ISSN 2466-2046 (Print) ISSN 2466-2054 (Online) Asian J Beauty Cosmetol 2018; 16(2): 267-276 http://dx.doi.org/10.20402/ajbc.2018.0207 R E S E A R C H A R T I C L E Open Access Effects of Drugstore Experience Factors on Customers Satisfaction with their Shop-Visit Experience Sangeun Lee Department of Beauty Arts, Suwon Women s University, Suwon-si, Gyeonggi-do, Korea Corresponding author: Sangeun Lee, Department of Beauty Arts, Suwon Women s University, 72 Onjeong-ro, Gwonseon-gu, Suwon-si, Gyeonggi-do 16632, Korea Tel.: +82 31 290 8374 Email: make-up1004@swc.ac.kr Received January 24, 2018 Revised March 21, 2018 Accepted April 23, 2018 Published June 30, 2018 Abstract Purpose: This study investigated the effects of drugstore experience factors on customers satisfaction with shop-visit experience, with regard to the environmental stimuli provided by a Korean drugstore, which reflects the changing state of the beauty market. Methods: Convenience sampling was conducted with women in their 20s who had visited drugstores. Cronbach s α coefficient determined the reliability of their satisfaction. Furthermore, correlation analysis and multiple regression analysis were conducted to investigate the influence of drugstore experience factors on customers satisfaction with shop-visit experience. Results: Regarding the correlation between the drugstore experience factors and customers satisfaction with their shop-visit experience, the following factors can be ranked in the order of a high correlation: brand act, think, sense, relate, and feel. It was found that the higher the brand act factor, brand sense factor, brand relate factor, and brand think factor, the higher was the customers satisfaction level of shopvisit experience. Conclusion: The results of this study suggest that the drugstore experience factors affect customers satisfaction with their visits to drugstores and the overall experience factors are important factors in satisfaction. Particularly, act factors had the greatest influence on customers satisfaction with their shop-visit experience, which suggests that direct consumer experience would have a greater influence on their purchasing act. Keywords: Experience factor, Drugstore, Cosmetics, Satisfaction, Experience marketing Introduction 드럭스토어는화장품, 약국, 편의점을결합한매장이라고할수있는데미용과건강에관련된제품을모두판매하는복합적인형태의점포이다. 또한드럭스토어는전반적으로소비자의편리를위한 self-selection 형식으로효율성과자율성을구현하며, 매장내카운슬러를운용하여고객문의에전문적으로응대하는방식을사용한다. 특히트랜드에민감하게반응하며유행하는인기상품들을직접사용해보고평가하길원하는소비자들을충족시킨다 (Lee & Han, 2013). 국내에서드럭스토어는약사법구제를위해의약품의소매점판매금지로건강, 미용용품위주의반쪽드럭스토어형태의 ' 한국형드럭스토어 ' 로진화하였다 (Lee, 2016a). 현재국내드럭 스토어는대부분대기업에의한 CJ 올리브영, GS 왓슨즈, 코오롱 W-Store, 롯데롭스, 신세계분스, 농심판도라등이대표적이며새로운성장동력확보에주력하고있다. 그러나짧은역사적배경과화장품브랜드전문숍과의차별화된브랜드이미지및인지도확보미흡으로인하여국내실정에맞는드럭스토어의형태를갖추지못하고있다 (Lee, 2016b). 특히드럭스토어를단순잡화점이아닌토탈. 뷰티스토어전문숍으로인식하지못한실정이다. 이에한국형드럭스토어의차별화전략으로구매심리를자극하여소비자들에게 ' 쇼핑 ' 은단순히물건을구매하는행위를넘어소비자체를자신의독특한체험과개성으로인식하도록하는것이목적이다. 특히선택적소비의비중이높아지면서제품의특징이나기능중심의전통적마케팅에서제품브랜드와의정신적자극과교감, 교류를가질수있도록하는체험적마케팅으 Copyright c Korea Institute of Dermatological Sciences. This is an Open Access article distributed under the terms of the Creative Commons Attribution Non-Commercial License (http://creativecommons.org/licenses/by-nc/4.0), which permits unrestricted non-commercial use, distribution, and reproduction in any medium, provided the original work is properly cited.
