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

The Korean Society of Clothing and Textiles (한국의류학회)
권호 표지
DOI QR코드

DOI QR Code

Effect of Experience Elements on Store Identity, Shopping Satisfaction and Behavioral Intention in Lifestyle Shops

라이프스타일 숍의 체험 요소가 스토어 아이덴티티, 쇼핑 만족 및 행동의도에 미치는 영향

  • Received : 2015.12.11
  • Accepted : 2016.04.04
  • Published : 2016.08.31
Download PDF
⟨ Previous Next ⟩

Abstract

This study investigated the effects of experience elements on store identity, shopping satisfaction, and behavioral intention in lifestyle shops. The respondents of the study were 300 adult males and females who visited lifestyle shops. The data were analyzed by using SPSS 18.0 for exploratory factor analysis and reliability analysis, and AMOS 18.0 for confirmatory factor analysis and path analysis. The results showed that there were four experience elements: entertainment, education, escapist, and esthetic. The experience elements are based on Pine & Gilmore's Experience Economy Theory. The result of path analysis showed that the entertainment experience and escapist experience had significant influences on store identity. Store identity positively influenced shopping satisfaction, but it had no significant influence on behavioral intention. Shopping satisfaction was found to have a significant effect on behavioral intention. The indirect effect analysis showed that the entertainment and escapist experiences have positive influences on shopping satisfaction and behavioral intention mediated by store identity. The store identity had an influence on behavioral intention mediated by shopping satisfaction. This study provides helpful information to domestic lifestyle brands for the establishment of a competitive store identity strategy by implementing the important store experience elements of lifestyle shops.

