한국의류산업학회지 pissn 1229-2060 제 19 권제 4 호, 2017 eissn 2287-5743 < 연구논문 > Fashion & Text. Res. J. Vol. 19, No. 4, pp.448-467(2017) https://doi.org/10.5805/sfti.2017.19.4.448 리빙라이프스타일숍브랜드의매장체험요소사례분석과소비자들의매장이용행태, 제품구매동기, 매장태도에대한실증적연구 서고우미 오경화 1) 중앙대학교패션학과 중앙대학교디자인학부패션디자인전공 1) A Case Study on Living Lifestyle Shop Brands focusing on Store Experiential Factors and an Empirical Study on Store Usage Behavior, Product Purchase Motives, Store Attitudes of Living Lifestyle Shop Consumers Gowoomi Seo and Kyung Wha Oh 1) Dept. of Fashion, Chung-Ang University; Seoul, Korea 1) Dept. of Fashion Design, Chung-Ang University; Anseong, Korea Abstract : Attention to living lifestyle shops covering with the wide product range including household items, interior decoration, and bedding have recently increased since consumers have been improving their standard of living and income levels and they are getting more interested in up-to-date trends of global living lifestyles. The purpose of this study is first, to analyze the market situation of living lifestyle shops using the case study method and second, to investigate consumer s store usage behavior, product purchase motives, and attitudes to the living lifestyle shops using the empirical study method. For an empirical study, the survey was conducted with 20s to 50s female respondents who have visited living lifestyle shops and a total of 227 responses were analyzed using SPSS 18.0. The results of this study were as follows. The most frequently visit store was MUJI and most of respondents tended to visit the store once a month and their interest and purchase items were household items. Only impulsive purchase motives among other motives of living lifestyle shops, such as others-oriented, situational, and reasonable motives, significantly had a positive effect on store attitudes toward living lifestyle shops. There were differences in purchasing items at living lifestyle shops depending on marriage status and occupation. Purchase motives of living lifestyle products were statistically influenced by demographic factors such as age, marriage status and income level, however store attitudes were not. The managerial implications for living lifestyle shops are discussed limitations and areas for future research as well. Key words : living lifestyle shop ( 리빙라이프스타일숍 ), store experiential factor ( 매장체험요소 ), case study ( 사례분석 ), product purchase motives ( 제품구매동기 ), store attitudes ( 매장태도 ), store usage behavior ( 매장이용행태 ) 1. 서론 최근산업화가가져온소득의증대와물질적인풍요로움으로생활환경이향상되었으며대중매체의발달로인해개인욕구가다양해지면서개성적인소비문화를갖게되었다 (Hwang et al., 2014). 이에따라현대의소비자들은과거타인을의식하는과시적소비나무조건저렴한상품만을선택하는알뜰소 Corresponding author; Kyung Wha Oh Tel. +82-31-670-4805, Fax. +82-31-676-9932 E-mail: kwhaoh@cau.ac.kr 2017 (by) the authors. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution license (http://creativecommons.org/licenses/by/3.0/), which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. 