Effects of Drugstore Experience Factors on Customers Satisfaction 로변화되고있다 (Park, 2014). 화장품의경우일반생활용품과는달리소비자가선호하는바가뚜렷하기때문에제품을알리고유지하기위해차별화된전략이중요하다고많은업계관계자들은말하고있다 (Cho et al., 2015). 체험이란자극에대한반응으로제품을직접관찰하고경험하는것을의미하며그중요성이부각되고있다. 소비자들은이제기능적특징이나제품의품질을넘어그이상의것을기대하고있으며, 그들의감각을자극하는제품특징과커뮤니케이션마케팅을원하고있다 (Lee & Han, 2014). 또한체험은단순히구경하는것이아니고참여하는것, 몸소경험하는것을의미하며, 실제로보고, 듣고, 겪는일또는그과정에서얻어지는지식이나기능을총체적으로나타내는용어이다 (Yang & Jo, 2016). 따라서체험요인은소비자들이드럭스토어를인식하고만족도를형성하는데총체적역할을할수있으며소비자로하여금브랜드신뢰와확신으로제품구매를위한소비를하게만든다. 이는제품을구매하고평가하는과정에서제품자체에대한기본적인품질뿐만아니라소비자가지각할수있는경험적체험요인의요소가함께반영되어야함을시사한다. 이처럼체험요인마케팅의중요성을인식하고꾸준히연구되어왔으며연구자들마다다양한연구결과를제시하고있다. 이제까지의드럭스토어에관한선행연구 (Kim et al., 2015; Lee & Han, 2014; Lee, 2016a; Park & Chung, 2015) 를보면드럭스토어의공간구성, 라이프스타일, 분위기등의영향관계에관한실증연구가활발히진행되고있다. 그러나체험요인에반응하는주된소비집단이매장방문경험의변수에어떤영향을미칠수있는지에대한연구, 특히한국형드럭스토어의매장형태와같이특화된전문점을대상으로하는국내연구들은미비한실정이다. 따라서변화되고있는뷰티시장의형태를반영한드럭스토어가제공하는환경적자극에대해실무적체험요인의전략을제시하고자한다. 이에본연구는 5가지체험요인과매장방문경험에대한만족도영향요인을알아보고이를위해체험요인을독립변인으로설 정하고매장방문경험을종속변인으로설정하여체험요인이매장방문경험만족도에어떠한영향을미치며, 각변인이어느정도의영향력을미치는지인과관계를실증하고자한다. 또한향후차별화된드럭스토어뷰티매장의다양한체험요인과유통시장변화에맞는지속적인연구가이루어질수있도록주구매고객층인 20대여성을대상으로드럭스토어매장의체험요인이매장방문경험에미치는만족도를분석하여보다효율적인체험요인제공의방향성을찾고자한다. 드럭스토어의관련연구가미비한상황에서본연구결과가드럭스토어의발전방향과현실적인마케팅전략에도움이되고자한다. 따라서본연구는고객의진정한 needs를충족시켜주고고객스스로자발적인참여를유도할수있는체험요소를통해체험마케팅을효과적으로활용하여실무적인시사점을제시하고자한다. Methods 1. 연구대상및자료수집본연구대상의표집은 2017년 7월 1일부터 7월 15일까지수도권및경기도지역에서드럭스토어에직접방문하는 20대를대상으로편의표집하였다. 총 250명에게설문을배포하여자기기입식으로작성하였으며이중불성실한응답 11부를제외하고 239부가본연구의자료로사용되었다. 2. 측정항목및내용본연구에사용한문항은인구통계학적특성 (5문항), 체험요인 (22문항), 만족도 (6문항) 총 33문항으로구성되었으며, 선행연구 (Hwang & Lee, 2011; Lee, 2016c; Lee, 2016a; Lee & Han, 2014; Lee & Hwang, 2010; Yoon & Lee, 2012) 에서사용된측정항목을수정. 보완하였다. 체험요인을전략적체험모듈 (strategy experiential modules, SEMs) 5가지차별적인유형 Table 1. Configuration of a questionnaire Variables Scales No. of questions Quotation and applied data Demographic features Nominal scale 5 Organization of researchers Experience factor 5-point Likert scale 22 Satisfaction 5-point Likert scale 6 - Lee & Hwang (2010) - Hwang & Lee (2011) - Yoon & Lee (2012) - Lee (2016c) - Lee & Han (2014) - Lee (2016a). - Kim et al. (2015) - Choi et al. (2013) 268 http://dx.doi.org/10.20402/ajbc.2018.0207
