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http://dx.doi.org/10.14400/JDC.2014.12.2.151

The Shopping Experience Values at Department Stores and Their Effects on the Brand Asset and the Store Loyalty  

Kim, Jun-Whai (Dept. of Global Business & Information, Seoul Christian University)
Publication Information
Journal of Digital Convergence / v.12, no.2, 2014 , pp. 151-162 More about this Journal
Abstract
One of the largest changes in retail business in Korea since the distribution market was opened in the mid 1990s is the appearance of foreign discount stores and the rapid growth of department stores. Discount stores and department stores have changed the structure of distribution business which has been primarily made up of traditional markets and supermarkets that have been the main retail markets in Korea. The retail business is changing from just a product purchasing place to a space where various values such as pleasure, happiness, etc. are provided. Therefore the purpose of this research is to grasp the effects that the shopping experience values at department stores have on the department brands, images, and awareness by means of theoretical and empirical research. Especially I classified the shopping experience values, an independent variable, into aesthetics, pleasures, consumers' interests, and services' excellence, and I verified whether they have a meaningful effects on the brand recognition and image, an endogenous variable, and the store royalty, a final various. A total of 235 questionnaires were used for analysis to test the research hypotheses. The positive analysis was done with SPSS 17.0K and AMOS 17.0 covariance structure analysis was performed. As a result, variables of the shopping experience values except consumers' interests seemed to have not only right influences on recognition and image, but also right influences on store royalty. Therefore this research shows that department store customers not only make use of department stores to buy products, but also visit department stores to get the values of pleasure and happiness, and that these aspects have a greater influence on the department store's image, recognition, or royalty in a sense.
Keywords
Shopping experience values; Brand images; Brand awareness; Store royalty;
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