비와는달리고가의상품이더라도그에합당한가치가있다고생각되면과감히지갑을여는가치지향적인소비양상을보이고있다 (Won, 2017). 소비자스스로가가치를부여하고소비의질적수준은낮추지않는대신개인의만족도를높여주는상품을선호하는즉가격대비하여우수한가치를제공하는상품에과감한소비를하는 가치소비 의시대가도래한것이다 ( Stable Value Consumption, 2005). 이처럼개인의만족에가치를둔소비가늘어나면서소비의성향이점차다양하게변하고이에발맞추어유통업계들또한일정한종류의상품군만을판매하던전문점의형태보다는폭넓은카테고리의다양한상품을취급하는편집매장형태의유통경로를점차증가시키고있다 (Woo & Hwang, 2016). 특히몇년사이이러한소비흐름을반영하듯의식주는물론생활에관한모든제품을판매하는편집매장인 라이프스타일숍 이유통트렌드로급부상하고있다. 한가지상품군을취급하던매장들이의류부터생활용품, 인테리어소품 448
리빙라이프스타일숍브랜드의매장체험요소사례분석과소비자들의매장이용행태, 제품구매동기, 매장태도에대한실증적연구 449 과리빙아이템, 배딩 (bedding) 까지다양한품목을취급하기시작하면서 라이프스타일숍 에대한관심은증가되고있다 (Na, 2017). 한국은행 (2015) 과흥국증권리서치센터 (2015) 의자료에따르면, 2014년기준라이프스타일숍의한형태인생활용품시장의국내규모는약 10조 5천억원으로성장하였으며국내생활용품시장은지속적으로성장하고있으며, 2023년에는 17조 9200억원에달할것으로전망하고있다 (Kim, 2015). 실제라이프스타일숍열풍은유통시장의개방으로유입된해외브랜드인무인양품, 이케아등에서시작되었으나, 현재에는국내라이프스타일숍들도각산업군, 특히가구, 인테리어등홈퍼니싱에서뚜렷한브랜드와높은인지도를가지고있는업체가주도하여진화하는양상이있다 (Kang, 2015). 국내소비자들의생활수준향상으로의생활과식생활에대한기본적욕구가충족되면서대중화된유행이비교적덜한가구와조명, 침구, 인테리어소품등홈퍼니싱이라불리는주생활에개인의개성을살리고자하는욕구가증가하기시작하였기때문이라고볼수있다 (Koh & Choi, 2009). 이처럼삶의질을높이고자하는소비에가치를두고있는현대소비자들은단순히상품을판매하는공간이아닌그이상의것, 즉, 물질을넘어체험과무형의가치를느낄수있는서비스등여러복합적인요소로부터얻어지는경험에가치를두게되었다. 따라서, 근래에들어다양한산업에서소비자의감각체험이중요해짐에따라소비자와의소통이무엇보다중요한라이프스타일숍에서는브랜드전략으로체험마케팅요소의구축이필수적이라고할수있다 (Hwang et al., 2014). 또한가격혹은디자인등단일적속성만을평가하지않는현대소비자들의니즈를충족하기위해서는 (Roh et al., 2016) 각브랜드들은매장의분위기, 가격대, 전반적시설등매장의특성요소를통해스토어의아이덴티티를구축하는것이또하나의중요한마케팅전략이라고볼수있다. 이와같이매장만의차별화된특성요소와체험요소의구축을위해많은기업들이체험자체를상품으로제공하는것을경영전략으로삼고소비자의감각에호소하여상품과브랜드의품질을강화하는체험마케팅에다각적인노력을다하고있으며 (Kim, 2003). 더불어매장의고유한특성요소를보여주기위하여계속해서매장의분위기와환경의발전과변화에힘을쏟고있다. 그러나아직다양한체험마케팅요소에서라이프스타일숍에적용될수있는정확하고차별화된요소들이구축되어지지않아효과적인커뮤니케이션이다소미흡하며 (Hwang et al., 2014), 국내기업의라이프스타일숍은해외의매장과비교하여각매장만의특별한특성요소를발견하기가어렵다고사료된다. 따라서국내라이프스타일숍시장이빠르게성장하고다양한라이프스타일숍의형태가계속해서생겨나고있는이시점에서산업군에따라세분화된라이프스타일숍에대한사례연구에대한필요성이커지고있다. 이에본연구는최근새롭게세분화되어나타난유통형태 인라이프스타일숍가운데리빙제품을중점으로기획하며시장의가장높은잠재성이예측되는리빙라이프스타일숍 (living lifestyle shop) 에대한사례분석과실증연구를진행하여매장체험요소를고려한리빙라이프스타일숍의마케팅전략을수립하고세분화된라이프스타일숍에대한연구가부족한학계에기초가되는문헌자료를제공하고자한다. 2. 이론적배경 2.1. 리빙라이프스타일숍리빙라이프스타일숍 (living lifestyle shop) 은최근부상하는유통형태인라이프스타일숍의카테고리안에서홈퍼니싱에관련된산업군을특화시킨매장을의미한다. 선행연구를통해라이프스타일숍을정의해보면가구, 생활잡화, 인테리어소품, 의류, 문구, 액세사리등넓은범주의다양한제품을취급하며소비자에게전반적인라이프스타일을제안하는형식의매장이라할수있다 (Woo & Hwang, 2016). 또한새로운문화적경험을통해소비자에게트렌드를제시하며스토어와소비자상호간의감성을공유할수있는매장이라볼수있다 (Choi, 2005). 라이프스타일숍은바쁜현대의소비자를위해하나의컨셉으로매장을구성하여다양한공간과체험요소를통해소비자에게원스탑쇼핑이라는시간의효율성뿐만아니라구매의목적을넘어재미와라이프스타일을향상시키는역할을하며최근유통업계의트렌드로대두되고있다 (Choi & Lee, 2016). 해외시장을기점으로시작한라이프스타일숍이국내에진출하기시작하면서국내에서는가구, 인테리어등홈퍼니싱에근본을둔인지도있는브랜드들이제일먼저라이프스타일숍시장을주도하기시작했다. 이에라이프스타일숍은리빙숍, 토탈인테리어숍, 생활용품전문점등의유사한명칭들로변모되고발전되며계속해서그입지를넓혀가고있다. 선행연구를바탕으로리빙라이프스타일숍과관련된유사용어들의개념을 Table 1에정리하였다. 소비자들의주거에대한관심이상승될수록홈퍼니싱시장의인기는가속화되고있다. 홈퍼니싱은 집꾸미기 라고간단히정의할수있으며생활용품, 베드, 베스, 다이닝등의제품과소형가구가홈퍼니싱시장의주요품목으로분류한다. 이렇듯최근홈퍼니싱시장이블루오션으로대두되면서유통업계에서리빙라이프스타일숍의경쟁은더욱높아지고있는있다 (Kim, 2015). 일반적으로인지되어지는기존의라이프스타일숍이다양한산업군의집약체인것과달리 리빙라이프스타일숍 은 리빙 (living) 이라는세분화되어진특성을가진매장으로인지할수있으며, 과거의인테리어혹은리빙숍에서보기힘들었던체험적요소를결합하여제품뿐만아니라소비자의오감으로매장의곳곳을경험할수있게하여소비자의니즈를충족시키고타매장과의차별성으로리빙라이프스타일숍만의아이덴티티를구축하고있다. 이에본연구에서는리빙라이프스타일숍의개념을주거환경을중심으로일상생활에