Keywords

References

  1. Aaker, D. A. (1996). Building strong brands. New York, NY: Free Press.
  2. Arnold, M., Reynolds, K. E., Ponder, N., & Lueg, J. E. (2005). Customer delight in a retail context: Investigating delightful and terrible shopping experiences. Journal of Business Research, 58(8), 1132-1145. doi:10.1016/j.jbusres.2004.01.006
  3. Bai, B., Law, R., & Wen, I. (2008). The impact of website quality on customer satisfaction and purchase intentions: Evidence from Chinese online visitors. International Journal of Hospitality Management, 27(3), 391-402. doi:10.1016/j.ijhm.2007.10.008
  4. Chang, H. (2010). A study on directing space for experience by experienced element: Pine and Gilmore's Experience Economy Perspective. Unpublished master's thesis, Kook min University, Seoul.
  5. Choi, E. H. (2015, January 19). 2015년 패션 화두 '라이프스타일숍'이 뜬다! [Fashion topic in 2015 'lifestyle shop' is on the rise!]. Consumer Times. Retrieved October 31, 2015, from http://www.cstimes.com/news/articleView.html?idxno=165837
  6. Choi, S. W., & Choi, S. D. (2015). The influence of theme park service's experience on brand equity - Analyzed through Pine II Gilmore's Experience Economy Theory -. The Journal of Tourism Studies, 27(3), 61-82.
  7. Choi, Y. K. (2005). A study on design strategies by establishing brand identity of total interior shop. Unpublished master's thesis, Hongik University, Seoul.
  8. Chung, Y. H. (2014, November 16). 젊은 1인가구 증가... 월세시대... 주거문화 변화 바람에 라이프스타일시장 뜬다 [Increase in young single-person households... age of monthly rent… the change of residental culture prompts lifestyle shop on the rise]. SEN Plus. Retrieved October 19, 2015, from http://www.sentv.co.kr/news/view/4499471
  9. Fashion Specialty Materials Compilation Committee. (1997). FASHION 전문 자료사전 [Fashion specialty materials dictionary]. Seoul: Korea Dictionary Research Publishing.
  10. Ha, D. H. (2009). Effects of Daegu-Gyeongbuk's foreign tourist experience on enjoyment, satisfaction, and loyalty: Pine and Gilmore's Experience Economy Perspective. Korean Journal of Tourism Research, 24(5), 359-380.
  11. Ha, J., & Hwang, J. S. (2014). The impact of Korean country image on brand identity, brand attitude and purchase intention- A case for Chinese consumers-. Journal of the Korean Society of Clothing and Textiles, 38(2), 251-265. doi:10.5850/JKSCT.2014.38.2.251
  12. Ha, J., Woo, S. H., & Hwang, J. S. (2015). A comparison of the relationships among country image, people image, and brand identity of Korea and France - Focused on Chinese consumers -. Journal of Korea Society of Design Trend, 46, 171-184.
  13. Hwang, J., Kim, M., & Koo, J. (2014). An impact of life-style shop's internal-external factors causing sensory experience on customers' intention to revisit. Journal of Basic Design & Art, 15(3), 474-485.
  14. Hwang, Y. C., & Hong, W. S. (2011). A study on the effect of culture & art products experiential factor, experiential satisfaction, overall satisfaction and satisfaction after purchase by consumer's lifestyle. Korean Business Education Review, 26(4), 559-580.
  15. Jang, W. S. (2015, May 6). 쇼핑부터 커피까지 한 번에, 라이프스타일샵 뜬다 [From shopping to coffee at once, lifestyle shop is on the rise]. Daily Hankook. Retrieved October 27, 2015, from http://daily.hankooki.com/lpage/life/201505/dh20150506082116138850.htm
  16. Jang, Y. Y., & Seo, W. S. (2014). Examining the impact of effects on experience to foreign visitors' satisfaction and affective commitment: Pine & Gilmore's Experience Economy Perspective. Journal of Tourism Sciences, 38(10), 199-219.
  17. Jeoung, S. S., & Lee, J. Y. (2011). The analysis on the perceived performance and satisfaction by the types of museum visitors' motivations: Case of national museum visitors. Korea Journal of Tourism and Hospitality Research, 25(2), 175-193.
  18. Kang, H. E. (2012). The impact of user interface and emotional experience on brand identity-Focused on social network service environment-. Journal of the Korean Society of Design Culture, 18(1), 1-12.
  19. Kang, S. S. (2015, January 30). [기획조명] 패션업계 新 화두 '라이프스타일 숍'이 뜬다 [[Project spotlight] New topic of fashion industry 'lifestyle shop' is on the rise]. News2day. Retrieved November 11, 2015, from http://www.news2day.co.kr/n_news/news/view.html?no=63501
