• 패션비즈니스
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• 제25권6호
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• pp.81-101
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• 2021

Traditional department stores have been struggling to attract customers for several years. Many retail stores have closed in recent years, even before the COVID-19 pandemic. The reinvention of in-store shopping value and experience is imperative to attract customers and reinvigorate retail business. The purpose of this study was to discover which in-store components can improve customer experiences and loyalty while also identifying dissatisfaction issues in consumer experiences in department stores. The data was collected from two consumer groups-luxury department store (Selfridges) customers and mid-market department store (Debenhams) customers-to identify the types of value and experiences they seek most often. The findings showed that to enhance their store patronage, Debenhams should reposition their brand image in a way that allows customers to connect with their self-image and lifestyle by improving efficiency and convenience and prioritizing the utilitarian and social value types. By contrast, Selfridges should enhancetheir store atmosphere, visual merchandising and sensory experiences by maximizing slow retailing experiences and emphasizing the aspirational self-concept image for symbolic and hedonic value. This research uncovered the existence of numerous overlappingvalue dimensions, each of which contributed to the enhancement of the others. Several young customers expressed their support for ecologically responsible, cost-effective second-hand luxury products. Instead of focusing merely on conventional value dimensions, department retailers should determine how environmental and ethical objectives can be fulfilled. This study explained how department stores can craft their in-store environments to appeal to their customers' preferred value types to ensure success in a competitive market.

• 유통과학연구
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• 제10권11호
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• pp.71-77
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• 2012

Purpose - This study examined marketing communication in traditional markets by assessing consumers demonstrating brand loyalty through repeat purchases despite active marketing by competing brands hence, showing that the brand did not lose customers owing to communication. Specifically, this study examined the effects of marketing communication factors in traditional markets upon consumers' store loyalty and to determine consumers' practical and hedonic values, as moderating variables. Moreover, this study determined that both experienced and inexperienced consumers in traditional markets could similarly assess the market and examined the outcome of traditional market development as well as future strategies. Research design, data, methodology - To verify the relationship between marketing communication and store loyalty, and the moderating effects of shopping value, data were collected from 230 consumers in the Gyeonggi Province to test the theoretical model and its hypotheses. Although the field of distribution management typically uses two research methodologies, this study was conducted using empirical methodology. Specifically, analysis of variance and hierarchical regression analysis were used to test the hypotheses. Results - Consumers who had experienced the traditional market placed a greater emphasis on the physical environment or word-of-mouth marketing. Moreover, other factors apart from advertising had a significantly positive influence upon marketing communication sub-factors and store loyalty. Word-of-mouth marketing was found to be more important than other factors, therefore affirmative word-of-mouth marketing was considered important from various viewpoints. The study investigated the moderating effects of hedonic value and practical use value in the relationship between marketing communication sub-factors and store loyalty: The negative influence of publicity, physical environment, and word-of-mouth marketing was considered to be statistically significant. Conclusions - Consumers who made use of the traditional market did not think of the physical environment in an affirmative way, and consumers who did not make use of the traditional market perceived it as having a poor physical environment. However, consumers who engaged in word-of-mouth marketing experienced the traditional market in an affirmative way. Consumers who made use of the traditional market had significantly high hedonic value and/or practical use value, therefore future strategies should encourage consumers to make more use of the traditional market. Consumers who had experienced the traditional market demonstrated strong market loyalty. For consumers who did not make use of the traditional market, marketing communication was likely to influence store loyalty in a different manner from a practical perspective. In other words, marketing communication was needed to develop the traditional market, and consumers who did not make use of the traditional market should be given the opportunity to do so. Consumers having low hedonic values experienced high publicity to have high store loyalty, and consumers who experienced good facilities of the traditional market had high store loyalty (Nam & Jun, 2011). Consumers with low hedonic values as well as those with high hedonic values on the traditional market could have high store loyalty through affirmative word-of-mouth marketing.Therefore, various types of events and strategies were needed to enable consumers to experience the traditional market in an affirmative way.

• 웰빙융합연구
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• 제7권2호
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• pp.31-37
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• 2024

Purpose: Pop-up stores have emerged in the retail industry in recent years, offering consumers a new shopping experience for a limited time and location, and are used for a variety of purposes, including driving purchase behavior. In particular, they have become an important marketing tool among Gen MZ consumers who are quick to acquire information and sensitive to trends. Therefore, this study aims to analyze the impact of pop-up store characteristics on the purchasing behavior of MZ consumers. Research design, data and methodology: Based on a qualitative research approach, the study analyzed successful pop-up stores in Korea to closely examine how the limited operating period and experience-oriented marketing strategy of pop-up stores affect the perceptual attitudes and purchase decision process of Generation MZ. Results: The results of the case study revealed that selling limited edition items, maximizing customer experience factors, and differentiated concepts are the main factors that positively influence the purchase behavior of Gen MZ consumers. These factors contribute to the enhanced purchasing behavior of Gen MZ, making pop-up stores an effective marketing strategy. Conclusions: Pop-up stores are more than just a sales space, but an important communication channel that can strengthen the emotional connection with Gen MZ and effectively communicate brand values. This study provides useful insights for brands and companies to develop marketing strategies for MZ.