450 한국의류산업학회지제 19 권제 4 호, 2017 년 Table 1. Definition of living lifestyle shop-related similar terms in previous studies Term Definition of terms in research / research title Researchers(Year) Lifestyle shop Living brands Total interior shop Household items specialty stores Cultural spaces where consumers can enjoy / A study on a VMD of lifestyle shop applying experiential marketing -VMD case studies on IKEA, MUJI, and Kosney- Places focused on complex cultural and shoping spaces for consumer lifestyles / A study of the multi-cultural space of fashion retail shop Places where consumers are able to not only buy products but also meet with new experiences / Investigating consumer attitudes and purchase intentions to fashion brands' extended retail format: Focusing on lifestyle shop Brands of all household items and living product designs used for the daily life / A study on the promotion design for living brand: focused on the case of IKEA Brands which offer consumers various categories for all areas of life including furniture, household items, and so on / A study on BI expression strategy designs for VP differentiation of living brand stores Shops which propose consumers the total coordination of furniture, home furnishing, interior decoration items, and so on according to latest trends focusing on consumers emotional satisfaction / A study on design strategies by establishing brand identity of total interior shop Stores which cover all range of necessary product categories for daily life except for clothing and food / A study on VMD strategy of the lire article specialty shop - Focused on VMD type of proposal of life style- Koh & Choi(2009) Kim(2015) Kim et al.(2015) Lee(2015) Lee(2017) Choi(2005) Kim(2001) 대한넓은카테고리제품을판매하는라이프스타일복합문화및쇼핑공간이라정의하였다. 2.2. 매장체험요소최근소비자들은타제품과비교하여경제적이익이나제품의물리적특성을나열하는전통적마케팅보다는경험해보지못한흥미로운체험이나감성을자극하는서비스를기대한다. 따라서브랜드들은소비자에게보다고차원적서비스를제공하기위해서브랜드와스토어들을통하여브랜드와의소통과감동을제공할수있는방법을모색하고있다. 체험이란개인의심리적변화, 개인의생활환경의향상, 상호작용등으로볼수있으며 (Shin & Kim, 2010), 체험마케팅은브랜드와소비되는이미지를통해고객의감각과감정을자극하는체험을창안해내는데초점을맞춘마케팅이라할수있다 (Koh & Choi, 2009). Schmitts는체험이란기업의마케팅전략에의해구매전과후에소비자가감정적으로브랜드에반응하는자극이라고정의하였고 (Moon et al., 2008), 감각, 감성인지, 행동, 관계 5가지를체험마케팅의전략적체험모듈이라고그의저서체험마케팅 (Schmitts, 2002) 에서제시하였다. 또한 Schmitts(2002) 는소비자가브랜드를구매하고소비함으로써향유할수있는긍정적인경험이마케팅의승부를결정짓는다고주장하였다 (Woo & Kim, 2012). 매장의체험요소를연구한 Kim and Kim (2011) 에의하면체험마케팅은소비자들의경험, 체험에중점을두는마케팅으로정의하고구매과정중체험적요소가소비자브랜드와의관계에서고객만족과브랜드에대한충성도를결정짓는요인이라고말하였으며, Moon et al.(2008) 은다양한마케팅전략을체험이라는하나의개념으로묶고이를유형화한형태라고정의하고체험마케팅에의한경험이소비자들을자극하여브랜드신뢰와충성에긍정적인반응을이끌어낼것이라 고하였다. 이를증명하듯최근많은기업과매장들이체험마케팅에열을올리며소비자가경험하는가운데서얻게되는체험들을중심으로마케팅전략을수렴하고 (Park & Hwang, 2005), 소비자들이감성적존재라는가정하에브랜드로고, 웹사이트, 매장환경, 각종이벤트등다각적이고다양한체험적수단들을제공하고있다 (Schmitts, 2002). 