  20. Kim, C. G. (2013). The effects of internet shopping mall attributes on shopping value, consumer satisfaction and customer loyalty. Korean Corporation Management Review, 20(1), 63-86.
  21. Kim, D. K., Kim, Y. B., & Chang, K. R. (2014). The impact of experiences at sports brand flagship store on brand equity and purchase intention. Korean Journal of Sport Management, 19(2), 1-15.
  22. Kim, J. H., & Lee, H. (2011). The influences of experiential and environmental factors on perceived service quality, brand image and customer satisfaction. Korea Research Academy of Distribution and Management Review, 14(4), 29-52.
  23. Kim, J. I., & Kang, H. S. (2012). Research and strategy development of servicescape model for the construction of store identity-Focused on cosmetic brandshops. Journal of Korea Society of Design Trend, 35, 277-289.
  24. Kim, J. W., & Kim, I. (2011). The effects of VMD and instore experience of brand flagship stores on brand attitude and intent of purchase. Journal of the Korean Society of Fashion Design, 11(4), 25-39.
  25. Kim, M. Y., & Moon, J. M. (2011). A study on the characteristics of experiential expression for brand identity in space - Focus on flagship stores -. Journal of Korea Society of Design Trend, 32, 413-422.
  26. Kim, N. (2015, January 22). "라이프스타일숍, 차별화가 관건" ["Lifestyle shop, Differentiation is the key"]. Kukinews. Retrieved October 31, 2015, from http://news.kukinews.com/news/article.html?no=241921
  27. Kim, S. J. (2015, January 23). 라이프스타일숍은 왜 블루오션으로 떠오를까 [Why lifestyle shop comes up with blue ocean]. Business Post. Retrieved October 31, 2015, from http://www.businesspost.co.kr/news/articleView.html?idxno=8869
  28. Kim, S. J., Lee, K. J., & Park, D. H. (2015a). A study on the relations among experience elements, satisfaction and behavioral intention: Focusing on the Chinese tourists. Journal of Hospitality and Tourism Studies, 17(1), 1-19.
  29. Kim, S. J., Lee, S. B., & Lee, H. H. (2015b). Investigating consumer attitudes and purchase intentions to fashion brands' extended retail format-Focusing on lifestyle shop-. Journal of the Korean Society of Design Culture, 21(3), 151-168.
  30. Kim, S. M. (2015, June 12). 유통가 '라이프스타일' 시장 선점 위해 격전 펼친다 [Distributors are competing for prior occupation of 'lifestyle' Market]. ChosunBiz. Retrieved October 31, 2015, from http://biz.chosun.com/site/data/html_dir/2015/06/12/2015061200860.html
  31. Koh, E., & Choi, K. (2009). A study on a VMD of lifestyle shop applying experiential marketing - VMD case studies on IKEA, MUJI, and Kosney. Journal of Basic Design & Art, 10(6), 28-37.
  32. Kotler, P. (2003). Marketing insights from A to Z: 80 Concepts every manager needs to know (1st ed.). Hoboken, NJ: Wiley.
  33. Kuo, Y. F., Wu, C. M., & Deng, W. J. (2009). The relationships among service quality, perceived value, customer satisfaction, and post-purchase intention in mobile value-added services. Computer in Human Behavior, 25(4), 887-896. doi:10.1016/j.chb.2009.03.003
  34. Lee, B., & Lee, J. K. (2013). A study on low-priced cosmetics brand in space direction of applying the theory of marketing experience Pine & Gilmore. Journal of the Korea Institute of Spatial Design, 8(2), 49-58.
  35. Lee, E. S. (2007). The impact of Biennale visitors' motivation on behavioral intention: Focusing on travel pattern of 2006 Pusan Biennale visitors. Korea Journal of Tourism and Hospitality Research, 21(3), 349-361.
  36. Lee, E. S. (2008). The effect of exhibition venue's service environment on visitors' satisfaction and behavioral intention: The 2006 Gwangju Biennale. Korea Journal of Tourism and Hospitality Research, 22(3), 71-85.
  37. Lee, H. G., & Kwon, K. N. (2012). The causal model among experience value (4Es), perceived value, image and loyalty in urban beach resort. The Korean Journal of Physical Education, 51(3), 251-261.
  38. Lee, H. S., & Lim, J. H. (2011). 구조방정식 모형분석과 AMOS 18.0/19.0 [Structural equation modeling with AMOS 18.0/19.0]. Seoul: Jyphyunjae.
