패션제품 소비자의 의복소비가치에 따른 점포 서비스품질 및 관계혜택 중요도

Abstract

This study examines the differences in store service quality and relationship benefits accordingto clothing consumption values. This study has collected data from adult consumers in their 20sto 60s via offline and online surveys. A total of 459 survey responses were used for the finalanalysis. The results of this study were as follows. First, clothing consumption values were composedof 4 factors: emotional, conspicuous, individuality, and practical value. In light of the tendencyof consumers’ clothing consumption values, consumers have been grouped into 3 consumptiongroups: hedonic, practical, and practicalㆍsymbolic. Second, consumers considered pricepolicy.product quality, salesperson, product assortment.promotion, and convenience of storeservice quality in the order of importance. Regarding the relationship benefit, consumers consideredpsychological benefit, economic benefit, informative benefit and social benefit in the order ofimportance. Third, regarding the importance in service quality for clothing consumption valuegroup, practical.symbolic consumption group and practical consumption group considered pricepolicy.quality service more important than hedonic consumption group, and practical.symbolicconsumption group considered product assortment.quality, promotion service, salesperson service,convenience of store service more important than other groups. Fourth, regarding the importanceof relationship benefits for the clothing consumption value groups, practical.symbolic consumptiongroup considered informative benefit and social benefit more important than othergroups. The practical.symbolic consumption group and practical consumption group consideredpsychological benefit more important than the hedonic consumption group.