편집숍의 점포 개성과 자아이미지의 일치성이 점포 속성과 소비자 반응에 미치는 영향

Abstract

Based on the self-congruity theory, this study investigated how congruity between multi-brand store im- age and consumers' self-image affect store attributes and consumer responses. A total of 331 questionnaires were used to analyze data. The results of research were: 1) 'Sophistication' as the congruity factor between store image and consumers' self-image affected 'utility', 'atmosphere', and 'design' among store attribute factors. Also, 'sincerity' influenced 'utility' as the store attribute factor. 2) 'Atmosphere' as the store attri- bute factor positively influenced consumers' emotional responses, and 'utility' and 'design' factors positively influenced consumers' cognitive responses. 3) Consumers' emotional responses had a positive impact on consumers' cognitive responses; in addition, consumers' emotional and cognitive responses had positive im- pacts on consumers' behavioral responses. 4) A-Land indicated higher scores on 'sophistication', 'atmos- phere', and 'design' factors than ABC Mart. ABC Mart had shown higher scores on 'ruggedness' and 'uti- lity' factors than A-Land. This study provides practical implications to develop effective marketing strategies to manage multi-brand stores. Key worlds: Multi-brand store, Self-congruity, Store attributes, Consumer responses; 편집숍, 자아일치성, 점포 속성, 소비자 반응