Effects of Experience Factors in Experiential Fashion Store on Consumer Loyalty Mediated by Store Attachment -Focusing on the Moderating Role of Fashion Innovativeness
Journal of the Korean Society of Clothing and Textiles
; 47(2):277-294, 2023.
Article
in English
| Scopus | ID: covidwho-20237951
ABSTRACT
As more consumers have turned to online shopping since the COVID-19 pandemic, communication through offline channels has also entered a new phase. Young consumers recognize offline channels as a play space for enjoying various experience elements. Applying Pine and Gilmore's (1998) experiential economy theory, this study initially explores the structure of experience factors in the context of experiential fashion stores (RQ1). Next, we investigate the effect of experience factors on consumer loyalty by mediating store attachment (RQ2). In addition, the moderating effect of fashion innovativeness was verified (RQ3). This survey targeted members of the MZ generation who have visited experiential fashion stores. A total of 225 survey responses were analyzed using AMOS 22.0 and SPSS 26.0. First, as a result of factor analysis, the experience factors of experiential fashion stores were classified into education, escapism, and aesthetic entertainment. Secondly, as a result of structural equation modeling (SEM), all three experience factors positively affected store attachment, and increased attachment positively enhanced consumer loyalty. Finally, as a result of multigroup SEM analysis, consumers with low fashion innovativeness considered educational experience as an important factor in inducing store attachment, while consumers with high fashion innovativeness value escapism and aesthetic entertainment experiences. © 2023, The Korean Society of Clothing and Textiles. All rights reserved.
Full text:
Available
Collection:
Databases of international organizations
Database:
Scopus
Type of study:
Experimental Studies
/
Observational study
/
Qualitative research
Language:
English
Journal:
Journal of the Korean Society of Clothing and Textiles
Year:
2023
Document Type:
Article
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