• 유통과학연구
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• 제19권1호
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• pp.115-124
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• 2021

Purpose: This study examines the effects of several brand variables on customer satisfaction and brand loyalty. Research design, data, and methodology: The survey was conducted on a community with 302 city residents in Greater Jakarta as consumers of lighting products. The constructs were arranged based on several independent variables such as brand experience, brand relationships, and brand trust on customer satisfaction and brand loyalty. Customer satisfaction was positioned as an intervening variable to examine the effects on brand loyalty. Results: The consumer's experience determines the attitude and satisfaction at the next action. Brand experience significantly influences customer satisfaction and brand loyalty. Meanwhile, a brand association related to the benefits of the product concerned so that the relationship also affects customer satisfaction and brand loyalty. However, the brand relationship does not affect brand trust. Consumers do not readily believe without experience. Conclusion: The consumer's experience significantly influences satisfaction and brand loyalty, both direct and indirect. Brand relationships affected customer satisfaction and had a direct effect on brand loyalty. Likewise, brand trust has a direct effect on brand loyalty. The findings' implications emphasize the importance of brand owners to provide positive, memorable experiences to the consumers.

• 복식문화연구
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• 제27권3호
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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.

• 유통과학연구
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• 제14권2호
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• pp.47-56
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• 2016

Purpose - The purpose of this study is to investigate the difference in the degree of significance and satisfaction perceived by college students and ordinary consumers on the HMR product attributes. Comparison of the difference on HMR product attributes between ordinary consumers and college students who belong to the current and future consumption groups of HMR will provide information for clear marketing strategies and PR on target consumers from the aspects of companies. Also, overall difference on HMR was investigated through IPA(importance-performance analysis) on significance and satisfaction with each product attribute. This result will provide information to food companies that produce or supply HMR products to be supplemented and improved. Finally, IPA was conducted between groups on product attribute to find which difference exists between groups. This result is also expected to provide crucial information to companies as suggested in the first purpose. Research design, data, and methodology - The procedure of analysis is as follows. First, independent sample t-test was conducted on the significance and satisfaction on HMR product attributes. Second, with using IPA, the significance and satisfaction on HMR product attributes of the respondents were checked to investigate marketing strategy direction on overall HRM products. Third, the difference between generations was verified using IPA on the college student and consumer groups. According to this result, the direction of marketing strategy on HRM products was to be proposed to food companies. Results - It was known that consumers consider HMR product attributes statistically and significantly such as nutrient content(nutrition), country of origin, brand, main raw material, packaging, and awareness of manufacturer. They keep after purchase more importantly than college students who considered only volume and price than consumers. In comparison with the difference in satisfaction on HMR product attributes, the college student group was more satisfied than ordinary consumers only in flavor, condition of food additives, and volume. Also, HMR related food companies must maintain taste, cooking method, manufacturing date, expiration date, and safety on current products continuously. Finally, as a result of analysis from the groups, the attributes such as cooking method, manufacturing date, expiration date, and safety were considered significantly with high achievement by the two groups. It was known that college students considered food texture to be important, but consumers considered storage method to be important after purchasing it. Conclusions - There is necessity to differentiate effectiveness of products when releasing HMR products subject to consumers and college students. The result will give great assistance to the improvement of companies, produce or supply HMR products. It will also provide entry strategies on target groups of companies that are planning for entry. The factors that consumers commonly considered not to be significant were brand, package form(appearance), cooking time, and sale(purchase) location, which were found in the comparison with the groups that awareness about manufacturers and storage method after purchase corresponded to college students and that distribution route corresponded to ordinary consumers.

• 한국생활과학회지
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• 제13권1호
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• pp.123-133
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• 2004

To investigate the factors that contribute to consumer satisfaction with the purchase of clothing, questionnaires were distributed and then consumer groups were classified according to their fashion life style on the internet shopping. The results were as follows: 1. Consumers groups were classified into trendy, Indifferent, brand inclined, conservative, and practicality- minded group by the fashion life style of the internet users. 2. From the analysis of the satisfaction factors on the internet clothing shopping, the factors were product variety, shopping convenience, customer service, confidence in order filling. 3. The most important consumer satisfaction factors according to the fashion life style were as follows: the trendy group considered the variety of clothing design most important. As for the Indifferent group, the tn, diversified collection of the products, and the convenience of unlimited time and space access that the internet site provided, were highly appreciated. With regard to the brand-inclined group, the presentation of product information and the convenience of unlimited time and space factors were highly appreciated. For the conservative group, the time and space factor were highly regarded, As far as the practicality-minded group was concerned, product price and size, the convenience of unlimited time and space access, and punctual delivery schedule were focused.

