남성 소비자의 패션 점포 내 다른 고객 특성 지각이 점포 태도와 행동에 미치는 영향

Abstract

Abstract This study analyzed the influence of other customers' perception (similarity, physical attraction, and suit-able behavior) of the fashion retail environment on male customers' store attitude and behavioral response.In addition, comparing the effect of store type, this study comprehensively provides the effect of other cus-tomers' perception in fashion retailing. In order to investigate research questions, an online survey was con-ducted and 220 responses were analyzed using AMOS 18.0. The results of this research were as follow.First, the dimensions of physical attraction and suitable behavior of other customers influenced toward tar-get customer's fashion store attitude. Second, the effect of store attitude towards the perceiver's behavioralresponse was proven. Third, customers established their store attitude by other customers' physical attractionin luxury stores, while others' behavior was meaningful in SPA store. Fourth, other customer's similaritydimension did not influence the male customers' store attitude. This study contributes to a comprehensiveunderstanding of other customer's effect in fashion stores by examining different store types. In addition,managers may establish a customer portfolio strategy and training based on this research.Key words: Fashion store, Male customer, Other customer perceptions, Store attitude, Behavioral response;패션 점포, 남성 소비자, 다른 고객 지각, 점포 태도, 행동 반응