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http://dx.doi.org/10.5805/SFTI.2018.20.2.191

Effects of Store Commitment on Consumer Attitude Toward Mass Cosmetic Brand Store and Revisit Intention  

Yu, Haekyung (Dept. of Fashion Industry, Incheon National University)
Lee, Minsun (Dept. of Fashion Industry, Incheon National University)
Publication Information
Fashion & Textile Research Journal / v.20, no.2, 2018 , pp. 191-201 More about this Journal
Abstract
The main objectives of this study were to (1) examine and compare the importance of store attributes, store commitment, store attitude, and revisit intention concerning Korean mass cosmetic brand stores between female teenage consumers and those in 20's, and (2) investigate and compare the two groups in terms of the influences of five store commitment factors on store attitude and revisit intention. On-line surveys were conducted by the marketing research company, and a total of 354 questionnaires were used in the final analysis. The results showed several significant differences between the female consumer groups in 10's and 20's. The teenage respondents placed greater importance on all store attributes except price and sales, and showed higher commitment in terms of affective commitment, and normative commitment factors than the respondents in 20's. For the teenage respondents, all four commitment factors except the normative commitment significantly influenced their store attitude and revisit intention, while the affective commitment factor did not have significant influence on either store attitude and revisit intention for the group in 20's. Normative commitment factor also did not have significant influence on revisit intention of the group in 20's. For both age groups, the negative affects of the forced commitment on store attitude and revisit intention were found.
Keywords
mass cosmetic brand; store commitment; store attitude; revisit intention;
Citations & Related Records
Times Cited By KSCI : 9  (Citation Analysis)
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