한국의류산업학회지 (Fashion & Textile Research Journal)

  • 제18권4호
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  • Pages.438-449
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  • 2016
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  • 1229-2060(pISSN)
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  • 2287-5743(eISSN)
한국의류산업학회 (The Society of Fashion and Textile Industry)
권호 표지
DOI QR코드

DOI QR Code

동대문 쇼핑몰 선택속성이 고객자산에 미치는 영향 - 동대문 쇼핑몰의 유형을 중심으로 -

The Effects of Store Attributes on Customer Equity of Dongdaemun Shopping Malls - Focusing on Dongdaemun Shopping Mall Types -

  • 장팅 (연세대학교 의류환경학과) ;
  • 고은주 (연세대학교 의류환경학과) ;
  • 채희주 (연세대학교 언더우드국제대학 문화디자인경영학과)
  • Zhang, Ting (Dept. of Clothing & Textiles, Yonsei University) ;
  • Ko, Eunju (Dept. of Clothing & Textiles, Yonsei University) ;
  • Chae, Heeju (Culture and Design Management, Underwood International College, Yonsei University)
  • 투고 : 2016.05.27
  • 심사 : 2016.07.05
  • 발행 : 2016.08.31
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초록

Domestic and foreign tourism authorities show that the most favorite tourist activity is shopping. Tourism income in Korea set a record in 2014 due to a large influx of Chinese tourists. Dongdaemun fashion market was selected as the most preferred destination for Chinese tourists shopping in Korea. This study examines the effect of store attributes on customer equity at Dongdaemun shopping malls. This study adopted a survey; subsequently, 637 questionnaires were used in the final analysis. Collected data were analyzed using SPSS 21.0 and AMOS 18.0 statistics program. The main findings of this study are as follows. Among the three store attributes of Dongdaemun shopping malls, service and environment attributes appeared to influence the three drivers of consumer equity. In addition, value equity was identified to provide a positive impact on Customer Lifetime Value (CLV), brand equity, and relationship equity were identified as having a positive impact on revisit intention. Second, the relationships between the variables were significantly different in two types of the Dongdaemun fashion shopping mall (Doota vs Lotte Fitin). In addition, this study offers a valuable implication for brand marketers to maintain and develop customer equity in Dongdaemun fashion markets.

키워드

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