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http://dx.doi.org/10.5850/JKSCT.2016.40.4.685

Effect of Experience Elements on Store Identity, Shopping Satisfaction and Behavioral Intention in Lifestyle Shops  

Woo, Seung Hyun (Dept. of Clothing & Textiles, Konkuk University)
Hwang, Jin Sook (Dept. of Apparel Design, Konkuk University)
Publication Information
Journal of the Korean Society of Clothing and Textiles / v.40, no.4, 2016 , pp. 685-700 More about this Journal
Abstract
This study investigated the effects of experience elements on store identity, shopping satisfaction, and behavioral intention in lifestyle shops. The respondents of the study were 300 adult males and females who visited lifestyle shops. The data were analyzed by using SPSS 18.0 for exploratory factor analysis and reliability analysis, and AMOS 18.0 for confirmatory factor analysis and path analysis. The results showed that there were four experience elements: entertainment, education, escapist, and esthetic. The experience elements are based on Pine & Gilmore's Experience Economy Theory. The result of path analysis showed that the entertainment experience and escapist experience had significant influences on store identity. Store identity positively influenced shopping satisfaction, but it had no significant influence on behavioral intention. Shopping satisfaction was found to have a significant effect on behavioral intention. The indirect effect analysis showed that the entertainment and escapist experiences have positive influences on shopping satisfaction and behavioral intention mediated by store identity. The store identity had an influence on behavioral intention mediated by shopping satisfaction. This study provides helpful information to domestic lifestyle brands for the establishment of a competitive store identity strategy by implementing the important store experience elements of lifestyle shops.
Keywords
Lifestyle shops; Experience elements; Store identity; Shopping satisfaction; Behavioral intention;
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Times Cited By KSCI : 5  (Citation Analysis)
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