드럭스토어체험요인이매장방문경험만족도에미치는영향 Table 2. General features Category Frequency (N) Percentage (%) 19 years old 126 52.7 Age Frequency of monthly visits Amount spent per visit Average shopping time Purchased products (Multiple responses, total=646) 20 years old 59 24.7 21 years old 21 8.8 22 years old or more 33 13.8 Once a month 44 18.4 2 3 times a month 111 46.4 4 5 times a month 54 22.6 6 times or more a month 30 12.6 Less than KRW 10,000 30 12.6 KRW 10,000 less than KRW 50,000 156 65.3 KRW 50,000 less than KRW 100,000 38 15.9 KRW 100,000 or more 15 6.3 Less than 10 min 46 19.2 10 less than 30 min 144 60.3 30 min less than 1 h 24 10.0 1h or more 25 10.5 Basic cosmetics 68 10.5 Color cosmetics 208 32.2 BB cream, foundation products 129 20.0 Skincare products 94 14.6 Accessories products 76 11.8 Nail-care products 68 10.5 Others 3 0.5 Total 239 100.0 으로제시하는데구체적인체험요인의내용은다음과같다 (Suh, 2012). 감각요인은매장내디스플레이, 조명, 향기와같은요소를포함하여 5문항으로구성하였고, 느낌요인은즐거움, 행복감등감정의 5문항으로구성하였다. 인지요인으로는브랜드에대한관심, 흥미요소를포함하여 4문항으로구성하였고, 브랜드와의관계요인은유대감, 특별함, 친근함등의 4문항으로구성하였으며, 마지막으로행동요인은체험이후제품구매행동등의내용을포함하는 4문항으로구성하였다. 설문지의측정항목구성과출처는다음과같다 (Table 1). 3. 자료분석방법본연구를수행하기위한실증분석방법은다음과같다. 1) 20대여성의인구통계학적특성을알아보기위하여빈도분석 (frequency analysis) 을실시하였다. 2) 드럭스토어체험요인, 매장방문경험만족도의신뢰도는 Cronbach's α 계수로판단하였다. 3) 20대여성의인구통계학적특성에따른드럭스토어체험요인, 매장방문경험만족도의차이를알아보기위하여일원변량분석 (one-way ANOVA) 을실시하였으며, Scheffe의다중범위검정 (Scheffe's multiple range test) 을통하여 p<0.05에서유의한차이를검정하였다. 4) 20대여성의드럭스토어체험요인이매장방문경험만족도에미치는영향을알아보기위하여상관분석과다중회귀분석을실시하였다. 본연구의실증분석은모두유의수준 5% 에서검증하였으며, 통계처리는 SPSSWIN 21.0 프로그램 (IBM, USA) 을사용하여분석하였다. Results and Discussion 1. 인구통계학적특성 http://www.e-ajbc.org 269
Effects of Drugstore Experience Factors on Customers Satisfaction Table 3. Drugstore experience factors and customers satisfaction with their shop-visit experience Category N Min Max Mean SD Sense 239 1.00 5.00 3.52 0.69 Drugstore experience factors Feel 239 1.00 5.00 3.26 0.74 Think 239 1.00 5.00 3.53 0.72 Relate 239 1.00 5.00 3.27 0.75 Act 239 1.00 5.00 3.50 0.74 Customers satisfaction with shop-visit experience 239 1.00 5.00 3.59 0.71 SD, standard deviation. Table 4. Reliability verification Category Sub-factors No. of questions Cronbach s α Sense 5 0.858 Feel 5 0.886 Drugstore