• 한국실내디자인학회논문집
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• 제20권2호
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• pp.72-84
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• 2011

In accordance with an active development, we now enjoy web 2.0 generation centering bilateral participation through the web 1.0 environment mainly providing the offering information and take a step web 3.0 understanding information by itself. The same time of digital technic development, consumption market arrived at market3.0 generation, also passed by market 1.0 and went via market 2.0 based on bilateral participation and understanding. This change have the marketing implement index changed as well. Nowadays, 7C is generalized of making up sensibility, emotion, communication, relationship, customization and interactive built as a major strategy from the day of 3p focused on customer environment, service process and 4P focused on physical quality of product. It isn't that brand and merchandise create life and experience like as past. It is focused on embodiment of a way of life, culture and creative experience from consumers' own. This treatise, therefore, fixes the object as flagship store positively reflecting the change and examine the change of a marketing code element and social factor stimulating customer behavior change. As a condition of this study, It fixes Maslow Motivation Theory as the main index of customer behavior, and 7C as the marketing code. This treatise ultimately studies the index of flagship store discussion based on domestic outdoor brand cases.

• 한국인터넷방송통신학회논문지
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• 제15권6호
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• pp.31-35
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• 2015

효율적인 정보의 저장과 활용을 극대화하기 위한 IoE 서비스 프로세스를 상호연결, 데이터 수집, 저장, 체계화, 분석, 공유의 5단계로 분류한다. IoE 서비스 프로세스의 2가지 핵심 처리요소로서 유용한 지식을 안전하게 보호하는 것이 저장처리이고, 저장처리에서 유용한 지식을 이용하는 것을 활용처리라 한다. 이 처리과정에서 과거의 경험 자료를 기반으로 미래 활용을 대비할 수 있다는 중요한 사항을 선택할 수 있다. 과거의 경험은 체계화되고 보호된 처리자료이고 미래에 대비하는 것이 분석을 통한 공유된 활용처리다. 본 논문은 효율적인 정보 저장과 활용을 극대화하기 위하여 IoE 서비스 프로세스의 다양한 방안들을 제안하고 연구한다.

• 유통과학연구
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• 제21권3호
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• pp.101-111
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• 2023

Purpose: The first purpose of this study is deriving in-store characteristics that affect the experience of customers using unmanned stores and reveals the value of major services that customers feel and experience. Also, an empirical analysis is conducted on the effect of intelligent consumption value after using unmanned stores on consumption emotions and continuous use intention, and the modulating effect of customers' untact tendency on environmental characteristics and the value of intelligent services is verified. Research design, data and methodology: Samples were taken from 186 people who visited the unmanned store from April to June 2022 to investigate the research model. Results: It was found that the environmental characteristics of unmanned stores had a positive effect on the intelligent service value. Also, the higher the value of intelligent service, the stronger the influence on consumption emotions, and the higher the value of the intelligence service and consumption emotions, the stronger the impact on the intention to use intention. The untact propensity played a role in controlling the relationship between ease of using technology and the intelligent service value and the relationship between spatial arrangement and functionality and intelligent service value. Conclusion: In order to improve unmanned store service in the trend of spreading unmanned stores, it is necessary to not only improve the technology using convenience in terms of store environmental characteristics but also create innovative consumption experiences in terms of space layout, function, and convenience of payment.

• 한국의류학회지
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• 제26권2호
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• pp.216-226
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• 2002

This study attempts to understand how the perception of service quality as well as shopping motives influence on the emotional responses in store shopping, and to examine how these relevant variables influence on the store satisfaction. The 463 questionnaires were collected from the purchasers in department stores, fashion specialty stores, and national brand franchise stores. The results of this study are as fellows: 1. In regard to shopping motives, two dimensions of product motive and experiential motive were identified, explaining 47.39% of shopping motives. 2. In regard to emotional response, two dimensions of pleasure emotion and displeasure emotion were identified, explaining 65.95% of emotional responses. 3. Shopping motives led to the store satisfaction after the perception of service quality and then the experience of pleasure emotion. These related variables explained 60% of the store satisfaction. 4. The consumers of fashion specialty store showed the highest product motive, whereas the consumers of department stores showed the highest displeasure emotion in the store. As the results showed, customers' shopping motives influence their perception of service quality and pleasure emotion. Therefore, in order to stimulate shopping motives, the store environment that can give customers pleasure and opportunity to pursue various experiences should be provided. As the service quality is a very important variable that leads pleasure emotion in the store, sales persons should be trained to satisfy customers.

