Limited[DOI]
  3. 안민영, "동대문 패션시장의 의류제품 품질 인식에 관한 연구", 상품문화디자인학연구, (38), pp.67~77 (2014), 한국상품문화디자인학회
  4. Bae, B. I., "The effect of purchasing factors of mobile fashion shopping on customer satisfaction and repurchase intention", master, pp.2015
  5. Sridhar Balasubramanian, "Consumers in a multichannel environment: Product utility, process utility, and channel choice", Journal of Interactive Marketing, 19(2), pp.12~30 (2005), Elsevier BV[DOI]
  6. Blattberg, R. C., "Manage marketing by the customer equity test", Harvard Business Review, 74(4), pp.136~ (1996)
  7. Blázquez, M., "Fashion shopping in multichannel retail: The role of technology in enhancing the customer experience", International Journal of Electronic Commerce, 18(4), pp.97~116 (2014)
  8. Woon Bong Na, "Measuring brand power: validating a model for optimizing brand equity", Journal of Product & Brand Management, 8(3), pp.170~184 (1999), Emerald[DOI]
  9. Heeju Chae, "How do customers’ SNS participation activities impact on customer equity drivers and customer loyalty? Focus on the SNS services of a global SPA brand", Journal of Global Scholars of Marketing Science(마케팅과학연구), 25(2), pp.122~141 (2015), 한국마케팅과학회[DOI]
  10. 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]
  11. 조상리, "관계마케팅활동이 고객자산동인과 고객행동에 미치는 영향", 경영과 정보연구, 30(2), pp.185~210 (2011), 대한경영정보학회
  12. 조원섭, "서비스품질과 신뢰 그리고 재구매의도의 관계", 관광연구, 21(4), pp.227~244 (2007), 대한관광경영학회
  13. 최자영, "소비자 정보탐색 및 구매 단계에서 멀티채널(Multichannel) 선택 행동에 관한 연구", 소비자학연구, 15(4), pp.103~120 (2004), 한국소비자학회
  14. 전은하, "The effect of sports event tourism on event attitude and the brand equity of sportswear sponsors", Journal of Global Scholars of Marketing Science(마케팅과학연구), 23(1), pp.72~91 (2013), 한국마케팅과학회[DOI]
  15. J.Joseph Cronin, "Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments", Journal of Retailing, 76(2), pp.193~218 (2000), Elsevier BV[DOI]
  16. Claes Fornell, "The American Customer Satisfaction Index: Nature, Purpose, and Findings", Journal of Marketing, 60(4), pp.7~ (1996), JSTOR[DOI]
  17. Sonja Gensler, "Understanding consumers’ multichannel choices across the different stages of the buying process", Marketing Letters, 23(4), pp.987~1003 (2012), Springer Nature[DOI]
  18. Sunil Gupta, "Customers as assets", Journal of Interactive Marketing, 17(1), pp.9~24 (2003), Elsevier BV[DOI]
  19. K. P. Gwinner, "Relational Benefits in Services Industries: The Customer's Perspective", Journal of the Academy of Marketing Science, 26(2), pp.101~114 (1998), Springer Nature[DOI]
  20. Hair, J. F., "Multivariate data analysis" (2006), Prentice Hall International
  21. Phillip K. Hellier, "Customer repurchase intention", European Journal of Marketing, 37(11, pp.12) (2003), 1762~1800[DOI]
  22. Hong, B. S., "The distribution revitalization policy by the structural characteristic analysis of dongdaemoon fashion market", Journal of Distribution Research, 12(5), pp.153~174 (2007)
  23. 장원용, "스포츠 용품 브랜드의 개성과 자아이미지 일치성이 브랜드 충성도와 재 구매의도에 미치는 영향", 한국스포츠산업경영학회지, 19(3), pp.121~136 (2014), 한국스포츠산업경영학회
  24. 주영혁, "다채널 쇼핑과 고객만족: 쇼핑경험과 고객-기업 관계특성의 역할", 유통연구, 15(4), pp.21~60 (2010), 한국유통학회
  25. 주성래, "패션업체 로열티 프로그램에 대한 대학생의 지각된 가치와 만족이 충성도에 미치는 영향", 복식문화연구, 20(3), pp.378~391 (2012), 복식문화학회[DOI]
  26. Angella J. Kim, "Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand", Journal of Business Research, 65(10), pp.1480~1486 (2012), Elsevier BV[DOI]
  27. 김덕용, "고객자산 구성요인이 기업가치에 미치는 영향", 고객만족경영연구, 15(1), pp.27~52 (2013), 한국고객만족경영학회
