지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
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This study investigated the store switching behavior of fashion stores targeting collegestudents. A random sample of college students completed a questionnaire that containedmeasurements of store property, relationship quality, switching intent of store, preference ofon/offline store, purchase of brand/non-brand product and monthly clothing expenses. Thefactors extracted as switching behavior of on/offline fashion store are store property,relationship quality and switching intent of store. Dimensions of store switching behavior inonline shopping mall is revealed to be composed of diversity/ easy to search, storereliability, home page layout, sales promotion, reliability, commitment and switching intentof store. Also those of offline store is revealed to be composed of storecomfort/salespeople service, product diversity, store location, product price, reliability,commitment and switching intent of store. The significant differences were found betweenstore switching behavior of college students by preference of on/offline store and purchaseof national brand/non brand. It is expected that this results can be used as a basicmaterial for further study and setting up the fashion retailing strategies in fashion store forselling non brand products.
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참고문헌 (14)
참고문헌 신청
Bansal, H. / 1997 / Investigating the relationship between service quality, satisfaction and switching intentions / Developments in Marketing Science 20 : 304 ~ 313
Carpenter, G. / 1996 / Order of competitor response time to a new product introduction / Journal of Marketing Research 32 : 42 ~ 53
Chin, L. / 2000 / The effect of the brand switching and brand loyalty / Advances in Consumer Research : 35 ~ 47
Chung, Y. / 2004 / A study on a process of establishing of customer voluntary performance by apparel store types / 박사 / Sook Myung Women's University
Givon, M. / 1984 / Variety seeking through brand switching / Marketing Science 3 : 1 ~ 22
Carpenter, G. / 1996 / Order of competitor response time to a new product introduction / Journal of Marketing Research 32 : 42 ~ 53
Chin, L. / 2000 / The effect of the brand switching and brand loyalty / Advances in Consumer Research : 35 ~ 47
Chung, Y. / 2004 / A study on a process of establishing of customer voluntary performance by apparel store types / 박사 / Sook Myung Women's University
Givon, M. / 1984 / Variety seeking through brand switching / Marketing Science 3 : 1 ~ 22
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