Earticle

초록

영어

The sportswear brand industry has more active multi-channels than other industries, and in recent years, it is more customer-oriented and is building omnichannels that value interconnectivity between channels. Therefore, this study intends to develop an experience scale according to the decision-making journey by applying qualitative and quantitative research methods to the four customer contacts suggested by McKinsey for consumers who use the omni-channel of sportswear brands that are more intensely developed after the COVID-19 pandemic. Eight steps were carried out to achieve the research topic's purpose, following a combination of the scale development methods by Churchill and the procedures outlined by Netmeyer, Bearden, and Sharma. In the first step, related prior studies were explored. In the second step, preliminary factors were extracted. In the third step, interviews with customers were conducted using a semi-structured questionnaire. Steps 4 and 5 involved conducting a preliminary survey and a main survey, respectively. With this data, exploratory factor analysis was performed in step 6. Step 7 involved confirmatory factor analysis. Finally, in step 8, predictive validity was verified through regression analysis between the developed scale and performance variables. Through this procedure, four factors were extracted: convenience, personalization, accessibility, and interaction. Accordingly, a total of 16 measurement items were derived. It is judged that this research on the scale development process can provide basic data on the consumer's purchase decision process. Additionally, the developed scale can be used for further research on more diverse shopping experiences.

목차

Abstract
1. Introduction
2. Research Method
2.1 Research Subject
2.2 Scale Development Procedure
3. Results
3.1 Review of Previous Studies and Selection of Preliminary Survey Items
3.2 Exploratory Factor Analysis Results
3.3 Confirmatory Factor Analysis Results
3.4 Regression Analysis Results to Verify Predictive Validity
4. Conclusion
Acknowledgement
References

키워드

저자

• Young-Man Kim [ Professor, Department of Sports Management, Dankook University, Korea ]
• Kyung-Won Byun [ Assistant Professor, Department of Graduate School of Business Administration, Dankook University, Korea ] Corresponding Author

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  The International Journal of Advanced Smart Convergence

• 간기

  계간

• pISSN

  2288-2847

• eISSN

  2288-2855

• 수록기간

  2012~2025

• 십진분류

  KDC 326 DDC 380