소비자의 조절초점에 따른 VM속성과 VM개성이 VM태도 및 재방문의도에 미치는 영향에 관한 연구
A Study on Influence of VM Attributes and VM Personality based on Consumers’ Regulatory Focus on VM Attitude and Revisiting Intention
1
조회
0
다운로드
1
인용
0
참고문헌
키워드
초록
This study demonstrates how VM attributes and VM personality influence VM attitude based on regulatoryfocus and how VM attitude influences revisiting intention. We used 303 copies of the survey form for the analysis. SPSS19.0 for Windows Package was used to perform frequency analysis, factor analysis, and regression analysis. The resultsof the study: First, direction and arrangement of VM attributes had a significantly positive (+) influence on VM attitude. Second, fervor and trust of VM personality had a significantly positive (+) influence on VM attitude, while unpleasantnesshad a negative (-) influence. Third, VM attitude had a significant influence on visiting intention. Fourth, in terms of promotionfocus, direction, arrangement, and promotion of VM attributes had a significantly positive (+) influence on VMattitude. In regards to prevention focus, image of VM attributes had a significant influence on VM attitude. In promotionfocus, fervor and trust of VM personality had a significantly positive (+) influence on VM attitude, while unpleasantnesshad a negative (-) influence. In prevention focus, refinement and fervor of VM personality had a statistically significantinfluence on VM attitude. Only promotion focus showed a significant influence of VM attitude on revisiting intention.
Abstract
This study demonstrates how VM attributes and VM personality influence VM attitude based on regulatoryfocus and how VM attitude influences revisiting intention. We used 303 copies of the survey form for the analysis. SPSS19.0 for Windows Package was used to perform frequency analysis, factor analysis, and regression analysis. The resultsof the study: First, direction and arrangement of VM attributes had a significantly positive (+) influence on VM attitude. Second, fervor and trust of VM personality had a significantly positive (+) influence on VM attitude, while unpleasantnesshad a negative (-) influence. Third, VM attitude had a significant influence on visiting intention. Fourth, in terms of promotionfocus, direction, arrangement, and promotion of VM attributes had a significantly positive (+) influence on VMattitude. In regards to prevention focus, image of VM attributes had a significant influence on VM attitude. In promotionfocus, fervor and trust of VM personality had a significantly positive (+) influence on VM attitude, while unpleasantnesshad a negative (-) influence. In prevention focus, refinement and fervor of VM personality had a statistically significantinfluence on VM attitude. Only promotion focus showed a significant influence of VM attitude on revisiting intention.
참고문헌 (57)
- 안광호, "지각된 쇼핑가치차원이 점포태도, 쇼핑과정에서의 정서적 경험, 점포충성도에 미치는 영향에 관한 연구", 아시아마케팅저널, 12(4), pp.137~164 (2011), 한국마케팅학회
- Alex, N. J., "An enquiry into selected marketing mix elements and their impact on brand equity", The IUP Journal of Brand Management, 9(2), pp.29~43 (2012)
