• 한국의류학회지
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• 제48권1호
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• pp.37-49
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• 2024

This study confirmed the relationship between variables developed by qualitative ground theory through quantitative research. The purpose of the study is to explain the effect of core sales tasks on sales services and the mediating effect of organizational member relationships on sales services. The data were collected through a survey of fashion brand salespeople in Gwangju from September to October 2020 with data from 235 responses analyzed using SPSS 27.0 and AMOS 26.0. The validity of the research model verified the confirmatory factor analysis and the research hypothesis was verified through path analysis and multi-mediated analysis of the structural model. The research results were as follows. First, sales management did not directly affect sales services, and customer management affected sales services. Second, a meaningful causal relationship was shown to exist between organizational member relationships and sales management, but organizational member relationships and customer management did not have a significant relationship. Third, the total and individual indirect effects of headquarters relations, colleague relations, and customer management were all statistically significant.

• 한국유통학회지:유통연구
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• 제13권1호
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• pp.61-77
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• 2008

본 연구는 소비자가 처음으로 접하는 신규 패션 브랜드에 대해 적용시키는 평가기준을 밝히는데 그 목적이 있다. 브랜드 평가기준에 대한 연구로서 다음의 세가지 논점을 강조함으로써 선행연구와 구별되는 차별점을 가진다. 첫 번째로는 본 연구가 개별 제품이나 점포를 포함하는 패션브랜드 수준에 대한 통합적인 평가기준을 밝힌다는 점이다. 두 번째로는 이미 형성된 태도에 의해 영향을 받는 기존 브랜드에 대한 평가기준이 아닌 새로운 브랜드에 대한 최초의 평가기준을 밝히며 본 연구에서의 "신규 브랜드"는 소비자가 처음으로 점포내를 둘러보고 충분한 직접적 정보를 바탕으로 평가를 한다는 점에서 소비자의 관점에서의 새로운 브랜드로 조작적 정의가 되고 있다는 점이다. 마지막으로 전국적으로 유통되는 대부분의 패션 브랜드가 백화점 내에 입점되는 국내의 현실을 고려하여 소비자가 지각하는 백화점과의 관제의 질과 입점되어 있는 신규 패션 브랜드 평가와의 관련성을 분석하였다 오백 삼십 칠 명의 여성 소비자에 대한 온라인 조사를 통해 신규 패션브랜드를 평가하는 평가기준 요인 (상품 파워, 점포 내 커뮤니케이션, 브랜드 및 회사 이미지, 판매원, VMD, 구색의 다양성)을 도출하고 이들이 브랜드 태도에 미치는 영향을 회귀모형을 통해 검증하였다. 또한 백화점 관제질의 차이에 따른 신규브랜드 평가 기준과 브랜드 태도의 관련성도 분석하였다.

• 국제지역연구
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• 제12권3호
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• pp.89-109
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• 2008

마케팅 경로 관리에 있어서 하이브리드 경로를 활용할 때는 경로 통제 잇점(직접경로)과 경로 관리의 유연성(간접경로)을 동시에 기대할 수 있다. 그러나 동시에 거래 당사자들의 다양한 이질적 기대치와 우선적 권리 확보 성향과 충돌할 수 있는 위험에 노출되게 된다. 따라서, 본 연구는 하이브리드 경로 관리의 비용과 편익에 대한 이해를 높이고자 시작된 것이며, 특히 패션의류시장에서 빈번히 활용되는 하이브리드 마케팅 경로, 당사자 간의 상호 지배문제, 상호 갈등문제 그리고 경로 관리 효율성을 높이고자 수행된 것이다. 이를 위해, 첫째, 기업간 지배 및 기업내 지배 문제를 통해 마케팅 경로 관리를 분석하고 나아가 판매원(샵마스터)관리 문제를 통합하여 분석하고자 한다. 둘째, 본 연구에 제시된 하나의 개별 틀 속에서 경로 지배관련 두 관점을 하나로 통합하여 추후 연구토대를 제시하고있다. 패션의류 메이커와 소매업자간의 경로 관계를 축으로 실증 조사된 결과, 본 연구에서 제시된 이론적 가설이 긍정적으로 뒷받침 되고 있다.

• 한국의류학회지
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• 제34권8호
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• pp.1290-1302
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• 2010

This study examines the effects of competency and service orientation of imported fashion luxury brands salespersons on the organizational commitment and service delivery level. Questionnaire data from 162 salespersons of imported fashion luxury brands were analyzed. The results were summarized as follows. First, self-management ability, professional executive ability, and the friendly attitude of six competency factors had significant effects on organizational commitment. Second, professional executive ability, self-management ability, and friendly attitude of the six competency factors had significant effects on service delivery level. Third, all factors of service orientation had significant influences on organizational commitment. Finally, special treatment/awareness of needs and instant response/communicative skill of three service orientation factors had significant influences on the service delivery level.

• 한국의류산업학회지
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• 제13권5호
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• pp.705-716
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• 2011

The purpose of this study was to investigate salesperson's perception of fashion company in the middle management system of department store. This study was conducted by a qualitative research method. An in-depth interview was managed to 14 fashion shop managers and salesperson who have three or more years of work experience at the department store. Interview details were classified three categories: relations with fashion company and others, concern with products supply, concern with products sales. First, the positive factors on relations with fashion company are mutual trust, stability of fashion company, coordination and consideration for shop, communication with fashion company, methodical IT system, methodical education, and social gathering support. The negative factors are unilateral breach of contract from fashion company, communication problem, gap between sales status in shop and product design in fashion company, lack of professional education, difficulty of participating in education, and inadequate employee benefits. Second, the positive factor on products supply is priority of products supply. The negative factors are lack of main items, product procurement lacking rapidity, and problem of securing a supply. Third, the positive factors on products sales are brand pride, display and information support about products, and free gift support. The negative factors are unfair selling commission policy, sales pressure, and excessive responsibility.

