Fashion & Textile Research Journal (한국의류산업학회지)

The Society of Fashion and Textile Industry (한국의류산업학회)
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Effects of Store Commitment on Consumer Attitude Toward Mass Cosmetic Brand Store and Revisit Intention

중저가 화장품 브랜드 점포에 대한 애착이 점포태도와 재방문의도에 미치는 영향

  • Yu, Haekyung (Dept. of Fashion Industry, Incheon National University) ;
  • Lee, Minsun (Dept. of Fashion Industry, Incheon National University)
  • 유혜경 (인천대학교 패션산업학과) ;
  • 이민선 (인천대학교 패션산업학과)
  • Received : 2018.03.26
  • Accepted : 2018.04.10
  • Published : 2018.04.30
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Abstract

The main objectives of this study were to (1) examine and compare the importance of store attributes, store commitment, store attitude, and revisit intention concerning Korean mass cosmetic brand stores between female teenage consumers and those in 20's, and (2) investigate and compare the two groups in terms of the influences of five store commitment factors on store attitude and revisit intention. On-line surveys were conducted by the marketing research company, and a total of 354 questionnaires were used in the final analysis. The results showed several significant differences between the female consumer groups in 10's and 20's. The teenage respondents placed greater importance on all store attributes except price and sales, and showed higher commitment in terms of affective commitment, and normative commitment factors than the respondents in 20's. For the teenage respondents, all four commitment factors except the normative commitment significantly influenced their store attitude and revisit intention, while the affective commitment factor did not have significant influence on either store attitude and revisit intention for the group in 20's. Normative commitment factor also did not have significant influence on revisit intention of the group in 20's. For both age groups, the negative affects of the forced commitment on store attitude and revisit intention were found.

Keywords

References

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