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

Impact of Home Furnishing Brand Consumers' Shopping Values on Behavioral Intentions of Home Furnishing Brand Products -Exploring Mediating Effects of Perceived Experiential Marketing Components-

홈퍼니싱 브랜드 소비자들의 쇼핑가치가 행동의도에 미치는 영향 -지각된 체험마케팅 요소의 매개효과를 중심으로-

  • Jung, Hye Jung (Research Institute of Human Ecology, Seoul National University) ;
  • Oh, Kyung Wha (Dept. of Fashion, Chung-Ang University)
  • 정혜정 (서울대학교 생활과학연구소) ;
  • 오경화 (중앙대학교 패션전공)
  • Received : 2020.03.03
  • Accepted : 2020.05.21
  • Published : 2020.06.30
Download PDF
⟨ Previous Next ⟩

Abstract

This study explored the conceptual constructs of shopping values and experiential marketing components of home furnishing brands as well as their impacts on the behavioral intention toward home furnishing goods. The mediating roles of experiential marketing were investigated in this research. A survey was performed on female shoppers between the ages of 20 and 50 who have visited and shopped at home furnishing brand stores. The results of this research were as follows. 1) The results to analyze the sub-dimension of shopping values (Social, Differential, Utilitarian, Aesthetic, Entertaining, and Sustainable) and experiential marketing components (Sense, Emotion, Coordination information, and Customer services) showed factorial structures. 2) Aesthetic, Differential, and Utilitarian shopping values showed significantly positive influences on behavioral intentions of home furnishing brand products; in addition, Sense, Emotion, and Coordination information components of experiential marketing had a positive effect on behavioral intentions of home furnishing brand products. 3) The Emotion and Sense components of experiential marketing had important medicating roles in the relationship between shopping values and behavioral intentions of home furnishing brand products. This study highlighted that shopping values and experiential marketing components should be promoted among consumers to increase behavioral intentions of home furnishing brand products.

