체험형 패션 매장에서의 쇼핑몰입이 브랜드 옹호행동에 미치는 영향 - 감정반응과 경험적 쇼핑가치 및 점포애착의 순차적 다중매개 효과 검증 -

초록

Despite the rapid reorganization of the center of consumption online, the fashion industry is still strengthening brand marketing using offline stores. This study investigates the psychological mechanisms of shopping flow by three mediators that influence the e-word of mouth(e-WOM) as a marketing performance variable in recent marketing. Data col- lection was conducted online for 241 women in their 20s and 30s. The significance of multi-mediated pathways was ver- ified using Process 3.5 Model 6. The results for multiple mediation paths are as follows. First, the direct effect of shopping flow on brand advocacy was not significant. Second, analysis of the significance of the indirect effect via simple mediation found that the path mediated by shopping value in the path from the shopping flow to brand advocacy was significant. Third, analysis of the indirect effect by double mediation revealed all three double mediating effects of shopping flow on brand advocacy were significant(emotional response and shopping value, emotional response and store attachment, shop- ping value and store attachment). Fourth, analysis of the significance of the indirect effect by sequential multiple mediation established the indirect effect leading to emotional response, shopping value, and store attachment was significant. These results indicate that the operation of an experiential fashion store is not just a means for sales, but a communication tool that improves and promotes the brand advocacy by providing brand experience in a store.

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