SPA 패션 브랜드 스토어의 체험마케팅이 고객만족, 브랜드 태도, 구매의도에 미치는 영향

Abstract

This study aims to provide the basic data for the study of SPA fashion brand stores by measuring the overall impact of the experience in SPA fashion brand stores and brand attitude and purchasing intention to innovate marketing strategy of SPA fashion industry suitable for the era of rapid change and secure competitive advantage of SPA fashion brand. In order to achieve the research goal, the survey was conducted on a total of 700 people who experienced SPA fashion brand stores within the last six months through online research companies from the 7th of November 2019 to the 18th of November. The collected data were used for final analysis through the SPSS 24.0 and AMOS 24.0 statistical programs, using a total of 668 copies, excluding 32 poor data. The summary of hypothesis verification is as follows. First, based on prior research, five factors of sense, sensibility, cognition, behavior and relational experience of SPA fashion brand stores were derived. Second, the emotional, cognitive, behavioral and relational experience factors of the SPA fashion brand store were found to have a positive (+) effect on customer satisfaction, while the behavioral, cognitive and relational experience factors were found to have a positive (+) effect on brand attitudes. In addition, they have all verified that the experience factor has a positive (+) effect on the purchase intention. Third, it has been confirmed that customer satisfaction and brand attitude have a positive (+) effect on purchasing intentions. As a suggestion, this study is believed to provide implications for innovation in marketing strategies of SPA fashion brands, which integrate various experience types and characteristics of SPA fashion brand stores.