점포 이미지에 의한 백화점 점포 유형화와 이에 영향을 미치는 점포 이미지 속성에 관한 연구

Abstract

This study aims to examine store image dimensions of department stores, to classify department stores according to store image and to distinguish the store image attributes that have a significant influence in classifying types of department stores. An online survey was carried out from July 28 to August 10, 2017. A total of 450 consumers participated in the survey. In order to examine the store image attributes of department stores, an exploratory factor analysis was conducted. The results identified 11 of the following store image dimensions of department stores: location, price, after sales service, promotion, reputation, product quality, fashionability, product assortment, facility, the salesperson and familiarity. Based on these 11 store image attributes, a K-means cluster analysis was conducted, classifying department stores into three categories. According to the results, differences by department store type appeared in all the store image attributes except for the attributes of price. In order to find out the store image dimensions that have a significant influence in classifying department stores, a discriminant analysis was conducted. The results found that three store image attributes, which include facility, the salesperson, and product assortment, turned out to have a significant influence in determining store types.