  39. Lee, J. A., Park, K. E., & Lee, S. B. (2015). The effects of experiences in foodservice flagship store on brand attitude and behavioral intention. Korean Journal of Hospitality and Tourism (KJHT), 24(1), 1-22.
  40. Lee, J. H. (2013). Influence of VMD components at a cosmetic store on the brand image and an intention of revisiting the store - Comparative study on masstige and mass -. Unpublished master's thesis, Hongik University, Seoul.
  41. Lee, J. H., Oxk, J. W., & Park, H. H. (2008). The study on relationship of arousal, pleasure, and behavior intention from a store environment: Focused on moderating role of shopping value. Journal of Distribution Research, 13(4), 21-46.
  42. Lee, J. M., & Hwang, J. (2010). The effect of experiential marketing on the brand equity of low-priced cosmetics brands. Journal of the Korean Society of Costume, 60(8), 100-117.
  43. Lee, K. B., & Lim, S. K. (2011). Creative communication for brand experiential marketing. The Treatise on the Plastic Media, 14(1), 193-198.
  44. Lee, S. (2014, March 7). '라이프스타일 숍' 시대 활짝 열렸다 [Age of 'lifestyle shop' widely opened]. Fashion Insight. Retrieved October 25, 2015, from http://www.fi.co.kr/main/view.asp?SectionStr=Market&idx=46267&NewsDate
  45. Lee, S. E. (2015). Evolution of branding: Communicating brand identity through brand experience. The Treatise on the Plastic Media, 18(1), 169-176.
  46. Lee, Y. J., Sa, Y. J., & Kim, K. S. (2015). A study on the formation elements of the identity in flagship store -Focused on the SPA brand-. Journal of Basic Design & Art, 16(1), 479-490.
  47. Mitchell, V. W., Davies, F., Moutinho, L., & Vassos, V. (1999). Using neural networks to understand service risk in the holiday product. Journal of Business Research, 46(2), 167-180. doi:10.1016/S0148-2963(98)00020-4
  48. Oliver, R. L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing Research, 17(4), 460-469. doi:10.2307/3150499
  49. Park, S. K., Park, J. H., & Cha, T. H. (2007). Effects of experience on enjoyment, satisfaction, and revisit intention: Pine and Gilmore's Experience Economy Perspective. Advertising Research, (76), 55-78.
  50. Pine II, B. J., & Gilmore, J. H. (1998). Welcome to the experience economy. Harvard Business Review, 76(4), 97-105.
  51. Reynolds, K. E., & Beatty, S. E. (1999). Customer benefits and company consequences of customer-salesperson relationships in retailing. Journal of Retailing, 75(1), 11-32. doi:10.1016/S0022-4359(99)80002-5
  52. Shin, S., & Kim, D. H. (2010). A study on the experiential marketing effect on brand equity-Focus on brand ambassador for public relations-. Journal of Korean Society of Clothing and Textiles, 34(2), 242-251. https://doi.org/10.5850/JKSCT.2010.34.2.242
  53. Son, E. J., Choi, J. G., Hwang, S. A., & Li, H. B. (2011). A study on the reward programs for unsatisfied hotel guests and its impact on service satisfaction, trust, and revisiting intentions. Korean Journal of Hospitality and Tourism (KJHT), 20(2), 137-155.
  54. Son, I. K. (2003). Brand identity. Seoul: Kyungyoungjungsin.
  55. Song, Y. (2015, May 15). [발언대] 커지는 라이프스타일 시장 [[Opinion column] Growing lifestyle market]. Sedaily. Retrieved November 10, 2015, from http://www.sedaily.com/NewsView/1HPGGDEX26
  56. Yang, H., & Choi, E. J. (2014). The effect of shopping value on fashion shopping satisfaction and future behavioral intention in fashion social commerce. Journal of the Korean Society of Clothing and Textiles, 38(3), 293-304. doi:10.5850/JKSCT.2014.38.3.293
  57. Yi, Y. J., & Kim, W. C. (1998). The influence of physical environment on service quality perception: A comparative study. Korea Marketing Review, 13(1), 61-86.
  58. Yu, J. P. (2012). 우종필 교수의 구조방정식모델 개념과 이해 [Prof. Yu Jong Pil's concepts and understanding of the structural equation modeling]. Seoul: Hannarae Academy.
  59. 패션 라이프스타일숍으로의 진화 [The evolution of fashion lifestyle shop]. (2015, March 1). Fashion Channel. Retrieved October 31, 2015, from http://www.fashionchannel.co.kr/main09/news.php?table=papernews&query=view&uid=66901.

Cited by

  1. The Satisfaction and Behavioral Intention of Functional Cycling Wear Consumers vol.67, pp.7, 2017, https://doi.org/10.7233/jksc.2017.67.7.118