Journal of Fashion Business (패션비즈니스)

The Korean Society of Fashion Business (한국패션비즈니스학회)
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Fashion Brand Experiential Store -Mediating Effect of Flow and Moderating Effect of Gender-

패션 브랜드 체험형 매장 -몰입의 매개효과와 성별의 조절효과-

  • Yu Ju Sung (Human-Tech Convergence Program, Dept. of Clothing and Textiles, Hanyang University) ;
  • Sae Eun Lee (Human-Tech Convergence Program, Dept. of Clothing and Textiles, Hanyang University) ;
  • Kyu Hye Lee (Human-Tech Convergence Program, Dept. of Clothing and Textiles, Hanyang University)
  • 성유주 (한양대학교 의류학과 휴먼테크융합전공) ;
  • 이새은 (한양대학교 의류학과 휴먼테크융합전공) ;
  • 이규혜 (한양대학교 의류학과 휴먼테크융합전공)
  • Received : 2023.01.09
  • Accepted : 2023.02.11
  • Published : 2023.02.28
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Abstract

The purpose of this study was to understand the factors with consumers' fashion experiential store experiences and investigate the effect on flow and brand attitude. The study also aimed to investigate whether gender moderated the relationship between consumers' fashion experiential store experiences and flow. An online survey of consumers in their 20s and 40s was conducted. The SPSS 27.0 program was used to perform frequency, factor, and reliability analysis. The structural equation model was analyzed using the SMART-PLS program. The structural model analysis confirmed that consumers' rational, physical, and relational experiences in fashion brand experiential stores strongly influenced flow and found that relational experience had the strongest influence on flow. The influence of rational, physical, and relational experiences and flow on brand attitude was confirmed, where flow had the strongest effect on brand attitude. The examination of the moderating effect of gender on the relationship between consumers' fashion experiential store experiences and flow found that the effect in men was significant for flow and brand attitude through rational experience and that the effect in women was significant for flow and brand attitude through relational experience. These results provide academic implications, and by strengthening consumer flow, we intend to propose the establishment of a marketing strategy and opportunity plan that can elicit a positive brand attitude.

Keywords

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