experience factor Think 4 0.840 Relate 4 0.878 Act 4 0.796 Customers satisfaction with shop-visit experience 6 0.903 Table 5. Correlation between drugstore experience factor and customers satisfaction with shop-visit experience Category Sense 1 Drugstore experience factor Sense Feel Think Relate Act Satisfaction with shopvisit experience Drugstore experience factor Feel 0.554 *** 1 Think 0.598 *** 0.611 *** 1 Relate 0.429 *** 0.613 *** 0.599 *** 1 Act 0.506 *** 0.614 *** 0.665 *** 0.648 *** 1 Customers satisfaction with shop-visit experience 0.532 *** 0.458 *** 0.558 *** 0.511 *** 0.580 *** 1 The values shown in the table represent r values, i.e., the Pearson correlation coefficient. *** p<0.001. 20대여성의세부연령은 ' 만 19세 ' 가 52.7% 로가장많았고, ' 만 20세 ' 는 24.7%, ' 만 22세이상 ' 은 13.8%, ' 만 21세 ' 는 8.8% 순이었으며, 한달평균저가브랜드매장방문횟수는 ' 월 2-3회 ' 가 46.4%, ' 월 4-5회 ' 가 22.6%, ' 월 1회 ' 가 18.4%, ' 월 6 회이상 ' 이 12.6% 순이었다. 매장방문시 1회평균구입금액은 '1-5만원미만 ' 이 65.3%, '5-10만원미만 ' 이 15.9%, ' 만원미만 ' 이 12.6%, '10만원이상 ' 이 6.3% 순이었으며, 매장 1회방문시평균쇼핑시간은 '10-30 min 미만 ' 이 60.3%, '10 min 미만 ' 이 19.2%, '1 h 이상 ' 이 10.5%, '30 min-1 h 미만 ' 이 10.0% 이 었다. 저가브랜드매장에서주로구매하는제품은 ' 색조화장품류 ' 가 32.2% 로가장많았고, ' 비비크림, 화운데이션류 ' 가 20.0%, ' 스킨케어제품류 ' 가 14.6%, ' 액세서리제품류 ' 가 11.8%, ' 기초화장품류 ' 와 ' 네일케어제품류 ' 가각각 10.5%, ' 기타 ' 가 0.5% 순의분포를보였다 (Table 2). 2. 드럭스토어체험요인과매장방문경험만족도드럭스토어체험요인과매장방문경험만족도순위는 1순위브랜드인지요인 (M=3.53), 브랜드감각요인 (M=3.52), 브랜드 270 http://dx.doi.org/10.20402/ajbc.2018.0207
드럭스토어체험요인이매장방문경험만족도에미치는영향 Table 6. Effects of drugstore experience factors on customers satisfaction with shop-visit experience Dependent variables: customers satisfaction with testers Category B Standard error β t p VIF Independent variable 0.862 0.207 4.172 *** 0.000 Sense 0.266 0.066 0.258-0.016 *** 0.000 1.723 Feel -0.041 0.068-0.043-0.606 0.545 2.118 Drugstore experience factor Think 0.152 0.073 0.156 2.069 * 0.040 2.362 Relate 0.150 0.066 0.160 2.279 * 0.024 2.060 R 2 =0.442, adj R 2 =0.430, F=36.852 *** Act 0.257 0.071 0.268 3.608 *** 0.000 2.307 R 2, coefficient of determination; Adj R 2, adjusted coefficient of determination; B, unstandardized beta; β, standardized beta; t, t score; VIF, variance inflation factor; * p<0.05; *** p<0.001. 