- Baker, J., "An experimental approach to making retail store environmental decision", Journal of Retailing, 68(4), pp.445~460 (1992)
- Barnes, L., "Fast fashioning the supply chain: Shaping the research agenda", Journal of Fashion Marketing and Management, 10(3), pp.59~271 (2006)
- Binter, M. J., "Servicescapes: The impact of physical surrounding on customers and employees", Journal of Marketing, 56(2), pp.57~41 (1992)
- Burke, M. C., "The impact of feelings on adbased affect and cognition", Journal of Marketing Research, 26(2), pp.69~83 (1989)
- Byun, S., "Fast fashion an in-store hoarding: The drivers, moderator and consequences", Clothing and Textiles Research Journal, 29(3), pp.187~201 (2011)
- Cha, Y. N., "A study retail design strategy to promotion SPA brand", 석사, pp.2010
- Cha, Y. S., "Store image and consumer satisfaction of SPA-typed retail store", 석사, pp.2005
- Chae, D. B., "The effects of consumer perceived of specialty on repurchase intention of SPA brand", 석사, pp.2011
- Chaudhuri, A., "Consequences of value in retail markets", Journal of Retailing, 85(3), pp.406~419 (2009)
- 최정선, "뷰티브랜드 확장 시 확장유형의 유사성과 브랜드적합성이 브랜드태도에 미치는 영향", 한국의류학회지, 33(8), pp.1293~1305 (2009), 한국의류학회
- 최미영, "VMD구성요소가 의류 브랜드 태도와 점포 재방문 의도에 미치는 영향", 복식, 59(7), pp.100~113 (2009), 한국복식학회
- Dawson, S., "Shopping motive, emotional states, and retail outcomes", Journal of Retailing, 60(4), pp.408~427 (1990)
- Donovan, R. J., "Store atmosphere : An environmental psychology approach", Journal of Retailing, 58(1), pp.34~57 (1982)
- "Global SPA vs Korean SPA Big Match" (2008)[URL]
- "Global SPA 6500 billion in size jump", pp.96~101 (2010), Fashionbiz
- 한태임, "패스트 패션(Fast Fashion)의 전략적 특성과 패션 경향 연구", 패션 비즈니스, 14(5), pp.21~34 (2010), 한국패션비즈니스학회
- 하영원, "소비자의 불평 보상에 따른 인지와 감정 반응이 재구매 및 구전 의도 회복에 미치는 영향", 경영학연구, 37(1), pp.225~246 (2008), 한국경영학회
- Herrmann, A., "Building brand equity via product quality", Total Quality Management & Business Excellence, 18(5), pp.531~544 (2007)
- Ji, S. G., "Customer voluntary behavioral intention in retail store", Journal of Channel, 13(3), pp.79~99 (2008)
- Jung, S. A., "The effects of VMD of an SPA store on product evaluation and purchase preference", 석사, pp.2010
- 정승아, "SPA매장의 VMD가 제품평가 및 구매 선호도에 미치는 영향", 한국패션디자인학회지, 11(2), pp.75~95 (2011), 한국패션디자인학회
- Keller, K. L., "Conceptualizing measuring and managing customer-Based brand equity", Journal of Marketing, 57(1), pp.1~22 (1993)
- Keller, K. L., "Building customer-based brand equity", Marketing Management, 10(1), pp.14~19 (2001)
- Kim, C. Y., "Consumers from emerging markets: Perceptions and attitude toward global sporting brands", Sporting Marketing Quarterly, 15, pp.369~382 (2012)
- 김희선, "국내외 SPA브랜드의 마케팅전략 특징 연구", 한국의상디자인학회지, 14(1), pp.131~150 (2012), 한국의상디자인학회
- 김주헌, "글로벌 SPA 의류 브랜드의 한국시장 진출: 유니클로(Uniqlo)와 자라(Zara)", 국제경영리뷰, 13(4), pp.271~297 (2009), 한국국제경영관리학회
- 김선희, "패스트 패션(Fast Fashion)에 대한 고찰(제1보) - 마케팅 전략을 중심으로 -", 복식문화연구, 15(5), pp.875~887 (2007), 복식문화학회
- 김선희, "패스트 패션(Fast Fashion)에 대한 고찰(제2보) - 의복 평가 기준 및 점포 선택 기준을 중심으로 -", 복식문화연구, 15(5), pp.888~901 (2007), 복식문화학회