Keywords

References

  1. Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211. doi:10.1016/0749-5978(91)90020-T
  2. Albayrak, T., Caber, M., & Comen, N. (2016). Tourist shopping: The relationships among shopping attributes, shopping value, and behavioral intention. Tourism Management Perspectives, 18, 98-106. doi:10.1016/j.tmp.2016.01.007
  3. Arnold, M. J., & Reynolds, K. E. (2012). Approach and avoidance motivation: Investigating hedonic consumption in a retail setting. Journal of Retailing, 88(3), 399-411. doi:10.1016/j.jretai.2011.12.004
  4. Blodgett, J. G., Granbois, D. H., & Walters, R. G. (1993). The effects of perceived justice on complainants' negative word-of-mouth behavior and repatronage intentions. Journal of Retailing, 69(4), 399-428. doi:10.1016/0022-4359(93)90015-B
  5. Cachero-Martinez, S., & Vazquez-Casielles, R. (2018). Developing the marketing experience to increase shopping time: The moderating effect of visit frequency. Administrative Sciences, 8(4):77. doi:10.3390/admsci8040077
  6. Cho, E. J. (2015). A study on the moderating effect of knowledge on the environment in the relationship between consumption value of ecological fashion products of students and purchase intention. Journal of Korea Design Forum, 49, 41-54. doi:10.21326/ksdt.2015..49.004
  7. Cohen, J., Cohen, P., West, S. G., & Aiken, L. S. (2013). Applied multiple regression/correlation analysis for the behavioral sciences (3rd ed.). Mahwah, NJ: Lawrence Erlbaum Associates, Inc.
  8. Davis, L., & Hodges, N. (2012). Consumer shopping value: An investigation of shopping trip value, in-store shopping value and retail format. Journal of Retailing and Consumer Services, 19(2), 229-239. doi:10.1016/j.jretconser.2012.01.004
  9. Duan, Y. (2019). Effects of consumption values on the purchase intention of home furnishing accessories and the moderation effect of Social Network Service (SNS) (Unpublished master's thesis). Seoul National University, Seoul.
  10. Engel, J. F., Blackwell, R. D., & Miniard, P. W. (1995). Consumer behavior (8th ed.). Forth Worth, TX: Dryden Press.
  11. Ettis, S. A. (2017). Examining the relationships between online store atmospheric color, flow experience and consumer behavior. Journal of Retailing and Consumer Services, 37, 43-55. doi:10.1016/j.jretconser.2017.03.007
  12. Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention, and behavior: An introduction to theory and research. Reading, MA: Addison-Wesley.
  13. Holbrook, M. B. (1986). Emotion in the consumption experience: Toward a new model of the human consumer. The Role of Affect in Consumer Behavior: Emerging Theories and Applications, 6(23), 17-52.
  14. Holbrook, M. B., & Hirschman, E. C. (1982). The experiential aspects of consumption: Consumer fantasies, feelings, and fun. Journal of Consumer Research, 9(2), 132-140. doi:10.1086/208906
  15. Hwang, S.-H., & Han, J.-W. (2015). A comparative study on the brand characteristic of home interior service. Proceeding of the Korean Housing Association, Fall Conference, Korea, 27(2), 163-168.
  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. Ju, S. H., & Koo, D. M. (2014). Effect of the characteristics of art collaboration products on customers' perceived value and product purchasing intention. Journal of Marketing Studies, 22(2), 101-123.
  18. Jung, J. W. (2018, March 9). [홈퍼니싱 전쟁](1)판도가 바뀐다 [[The war of home furnishing market](1)Transition of power]. BUSINESS WATCH. Retrieved from http://news.bizwatch.co.kr/article/consumer/2018/02/02/0027
  19. Kang, K. S. (2019). The influence of home furnishing customers' lifestyle on customer behavior intention-Focusing on moderating effects of service quality- (Unpublished doctoral dissertation). Hoseo University, Asan.
  20. 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.
  21. Kim, E. M. (2013). A study on an effect of experience element in SPA fashion brand store on brand loyalty - Focused on shopping value and consumer innovativeness - (Unpublished master's thesis). Sungkyunkwan University, Seoul.
  22. Kim, H. R. (2018). A study on the VMD of home furnishing store with experience marketing (Unpublished master's thesis). Sungkyunkwan University, Seoul.
  23. 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. doi:10.17961/jdmr.14.4.201109.29
  24. Kim, J. H., & Lee, J. H. (2014). The qualitative study on the customer experience of shopping centers-Focused on comparison between internal and external experience elements on the fashion brand stores-. Korean Journal of Human Ecology, 23(1), 101-122. doi:10.5934/kjhe.2014.23.1.101
  25. Kim, J.-W. (2009). The research regarding the effect of in-store experience on brand attitude and purchase intention study - Themed sports brand flagship store - (Unpublished master's thesis). Kookmin University, Seoul.
  26. Kim, J. W., & Kim, I. (2011). The effects of VMD and in-store experience of brand flagship stores on brand attitude and intent of purchase. Journal of the Korean Society of Fashion Design, 11(4), 25-39.