체험마케팅의대표적성공사례기업인스타벅스는이국적분위기와차별화된서비스로소비자가기존에경험하지못한독특한체험을제공하여긍정적인브랜드이미지를얻는것에성공하였다. 이와같이기업과매장에서의체험마케팅은소비자에게브랜드의이미지연상시키고그곳에서의경험들을상기시킴으로써브랜드의인지도를높임과동시에다른브랜드와는차별적인감각을제공하여브랜드의이미지와매출에도긍정적인영향을미친다 (Kim & Kim, 2011). 이처럼매장내체험요소가기업들의마케팅전략을구축하는데중요한요소가될수있는가운데기존의감각, 감정등의체험요소외에다양한매장내체험요소들이소비자들에게어떠한영향을미치는지에관한연구는부족한실정이다. 따라서산업군에따라세분화되어진리빙라이프스타일숍만의차별화된매장아이덴티티를구축하기위해서는리빙라이프스타일숍고객의특성에관한이해와매장내체험요소를통해기존라이프스타일숍과차별화된매장내체험마케팅전략을구축해야할필요가있다. 이에본연구는새로운유통개념인리빙라이프스타일숍의매장체험요소를분석하여리빙라이프스타일숍만의마케팅전략을모색하고자한다. 2.3. 매장특성요소매장특성요소는소비자들이매장을선택하는데있어경쟁사와의차별성을두고인식하게하는결정적인요소이며매장
리빙라이프스타일숍브랜드의매장체험요소사례분석과소비자들의매장이용행태, 제품구매동기, 매장태도에대한실증적연구 451 의이익과직결되는요소로소비자들이매장에재방문하게하는요인을만들고구매를유도하는역할을한다. 매장특성에관한연구들은여러가지매장의특징적인요소들을밝혀왔는데, Thang and Tan(2003) 의연구에서는매장분위기, 매장운영, 매장전반시설, 매장내서비스, 프로모션, 매장의접근성, 매장에대한평가, 거래후서비스등을매장특성으로평가했으며다수의선행연구들은공통적으로제품구색, 가치, 서비스, 위치, 시설및분위기의여섯가지의요인들을매장특성요소로다루고있다 (Yoo et al., 1997). 중요한특성요소로볼수있는매장의분위기요소는브랜드의컨셉및로고등을포함하는데 Lee and Rha(2005) 는브랜드의로고가해당기업제품전체의제품및브랜드컨셉자체에미적인상을형성하여소비자의감정에중요한영향을미친다고언급하였다. 이와같이고객들은자신들이예상하고있는매장의이미지와분위기를바탕으로매장을평가하기때문에매장특성요소는매장에대한가장중요한요소로볼수있다 (Roh et al., 2016). 이에본연구에서는매장특성요소에대한선행연구를바탕으로브랜드의컨셉및로고, 가격대, 주요고객층과함께타매장과는차별화된특성을가진리빙라이프스타일숍만의상품구성과주력아이템을중점으로리빙라이프스타일숍만의매장특성요소에대하여분석하고자한다. 2.4. 제품구매동기동기는특정한목표를행동으로일으키게하는내적요인으로구매동기란인간에게행동중구매행동을유발시키는동기를말하며개인적욕구를충족시키기위해특정서비스나제품을구매하는이유를말한다 (Yoo, 1983) 구매동기는소비자가자신의욕구를충족하기위한행동을하게함으로써욕구에대한인식이행위로이어지게하는매개요소이며 (Kim et al., 2007), 소비자의행동에구체적인방향을부여하고근본적인태도, 지각들에영향을미쳐행동을결정하는중요원인으로작용된다 (Kim, 2009). 제품구매동기에대하여다수의연구가수행되어왔는데 Lee and Lee(2003) 의연구에서는직장여성의의복구매동기중경제력을과시하거나타인의주의를끌기위해의복을구매하는타인영향요인이가장높게나타났으며, 노년기여성들의의복구매동기에관한 Park and Kang(2006) 의연구에서또한경제력과품위, 개성을드러내기위한과시적동기가주요한의복구매동기인것으로나타났다. 한편여고생들의운동화구매동기에대한 Choi(2017) 의선행연구에서는유행이나연예인을따라하는동조적동기가가장높은구매동기로나타났다. 선행연구와같이제품구매동기는연령성별제품등에따라차이가있기도하나비슷한연령혹은특정제품군에따라비슷한양상을띠기도한다. 이에본연구에서는리빙라이프스타일숍이라는특화된매장에있어서소비자의리빙제품구매에영향을미치는구매동기요인을알아보고자한다. 2.5. 매장태도태도란사물, 사람등어떤대상에대하여일관성있게호의또는비호의적으로반응하려는학습된선편향 (preposition) 이라고정의되며 (Fishbein & Ajen, 1975) 태도형성과태도에따른소비자의행동에대한연구는활발히진행되고있다. 매장태도란이용자가매장에대하여느끼는긍정적혹은부정적감정이며이는주변사람이나매장환경의영향을받아후천적으로형성되는것으로정의할수있다 (Huh & Park, 2010). 매장태도에대한선행연구를살펴보면 Lee(2012) 는매장태도는점포에대한속성평가를의미하여인지적평가를거친후생성된점포에대한긍정적태도는형성된후변화가크지않아재방문에영향을미치며점포충성도와연결된다고하였다. Ahn and Lee s study(as cited in Choo, 1999) 는의류매장내구매환경이고객의매장에대한태도에영향을미치며, 매장에대한태도는취급하는제품에의하기보다는제품이외의환경에영향을받는다고하였다. Choo(2014) 의연구에서는매장내많은요소들이소비자의감정과행동에잠재적영향을미쳐구매상황시제품자체보다점포내물리적환경이구매를결정하는데더많은영향을미치는것으로나타났다. 이와같이매장태도에대한선행연구들의내용을종합해볼때, 매장태도란소비자가점포에대해인지하는전반적인평가로정의내릴수있다 (Yoo et al., 1997). 3. 연구방법본연구에서는이론적고찰을통해리빙라이프스타일숍의개념을확립하고리빙브랜드들에대한사례분석과소비자를대상으로한실증적연구를병행하였다. 연구결과를바탕으로향후리빙라이프스타일숍에서필요한매장구성기획및마케팅전략을수립하고자하였으며이를위하여다음과같은연구문제를설정하였다. 3.1. 연구문제연구문제 1. 리빙라이프스타일숍의리빙브랜드들을사례분석한다. 연구문제 2. 리빙라이프스타일숍소비자의전반적인이용행태를분석한다. 연구문제 3. 리빙라이프스타일숍소비자의제품구매동기의하위차원을규명하고리빙라이프스타일숍소비자의제품구매동기하위차원들이리빙라이프스타일숍매장태도에미치는영향을살펴본다. 연구문제 4. 리빙라이프스타일숍소비자의인구통계적특성 ( 연령, 결혼여부, 직업, 최종학력, 소득 ) 에따른리빙라이프스타일숍매장이용행태, 제품구매동기및매장태도의차이를각각살펴본다.