• 복식문화연구
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• 제16권6호
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• pp.1076-1086
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• 2008

The purpose of this study were to examine the effect of consumer-brand relationship of fashion luxury product on brand loyalty and the mediating effect of consumer satisfaction. The questionnaire developed through the literature search and a survey was conducted both in on-line and off-line questionnaire simultaneously. Finally 227 data from women who had a buying experience of fashion luxury products were analyzed using frequency, factor analysis, ANOVA, t-test, regression analysis by SPSS for WIN program. The results were as follows. First, the consumers' brand identification was composed of three factors; self-connection, interdependence, attachment. Second, the consumer-brand relationship significantly influenced on the brand loyalty. Third, the consumer-brand relationship significantly influenced on the consumer satisfaction. Fourth, the consumer satisfaction significantly influenced on the brand loyalty. Fifth, the consumer-brand relationship had both direct and indirect effects on brand loyalty mediated by consumer satisfaction. The results indicated that causal relationship was existed among these three variables.

• 복식
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• 제67권4호
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• pp.21-37
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• 2017

Fashion market in the past had a physical structure, and the supply and demand developed within that space. However, this has changed with the development of online fashion market, as it no longer requires physical space. The purpose of this study was to examine the satisfaction level of online shopping purchase based on the purchase motivation of women in their 20's. It aimed to look into how the online media affected the market, and find ways to improve the shopping malls according to the demands of the market. This study examined the effect of female students' online shopping motivation on their satisfaction with a premise that purchase motivation is related to the satisfaction level. The researched subjects were selected among female college students, and the regression analysis was done using the collected questionnaires. Results showed that economic purchase motivation, product purchase motivation, hedonic purchase motivation, and social purchase motivation had positive correlation to satisfaction level. The most influential factors to the satisfaction level were convenient purchase motivation and product purchase motivation, then social purchase motivation in shopping. Hedonic purchase and economic purchase were less influential than other factors in online shopping. Social purchase motivation factor is least influential when compared to others. As for detailed purchase motivations affecting the satisfaction level, reasonable price, latest fashion goods, interest and fun of online shopping, and the ease of shopping were important factors. The research result indicates that alternative shopping solutions can be better understood by examining the online shopping satisfaction according to purchase motivation, and improve current online shopping malls.

• 한국프랜차이즈경영연구
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• 제10권1호
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• pp.19-32
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• 2019

Purpose - Since the opening of Korea's distribution market, the domestic network marketing market has been continuing to grow. In this context, research on network marketing independent operators, which plays the most important role in the network marketing industry, is insufficient. This study was to identify the effects of Independent Operator's Company Selection Attributions on the Economic and Non-Economic Satisfaction, Trust, and Recommendation. The results will provide strategic direction, theoretical and practical implications for companies and operators in the network marketing industry. Research design, data, and methodology - In order to verify the research hypotheses, the data were collected from Independent Operators of Network marketing industry using questionnaires. The pretest was conducted from January 8 to 19, 2018, and the main survey was conducted from February 1 to 28. A total of 210 questionnaires, of which 193 copies were collected. The data were analyzed with SPSS 21.0. and AMOS 21.0. Results - The results are as follows; product competitiveness and system competitiveness have significant effects on economic satisfaction and non-economic satisfaction. Economic and non-economic satisfaction have significant effects on business trust. Economic and non-economic satisfaction did not influence recommendation intention directly, but influence it indirectly. Business trust has a significant effect on business recommendation intention. Conclusions - After starting network marketing business as an independent operator, the competitiveness of the company is meaningless, and product competitiveness and system competitiveness are important factors for economic and non-economic satisfaction. Therefore, network marketing companies and independent operators should prioritize product competitiveness and system competitiveness between business development. The findings show that trust in the business is very important for active business Recommendation to others. Therefore, network marketing firms and independent operators need to make efforts to meet economic and non-economic satisfaction, which have a significant impact on business trust.

