Fashion & Textile Research Journal (한국의류산업학회지)

The Society of Fashion and Textile Industry (한국의류산업학회)
권호 표지
DOI QR코드

DOI QR Code

Impacts of Experiential Marketing Components in Fashion Multi-tasking Culture Stores on Shopping Flow, Store Satisfaction, and Purchase Intention in China - Focusing on Shanghai -

패션 복합문화 스토어의 체험마케팅 요소가 중국 소비자의 쇼핑몰입, 스토어 만족과 구매 의도에 미치는 영향 - 상하이를 중심으로 -

  • Received : 2021.01.11
  • Accepted : 2021.02.19
  • Published : 2021.02.28
Download PDF
⟨ Previous Next ⟩

Abstract

This study investigated the influences of experiential marketing components on shopping flow, store satisfaction, and purchase intention in fashion complex culture stores. The mediating effects of shopping flow and store satisfaction were also explored in the relationship between experiential marketing components of fashion multi-tasking culture stores and purchase intention. An online survey was conducted with male and female shoppers between the ages of 20 and 30 in Shanghai, China who visited fashion multi-tasking culture stores. Data from 165 participants were analyzed employing SPSS 24.0 and AMOS 24.0. There were several meaningful results of this study. First, the analysis of the subdimension of experiential marketing components (Sense, Feel, Think, and Act-Relate) clearly showed a factorial construct. Second, the components of experiential marketing showed significantly positive effects on shopping flow and store satisfaction in the fashion multi-tasking culture store. Third, the shopping flow and store satisfaction played important medicating roles in the relationship between experiential marketing components (Act-Relate on shopping flow, Sense and Act-Relate on store satisfaction) and purchase intention. The results suggest that experiential marketing components with shopping flow and store satisfaction should be promoted among Chinese consumers to enhance purchase intentions in fashion multi-tasking culture stores.