452 한국의류산업학회지제 19 권제 4 호, 2017 년 Table 2. Selection of living lifestyle shops for the case study Shops Year Site Number of stores Hanssem January 1997 Nonhyun-dong, Gangnam-gu 9 stores LIVART October 1979 Nonhyun-dong, Gangnam-gu 308 stores Casamia December 1982 Nonhyun-dong, Gangnam-gu 81 stores Modernhouse May 1996 Yeongdeungpo Times Square 49 stores MUJI December 2004 Songpa-gu Lotte World Mall 21 stores (in Korea) JAJU 2012 Shinsa-dong, Gangnam-gu 150 stores H&M HOME July 2014 (Domestic) Yeongdeungpo Times Square 3 stores (in Korea) ZARA HOME April 2014 (Domestic) Shinsa-dong, Gangnam-gu 3 stores (in Korea) Flying Tiger Copenhagen August 2016 (Domestic) Yeongdeungpo Times Square 4 stores (in Korea) BUTTER September 2014 Yeongdeungpo Times Square 12 stores Kosney 1999 Nonhyun-dong, Gangnam-gu 18 stores CASA Alexis 2014 Nonhyun-dong, Gangnam-gu 5 stores 3.2. 리빙라이프스타일숍사례분석조사방법및절차 3.2.1. 사례분석대상및범위본연구는새롭게부상하고있는매장형태인리빙라이프스타일숍들중다음의선정기준에따라사례분석의대상을추출하였다. (1) 매장의구성중가구, 생활용품, 인테리어제품즉, 홈퍼니싱제품이차지하는비율이높은라이프스타일매장선정 (2) 국내외에서 2개이상의오프라인매장을운영하는규모의리빙라이프스타일브랜드선정 (3) 매장에서판매중인제품중자사브랜드에서독자적으로개발한 PB 상품 (private brand goods) 이있는매장선정이러한세가지기준을바탕으로, 가구, 생활용품, 인테리어소품, 홈퍼니싱제품을중심으로취급하는무인양품 (MUJI), 자연주의 (JAJU), H&M HOME, ZARA HOME, Kosney( 코즈니 ), 까사알렉시스, 한샘플래그숍, 리바트, 까사미아, 모던하우스, BUTTER( 버터 ), 플라잉타이거코펜하겐등모두 12개의리빙라이프스타일숍을선정하였으며 Table 2에제시하였다. 사례분석을위해 2017년 2월한달간직접조사방법인현장답사를통해리빙라이프스타일숍시장및브랜드현황을조사하였으며해당매장의온라인사이트, 인터넷, 소셜미디어등매체조사와신문, 전문매거진등의문헌조사를병행하여매장의특성과매장내체험요소를분석하고자하였다. 3.2.2. 사례분석도구리빙라이프스타일숍의특성을분석하기위해선행연구사례분석결과와이론적고찰을토대로브랜드컨셉, 매장취급품목, 주력아이템, 주요고객층, 매장체험요소의분석요소를도출하였다. 분석요소를설정하기위해체험마케팅을적용한라이프스타일숍의 VMD에관한 Koh and Choi(2009) 의선행연구에서라이프스타일숍의기본적인시장분석요소와체험마케팅요소를참고하였으며, Lee and Hwang(2015) 의연 구에서분석기준을도출하였다. 또한선행연구를통한매장체험요소의이론적고찰을통해매장체험요소의기준은감각적요소, 코디네이션요소, 서비스적요소로설정하였다. 사례분석을위해사용한매장체험요소중감각적요소는매장내에서느낄수있는시각, 청각, 후각, 촉각의네가지감각차원이구매환경에영향을준다는 Kotler(1973) 의연구를토대로촉각을제외한시각청각후각적감각에대하여분석하였다. 코디네이션요소는단순히장식의개념이아닌다양한구성요소들의조화를통하여기능적미적목적에맞는다양한느낌을연출하는것으로정의되며 (Kim & Han, 2012), 본연구에서는브랜드의컨셉, 매장인테리어및디스플레이의조화로움에대한요소들에초점을맞추어매장의전체적인분위기에대하여분석하였다. 서비스적요소로는고객이매장내에서경험하는전반적인서비스에대하여제품체험가능여부와매장내점원의고객응대태도그리고휴게공간에대하여분석하였다. 이에따라본연구에서는선정된리빙라이프스타일숍의특성과매장내체험적요소를아래 Table 3과같이분석하였다. 3.3. 실증적연구 3.3.1. 측정도구설문문항은선행연구분석과예비조사를바탕으로하여연구목적에맞게수정, 보완하여구성하였다. 리빙라이프스타일숍의소비자의이용행태를알아보기위하여현장답사결과를토대로가장많이방문하는리빙라이프스타일숍, 이용빈도, 관심있는제품군과실제구매로이어지는구매품목그리고일회방문시지출금액을알아보았다. 또한타매장이아닌리빙라이프스타일숍을이용하는방문이유와방문경로를설문문항으로구성하여리빙라이프스타일숍소비자이용행태를조사하였다. 제품구매동기요인에는소비자의구매행동및구매동기에대하여선행연구 (Kim, 2006; Lee & Lee, 2003) 에서사용된
리빙라이프스타일숍브랜드의매장체험요소사례분석과소비자들의매장이용행태, 제품구매동기, 매장태도에대한실증적연구 453 문항들중리빙제품구매동기에적절할것으로예상되는문항을선별, 수정하여총 13문항을활용하였다. 매장태도요인에는소비자의태도및매장태도를다룬선행연구 (Choi, 2005; Park & Bae, 2006) 의설문문항을참고하여리빙라이프스타일숍만의매장특색에맞는문항을선별, 수정하여총 3개의문항을연구에활용하였으며 5점리커트척도를사용하여측정하였다. 그외응답자의인구통계학적특성으로연령, 결혼여부, 가구소득, 직업, 최종학력에관한문항이포함되었다. 3.3.2. 자료수집및분석방법본연구의분석을위해전국에있는 20세 ~59세의성인여성중리빙라이프스타일숍방문경험이있는소비자를대상으로 2017년 3월 15일부터 3월 20일까지 5일간온라인리서치업체를통하여설문조사를실시하였다. 선정대상은리서치업체에가입된패널중성별과연령조건에맞는응답자를선별하는과정을거쳐선발되었다. 조사를마친후응답이누락되거나불성실하게응답한설문지를제외하고최종적으로 227개 Table 3. Case study analysis of living lifestyle shops Stores MUJI JAJU Brand logo Brand concept - Selection of material - Inspection of process - Simplify packaging - Korean lifestyle brand - Natural and simple design Key items (product) Furniture Bedroom Bathroom Kitchen Furniture Bedroom Bathroom Kitchen On/off line items Fabrics Decor Fashion etc Fabrics Home Decor Fashion etc High neutral low Price Middle price. Middle price. Target customers Store experiential factors