Journal of Digital Convergence (디지털융복합연구)

The Society of Digital Policy and Management (한국디지털정책학회)
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The Effects of Experience and Environment Factors in Offline Stores on the Perceived Value and Revisit Intention

오프라인 매장의 체험특성과 환경특성이 지각된 가치 및 재방문의도에 미치는 영향

  • Chen, Yi Tao (Dept. of International Business, Chungbuk National University) ;
  • Park, Hyun Jung (Dept. of International Business, Chungbuk National University)
  • 진의토 (충북대학교 국제경영학과) ;
  • 박현정 (충북대학교 국제경영학과)
  • Received : 2019.03.13
  • Accepted : 2019.05.20
  • Published : 2019.05.28
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Abstract

This research examined how the experience factors and environmental factors of experience store impact the perceived value of the brand and whether the perceived value enhance revisit intention. We collected 258 survey responses and formed structural equation modeling. The results indicated that education experience and esthetics experience had positive impacts on emotional value, while entertainment experience had a positive impact on functional value. Among environment factors, lighting, employee service and layout of the store had positive impacts on functional value, while lighting and employee service had positive impacts on emotional value. Both of the functional value and emotional value enhanced the revisit intention of customers. The results of this study are expected to provide useful information about consumers to the companies managing offline experience stores.

본 연구는 애플(Apple), 화웨이(Huawei), 샤오미(MI), 오포(Oppo), 삼성(Samsung), 비보(Vivo) 등의 오프라인 매장을 체험한 258명 중국 소비자들을 대상으로 데이터를 수집하여 체험요소와 환경요소가 제품과 관련된 지각된 가치를 창출해내는지, 이러한 가치가 매장의 재방문의도에 영향을 미칠 수 있는지 구조방정식 모형을 이용하여 분석하였다. 연구결과로는 첫째, 체험특성과 지각된 가치의 관계에서는 교육적 체험 및 미적 체험이 감정적 가치에 긍정적인 영향을 미치고, 오락적 체험이 기능적 가치에 긍정적인 영향을 미치는 것으로 나타났다. 둘째, 환경특성과 지각된 가치의 관계에서는 조명, 직원 서비스 및 매장 배치가 기능적 가치에 영향을 미치고, 조명 및 직원 서비스가 감정적 가치에 영향을 미치는 것으로 나타났다. 기능적 가치와 감정적 가치는 모두 오프라인 체험매장의 재방문의도를 높이는 것으로 확인하였다. 이러한 결과는 오프라인 체험매장을 관리하는 기업들이 소비자들을 위하여 고려해야 할 체험매장 특성이 무엇인지 이해함으로써 효과적인 마케팅 전략을 수립하는데 시사점을 제공할 것으로 기대한다.

Keywords

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Fig. 1. Research Model

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Fig. 2. Research Model with Amos Results

Table 1. Measures

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Table 2. Basic Statistical Analysis Result

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Table 3. Results of Confirmatory Factor Analysis

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Table 4. Descriptive Statistics and Correlations

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Table 5. Hypotheses Test

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