해외명품브랜드 입점여부와 쇼핑가치에 따른 백화점 점포이미지

Abstract

This study aimed at verifying whether the store image of department stores was different depending on whether they offer luxury overseas brands and shopping value. For an empirical analysis, an online survey was conducted from July 28 to August 10, 2017 involving consumers who had visited department stores in Korea. A total of 450 responses were collected. In order to identify the dimensions of store image, an exploratory factor analysis was conducted. The dimensions were identified as product quality, price, reputation, product assortment, fashionability, facility, and atmosphere. Consumer groups were classified into three groups according to shopping value through a K-means cluster analysis. Subsequently, in order to verify whether the store image of department stores differed depending on whether they offer luxury overseas brands and shopping value, a simple factorial ANOVA was carried out. A significant difference was detected in all the dimensions of the department store image except for price. The effects of interaction between the offering of luxury overseas brands and shopping value were apparent in the dimensions of fashionability and atmosphere.