Sensuous Coordination Services 20 to 60 customers who want quality products at reasonable prices and simplicity that meets the aesthetics of the times. High ceiling and comfortable lighting lead to aesthetic stability and positive image of the store 20 to 50 customers who want to live an independent life Display and sell the diffuser. which Represents a brand concept Light BGM Scent Light BGM Scent Structured movement and spacious space for all ages to enjoy shopping Nature-friendly interior using only wood and white color Interior Display Interior Display Experience and one-stop shopping with all the products that propose lifestyle Products that combine practicality and trends are composed of younger consumers Salesperson Product trial Salesperson attitude Rest lounge Product trial Rest lounge attitude Diagram
454 한국의류산업학회지제 19 권제 4 호, 2017 년 Table 3. Case study analysis of living lifestyle shops (continued) Stores H&M HOME ZARA HOME Brand logo Brand concept - Living line of fashion brand H & M - Sensational design - design living space as art - Eco. design. quality Key items (product) Furniture Bedroom Bathroom Kitchen Furniture Bedroom Bathroom Kitchen On/off line items Fabrics Decor Fashion etc Fabrics Decor Fashion etc high neutral low Price range Middle price Middle-high price. Target customers Store experiential factors Sensuous Coordination Services 20s to 40s Young customers who want fashion for their home Bright lighting and atmosphere to show the brand's free image 20s ~ 40s customers who decorate their space with their favorite style of fashion Exhibits and sells the translucent brand's own diffuser, herbs, etc. Light BGM Scent Light BGM Scent A variety of design and artistic elements and unique interior accessories There are a lot of design products with strong exoticism than practicality. Interior Display Interior Display Differentiating itself from Korea by launching premium line using organic materials It has a wide variety of fabrics, including bedding and tableware. Product trial Salesperson attitude Rest lounge Product trial Salesperson attitude Rest lounge Diagram Stores Flying Tiger Copenhagen BUTTER Brand logo Brand concept Reasonable price design store - Danish pragmatism, happiness and relaxation - Stimulate your imagination and deliver more than just new value - Fancy, Living SPA Brand - Stress-type shopping area - A fast-living shop aiming for your own home decor
리빙라이프스타일숍브랜드의매장체험요소사례분석과소비자들의매장이용행태, 제품구매동기, 매장태도에대한실증적연구 455 Table 3. Case study analysis of living lifestyle shops (continued) Key items (product) Furniture Bedroom Bathroom Kitchen Furniture Bedroom Bathroom Kitchen On/off line items Fabrics Decor Fashion etc Fabrics Decor Fashion etc High neutral low Price Low price Low price Target customers Store experiential factors Sensuous Coordination Services Customers in their 20s ~ 30s wanting a space where small happiness spreads in everyday life Taking into consideration the small product-oriented product structure, it uses strong and small lighting 20s ~ 30s who want cute interior decorations It is a street-type shopping space, attracting customers with intense lighting and BGM. Light BGM Scent Light BGM Scent Light and youthful images are produced by using vivid colors in stores and products Difficult to find clear concept in interior or display of store Interior Display Interior Display A shop where anyone can experience goods at low