  28. 김지혜, "동대문 시장을 이용하는 리테일 바이어의 상품선택기준 연구", 한국의상디자인학회지, 17(2), pp.1~10 (2015), 한국의상디자인학회
  29. 김주희, "패션소매유통 멀티채널 채택에 영향을 미치는 요인에 관한 연구-마케팅 특성과 소비자 특성을 중심으로-", 한국의류학회지, 35(7), pp.801~815 (2011), 한국의류학회
  30. 김문영, "동대문 패션시장의 생산시스템을 활용한 글로벌 마케팅 전략에 관한 탐색적 연구", 복식, 64(3), pp.47~61 (2014), 한국복식학회[DOI]
  31. 김선희, "패스트 패션(Fast Fashion)에 대한 고찰(제1보) - 마케팅 전략을 중심으로 -", 복식문화연구, 15(5), pp.875~887 (2007), 복식문화학회
  32. "Is Dongdaemun fashion on the rise?" (2014)[URL]
  33. 김수형, "자아-브랜드 이미지 일치성과 기능적 일치성이 브랜드사랑과 브랜드태도 및 소비자 반응에 미치는 영향", 마케팅논집(Journal of Marketing Studies), 22(4), pp.1~19 (2014), 한국전략마케팅학회
  34. 김영찬, "브랜드 자산과 고객 만족의 관계에 대한 연구 : 소비자 관여도에 따른 세분시장별 비교", 기업가정신과 벤처연구, 12(2), pp.93~115 (2009), 한국중소기업학회
  35. 고은주, "Triangulated value perspectives of Place marketing: A case of Dongdaemun and the Doota shopping mall", Journal of Global Fashion Marketing, 4(4), pp.299~318 (2013), 한국마케팅과학회[DOI]
  36. 고은주, "Product Attributes’ Effects on Perceived Values and Repurchase Intention in Korea, USA, and France", Journal of Global Scholars of Marketing Science(마케팅과학연구), 21(3), pp.155~166 (2011), 한국마케팅과학회
  37. 고은주, "럭셔리브랜드의 고객자산에 관한 연구", 한국의류학회지, 33(7), pp.1025~1037 (2009), 한국의류학회
  38. U KONUS, "Multichannel Shopper Segments and Their Covariates☆", Journal of Retailing, 84(4), pp.398~413 (2008), Elsevier BV[DOI]
  39. V. Kumar, "Who are the multichannel shoppers and how do they perform?: Correlates of multichannel shopping behavior", Journal of Interactive Marketing, 19(2), pp.44~62 (2005), Elsevier BV[DOI]
  40. Chang Han Lee, "Marketing mix and customer equity of SPA brands:Cross-cultural perspectives", Journal of Business Research, 67(10), pp.2155~2163 (2014), Elsevier BV[DOI]
  41. 이광훈, "인터넷 및 TV 홈쇼핑 채널 간의 소비자 선호 결정 요인", 유통연구, 12(4), pp.27~47 (2007), 한국유통학회
  42. Lee, G. I., "The effect of global SPA brand's experiential marketing provider on shopping experience and customer", master, pp.2012
  43. 이경렬, "글로벌 브랜드숍의 상업적 공간에 대한 소비자의 체험이 브랜드 자산에 미치는 영향 : 슈미트(Schmitt, 1999)의 체험 마케팅적 관점을 중심으로", 커뮤니케이션학 연구, 18(2), pp.83~103 (2010), 한국커뮤니케이션학회
  44. 이미진, "모바일 쇼핑동기와 패션애플리케이션 수용", 디지털융복합연구, 11(1), pp.153~163 (2013), 한국디지털정책학회
  45. 임명서, "동대문 소매상권의 재활성화를 위한 전략연구", 패션 비즈니스, 14(4), pp.41~57 (2010), 한국패션비즈니스학회
  46. Yuping Liu, "The Long-Term Impact of Loyalty Programs on Consumer Purchase Behavior and Loyalty", Journal of Marketing, 71(4), pp.19~35 (2007), American Marketing Association (AMA)[DOI]
  47. Peter J. Mcgoldrick, "Multichannel retailing: profiling the multichannel shopper", The International Review of Retail, Distribution and Consumer Research, 17(2), pp.139~158 (2007), Informa UK Limited[DOI]
  48. Vikas Mittal, "Satisfaction, Repurchase Intent, and Repurchase Behavior: Investigating the Moderating Effect of Customer Characteristics", Journal of Marketing Research, 38(1), pp.131~142 (2001), American Marketing Association (AMA)[DOI]
  49. Oliver, R. L., "Satisfaction: A behavioral perspective on the consumer" (1997), Irwin-McGraw-Hill
  50. Richard L. Oliver, "Equity and Disconfirmation Perceptions as Influences on Merchant and Product Satisfaction", Journal of Consumer Research, 16(3), pp.372~ (1989), Oxford University Press (OUP)[DOI]
  51. Ravi Pappu, "Does customer satisfaction lead to improved brand equity? An empirical examination of two categories of retail brands", Journal of Product & Brand Management, 15(1), pp.4~14 (2006), Emerald[DOI]
  52. Parasuraman, A., "Refinement and reassessment of the SERVQUAL scale", Journal of Retailing, 67(4), pp.420~ (1991)
