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- 주제어 : fashion store atmosphere (검색결과 5 건)
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패션리테일 점포내 디지털 사이니지에 의한 지각된 분위기와 점포애고의도
김은영(Kim, Eun Young) 한국생활과학회 2020 한국생활과학회지 Vol.29 No.1
The purpose of this study was to predict the relationship between atmospherics and store patronage intentions by digital signage in the context of shopping at fashion retail stores. A self-administered questionnaire was developed based on the literatures, and mainly included usage experience with/without digital signage at the store, perceived atmospherics, and store patronage intentions. A total of 471 usable responses were obtained from consumers (sample1=282) experienced the stores with digital signage and consumers (sample2=189) experienced the stores without digital signage. Findings showed that perceived atmospherics consisted of three factors: ambient factor, display & design, and layout. Of the atmospheric factors, there were significant differences in the perception of display & design and layouts between the two samples. In a hierarchical multiple regression model, atmospherics had significant effect on store patronage intentions in the first step; and the interaction effect of atmospherics and digital signage was significant in the second step. This study discusses a managerial implication for fashion retailers to develop retail strategies by effectively using digital technology in retail environments.
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Factors affecting Customer Relationship and the Repurchase Intention of Designed Fashion Products
Bui Thanh KHOA,Truong Duy NGUYEN,Van Thanh-Truong NGUYEN 한국유통과학회 2020 유통과학연구 Vol.18 No.2
Purpose: Human life is increasingly improved, so human needs are also growing more and more. One of the increasingly demanding industries is the fashion market. Fashion is an industry that produces essential items for human life, so manufacturers always need to know how to improve the relationship with customers, and make them repurchase. The study aims to discover the relationship between the factors that create a relationship with customers and the repurchase intention of designed fashion products. Research design, data, and methodology: The mix research method is applied to achieve research objectives. The qualitative research via the in-depth interview with 11 experts, and the quantitative research via the survey with 467 respondents was done in Ho Chi Minh city, the most developed city in Vietnam. Results: The research results point out that the fashion designer reputation, social media marketing, and the fashion store atmosphere have the positive impact on the relationship between the customer and fashion store, as well as the intention to repurchase of designed fashion products. In particular, customer relationship also affects the repurchase intention of designed fashion products positively. Conclusions: The study also proposed some managerial implications to develop a relationship with the customer and repurchase behavior of the customer in the fashion industry.
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Sana Mehmood,Kashif Hamid 동아시아경상학회 2017 The East Asian Journal of Business Economics Vol.5 No.2
In today's highly unpredictable marketing environment, where the consumer demands and behaviors are continuously and rapidly changing therefore various factors of consumer impulse buying behavior are proving to be challenging for the existing and new business organizations. Shopping has become a relaxing and rejoicing activity for the consumers making impulsive buying as a socially acceptable and common practice. So by taking into account all these aspects, the objective of this study was to understand the factors affecting impulse buying behavior of the consumer. Store atmosphere and fashion involvement were selected as independent variables while consumer impulse buying behavior was taken as dependent variable for this study. Likewise, impulse buying behavior of consumers with different monthly household income was also analyzed in this study. Primary data was collected through a questionnaire from 250 respondents of district Faisalabad, and then it was analyzed by using various statistical techniques. The results indicated a significant positive impact of store atmosphere and fashion involvement on consumer impulse buying behavior. The study also revealed that among consumer groups with different household incomes; at least one group differed from others in impulse buying behavior. These results were consistent with previous literature. These results could provide information to the marketers and retailers for planning and execution of various marketing techniques. Moreover, educators could expand on the findings by developing new studies examining consumer impulse buying behavior.
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Mehmood, Sana,Hamid, Kashif East Asia Business Economics Association 2017 East asian journal of business management Vol.5 No.2
In today's highly unpredictable marketing environment, where the consumer demands and behaviors are continuously and rapidly changing therefore various factors of consumer impulse buying behavior are proving to be challenging for the existing and new business organizations. Shopping has become a relaxing and rejoicing activity for the consumers making impulsive buying as a socially acceptable and common practice. So by taking into account all these aspects, the objective of this study was to understand the factors affecting impulse buying behavior of the consumer. Store atmosphere and fashion involvement were selected as independent variables while consumer impulse buying behavior was taken as dependent variable for this study. Likewise, impulse buying behavior of consumers with different monthly household income was also analyzed in this study. Primary data was collected through a questionnaire from 250 respondents of district Faisalabad, and then it was analyzed by using various statistical techniques. The results indicated a significant positive impact of store atmosphere and fashion involvement on consumer impulse buying behavior. The study also revealed that among consumer groups with different household incomes; at least one group differed from others in impulse buying behavior. These results were consistent with previous literature. These results could provide information to the marketers and retailers for planning and execution of various marketing techniques. Moreover, educators could expand on the findings by developing new studies examining consumer impulse buying behavior.
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