prices There are a variety of products such as dog goods, travel goods, and beverages. Product trial Salesperson attitude Rest lounge Product trial Salesperson attitude Rest lounge Diagram Stores Kosney CASA Alexis Brand logo Brand concept - It is not simply a place to sell interior products, but an interior trend reading company - Provide modern Glamor trend at reasonable price - Premium Nordic furniture - Industrial vintage home styling - Sensory and trendy Key items (product) On/off line items Furniture Bedroom Bathroom Kitchen Furniture Bedroom Bathroom Kitchen Fabrics Decor Fashion etc Fabrics Decor Fashion etc
456 한국의류산업학회지제 19 권제 4 호, 2017 년 Table 3. Case study analysis of living lifestyle shops (continued) high neutral low Price High price High price Target customers Store experiential factors Sensuous Coordination Services 30 to 50 customers who want a rich sensibility but are not luxurious Quiet background music and low illumination for modern glamour concepts 30s ~ 50s customers who Want trend-leading style Matches a quiet atmosphere that can be somewhat static with the trendy BGM Light BGM Scent Light BGM Scent It mixes furniture of various genres, accessories and realizes new style. Exquisite interior design, reminiscent of gallery than shop Interior Display Interior Display From famous brand products to small High price, difficult to visit store and product experience interior accessories around the world Product trial Salesperson attitude Rest lounge Product trial Salesperson attitude Rest lounge Diagram Stores Hanssem Flagship Shop LIVART Brand logo Brand concept - Total home interior brand - Design beyond the east and west - Digital space design - design living space as art - Eco. design. quality Key items (product) Furniture Bedroom Bathroom Kitchen Furniture Bedroom Bathroom Kitchen On/off line items Fabrics Decor Fashion etc Fabrics Decor Fashion etc High neutral low Price Middle price. Middle price. Target customers Store experiential factors Sensuous Over 20 ~ 60 customers who want a unique and beautiful living space No aesthetic elements without scent, background music and focus on the product itself 20s ~ 60s customers who want a space without decorating Eliminate unnecessary sensory elements to create a clean and luxurious atmosphere Light BGM Scent Light BGM Scent
리빙라이프스타일숍브랜드의매장체험요소사례분석과소비자들의매장이용행태, 제품구매동기, 매장태도에대한실증적연구 457 Table 3. Case study analysis of living lifestyle shops (continued) Store experiential factors Coordination Services Presenting finished interior to give customers a lifestyle experience Show the sensory store coordination by different interior elements by floor. Interior Display Interior Display Provide customized services and after-sales service for various products You can present the finished interior of various products and experience Product trial Salesperson attitude Rest lounge Product trial Salesperson attitude Rest lounge Diagram Stores Casamia Modern house Brand logo Brand concept - Design as a new value creation combining customer's psychology and emotional satisfaction culture - Interior trend and style Space experience - European Lifestyle Shop - Space utilization idea solution Key items (product) Furniture Bedroom Bathroom Kitchen Furniture Bedroom Bathroom Kitchen On/off line items Fabrics Decor Fashion etc Fabrics Decor Fashion etc high neutral low Price Middle-high price Middle price Target customers Store experie