Journal of the Korean Society of Clothing and Textiles (한국의류학회지)

The Korean Society of Clothing and Textiles (한국의류학회)
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Effects of Experience Factors in Experiential Fashion Store on Consumer Loyalty Mediated by Store Attachment -Focusing on the Moderating Role of Fashion Innovativeness-

체험형 패션 매장 내 체험적 요소가 점포 애착을 매개로 소비자 충성도에 미치는 영향 -패션 혁신성의 조절효과를 중심으로-

  • Woo Bin Kim (Dept. of Clothing & Textile, Chungnam National University) ;
  • Mi Young Choi (Dept. of Fashion Design, Duksung Women's University)
  • 김우빈 (충남대학교 의류학과) ;
  • 최미영 (덕성여자대학교 의상디자인전공)
  • Received : 2022.09.15
  • Accepted : 2023.02.10
  • Published : 2023.04.30
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Abstract

As more consumers have turned to online shopping since the COVID-19 pandemic, communication through offline channels has also entered a new phase. Young consumers recognize offline channels as a play space for enjoying various experience elements. Applying Pine and Gilmore's (1998) experiential economy theory, this study initially explores the structure of experience factors in the context of experiential fashion stores (RQ1). Next, we investigate the effect of experience factors on consumer loyalty by mediating store attachment (RQ2). In addition, the moderating effect of fashion innovativeness was verified (RQ3). This survey targeted members of the MZ generation who have visited experiential fashion stores. A total of 225 survey responses were analyzed using AMOS 22.0 and SPSS 26.0. First, as a result of factor analysis, the experience factors of experiential fashion stores were classified into education, escapism, and aesthetic entertainment. Secondly, as a result of structural equation modeling (SEM), all three experience factors positively affected store attachment, and increased attachment positively enhanced consumer loyalty. Finally, as a result of multigroup SEM analysis, consumers with low fashion innovativeness considered educational experience as an important factor in inducing store attachment, while consumers with high fashion innovativeness value escapism and aesthetic entertainment experiences.

Keywords

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