패션리테일에서 원활한 옴니채널 경험과 충성도 - 리테일유형별 비교 -

Abstract

The purpose of this study was to investigate the influence of retailing types on consumers’ omnichannel expe- rience while purchasing fashion products. The omnichannel experience occurs when retailers provide seamless customer experience across the various touchpoints of retail channels. In this empirical study, retail types were categorized into sin- gle-brand stores and multi-brand stores, and the relationship among store loyalty, brand loyalty, and customer retention was observed by the research model. A survey was conducted on the global consumers who had experience in purchasing fashion products via the omnichannel using Amazon Mechanical Turk; as a result, 351 responses were analyzed. The mediating and moderating effects of loyalty constructs and retail types were analyzed using Process Macro 4.0. The results indicated that a seamless omnichannel experience affects customer retention by mediating store loyalty and brand loyalty; additionally, the dual mediating effect of store loyalty and brand loyalty was significant. The moderating effect according to retail type was identified, and the moderated mediation effect of store loyalty was validated. The results showed that multi-branded retailers’ store loyalty had a stronger influence on customer retention than that of single-brand retailers and exhibited the relationship between store loyalty and brand loyalty as well as retail types (single vs multi) in a seamless omnichannel customer experience.