• The Research Journal of the Costume Culture
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• v.27 no.3
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• pp.285-297
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• 2019

Retail firms have begun to pursue the marketing strategies, which stimulate consumers' sensibility and lead people to purchase their products. The visible effects of visual merchandising (VM) arouse consumers' interest and play an effective role in having busy people efficiently choose products. Apparel retail stores such as SPA use the offline store to be the experiential environment of their branding. Consumers' sensitivity and response toward various visual merchandising strategies needs to be accessed. The purpose of this study is to identify VM consciousness and VM evaluation attribute factors. Relationship of such variables with other variables were accessed. As consequence variables, product satisfaction and unplanned purchase behavior were included in the study. An empirical survey data was collected from men and women of various ages. Results indicated that VM consciousness and VM evaluation attribute factors were not correlated with consumer demographic variables. VM evaluation attributes were factored into appropriateness, attractiveness and functionality dimensions. Clothing involvement and brand orientation significantly influenced product satisfaction and unplanned purchase. The direct and indirect effect (via VM consciousness) were significant. For unplanned purchase, brand orientation only had indirect effect. The influence of VM evaluation attribute factors were significant. Appropriateness had stronger effect on product satisfaction whereas attractiveness had stronger effect on unplanned behavior. Functionality dimension had only indirect effect on product satisfaction but did not show significant direct and indirect effects on unplanned purchase. This study identified the pivotal role of VM consciousness in various shopping and purchasing circumstances in offline retail store of apparel brands.

• The Korean Journal of Franchise Management
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• v.11 no.2
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• pp.41-51
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• 2020

Purpose: Fast food franchise companies are trying a variety of innovative services to increase their competitiveness in response to changes in population composition in the fast food market and rapid changes in consumption trends due to technological development. From this point of view, franchise companies that have focused on offline store operations are providing O2O (offline to online) service as a core service for customer convenience. This new attempt is a strategy to increase loyalty by applying an interaction method based on understanding the characteristics of new generation consumers. However, existing studies are focused on the relationship between O2O service and acceptance, so very little is known about how O2O service affects customer loyalty. Therefore, this study examines the impacts of customer involvement and relative advantages of fast food O2O service on customer brand engagement (cognitive and affective engagement) and store loyalty for MZ(Millennials - Z) generations. Research design, data, and methodology: In order to achieve the purposes of this research, several hypotheses were developed. The data were collected from 247 questionnaires in their 16-30s and were analyzed using SPSS 22.0 and SmartPLS 3.0 program. Measurement model analysis was carried out to assess convergent and discriminant validity. Also, common method bias was tested using the values of VIF (variance inflation factor). The hypotheses was tested using structural equation modeling. Result: First, involvement has a positive effect on cognitive and affective engagement. Second, relative advantages have has a positive effect on cognitive and affective engagement. Third, cognitive influences affective engagement. Finally, both cognitive and affective engagement affect store loyalty, but affective engagement has a stronger effect on store loyalty than cognitive engagement. Conclusions: In the process of consumer-brand interaction, it was confirmed that store loyalty was influenced by cognitive and affective engagement sequentially. However, the results show that affective engagement has a relatively stronger on store loyalty than cognitive engagement. Therefore, it is necessary to establish an O2O service strategy to maintain long-term loyal customers by inducing cognitive participation with high-involved consumer, as well as affective interaction, in order to obtain new customers and increase customer loyalty.

• Journal of Digital Convergence
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• v.17 no.5
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• pp.167-178
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• 2019

This research examined how the experience factors and environmental factors of experience store impact the perceived value of the brand and whether the perceived value enhance revisit intention. We collected 258 survey responses and formed structural equation modeling. The results indicated that education experience and esthetics experience had positive impacts on emotional value, while entertainment experience had a positive impact on functional value. Among environment factors, lighting, employee service and layout of the store had positive impacts on functional value, while lighting and employee service had positive impacts on emotional value. Both of the functional value and emotional value enhanced the revisit intention of customers. The results of this study are expected to provide useful information about consumers to the companies managing offline experience stores.