행동요인 (M=3.50), 브랜드관계요인 (M=3.27), 브랜드느낌요인 (M=3.26) 순으로체험요인이높았으며매장방문경험만족도의평균은 3.59로보통이상으로높게나타났다 (Table 3). 3. 신뢰도검증신뢰도란동일한대상, 특성또는구성을비교가능하고독자적인측정으로나타난결과들이어느정도유사한가를나타내는것으로의존가능성, 안전성, 일관성, 예측가능성, 정확성등의동의어로사용된다. 즉, 신뢰성이란동일한개념에대하여측정을되풀이했을때동일한측정값을얻을가능성을말한다. 신뢰성측정방법은동일한측정도구를동일한대상에시간을달리하여적용결과를비교하는검증-재검증, 항목분할측정치의상관도, 내적일관성등과관련된개념이다. 본연구에사용된측정도구인신뢰성은 Cronbach's α 계수를사용하여드럭스토어체험요인의평가항목과만족도의평가항목도구가일관성있게측정되었는지확인하기위해신뢰도분석을실시하였다. 일반적으로사회과학에서 Cronbach's α 값의기준은 0.6이상척도이면높은내적일관성의단일차원구성개념으로볼수있으므로본연구의신뢰도분석결과, 최소 0.796에서최대 0.903 나타내어평가항목의척도는내적일관성을가지는단일차원의구성개념인것으로평가될수있으며척도들의신뢰도는모두유의하다고할수있으며구체적인연구결과는다음과같다 (Table 4). 브랜드감각요인 (r=0.532, p <0.001), 브랜드관계요인 (r=0.511, p<0.001), 브랜드느낌요인 (r=0.458, p<0.001) 순으로높은정 (+) 의상관관계가있는것으로나타났다 (Table 5). 드럭스토어체험요인을독립변인으로하여각변인들이종속변인인매장방문경험만족도에미치는영향을알아보기위하여다중회귀분석을실시한결과, R 2 =0.442로나타나종속변인인매장방문경험만족도에대한총변량중상기한 5개의독립변수에의해설명될수있는총변량은 44.2% 로회귀모형을설명하고있음을알수있다. 변수간다중공선성을진단하기위하여분산팽창계수 (variance inflation factor, VIF) 와허용치 (tolerance) 를살펴보았으며, 일반적으로분산팽창계수가 10이상이거나허용치가 0.1보다작으면다중공선성의문제가있다고판단하게된다. 본분석에서변수들의 VIF값은모두 10 이하였고, 허용치는 0.1보다크게나타나다중공선성의문제는발생하지않는것으로볼수있다. 이에대한분산분석결과, 추정된모형은유의한것을알수있으며 (F=36.852, p<0.001), 드럭스토어체험요인의브랜드행동요인 (β=0.268, p<0.001), 브랜드감각요인 (β=0.258, p<0.001), 브랜드관계요인 (β=0.160, p<0.05), 브랜드인지요인 (β=0.156, p<0.05) 순으로매장방문경험만족도에유의미한영향력을미치는것으로나타났다. 따라서, 드럭스토어체험요인의브랜드행동요인과브랜드감각요인, 브랜드관계요인, 브랜드인지요인이높을수록매장방문경험만족도가높다는것을알수있다 (Table 6). 4. 드럭스토어체험요인이매장방문경험만족도에미치는영향드럭스토어체험요인과매장방문경험만족도와의상관관계연구결과는다음과같다. 드럭스토어체험요인의브랜드행동요인 (r=0.580, p<0.001), 브랜드인지요인 (r=0.558, p<0.001), Conclusion 화장품시장의새로운트랜드로급부상하는드럭스토어는단 http://www.e-ajbc.org 271
Effects of Drugstore Experience Factors on Customers Satisfaction 순잡화점이아닌토탈뷰티스토어의전문숍으로물건을구매하는행위를넘어독특한체험과개성으로인식한다. 그러나이러한트랜드에도불구하고한국형드럭스토어는약사법에의한제약으로외국과는달리한국형드럭스토어의다른형태로성장해왔다. 한국형드럭스토어는제품의특징이나기능중심의전통적마케팅이아닌제품의자극이나교감, 교류를가질수있도록하는체험요인전략이활발하게전개되고있다. 과거와는달리미용서비스, 마케팅활용등이등장하면서한장소에서원하는대부분의상품을구입함과동시에미용과건강에대한소비자의 needs까지확보하는서비스를제공한다. 이는기본적인제품의품질뿐만아니라소비자가지각할수있는경험적체험요인의요소가함께반영되어야함을시사한다. 따라서드럭스토어의체험요인이매장방문경험만족도에미치는영향을분석하여보다효율적인체험요인제공의방향성을찾고자한다. 이를위해국내드럭스토어를이용하는 20대여성을대상으로진행하였으며구체적인실증분석결과와전략적시사점은다음과같다. 첫째, 드럭스토어체험요인은브랜드인지요인, 감각요인, 행동요인, 관계요인, 느낌요인의순으로높게나타났으며매장방문경험만족도의평균은 3.59로보통이상으로높게나타났다. 