• 패션비즈니스
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• 제17권2호
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• pp.136-150
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• 2013

This study investigates the effect of customer emotions on customer evaluation and behavior intention. The subjects used in this study were customers of a fashion shop in Sunchon South Korea. The questionnaires were conveniently sampled from July 2010 to August, 2010. Questionnaire data from 335 customers of a national brand were analyzed through a reliability analysis, factor analysis, and multiple regression analysis. The results of this study are as follows. First, emotions of customer were divided into 2 patterns, positive emotion and negative emotion. Second positive emotion have significant (+) influences on the trust and negative emotion have significant (-) influences on the trust. Third positive emotion have significant (+) influences on the customer orientation and negative emotion have significant (-) influences on the customer orientation. Forth, the emotions of customer have a considerable impact on the interaction intention. And the positive emotion have significant (+) influences on the word-of-mouth intention and negative emotion have not a considerable impact on it. Fifth the positive emotion have significant (+) influences on the attitude toward store and repurchase intention, and negative emotion have significant (-) influences on the attitude toward store and repurchase intention.

• 복식문화연구
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• 제29권5호
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• pp.665-678
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• 2021

This study empirically verified the effect of the characteristics of live commerce on consumer trust and purchase intention. An online survey was conducted targeting adult women in their 20s and 30s who watched videos relating to fashion products on the NAVER shopping live channel; 281 questionnaires were analyzed using the IBM SPSS statistics 23 and AMOS 21 software packages. Consequently, the four factors of interactivity, attractiveness, price discount, and playfulness were identified from the data as characteristics of live commerce. Whereas interactivity and playfulness positively affected trust in both the seller and the product, attractiveness did nor significantly affect trust in the seller and the product. Furthermore, price discount had a significant positive effect only on trust in the seller and had no significant effect on trust in the product. In addition, trust in both the seller and the product had a significant positive effect on consumers' purchase intention; in particular, trust in the seller had a greater influence on consumers' purchase intention than trust in the product did. Research on the characteristics of live commerce can contribute to extend the theorical framework of live commerce research. Finally, fashion companies using live commerce channels will be able to develop live commerce channels that can elicit positive consumer perceptions based on the results of this study.

• 한국의류학회지
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• 제45권3호
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• pp.464-476
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• 2021

This study empirically investigated the relationship benefits perceived by consumers from a live commerce channel and verified effects on trust in seller/product relationship and purchase intention to establish a strategy for a live commerce channel. An online survey was conducted among 204 women residing in Korea who had watched a video on fashion products shown by the NAVER Shopping channel. The perceived relational benefits from the live commerce channel were extracted into four groups: psychological, social, economic, and customerization benefits. Psychological benefits were found to have a positive effect on trust in seller but not trust in product. Social benefits and customization benefits had a positive effect on both trust in seller and product, but economic benefits had no effect. Trust in seller and in product had positive effects on purchase intention. Understanding consumer response in relation to perceived relationship benefits in live commerce can contribute strengthen consumer behavior research on live commerce channels. These results can guide fashion companies as they develop live commerce marketing strategies.

• Human Ecology Research
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• 제59권3호
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• pp.311-324
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• 2021

The purpose of this study was to reveal the effects of internal characteristics, such as fashion involvement, personality characteristics, and customer orientation of fashion brand salespeople on the core sales tasks, and how the core sales tasks and internal characteristics differ depending on differences in the way salespeople are remunerated. The data were collected as a questionnaire to fashion brand salespeople in Gwangju from September to October 2020. Using 235 responses, the data were analyzed with SPSS 21.0 for frequency analysis, reliability analysis, t-test, factor analysis, and regression analysis. The research results were as follows. First, fashion involvement comprises factors such as 'fashion passion and sense'and 'fashion trend interest', and the greater the 'fashion passion and sense', the better the 'sales management'and 'customer relationship management'jobs. Second, 'esthetic openness', 'responsibility' and 'extroversion' of the big five personality characteristics have a positive impact on 'sales management' and 'customer relationship management' tasks. Third, customer orientation comprises factors such as 'customer-centric understanding'and 'gain customer trust', the greater the customer-orientation, the better the 'sales management'and 'customer relationship management'tasks. Fourth, according to the position of the salesperson, the group of professional salespeople at manager level had high responses in core sales tasks, fashion involvement, customer orientation, and characteristics such as 'agreeableness', 'esthetic openness', and 'responsibility'.

• 한국의류산업학회지
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• 제15권1호
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• pp.22-34
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• 2013

This study investigates the perception of conflict and satisfaction factors by salesperson of department store middle management system. This study was performed through a qualitative research method. An in-depth interview was given to 14 fashion shop managers and salespeople who have three or more years of department store work experience. The results show two categories of factors(factors according to power sources and factors according to job environment) that influence the perception of department store middle management system by fashion product salesperson. The factors(according to power sources) were classified into coercive power, reward power, expert/informational power, and referent power. The factors(according to job environment) were classified into physical environment, work conditions, and regulations.