• The Research Journal of the Costume Culture
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• v.20 no.6
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• pp.883-894
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• 2012

Fashion companies are faced with more severe competition with the emergence of new types of retail formats. Retailers are coming up with new shopping values to maximize their profits and benefits of customers. The aim of this study was to study shopping values and analyze differences in store selection criteria and store visits among. The respondents were males and females with ages ranging from the 20's to the 40's, residing in Seoul and the Gyeonggi area. Data were collected via both online and offline. Data from 427 respondents were analyzed using SPSS 17.0. Results indicated that there were three categories including hedonic, informative, and reliable shopping values from the factors for clothing shopping values. They form three types of consumer groups such as active, passive-reliable, and hedonic-informative shopping value groups. These three groups were different in terms of demographic characteristics. For the factor influencing store preference, the range of product selection and customer service were the two significant features that showed substantial differences in the shopping value groups store's atmosphere, salespeople, convenient location, price, and brand store did not have significant differences across groups. Retailers of each fashion retail formats have to consider consumers shopping values for their retail decision makings.

• Journal of the Korean Society of Clothing and Textiles
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• v.42 no.4
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• pp.671-688
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• 2018

This study investigates the characteristics of VR stores that emerged as new fashion communication media. Two case studies on Hyundai and eBay VR Department stores were conducted along with a discussion of the function and meaning of the fashion VR store. The results showed that both stores provide novel shopping experiences; however, the two were differentiated in terms of production method and technology implementation level. Functional aspects such as providing shopping efficiency and purchasing service was insufficient in both stores. Instead, they were complementing by means of product rotation, recommendation system, voice guidance, or linkage with an online shopping mall. In experiential aspects, both stores provided a strong sense of immersion. Hyundai VR store enhanced immersion with a high resolution image of a real offline store; however, it lacked in the ability to provide multisensory stimulation such as kinetic sense or auditory stimulation. The eBay VR Department store intensified the immersion experience by providing auditory stimulation as well as visual stimulation that enhanced the speed and distance sense through the utilization of animation. However, the extent of experience was limited in terms of agency and transformation because of the low interactivity found in both store systems.

• Journal of Information Technology Services
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• v.14 no.4
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• pp.269-281
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• 2015

The objective of this study is offering new on line business model for automotive market. In order for the research aim, we conduct direct in-depth interviews with CEO, including analysis of business patterns on eight automotive firms in Gwangju city. As a result, we suggest new business model so called, Online to offline (o2o) that combines advantages in both off-line and on-line business. Techniques that o2o automotive companies may employ include in-store pick up of items purchased online, allowing customers. Purchasing the automotive is not only a car but also services including insurance, warrant services. o2o business model suggested shows the operating of the goods and service sale. When it comes to characteristics of automotive conventional sale patterns, utilization of the online-to-offline commerce has not eliminated the advantages that e-commerce companies have. That model can enhance the new values for customers as well as new market creation. Also, this new business model (o2o) can contribute the emerging industry business model installed based in particular, emergence of Iot (Internet of thing) in terms of sharing knowledge and information between enterprise and customers.

• Journal of Fashion Business
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• v.26 no.3
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• pp.1-18
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• 2022

The COVID-19 pandemic has not only increased customer preference for contactless methods but also created digital business opportunities in a variety of industries. Particularly in the fashion industry, contactless distribution and contactless shopping have increased significantly. This study identifies the changed consumers' perception of contactless shopping, which has been expanded due to the COVID-19 pandemic and analyzes specific factors that influence shopping switching intention to derive efficient marketing plans for post COVID-19 era. The study targeted Korean male and female consumers. The perceived value, usefulness, and alternative attractiveness of contactless shopping had a significant effect on shopping switching intention, and a moderating effect of offline fashion stores was confirmed. These results indicate that customers' experience in a fashion store influences their next online and offline shoping. This study, therefore, proposed the direction that the fashion industry should advance from a marketing perspective in the post COVID-19 era.