• 한국의류산업학회지
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• 제16권6호
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• pp.879-887
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• 2014

Consumers often act impulsively when making internet purchases. Triggered by easy access to products, lack of social pressure, and absence of delivery impediments, impulse buying frequently occurs in the context of internet shopping. This study tests the structural equation model of the impulse buying process for fashion products when internet shopping and examines impulse buying process differences between Korean and Chinese consumers. A total of 985 usable questionnaires were obtained from college students. Data were analyzed by structural equation model analysis using a correlation matrix with a maximum likelihood by AMOS 21.0. Results showed that increased internet browsing by consumers resulted in more impulse buying as mediated by the urge to buy; in addition, more impulse buying by consumers resulted in a higher consumer satisfaction experience. Pure impulse buying created more important antecedents of satisfaction than the promotion-oriented impulse buying. Impulse buying showed a high similarity between Korean and Chinese consumers; however, increased influence from promotion activities resulted in more fashion product impulse buying for Chinese consumers versus Korean consumers. We confirm that one of the outcomes of the impulse buying process is impulse buying product satisfaction. Korean and Chinese consumers also present similarities and differences in fashion product impulse buying. A managerial implication is discussed for retailers of fashion products to develop strategies to increase consumer browsing and subsequently trigger impulse buying accompanied with consumer satisfaction.

• 한국의류산업학회지
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• 제15권4호
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• pp.533-542
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• 2013

Fashion products are frequently purchased on impulse and are also one of the most popular product categories sold online. Online environment attributes can facilitate flow experiences that are described as an optimal psychological state reached during an engagement in activities (e.g., games and e-shopping). This study estimated the path model to examine the causal relationships among shopping mall attributes, flow, e-impulse buying, and consumer satisfaction for fashion products. A total of 598 usable questionnaires were obtained from college students who had purchased fashion products through the Internet. Data were analyzed by exploratory factor analysis, confirmatory factor analysis, and path analysis using SPSS 18.0 and AMOS 18.0. The results showed that e-shopping mall attributes (visual attributes and product attributes) significantly influenced e-impulse buying (fashion-oriented impulse buying and promotion-oriented impulse buying) which was mediated by the consumer flow experience and then influenced by consumer satisfaction. In the path model, the flow was stimulated by shopping mall attributes, the e-impulse buying was influenced by flow, and the consumer satisfaction was influenced by e-impulse buying. Flow was the most highly related to the fashion-oriented impulse buying, and followed by the relationship of the flow and promotion-oriented impulse buying in the context of e-shopping for fashion products. A managerial implication was discussed for fashion product e-retailers to develop strategies on visual attributes and product attributes that could stimulate and increase the consumer flow to trigger impulse buying as well as consumer satisfaction.

• 한국의류산업학회지
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• 제16권4호
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• pp.554-563
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• 2014

The purpose of this study was to investigate the purchase behavior, the level of shopping satisfaction for inbound Chinese tourists buying fashion products and the analysis of the influence of fashion product purchase criteria and effects of store attributes toward shopping satisfaction in Korea. Subjects were selected through convenient sampling technique in Incheon International Airport. A self-administered questionnaire was developed in Chinese by translation and back-translation method. Finally, 284 questionnaire out of 420 were used for data analysis. To analyze data, factor analysis, correlation analysis, regression analysis, etc. were carried out. A used statistical package was PASW 18.0. The analysis results were as follows. First, most of the repondents were women in 20s and 30s, who were purchasing fashion products more than other during the period of travel. Second, the product purchase criteria were identified as 'practicality', 'design and quality', 'memorabilia' and 'hallyu'. As the analysis results, shopping satisfaction was influenced by 'design and quality' and 'hallyu'. Thirdly, the effects of store attributes were identified as 'product', 'environment' and 'employees'. and customer's shopping satisfaction was influenced by all of those. By the end of this paper, For the purpose of achieving more competitive fashion products, the 4P marketing strategies targeting Chinese tourists were discussed based on the results.