- 김은영, "Marketing mix elements influencing brand attitude strength: Global vs. domestic SPA brands", Journal of Global Scholars of Marketing Science(마케팅과학연구), 23(3), pp.263~281 (2013), 한국마케팅과학회[DOI]
- 고재중, "의류매장 비주얼 머천다이징이 솔로 쇼핑 소비자의 점포만족과 재방문 의도에 미치는 영향 - 한국과 미국 대학생의 비교 연구-", 한국의류산업학회지, 12(4), pp.413~421 (2010), 한국의류산업학회
- Lee, J. H., "An analysis and case study on current conditions of SPA at home and abroad: With focus on casual apparel", 석사, pp.2009
- 이승희, "패션 리테일 엔터테인먼트 구성 요소가 점포 이미지와 점포 충성도에 미치는 영향", 복식문화연구, 15(1), pp.179~192 (2007), 복식문화학회
- Lee, S. Y., "Strategies of global SPA brand in the Korea market: Case of ZARA and UNIQLO", 석사, pp.2010
- 이영숙, "일본 SPA 패션브랜드의 비주얼머천다이징에 대한 연구", 한국의상디자인학회지, 6(3), pp.266~276 (2004), 한국의상디자인학회
- 이호성, "SPA(Speciality store retailer of Private label Apparel) 브랜드 구매경험이 브랜드 충성도에 미치는 영향에 관한 연구", 고객만족경영연구, 14(1), pp.101~123 (2012), 한국고객만족경영학회
- 임성민, "패스트 패션(Fast Fashion) 도입에 따른 패션 업계의 대응 전략 연구", 복식문화연구, 16(3), pp.432~443 (2008), 복식문화학회
- Makenzie, S. B., "An empirical examination of structural antecedents of attitude toward in the advertising pretesting context", Journal of Marketing, 53(2), pp.48~65 (1989)
- "National SPA brand, Their competitiveness?", Fashion Channel, 80~85 (2011)
- Native SPA, "Korea fashion 'desire' shoot", pp.106~111 (2012), Fashionbiz
- Oliver, R. L., "Whence consumer loyalty?", Journal of Marketing, 3, pp.33~44 (1999)
- "Only a directly operated store to live? so agent?" (2013)[URL]
- 박현희, "패션 브랜드의 지각된 품질과 VMD 적합성이 브랜드 태도와 구매의도에 미치는 영향", 마케팅관리연구, 12(1), pp.55~70 (2007), 한국마케팅관리학회
- 박민정, "VMD 적합성이 소비자의 감정적, 인지적, 행동적 반응에 미치는 영향 - 감정․인지이론과 인지․감정이론에 근거한 모델 검증 -", 복식문화연구, 17(3), pp.459~471 (2009), 복식문화학회
- Park, C. W., "Brand attachment and brand attitude strength: Conceptual and empirical differentiation of two critical brand equity drivers", Journal of Marketing, 74(1), pp.1~17 (2010)
- Pedhauzur, E. J., "Multiple regression in behavioral research: Explanation prediction" (1982), Holt, Rinehart, and Winston
- Rhee, D., "Uniglo in Korea: The joint venture of Fast Retailing Co. and Lotter Shopping Co", International Business Review, 16, pp.295~325 (2012)
- 이영주, "S PA 매장의 판매원 서비스 만족도와 매장환경 만족도에 따른 재구매 의도 분석", 소비문화연구, 12(3), pp.125~144 (2009), 한국소비문화학회
- 신수연, "광고 태도와 VMD 태도가 브랜드 태도에 미치는 영향- 스포츠웨어를 중심으로 -", 복식문화연구, 14(5), pp.766~775 (2006), 복식문화학회
- Sirgy, M. J., "A path analytic model of store loyalty involving self-concept, store image, socioeconomic status and geographic loyalty", Journal of the Academy of Marketing Science, 13(3), pp.265~291 (1985)
- "SPA brand Korean fashion complete control!", pp.56~61 (2012), Fashionbiz
- "SPA type brand survival solution?" (2003)[URL]
- 서용구, "소매점 브랜드 가치 구성요소와 선호도, 만족도, 재구매의도 간의 관계에 관한 연구", 유통연구, 11(4), pp.71~96 (2006), 한국유통학회
- 서희경, "국내", 해외 SPA브랜드 의복구매 20대 여성 소비자의 쇼핑성향과 의복만족도, 2011, pp.35(5), 501~512[DOI]
- 이유재, "구매 후 만족도 평가, 기대의 조정, 재구매 의도의 흐름에 관한 연구 : 고객충성도의 조절효과를 중심으로", 소비자학연구, 13(3), pp.51~78 (2002), 한국소비자학회
- Yoo, C., "Comments on brand's attitude toward consumer's purchasing behavior: Its role in consumer-brand relationship and future research direction", Journal of Consumer Studies, 7(1), pp.51~73 (1996)
