Journal of the Korean Society of Clothing and Textiles (한국의류학회지)

The Korean Society of Clothing and Textiles (한국의류학회)
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The Effect of Other Customer Perceptions on Male Customers' Store Attitude and Behavioral Response in Fashion Store

남성 소비자의 패션 점포 내 다른 고객 특성 지각이 점포 태도와 행동에 미치는 영향

  • Kim, Boram (Dept. of Textiles, Merchandising, and Fashion Design, Seoul National University) ;
  • Lee, Yuri (Dept. of Textiles, Merchandising, and Fashion Design, Seoul National University/Research Institute of Human Ecology, Seoul National University) ;
  • Kim, Yunjeong (Dept. of Textiles, Merchandising, and Fashion Design, Seoul National University)
  • 김보람 (서울대학교 의류학과) ;
  • 이유리 (서울대학교 의류학과/서울대학교 생활과학연구소) ;
  • 김윤정 (서울대학교 의류학과)
  • Received : 2015.04.10
  • Accepted : 2015.09.02
  • Published : 2016.02.29
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Abstract

This study analyzed the influence of other customers' perception (similarity, physical attraction, and suitable behavior) of the fashion retail environment on male customers' store attitude and behavioral response. In addition, comparing the effect of store type, this study comprehensively provides the effect of other customers' perception in fashion retailing. In order to investigate research questions, an online survey was conducted and 220 responses were analyzed using AMOS 18.0. The results of this research were as follow. First, the dimensions of physical attraction and suitable behavior of other customers influenced toward target customer's fashion store attitude. Second, the effect of store attitude towards the perceiver's behavioral response was proven. Third, customers established their store attitude by other customers' physical attraction in luxury stores, while others' behavior was meaningful in SPA store. Fourth, other customer's similarity dimension did not influence the male customers' store attitude. This study contributes to a comprehensive understanding of other customer's effect in fashion stores by examining different store types. In addition, managers may establish a customer portfolio strategy and training based on this research.

Keywords

References

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