• 한국프랜차이즈경영연구
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• 제13권1호
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• pp.35-46
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• 2022

Purpose: With the rapid changes in the technical development and the trend of consumption trend, the convenience store industry is facing an unprecedented competitive situation in the consumption environment where the boundary between online and offline is broken due to the stagnation of offline distribution channels and the spread of online shopping. The biggest innovation strategy of the major convenience store brands in recent years are introducing the O2O (Online to Offline) platform and presenting new products and services beyond the boundaries of online and offline to transform themselves into Omni Channel stores. The study is designed to analyze the effect of innovativeness of convenience store as a stimulus in O2O platform which customers perceive on store loyalty, the final response to external stimuli, through customer engagement with convenience store brands. Specifically, the innovativeness of convenience stores was divided into types of core activities in corporate marketing and focused on innovations in services, products(proposals), promotions and experiences. Research design, data, and methodology: Various hypotheses have been developed to achieve this research purpose. The data were collected from 1,128 questionnaires the age between 15 and 60 who had experience using retail store apps and delivery apps and were analyzed using SPSS 22.0 and SmartPLS 3.3.7 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 were tested using structural equation modeling with SmartPLS 3.3.7 program. Results: First, service innovation has a positive effect on cognitive engagement. Second, product, promotion and experience innovation have 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: All four types of innovation and cognitive engagement have a positive effect on emotional engagement, which has a stronger effect on store loyalty than cognitive engagement. Thus, while innovation can build loyalty through emotional engagement, innovation strategies must be designed and pursued with caution in terms of impact through cognitive engagement may not achieve the planned goals.

• 디지털융복합연구
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• 제17권7호
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• pp.293-298
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• 2019

본 연구는 모바일 체험 매장에서 장소 브랜딩에 따른 사용자 경험 연구이다. 최근 모바일 기기들이 보급을 넘어 포화상태가 되면서 IT업계들은 사용자들에게 경험 측면을 통해 구매욕을 높이고 있으며, 체험 매장을 통해 브랜드 충성도를 높임으로써 경쟁력을 가질 수 있다. 본 연구는 사용자 경험을 강화하고 있는 삼성, 애플로 국한하여 연구하였고, 체험 매장 간의 장소 브랜딩이 미치는 영향을 정성, 정량적 측정을 통해 분석하고 사용자들 장소 브랜딩과 관련된 사용자 경험 요인을 분석하여 향후 지향점을 제시하는 것에 목적을 둔다. 총 8명의 피실험자에게 태스크를 준 후 참여 관찰법을 통해 실험하고 심층 인터뷰를 진행하였다. 실험 결과, 체험이 사용자들에게 유의미한 효과를 내고 있었지만 각 브랜드 간의 차이가 분명하게 나타났다. 본 연구는 체험자 위주의 경험 요소를 파악하였으므로, 향후 사용자들에게 더 나은 서비스와 경험을 제공할 것으로 기대한다.

• 한국콘텐츠학회논문지
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• 제8권3호
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• pp.173-181
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• 2008

본 연구는 인터넷 쇼핑몰에서 소비자의 구매제품유형에 따라 쇼핑가치와 점포이미지를 파악하여 만족도 및 재방문의도와의 관련성을 검증하고자 하였다. 분석결과 쇼핑가치는 쾌락적 가치와 실용적 가치로 분류되었으며 쇼핑몰의 이미지는 명성, 제품 및 정보서비스, 구매 후 고객서비스, 분위기, 편리성, 안전성 등 여섯 가지 차원으로 추출되었다. 쇼핑몰의 이미지요인은 탐색재, 경험재 모두 쾌락적 쇼핑가치보다는 실용적 쇼핑가치에 미치는 영향력이 더 높았다. 또한 구매제품유형에 따라 쇼핑몰의 이미지와 쇼핑가치가 고객만족 및 재방문의도에 영향을 미치는 데 서로 유의한 차이가 있는 것으로 나타났다. 이러한 연구결과는 경쟁이 심화되고 있는 인터넷 쇼핑몰 시장에서 차별화된 세분시장을 파악하는데 마케팅시사점을 제공할 수 있다.