• Journal of Distribution Science
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• v.17 no.2
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• pp.71-76
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• 2019

Purpose - People have long thought that disorderly space would influence their lives negatively. However, disorderly space may have positive impact such as increasing sales for new products for store managers. Borrowing the prior findings that disorderly space enhances creativity, we developed two hypotheses regarding space order, product newness, and new product adoption. We hypothesize that space order negatively influences new product adoption and that the proposed negative effect of space order on new product adoption is moderated by product newness. Research design, data, and methodology - We conducted a pre-test in China using 70 undergraduate students to test whether two newly developed cosmetic products were appropriate for the experimental stimuli. We confirmed that a fragrance patch concept, which is unavailable in the market, is a RNP (Really New Product), and an edible fragrance, which is available in the market, is an INP (Incrementally New Product). Next, we conducted a main experiment with a 2 (Space order: orderly vs. disorderly) × 2 (Product newness: RNP vs. INP) between-subjects design in China using 100 undergraduate students. Half of the participants answered questions on the disorderly desk and the other half answered questions on the orderly desk. Results - We obtained evidence from the main experiment that consumers' new product adoption is the function of space order and product newness. First, participants were more likely to adopt the RNP when they were in the disorderly space than in the orderly space. However, the effect of space order on new product adoption disappeared when the product was INP; the adoption rates for the INP did not differ between the participants who answered questions on the disorderly desk and the participants who did so on the orderly desk. Conclusions - Our findings are counter intuitive. Contrary to the conventional wisdom that neat and tidy space benefits store managers, the research demonstrated that disorderly space increases sales, providing fresh insights into store managers to manage their stores and shops to sell new products. In order to help store visitors understand the value of really new products, store managers will have to sacrifice space order to some extent.

• Fashion & Textile Research Journal
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• v.24 no.4
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• pp.431-442
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• 2022

Despite the rapid reorganization of the center of consumption online, the fashion industry is still strengthening brand marketing using offline stores. This study investigates the psychological mechanisms of shopping flow by three mediators that influence the e-word of mouth(e-WOM) as a marketing performance variable in recent marketing. Data collection was conducted online for 241 women in their 20s and 30s. The significance of multi-mediated pathways was verified using Process 3.5 Model 6. The results for multiple mediation paths are as follows. First, the direct effect of shopping flow on brand advocacy was not significant. Second, analysis of the significance of the indirect effect via simple mediation found that the path mediated by shopping value in the path from the shopping flow to brand advocacy was significant. Third, analysis of the indirect effect by double mediation revealed all three double mediating effects of shopping flow on brand advocacy were significant(emotional response and shopping value, emotional response and store attachment, shopping value and store attachment). Fourth, analysis of the significance of the indirect effect by sequential multiple mediation established the indirect effect leading to emotional response, shopping value, and store attachment was significant. These results indicate that the operation of an experiential fashion store is not just a means for sales, but a communication tool that improves and promotes the brand advocacy by providing brand experience in a store.

• The Journal of Bigdata
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• v.8 no.1
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• pp.131-156
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• 2023

The traditional retail industry significantly changed over the past decade due to the mobile and online technologies. This change has been accompanied by a shift in consumer behavior regarding purchasing patterns. Despite the rise of online shopping, there are still specific categories of products, such as "Processed food" in Mongolia, for which traditional shopping remains the preferred purchase method. To prepare for the inevitable future of retail businesses, firms need to closely analyze the performance of their offline stores to plan their further actions in a new multi-channel environment. Retailers must integrate diverse channels into their operations to stay relevant and adjust to the shifting market. In this research, we have analyzed the performance data such as sales, profit, and amount of sales of offline stores by using clustering approach. From the clustering, we have found the several distinct insights by comparing the circumstances and performance of retail stores. For the certain retail stores, we have proposed three different strategies: a fulfillment hub store between online and offline channels, an experience store to elongate customers' time on the premises, and a merge between two non-related channels that could complement each other to increase traffic based on the store characteristics. With the proposed strategies, it may enhance the user experience and profit at the same time.