The Research Journal of the Costume Culture (복식문화연구)

The Costume Culture Association (복식문화학회)
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The impact of the experience marketing satisfaction with fashion lifestyle shops on purchase intention and loyalty

패션 라이프스타일 숍의 체험마케팅 만족도가 구매 의도 및 충성도에 미치는 영향

  • Received : 2019.03.25
  • Accepted : 2019.04.23
  • Published : 2019.04.30
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Abstract

With the greater importance of lifestyle shops and experience marketing, research is needed for the effective experience marketing of lifestyle shops by fashion product type. This study establishes effective and differentiated experience marketing strategies for fashion lifestyle shops by examining the effect of the experience marketing satisfaction with lifestyle shops on purchase intention and loyalty. This study categorizes lifestyle shops by fashion product types into a suit-oriented lifestyle shop, a casual/leisure/sportswear-oriented lifestyle shop and a home fashion lifestyle shop, Then a survey was conducted on participants who had visited lifestyle shop. As an analysis method, factor analysis, reliability analysis and regression analysis were conducted. In this study, we identified the experience marketing factors of fashion lifestyle shops. This study found that the satisfaction from experience marketing factors of fashion lifestyle shops by fashion product types affected purchase intention and loyalty differently. Considering the results of this study, it will be able to increase not only purchase intention and loyalty but also brand sustainability by establishing, applying, and executing a differentiated strategy considering the detailed factors of experience marketing for each fashion product type when planning and operating a fashion lifestyle shop. Through this study, effective marketing of fashion lifestyle shops by fashion product type will be implemented.

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