  53. Pascale, M., "Online catalogers. Spending more, making more, brining more inhouse", Catalog Age, 6, pp.8~13 (2000)
  54. 박귀정, "채널 자산이 유통업체 브랜드 이미지 및 구매의도에 미치는 영향", 유통경영학회지, 14(5), pp.27~50 (2011), 한국유통경영학회
  55. 박혜선, "패션 명품의 추구혜택과 온라인 구매위험지각에 따른 쇼핑채널 선택", 한국의류학회지, 35(1), pp.13~25 (2011), 한국의류학회
  56. 박수홍, "국내외 의류브랜드의 유통경로상의 거래관계와 반응에 관한 연구 - 백화점 입점업체를 중심으로 -", 유통경영학회지, 11(4), pp.79~106 (2008), 한국유통경영학회
  57. "New concept of Dongdaemun select shop" (2015)[URL]
  58. Rosa E. Rios, "Brand equity for online companies", Marketing Intelligence & Planning, 26(7), pp.719~742 (2008), Emerald[DOI]
  59. Roland T. Rust, "Return on Marketing: Using Customer Equity to Focus Marketing Strategy", Journal of Marketing, 68(1), pp.109~127 (2004), American Marketing Association (AMA)[DOI]
  60. Rust, R. T., "Driving customer equity: How customer lifetime value is reshaping corporate strategy" (2000), Somin and Schuster
  62. M Stone, "Multichannel customer management: The benefits and challenges", Journal of Database Marketing & Customer Strategy Management, 10(1), pp.39~52 (2002), Springer Nature[DOI]
  63. Yang Sun, "Examining relationships among sustainable orientation, perceived sustainable marketing performance, and customer equity in fast fashion industry", Journal of Global Fashion Marketing, 5(1), pp.74~86 (2014), 한국마케팅과학회[DOI]
  64. Steven A. Taylor, "The importance of brand equity to customer loyalty", Journal of Product & Brand Management, 13(4), pp.217~227 (2004), Emerald[DOI]
  65. J. Joseph Cronin, "SERVPERF versus SERVQUAL: Reconciling Performance-Based and Perceptions-Minus-Expectations Measurement of Service Quality", Journal of Marketing, 58(1), pp.125~ (1994), JSTOR[DOI]
  66. Chun-yang Wang, "The Relationships of Destination Image, Satisfaction, and Behavioral Intentions: An Integrated Model", Journal of Travel & Tourism Marketing, 27(8), pp.829~843 (2010), Informa UK Limited[DOI]
  67. 우정, "고객자산의 구성요소와 형성에 관한 탐색적 연구", 마케팅관리연구, 10(3), pp.113~129 (2005), 한국마케팅관리학회
  68. Zhilin Yang, "Customer perceived value, satisfaction, and loyalty: The role of switching costs", Psychology and Marketing, 21(10), pp.799~822 (2004), Wiley-Blackwell[DOI]
  69. 윤선영, "의류상품 고객자산 측정 및 선행차원 규명에 관한 연구", 한국의류학회지, 30(9,10), pp.1389~1399 (2006), 한국의류학회
  70. 윤승재, "마케팅 활동, 브랜드자산 및 고객자산 간의 관계 형성과 전략", 대한경영학회지, 19(1), pp.1~24 (2006), 대한경영학회
  71. Valarie A. Zeithaml, "Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence", Journal of Marketing, 52(3), pp.2~ (1988), JSTOR[DOI]

관련 논문AI추천

동대문 쇼핑몰 선택속성이 고객자산에 미치는 영향 - 동대문 쇼핑몰의 유형을 중심으로 -장팅, 고은주, 채희주한국의류산업학회 · 한국의류산업학회지2016 · 제18권 제4호Channel attributes of traditional market-based fashion brands and consumers’ multi-channel shopping orientation고은주, 전은하, Jeonmi Ko한국마케팅과학회 · Journal of Global Fashion Marketing2017 · 제8권 제2호럭셔리 패션 브랜드의 고객자산 구성요소가고객충성도에 미치는 영향 - 럭셔리 패션 제품 구매빈도와 구매액에 따른 세분시장별 분석 -황유경한국의류산업학회 · 한국의류산업학회지2013 · 제15권 제2호상표자산이 구매의도에 미치는 영향: 중국패션시장에서이동해, 최영로한국유통과학회 · 유통과학연구2015 · 제13권 제7호인터넷 패션쇼핑몰 유형별 점포이미지평가와 고객만족 및 재구매의도와의 관련성에 관한 연구김경희한국의류산업학회 · 한국의류산업학회지2008 · 제10권 제1호유니클로의 온라인과 오프라인 이미지가 멀티채널 브랜드 구매의도에 미치는 영향김지연복식문화학회 · 복식문화연구2013 · 제21권 제1호

이 간행물의 다른 논문 (14건)

웨어러블 텍스타일 스트레인 센서 리뷰노정심pp. 733-745신사 정장 브랜드의 기성복 및 MTM 생산 실태 조사 - 백화점 입점 브랜드를 대상으로 -송화경, 최진영pp. 746-754셀프 피트니스 의류 개발을 위한 근전도 센싱 위치 연구조상우, 조하경pp. 755-765I-세대의 어패럴캐드 교육을 위한 블렌디드 러닝 활용 제안최영림pp. 766-775환편 니트 재킷의 치수변화율을 고려한 생산효율에 관한 연구이진희, 황송이pp. 776-786
원문 보기