Keywords

References

  1. Arnold, M. J., Reynolds, K. E., Ponder, N., & Lueg, J. E. (2005). Customer delight in a retail context - Investigating delightful and terrible shopping experiences. Journal of Business Research, 58(8), 1132-1145. doi:10.1016/j.jbusres.2004.01.006
  2. Bae, B. (2008). LISREL 구조방정식모델-이해, 활용 및 프로그래밍 [Structural equation modeling with LISREL - Concepts, applications, and programming.]. Seoul: Chungram.
  3. Bansal, H. H., McDougall, G. H. G., Dikolli, S. S., & Sedatole, K. L. (2004). Relating e-satisfaction to behavioral outcomes - An empirical study. Journal of Services Marketing, 18(4), 290-302. doi:10.1108/08876040410542281
  4. Bolton, R., Lemon, K., Verhoef, P. (2004), The theoretical underpinnings of customer asset management - A framework and propositions for future research. Journal of the Academy of Marketing Science, 32(3), 271-292. doi:10.1177/0092070304263341
  5. Chae, H. J., Kim, M. Y., & Ko, E. J. (2016). The effects of experience factors have on store satisfaction and store loyalty for experimental fashion stores - Focusing on virtual experience by visual stimuli. Journal of the Korean Society of Costume 66(4), 1-17. doi:10.7233/jksc.2016.66.4.001
  6. Cho, S. I. (2013). A study on the visual merchandising based on Bernd H Schmitt's experiential marketing theory - Focusing on flagship stores. Unpublished master's thesis. Kookmin University, Seoul.
  7. Choi, M. Y. (2015). The characteristics of fashion consumption behaviors based on Chinese female consumers' clothing shopping orientation - Focusing on the new middle class consumers in 20s30s. Journal of the Korean Society of Fashion Design, 15(2), 109-127.
  8. Csikszentmihalyi, M. (1975). Beyond Boredom and Anxiety. SF: Jossey-Bass.
  9. Engel, J. F., Blackwell, R. D., & Miniard, P. W. (1990). Consumer behavior. London: Dryden Press.
  10. Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention, and behavior - An introduction to theory and research. MA: AddisonWesley.
  11. Fu, W. L., Kim, Y. T., & Shin, M. K. (2016). Effects of images of citybase duty-free shops on shopping flow and duty-free shop satisfaction - Focused on Chinese tourists. Journal of The Korea Academic Society of Tourism and Leisure, 28(8), 45-64. doi:10.14400/JDC.2017.15.12.137
  12. Gwak, S. (Sept. 24, 2020). 코오롱스포츠, 뉴 플래그십... 전시장 x 매장 컬래버 [Kolon sports, new flagship .. exhibition hall x store collaboration]. Fashionbiz. Retrieved October 28, 2020, from https://www.fashionbiz.co.kr/article/view.asp?cate=1&sub_num=22&idx=180500
  13. Hennig-Thurau, T., Gwinner, K. P., & Gremler, D. D. (2002). Understanding relationship marketing outcomes - An integration of relational benefits and relationship quality. Journal of Service Research, 4(3), 230-247. doi:10.1509/jm.13.0185
  14. Lee, T. H., & Hwang, T. J. (2012). The relationship among motivation, flow, satisfaction, and behavioral intention of experiential tourism. Korean Photographic Geography Association, 22(3), 41-51. doi: 10.35149/jakpg.2012.22.3.004
  15. Hwang, Y. C., Song Y. S., & Hwang Y. Y. (2016), Service Marketing Paju: Hakhyunsa.
  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. Jia, Z. & Hwang, J. (2013). The relationships among online fashion shopping mall attributes, experiential marketing, and customer satisfaction - Focused on Chinese consumers. Journal of Korea Design Forum, (41), 215-226, doi: 10.21326/ksdt.2013.41.019
  18. Jung, H. (2018). A study on the megatrend of Korean fashion industry in the new normal era. Journal of Basic Design & Art, 19(4), 391-404. https://doi.org/10.47294/KSBDA.19.4.29
  19. Jung, H. J., & Oh, K. W. (2020). Impact of home furnishing brand consumers' shopping values on behavioral intentions of home furnishing brand products - Exploring mediating effects of perceived experiential marketing components. Journal of Korean Society Clothing & Textiles, 44(3), 539-555. doi:10.5850/jksct.2020.44.3.539
  20. Jung, J. H., & Min, Y. J. (2013). BTL communication way of interactive media for brand experiential-marketing. Archives of Design Research, 26(1), 405-432. doi:10.15187/adr.2013. 02.26.1.405
  21. Jung, W., & Yoon, S. J. (2014). A study on the relationships among in-store experience, store satisfaction, and store loyalty, word-of-mouth - With a focus on the moderating effects of customer network properties. Journal of Distribution Research, 19(3), 101-128.
  22. Kang, B. H., & Zhang, K. (2019, June 18). 中国买手店发展现状, 阻碍及策略 [Current status, obstacles and strategies of China's buying firms], 2019. Retrieved June 3, 2020, from http://www.fx361.com/page/2019/0618/5215012.shtml
  23. Kim, H. S., Cho, K. M., & Lee, S. R. (2015). The structural relationship among experience in sports brand flagship store, flow, brand image and purchase intention. The Korean Journal of Physical Education, 54(4), 313-327.
  24. Kim, J. H. (2014). The study on cultural communication and shopping benefit in fashion cultural complex space. Korean Journal of Human Ecology, 23(2), 329-341. doi:10.5934/kjhe.2014. 23.2.329
  25. Kim, J. H., Kim, K. S., & Lee, J. M. (2015). A study of the multicultural space of fashion retail shop. Journal of Basic Design & Art, 16(3) 145-160.
  26. Kim, M. K., & Yu, J. H. (2019). The impact of the experience marketing satisfaction with fashion lifestyle shops on purchase intention and loyalty. The Research Journal of the Costume Culture, 27(2), 109-122. doi:10.29049/rjcc.2019.27.2.109
  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 Society of Design Trend, 32, 413-422. doi:10.21326/ksdt.2011..32.037
  28. Kim, S. J., Lee, S. B., & Lee, H. H. (2015). Investigating consumer attitudes and purchase intentions to fashion brands' extended retail format - Focusing on lifestyle shop. Journal of the Korean Society of Design Culture, 21(3), 151-168.
  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. Journal of Basic Design & Art, 10(6), 29-37.
  30. 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