이러한결과는소비자가드럭스토어매장을방문할때브랜드에대한관심과흥미, 매장내디스플레이조명등이매장방문경험만족에더영향을미치는것으로인식하고있음을의미한다. 둘째, 드럭스토어체험요인이브랜드행동요인 (β=0.268, p<0.001), 브랜드감각요인 (β=0.268, p<0.001), 브랜드관계요인 (β=0.160, p<0.05), 브랜드인지요인 (β=0.156, p<0.05) 순으로매장방문경험만족도에유의미한영향력을미치는것으로나타났다. 이러한결과는체험요인이드럭스토어방문경험만족도에영향을미치는것을알수있으며총체적인체험요인이드럭스토어만족도에작용하는중요한요소임을시사한다. 특히행동요인은매장방문경험만족도에영향력이가장크게나타난것으로보아소비자가직접체험한후구매행동으로미치는영향이더욱클것으로사료된다. 또한드럭스토어라는한정된공간에서단순히제품을사용해보는것뿐만아니라디스플레이, 조명, 향기, 관심, 흥미, 브랜드와의유대감제품구매행동등으로체험의개념적한계를극복하고매장내방문경험의체험을즐김에따라매장방문경험만족도가높아지고이에따라구매행동에영향을미친다는것을알수있다. 그러나체험마케팅요인만으로는한국형드럭스토어발전에는한계가있으며한국시장에맞는다양성과전문성을고려하여소비자의요구에대응할수있는차별화된전략이요구될것으로사료된다. 향후한국형드럭스토어의차별화된전략을확보하기위해소비자의요구를반영한총체적인체험요인의마케팅전략수립에기초자료로활용되길기대한다. 본연구는드럭스토어의총체적체험요인이매장방문경험에 대한만족도를조사하기위해주소비계층인 20대를연구대상으로선정하였으나향후연구에서는표본의특성을소비층에대한세분화와제품별체험요인에대한만족도를비교하여일반화된연구결과를도출할수있을것으로사료된다. Acknowledgements This paper is funded by the 2017 Research Funds of Suwon Women's University. References Choi SB, Lee KS, Han TY. The relationships of satisfaction, tour place loyalty of eastcoast ocean leisure sports participants experience based on strategic experiential modules. The Korean Society of Sports Science, 22: 87-97, 2013. Cho YM, Kim GS, Kang SO. An effect of the preference of the cosmetics advertisement model on brand assets and purchase intention: focusing on consumption type. Asian Journal of Beauty and Cosmetology, 13: 167-177, 2015. Hwang J, Lee JM. The effect which cosmetic brand shop experience marketing makes on brand satisfaction, attachment and loyalty. Jounal of the Korean Society of Cosmetology, 17: 1086-1096, 2011. Kim MJ, Lee HR, Chae MS. The influence of drugstore environment on perceived overall atmosphere, emotion, and revisiting intentions. Journal of Channel and Retailing, 20: 1-22, 2015. Lee JM, Hwang JS. The effect of experiential marketing on the brand equity of low-priced cosmetics brands. Journal of the Korean Society of Costume, 60: 100-117, 2010. Lee KE, Han HR. Spatial composition of drugstore applied with experience marketing for sales promotion: focused on the health & beauty stores around the Hong-ik university. Korean Institute of Interior Design Journal, 23: 193-203, 2014. Lee KY, Han HR. A study on spatial composition of drugstore applied of experience marketing: focused on health & beauty stores in Hongdae. Korean Institute of Interior Design Journal, 2013: 133-138, 2013. Lee SY. A study on brand image, customer satisfaction and purchase intention in domestic health & beauty store. 272 http://dx.doi.org/10.20402/ajbc.2018.0207
