Earticle

The purpose of this study was to analyze the difference of the store attributes importance, such as facilities, atmosphere, and environment of the store, according to the demographic characteristics, the purchasing power, and the purchase frequency of the clothing-product consumers. A questionnaires was administered to clothing-product consumers who live in Daejeon city. The final sample size was 319. The results were as follows: 1) As a result of factor analysis, four factors(Factor 1: the store facility and the purchase convenience, Factor 2: the atmosphere of the store, Factor 3: the subsidiary facilities and display, Factor 4: the convenience of transportation and accessibility) had been identified.2) The importance of facilities, atmosphere, and environment of the store according to the demographic characteristics was varied by the four factors.3) The differences among the groups on the purchasing power shifted in three factors while the difference between groups on the frequency of purchase varied in the all four factors.The findings of this study propose that the importance of facilities, atmosphere, and environment of the store is one of the key factors which should be considered in marketing planning process. It is because the importance of the facilities, atmosphere, and environment of the store is varied by the demographic characteristics, the purchasing power, and the shopping frequency of the clothing-product consumers.

Impulse buying as an unplanned purchasing decision is influenced by several factors. This study explores the relationship between store atmosphere and impulse buying behavior (IBB). It also examines how demographic variables such as age, gender, and education affect the relationship between store atmosphere and IBB. Mall intercept technique was used to collect data from over seven hundred shoppers from eighteen mega stores in Pakistan using self administered questioners. In order to analyze the data and test the Hypothesis, Structure Equation Modeling (SEM) technique was used. The results suggest that store atmosphere has positive relationship and significant influence on IBB. Additionally, it reveals that only one demographic variable i.e. age has substantial influence on IBB while other variables such as gender and education bear insignificant relationship with IBB. Age moderates the relationship between store atmosphere and IBB. This study is a valuable addition in the existing literature and the findings of the study would be helpful in making different selling and retailing decisions. From a managerial perspective, it is recommended that marketers and the retail managers can considerably enrich the IBB through improving the store environments. In contrast to the common studies that research the impact of store atmospheres on IBB, this research mainly takes into account the demographic variables as moderators.

Purpose: The purpose of this study is to identify the relationship between store atmosphere and store image, affective commitment and store patronage intention. In addition, it is also to verify the mediating role of self-congruity in the relationship between store atmosphere, store image, and affective commitment. Research design, data, and methodology: This study surveyed 350 people who had experience shopping or purchasing luxury goods at famous department stores in Korea through face-to-face interviews. A total of 320 copies were used for the empirical analysis excluding the questionnaire that was not sincere and inappropriate. The SPSS 21.0 and AMOS 20.0 statistical packages were used to verif y the validity and reliability o f the data. The research hypothesis was obtained by structural equation modeling(SEM). The variables used were store atmosphere, store image, affective commitment, store patronage intention and self-congruity. Results: As a result of the analysis of this study, store atmosphere had a positive effect on store image, but there was no effect on affective commitment. Store image had a positive effect on both affective commitment and store patronage intention, and affective commitment had a positive effect on store patronage intention. In addition, in the relationship between store atmosphere and store image, self-congruity was partially mediated, whereas in the relationship between store atmosphere and affective commitment, self-congruity was completely mediated. Research implications or Originality: Marketers of department stores need to improve their store image by providing aesthetic design and convenience store space so that customers can enjoy the pleasure of shopping while remaining stable for a long time. In addition, it is necessary to practice customer-oriented service not only to improve the service environment so that shoppers can feel pleasure and enjoyment, but also to maintain long-term relationships with excellent customers. The atmosphere and image of the store should also be improved to suit the self-image of shoppers.

Using the Stimulus-Organism-Response (S-O-R) model, this study examines how the atmosphere of luxury fashion pop-up stores influences consumers' perceptions of functional, financial, and social brand values, as well as their purchase intentions. Additionally, it explores whether the perceived brand-store atmosphere congruence moderates the relationship between store atmosphere and brand value perceptions. Data were collected from 300 consumers who visited standalone or department store-based luxury pop-up stores between January and July 2023 and analyzed using SmartPLS 4.0. The findings reveal that consumers perceive two primary types of luxury brand values-functional/financial and social-through their experiences with pop-up stores. The atmosphere of luxury pop-up stores significantly enhances perceptions of functional/financial brand value, and this effect is further amplified when the brand-store atmosphere congruence is high, confirming its significant moderating role. However, while the atmosphere of luxury pop-up stores positively influences perceptions of social brand value, the moderating effect of the brand-store atmosphere congruence is not statistically significant. Furthermore, both types of brand values partially mediate the relationship between pop-up store atmosphere and purchase intention. This study addresses a gap in the existing research on luxury fashion pop-up stores, offering valuable insights for luxury brands. The findings emphasize the significance of designing congruent and engaging store atmospheres to enhance perceived brand values and stimulate consumer purchase intentions, providing practical implications for developing effective pop-up store strategies.