  31. Lee, G. (2020, October 20). 롯데월드몰, 갤리러+카페 복합문화 공간 '어바웃' 오픈 [Lotte world mall, galler+cafe complex cultural space 'about' open]. Fashionbiz, Retrieved Nevember 20, 2020, from https://www.fashionbiz.co.kr/article/view.asp?cate=1&sub_num=22&idx=180931
  32. Lee, H. J. (2013). A ctudy on the importance and satisfaction of coffee shop by choice attribute. Unpublished master's thesis. Sejong University, Seoul.
  33. Lee, J. H., Oxk, J. W., & Park, H. H. (2008). The study on relationship of arousal, pleasure, and behavior intention from a store environment - Focused on moderating role of shopping value. Journal of Distribution Research, 13(4), 21-46.
  34. Lee, J. M., & Hwang, J. S. (2010). The effect of experiential marketing on the brand equity of low-priced cosmetics brands. Journal of the Korean Society of Costume, 60(8), 100-117.
  35. Lee, K. Y. (2005). A study on the salient factors of the users commitment behavior in internet shopping mall - Focused mediating effects of perceived risk, trust, attitude, satisfaction. Korean Jouranl of Business Administration, 18(5), 1869-1901.
  36. Lee, Y. J. (2000). Comprehensive study on customer satisfaction. Consumer Studies, 11(2), 139-166.
  37. Linkshop. (2019, December 18). 中国时尚买手店门店数五年增6倍低坪效常亏损 [Chinese fashion buyers often lose money when their stores increase sixfold in five years]. Baidu. Retrieved Nevember 20, 2020, from http://www.linkshop.com.cn/web/archives/2019/432430.shtml.
  38. Mckinsey & Company. (2020). The state of fashion 2021. The Business of fashion. Retrieved December 2, 2020, from https://www.mckinsey.com/-/media/McKinsey/Industries/Retail/Our%20Insights/State%20of%20fashion/2021/The-State-ofFashion-2021-vF.pdf
  39. Moon, H., Youn, C., Park, J., & Lee, Y. (2008). The effects of perceived experiential marketing activity on consumers' attitude toward apparel brands. Fashion & Textile Research Journal, 10(2), 181-190.
  40. Nunnally, J. C. (1978). Psychomtietric Theory. New York: McGrawHill.
  41. Oliver, R. L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing Research, 17(4), 460-469. doi:10.2307/3150499
  42. Pyo, J. Y. (2017). The design attributes of fashion multi brand store based on customer needs major in textile fashion design. Unpublished doctoral dissertation. Hanyang University, Seoul.
  43. Schmitt, B. H. (1999). Experimental marketing, New York : Simon & Schuster.
  44. Seo, G., & Oh, K. W. (2017). A case study on living lifestyle shop brands focusing on store experiential factors and an empirical study on store usage behavior, product purchase motives, store attitudes of living lifestyle shop consumers. Fashion & Textile Research Journal, 19(4), 448-467. doi:10.5805/SFTI.2017.19.4.448
  45. Suh, W. J., Seo, C. S., Hong, J. W., & Su, Z. L. (2007). An empirical study on the mediation effects of satisfaction and trust between quality and purchasing intention in Chinese internet shopping malls. eBusiness Studeis, 8(2), 33-59. doi:10.15719/geba.8.2.200706.33
  46. Shim, H. J., & Park, M. S. (2019). The influence of experience elements (4ES) on the complex cultural space on experience value. Journal of Basic Design & Art, 20(6), 281-292. doi:10.47294/KSBDA.20.6.22
  47. Shin, S., & Kim, D. H. (2010). A study on the experiential marketing effect on brand equity - Focus on brand ambassador for public relations. Journal of the Korean Society of Clothing and Textiles, 34(2), 242-251. doi:10.5850/jksct.2010.34.2.242
  48. 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
  49. Sim, C. S., & Seo, Y. S. (2010). Urban leisure space as a complex social and cultural significance of the mall. The Tourism Society of Korea, 34(6), 191-210.
  50. Smith, J. B., & Barclay, D. W. (1997). The effects of organizational difference and trust on the effectiveness of selling partner relationships. Journal of Marketing, 61(1), 3-21. doi:10.2307/1252186
  51. Sun, Z. Y. (2017). VMD characteristics according to experiential marketing type of Chinese fashion multi-brand store. Unpublished master's thesis. Yonsei University, Seoul.
  52. Sun, Z. Y., & Lee, J. H. (2017). Analysis of VMD characteristics according to experiential marketing type - Focused on Chinese fashion multi-brand store type. Journal of The Korean Society of Fashion Design, 17(3), 105-119. doi:10.18652/2017.17.3.7
  53. Triantafillidou, A., Siomkos, G., & Papafilippaki, E. (2017). The effects of retail store characteristics on in-store leisure shopping experience. International Journal of Retail & Distribution Management, 45(10), 1034-1060. doi:10.1108/IJRDM-07-2016-0121
  54. Woo, G. J. (2015). The effect of at-show environmental stimuli on attendees' purchase behavior - Focusing on the mediating roles of emotional and intellectual experience. Unpublished doctoral dissertation. Pukyong National University, Busan.
  55. 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
  56. Woo, S. H., & Hwang, J. S. (2017). The effects of the product characteristics of lifestyle shops on consumers' experience perception and shopping flow. Journal of the Korean Society Design Culture, 23(2), 429-442. doi: 10.18208/ksdc.2017.23.2.429
  57. Woo, Y., & Kim, K. (2012). The study of SPA brand special expression applied to experience marketing - Focused on flagship stores in Myungdong. Korean Institute of Interior Design Journal, 21(2), 123-132.
  58. Yang, C. H., Hsu, Y. C., & Chen, C. Y. (2016). Using AHP method exploring the key factors of choosing to buy luxury products in flagship stores with experiential marketing. Journal of Economics, Management and Trade, 1-12. doi:10.9734/BJEMT/2016/29650
  59. Yoo, J. C., Hong, S. J., & Kim, D. C. (2011). A study on the effect of Internet shopping mall on customer satisfaction and loyalty. The Korean Institute of Plant Engineering, 16(3). 47-48.
  60. Yu, J. H., & Kim, M. K. (2016). A case study on experiential marketing types and providing means of lifestyle shop. Proceeding of 2016 Costume Culture Association Spring Conference, Seoul, Korea. pp.118.