드럭스토어체험요인이매장방문경험만족도에미치는영향 Journal of the Korean Society Design Culture, 22: 333-346, 2016a. Lee SY. A study on the state and brand differentiation strategies of Korean-style drug stores. Journal of the Korean Society of Design Culture, 22: 443-456, 2016b. Lee SE. Effects of low-price cosmetics experience factors on satisfaction with test products. Asian Journal of Beauty and Cosmetology, 14: 417-425, 2016c. Park SY. A study on the current state of drugstore and the necessity of regulation. Journal of Asia Trade and Business, 1: 1-14, 2014. Park G, Chung K. A study on characteristics of consumers in the Korean drug store context: focused on lifestyle, ICT ability, repurchase intent. The Journal of Internet Electronic Commerce Research, 15: 179-203, 2015. Suh CH. A study on the influence of the experiential factors of local festivals on the perceived values, satisfaction, and behavior intention of tourists. Journal of The Korean Data Analysis Society, 14: 435-450, 2012. Yang GS, Jo EJ. The structural relationship between perceived value, quality of life, and experience: an example from tourists at a Korean tea museum. International Journal of Tourism and Hospitality Research, 30: 17-30, 2016. Yoon SM, Lee TH. Effect relationship of the experience on emotion and satisfaction in theme park: focused on the perspective of experiential marketing. Journal of Tourism and Leisure Research, 24: 289-308, 2012. http://www.e-ajbc.org 273
Effects of Drugstore Experience Factors on Customers Satisfaction 국문초록 드럭스토어체험요인이매장방문경험만족도에미치는영향 이상은수원여자대학교미용예술과, 경기도수원시, 한국 목적 : 본연구는변화되고있는뷰티시장의형태를반영한한국형드럭스토어가제공하는환경적자극에대해실무적체험요인이매장방문경험만족도에미치는영향관계를규명하고자한다. 방법 : 드럭스토어방문경험이있는 20대여성을대상으로편의표집하였다. 만족도의신뢰도는 Cronbach's α 계수로판단하였고, 드럭스토어체험요인이매장방문경험만족도에미치는영향을알아보기위하여상관분석과다중회귀분석을실시하였다. 결과 : 드럭스토어체험요인과매장방문경험만족도와의상관관계는브랜드행동요인, 인지요인, 감각요인, 관계요인, 느낌요인순으로높은상관관계가있는것으로나타났다. 브랜드행동요인과브랜드감각요인, 브랜드관계요인, 브랜드인지요인이높을수록매장방문경험만족도가높은것으로나타났다. 