베트남은 도소매 유통 전면 자유화 실시 이후 편의점의 경우 연평균 성장률이 아시아 국가 중 1위를 차지할 정도로 발전하고 있다. 이러한 추세에 맞추어 본 연구는 베트남 내 편의점의 매장 분위기가 음식품질과 지각된 가격가치에 미치는 영향과 음식품질, 지각된 가격가치가 고객만족과 재방문의도에 어떠한 영향을 미치는지 살펴보고자 하였다. 특히 본 연구는 기존 선행연구들을 바탕으로 매장 분위기 요소를 단일차원이 아닌 주변 요소, 디자인 요소, 사회적요소로 구분하여 다차원적으로 접근하였다. 본 연구는 가설검증을 위해 베트남 현지 소비자들을 대상으로 온라인 URL을 통한 응답 방법을 사용하였으며, 총 197명의 자료를 수집하였다. 실증분석 결과, 편의점의 매장 분위기 중 주변 요소를 제외한 디자인 요소와 사회적 요소는 음식품질에 정(+)의 영향을 미치는 것으로 나타났으며, 지각된 가격가치에는 매장 분위기 요소 중 사회적 요소를 제외한 주변 요소와 디자인 요소가 정(+)의 영향을 미치는 것으로 밝혀졌다. 또한 매장 분위기를 통해 형성된 음식 품질과 지각된 가격가치는 고객만족에 정(+)의 영향을 미쳤으며, 최종적으로 재방문의도에 긍정적인 영향을 미치는 것으로 검증되었다.

Since the liberalization of wholesale and retail distribution in Vietnam, the convenience store industry is the fastest growing industry in Asia in terms of the average annual growth rate. The purpose of this study is to investigate the influence of the store atmosphere of convenience store in Vietnam on food quality and perceived price value and how food quality and perceived price value affect customer satisfaction and revisiting intention. Especially, this study divides the atmosphere elements of the store into three elements, peripheral elements, design elements, and social elements, based on the previous studies. This study used a response method through online URL to Vietnamese consumers for the hypothesis test and collected a total of 197 data. The empirical results showed that design elements and social elements except peripheral elements had the positive effects on the food quality, whereas peripheral elements and design elements except social elements had the positive effects on perceived price value. In addition, the food quality and perceived price value influenced by the store atmosphere had a positive effect on customer satisfaction, and finally it was proved to have a positive effect on revisiting intention.

쇼핑을 위해 한국을 방문하는 중국 관광객들의 수가 증가하고 있어, 한국 시내면세점들 간 치열한 경쟁이 예고되고 있다. 이에 한국 시내면세점들은 중국 관광객들이 시내면세점을 이용할 때 중요하게 고려하는 점포분위기 요인들에 대해 신중하게 관심을 가질 필요가 있다. 따라서 본 연구에서는 S-O-R이론을 토대로 서울에 있는 시내면세점을 방문한 중국 관광객을 대상으로 시내면세점의 점포분위기 요인들과 중국 관광객들의 감정 및 행동반응 간에 관계를 살펴보고자 하는데 그목적이 있다. 또한 PAD척도(즐거움, 환기, 지배력) 요인들 간 서로 관계가 있을 것을 고려하여, 이들 간의 관계도 살펴보고자 하였다. 이를 위해 본 연구는 설문지법을 이용하여 한국 서울의 시내면세점을 방문한 중국 관광객 219명을 대상으로 실증분석을 위한 자료를 수집하였다. 실증분석 결과 시내면세점의 점포분위기 요소 중 일반적 인테리어 요인과 인적 요인이 중국 관광객들의 환기에 긍정적인 영향을 미쳤고, 일반적 인테리어 요인과 구매시점 요인이 중국 관광객들의 지배력에 영향을 미치는 것을 확인하였다. 또한 지배력은 환기 및 즐거움에 영향을 미쳤고, 환기는 즐거움에 영향을 미치는 것으로 밝혀졌다. 마지막으로 즐거움은 중국 관광객들의 행동반응에 긍정적인 영향을 미치는 것으로 확인되었다. 이와 같은 본 연구의 결과는 향후 국내 유통산업, 관광산업에 있어 중요한 의미가 있는 시내면세점의 활성화를 위한 유용한 시사점을 제공할 것이다. 또한 한국 시내면세점들이 점포분위기를 활성화시켜 중국관광객들이 상품을 보다 효율적으로 구매할 수 있게 하기 위한 마케팅 전략 방안을 모색하도록 할 것이다. 그러나 본 연구는 다른외국 관광객들을 살펴보지 못했다는 표본의 한계 및 점포분위기 요소를 4가지로만 살펴보았다는분명한 한계를 가지고 있어, 향후 연구에서는 이에 대한 보완을 통해 더 나은 결과를 얻을 수 있도록 해야 할 것이다.

As the number of Chinese tourists who visit Korea for shopping increases, fierce competition is expected among duty-free shop in Korea. As such, duty-free shop in Korea needs to pay careful attention to the factor, which is store atmosphere where Chinese tourists consider significantly while using downtown duty-free shop. Thus, the purpose of this study is to examine the relationship between store atmosphere in downtown duty-free shop and emotional/behavior reaction of Chinese tourists, who visited downtown duty-free shop in Seoul based on S-O-R theory. Also, this study examines relation of PAD Model (pleasure, arousal, dominance), in case the factors are interlinked. To this end, this study conducted a survey among 219 Chinese tourists who visited downtown duty-free shop in Seoul, Korea and collected information for empirical analysis. The result of empirical analysis confirms that general interior factor and human factor among store atmosphere in downtown duty-free shop had positive influence on arousal, and general interior factor and purchase timing factor had influence on dominance of Chinese tourists. In addition, dominance affected arousal and pleasure, and it is confirmed that arousal affected pleasure. Above result of this study will provide useful implication to vitalize downtown duty-free shop which has significant meaning in domestic retail and tourism industry. Moreover, this study will seek for marketing strategy so that Chinese tourists can purchase product more efficiently by vitalizing store atmosphere in downtown duty-free shop. Nonetheless, this study has a limitation of sample, not reviewing other foreign tourists, and limitation of only reviewing store atmosphere with four factors, therefore, complements need to be made for a better result in future studies.