  27. 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 Design Forum, 32, 413-422. doi:10.21326/ksdt.2011.32.037
  28. Kim, T. (2016). A study of home-furnishing products strategy through the consumption tendency analysis of single household. Journal of the Korea Furniture Society, 27(3), 237-245.
  29. Koh, E., & Choi, K. (2009). A study on a VMD of lifestyle shop applying experiential marketing - VMD case studies on IKEA, MUJI, and Kosney. Bulletin of Korean Society of Basic Design & Art, 10(6), 28-37.
  30. Koo, M. J., Kim, R., Kim, S. Y., Rha, J. Y., Yeo, J. S., & Choe, H. (2015). Measuring and mapping consumption values. Journal of Consumer Studies, 26(6), 235-266.
  31. 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.
  32. Lee, E., & Hwang, J.-S. (2015). The effect of consumption values on selection criteria and purchase intention of lifestyle shoppers. Journal of Korea Design Forum, 48, 195-206. doi:10.21326/ksdt.2015..48.017
  33. Lee, J. A. (2019, August 9). 가구업계 '홈퍼니싱' 열풍...사업 확장책도 제각각 [The fever of 'home furnishing' in the market... focusing on differentiated business extention strategies]. CEOSCORE DAILY. Retrieved from http://www.ceoscoredaily.com/news/article.html?no=59040
  34. 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, 24(1), 1-22.
  35. Lee, J. M., Lee, H. J., & Yoon, S. J. (2017). A study on the relationship among jewelry brand value, brand attachment, purchase intention, and SNS-based WOM intention. A Journal of Brand Design Association of Korea, 15(4), 73-86. doi:10.18852/bdak.2017.15.4.73
  36. Lee, P., & Jeon, D.-h. (2017). An extended Huff model for Korean home-furnishing location strategy. KOREA LOGISTICS REVIEW, 27(1), 37-48. doi:10.17825/klr.2017.27.1.37
  37. Lee, Y. J. (2018, June 18). 소득 3만달러 시대 접어든 한국, 인테리어에 눈을 떴다 [South Korea waking up to interior with income of 30,000 dollars]. ECONOMYChosun. Retrieved from http://www.economychosun.com/client/news/view.php?boardName=C00&t_num=136034
  38. Moon, H.-K., & Choo, H.-J. (2008). The effects of clothing consumption values on ambivalent clothing consuming behavior. Journal of Korean Society of Costume, 58(2), 1-14.
  39. Nunnally, J. C. (1978). Psychomtietric theory (2nd ed.). New York, NY: McGraw-Hill.
  40. Pine II, B. J., & Gilmore, J. H. (1998). Welcome to the experience economy. Harvard Business Review, 76(4), 97-105.
  41. Pitts, R. E. Jr., & Woodside, A. G. (1984). Personal values and consumer psychology. Lexington, MA: Lexington Books.
  42. Sands, S., Oppewal, H., & Beverland, M. (2008). The influence of in-store experiential events on shopping value perceptions and shopping behavior. In A. Y. Lee & D. Soman (Eds.), NA -Advances in Consumer Research, Vol. 35 (pp. 298-303). Duluth, MN: Association for Consumer Research.
  43. Schmitt, B. (1999). Experiential marketing. Journal of Marke ting Management, 15(1-3), 53-67. doi:10.1362/026725799784870496
  44. Seo, I.-J. (2010). A study for the consumption competencies according to the shopping value types of college students. Journal of Korean Family Resource Management Association, 14(3), 1-14.
  45. Shah, I. A., Rajper, Z. A., Ghumro, I. A., & Mahar, S. W. (2018). Experiential value mediates relationship between experiential marketing and customer satisfaction. Sukkur IBA Journal of Management and Business, 5(2), 45-61. doi:10.30537/sijmb.v5i2.315
  46. Sheth, J. N., Newman, B. I., & Gross, B. L. (1991). Why we buy what we buy: A theory of consumption values. Journal of Business Research, 22(2), 159-170. doi:10.1016/0148-2963(91)90050-8
  47. Shrout, P. E., & Bolger, N. (2002). Mediation in experimental and nonexperimental studies: New procedures and recommendations. Psychological Methods, 7(4), 422-445. doi:10.1037/1082-989X.7.4.422
  48. Singh, P., & Soch, H. (2015). Examining mediating effects of customer shopping experience on the relationship between antecedents of in-store experience and impulse buying - A theoretical framework. International Proceedings of Economics Development and Research, 85, 39-48.
  49. 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. Korea Academic Society of Hotel Administration, 20(2), 137-155.
  50. Sung, H. S. (2018, October 16). 옷은 안 사도 집은 꾸민다.... 홈퍼니싱 시장 연 13조 성장 [Don't buy clothe, but decorate home... annual growth of 13 trillion won]. JoongAng Ilbo. Retrieved from https://news.joins.com/article/23046242
  51. Woo, S. H., & Hwang, J. S. (2016). Effect of experience elements on store identity, shopping satisfaction and behavioral intention in lifestyle shops. Journal of the Korean Society of Clothing and Textiles, 40(4), 685-700. doi:10.5850/JKSCT.2016.40.4.685
  52. Woo, Y.-S., & Kim, K.-c. (2012). The study of SPA brand spacial expression applied to experience marketing - Focused on flagship stores in Myungdong -. Journal of the Korean Institute of Interior Design, 21(2), 123-132.
  53. Yoo, S. Y. (2018, January 2). 인테리어에 감성을 담다... 홈퍼니싱 시장 급성장 [Having an emotional mood in interior... rapid growth of home furnishing market]. Kukminilbo. Retrieved from http://news.kmib.co.kr/article/view.asp?arcid=0923876558&code=11161100&cp=nv