결론 : 체험요인이드럭스토어방문경험만족도에영향을미치는것을알수있으며총체적인체험요인이만족도에작용하는중요한요소임을시사한다. 특히행동요인은매장방문경험만족도에영향력이가장크게나타난것으로보아소비자가직접체험한후구매행동으로미치는영향이더욱클것으로사료된다. 핵심어 : 체험요인, 드럭스토어, 화장품산업, 만족도, 체험마케팅 This paper is funded by the 2017 Research Funds of Suwon Women's University. 참고문헌 김미정, 이혜리, 채명수. 드럭스토어의점포환경이소비자가인식하는총체적인분위기와감정및재방문의도에미치는영향. 유통연구, 20: 1-22, 2015. 박귀정, 정기한. 한국형드럭스토어의소비자특성연구 : 라이프스타일, ICT 활용도, 재구매의도를중심으로. 인터넷전자상거래연구, 15: 179-203, 2015. 박선영. 국내드럭스토어의현황및규제필요성연구. 아시아무역연구, 1: 1-14, 2014. 서철현. 지역축제의체험요인이관광객의지각된가치와만족도및행동의도에미치는영향. 한국자료분석학회지, 14: 435-450, 2012. 양길승, 조은주. 체험요인에따른지각가치와삶의질과의구조관계 : 보성한국차박물관관광객을대상으로. 관광연구저널, 30: 17-30, 2016. 윤설민, 이태희. 테마파크에서의체험이감정과만족도에미치는영향관계 : 체험마케팅관점을중심으로. 관광 레저연구, 24: 289-308, 2012. 이경은, 한혜련. 체험마케팅을적용한드럭스토어의공간구성에관한연구 : 홍대헬스 & 뷰티숍을중심으로. 한국실내디자인학회학술대회논문집, 2013: 133-138, 2013. 이경은, 한혜련. 판매촉진을위한체험마케팅이적용된드럭스토어공간구성 : 홍대앞 H&B 스토어를중심으로. 한국실내디자인학회논문집, 23: 193-203, 2014. 이상은. 저가화장품체험요인이테스터제품사용만족도에미치는영향. 아시안뷰티화장품학술지, 14: 417-425, 2016c. 이승영. 국내헬스 & 뷰티스토어의브랜드이미지및고객만족구매의도에관한연구. 한국디자인문화학회지, 22: 333-346, 2016a. 274 http://dx.doi.org/10.20402/ajbc.2018.0207
드럭스토어체험요인이매장방문경험만족도에미치는영향 이승영. 한국형드럭스토어의현황및브랜드차별화전략에관한연구. 한국디자인문화학회지, 22: 443-456, 2016b. 이정민, 황진숙. 저가화장품브랜드체험제공수단과체험마케팅유형이브랜드자산에미치는영향. 복식, 60: 100-117, 2010. 조윤민, 김계숙, 강식옥. 화장품광고모델호감도가브랜드자산과구매의도에미치는영향 : 소비유형을중심으로. 아시안뷰티화장품학술지, 13: 167-177, 2015. 최성범, 이계석, 한태용. 체험마케팅 (SEMs) 에근거한동해안의해양레저스포츠체험이만족및관광지충성도에미치는영향. 한국체육과학회지, 22: 87-97, 2013. 황진숙, 이정민. 화장품브랜드숍에서의체험마케팅유형이브랜드만족, 애착및충성도형성에미치는영향. 한국미용학회지, 17: 1086-1096, 2011. http://www.e-ajbc.org 275
Effects of Drugstore Experience Factors on Customers Satisfaction 中文摘要 Drugstore 体验因素对顾客访店经验满意度的影响 李相恩水原女子大学美容艺术科, 京畿道水原市, 韩国 目的 : 本研究调查了关于反映美容市场状况变化的韩国 Drugstore 所提供的环境刺激, 药店体验因素对顾客访问店铺经验满意度的影响关系 方法 : 对 20 多岁曾到过 Drugstore 的女性进行了便利抽样 克朗巴赫的 α 系数 (Cronbach s α) 决定了满意度的可靠性 此外, 还进行了相关分析和多元回归分析, 以调查 Drugstore 体验因素对顾客访店经验满意度的影响 结果 : 关于 Drugstore 体验因素与顾客访问经验的满意度之间的相关性, 可以按照高度相关性依次排列以下因素 : 品牌行为因素 思考因素 感觉因素 关系因素和感受因素 发现品牌行为因素, 品牌感知因素, 品牌关系因素和品牌意识因素越高, 顾客对访店经验的满意度越高 结论 : 这项研究结果表明,Drugstore 体验因素影响顾客访店经验的满意度, 整体体验因素是满意度的重要因素 特别是, 行为因素对顾客对其购物体验的满意度影响最大, 这表明消费者亲自体验后, 会对他们的购买行为产生更大的影响 关键词 : 体验因素,Drugstore, 化妆品产业, 满意度, 体验营销 276 http://dx.doi.org/10.20402/ajbc.2018.0207