ntial factors Sensuous Coordination Services 20s ~ 60s customers who want to increase the value of life Natural lighting and natural aroma to create a relaxing atmosphere 20 to 40 customers who want the latest trends and styling suggestions The brightness of the lighting is lowered and the feeling of calm and the atmosphere of the entire store are enhanced Light BGM Scent Light BGM Scent It shows the designed interior space by Present interior direction that can utilize narrow space making good use of space. Interior Display Interior Display Establishing an experience and cultural space in its own hotel to provide unparalleled service. We can expect good after-sales service such as free furniture assembly Salesperson Product trial Rest lounge Product trial Salesperson attitude Rest lounge attitude
458 한국의류산업학회지제 19 권제 4 호, 2017 년 Table 3. Case study analysis of living lifestyle shops (continued) Store experie ntial factors Diagram 의응답을분석에사용하였다. 최종분석은 SPSS 18.0을활용하여리빙라이프스타일숍이용및구매행태를살펴보기위해빈도분석을실시하였으며제품구매동기매장태도변수에대한하위차원을밝히기위해요인분석및신뢰도분석을실시하였다. 리빙라이프스타일숍제품구매동기가매장태도에미치는영향을밝히기위해단계적다중회귀분석을, 인구통계적특성에따른리빙라이프스타일숍이용행태를살펴보기위해카이제곱분석을, 인구통계적특성에따른리빙라이프스타일숍제품구매동기와매장태도를살펴보기위해일원분산분석을실시하였다. 4. 결과및논의 4.1. 매장특성요소와매장체험요소를통한리빙라이프스타일숍사례분석본연구에서는 12개의리빙라이프스타일숍브랜드들을대상으로브랜드별매장특성인브랜드컨셉, 브랜드의주력아이템, 가격대, 취급품목등과매장의체험요소로볼수있는감각적요소, 코디네이션요소, 서비스요소를분석하였으며그결과는 Table 3과같다. 무인양품은다양한생활관련제품을취급하는리빙라이프스타일브랜드의특성상품목의차별화가어렵기때문에로고를없애고트렌드를과감히배제하였지만미니멀한디자인을자신들의취향에맞게사용할수있는특징으로인기를누리고있다. 또한 이름이없는질좋은물건 이라는브랜드이름에맞게브랜드의인기를가격에반영하지않아제품에질에비하여비교적합리적인가격을보여주고있다. 2017년현재까지 21개의점포로유동인구가많은번화가에독립형매장과백화점과대형몰에숍인숍 (shop in shop) 형태로입점되어고객들의방문편의성이가장좋은편에속하였고장소의특성과합리적인가격으로이용객의특정연령층이없이전연령층이쇼핑을즐길수있는매장이었다. 특히마케팅비용의절감을위하여타브랜드에비해광고, 마케팅에는소극적이었지만시즌별할인기간과온라인사이트의활성화로인해특별한프로모션없이도입소문과제품의질을통해많은고객을유치하고있다. 체험마케팅요소를살펴보면, 감각적요소로는편안한조명과 wood를사용한자연친화적분위기가매장에대한편안함을주었으며코디네이션요소로는높은천장과심플한디스플레이구조적동선의인테리어가브랜드컨셉을명확하게보여주었다. 또한가구, 생활용품, 문구, 여행용품에이르기까지가장많은 제품군을보유하였고체험할수있어원스톱쇼핑에최적화되어있었다. 자주는미니멀리즘을지향한다는브랜드의이미지가무인양품과흡사하지만한국형라이프스타일브랜드라는점과친환경적이미지를포함시켜차별화시켰다. 브랜드이름에서부터자연주의의약자로자연친화적인느낌을받을수있으며제품구성에도오가닉제품을따로런칭하여브랜드의인상을확실히남겼다. 오가닉소재가고가일것이라는예상과달리가격또한합리적으로친환경적소비를원하는젊은층에도높은인기를얻을수있었다. 또한독립형매장과백화점대형몰뿐아니라모브랜드인신세계계열의이마트에소규모의형태로대부분입점되어있어이용자의접근성이가장뛰어났으며남녀노소누구나마트를방문하는만큼다양한연령층의고객이있었다. 체험마케팅요소를살펴보면, 감각적요소로는자연을모티브로한브랜드이미지에맞는조명과디퓨저등을배치하였고코디네이션요소로는친환경적인테리어소품의사용과식물을이용한디스플레이로브랜드컨셉을명확하게보여주었다. 또한트렌드를겸비한합리적인가격의여행, 파티용품등의구성으로젊은고객층의관심이점차늘고있다. H&M HOME은아직국내에많이전파되지않아다소생소하였고패션브랜드의이미지가강하였지만패션에기초를둔브랜드답게집을위한패션제품들을경험할수있었다. 원단의다양성으로패브릭제품군에서다른어떤매장보다뛰어난제품구성을보였으며디자인측면에서가장젊고트렌디한감성을느낄수있었다. 또한젊은층을타겟으로한만큼비교적저렴한가격으로디자인과가격두가지를가장중시하는 20~30대에서높은인기를보였다. 다만아직국내의매장의소수이고의류매장의한켠에자리잡아매우소규모이며독립적인매장도없는실정으로국내에더많은인지도와고객을만들기위해서는마케팅전략과매장의환경을개선해야할필요가있다고사료된다. 체험마케팅요소를살펴보면감각적요소로는자극적인조명과 BGM선정으로매장자체가캐주얼하고패셔너블한느낌을주었으며코디네이션요소에도예술적감각을더하여유니크한소품과인테리어로꾸며졌으나좁은공간으로인해다소어지러운느낌을주었다. SPA 브랜드의가벼운이미지탈피를위해프리미엄라인을런칭하는노력이엿보인다. ZARA HOME 또한패션에기초를두고있는브랜드로불과일년전국내에홈퍼니싱매장이문을열었으나이전의 H&M과달리대규모의독립적인매장을구축하였다는것에차이가있다. 자라에서는국내에서보기힘들었던유니크한디
리빙라이프스타일숍브랜드의매장체험요소사례분석과소비자들의매장이용행태, 제품구매동기, 매장태도에대한실증적연구 459 자인의인테리어소품들을다양하게경험할수있고크리스마스, 부활절등시즌별매장내분위기와제품의변화가다소생소할수있지만신선하게느껴졌다. 또한향초, 디퓨저등브랜드자체의향기를만들어판매하여매장내에서의경험이구매로이어지기도했다. 다만자라홈또한아직많은매장을구축하지못하여젊은층의이용자가대부분이었고사례분석을실시한 12곳의리빙라이프스타일숍가운데유일하게국내온라인사이트가구축되어있지않아꼭개선되어야할부분이었다. 체험마케팅요소를살펴보면매장에서나오는 BGM을 CD로구성하여판매한다는점에서타브랜드와의차별화전략을볼수있었으며. 코디네이션요소로는실용성보다는트렌디한분위기로국내에서보기어려운인테리어요소를갖추고넓은공간에테마별로제품을디스플레이하여매장내에서제품에대한체험뿐만아니라트렌드를경험할수있게하였다. 또한침구외에도테이블웨어등을진열하여타매장에비하여페브릭의다양성이돋보였다. 플라잉타이거코펜하겐은북유럽에서시작된리빙라이프스타일매장으로홈퍼니싱보다는생활용품과소품에중심을둔디자인스토어이며생활의편리와안정보다는작은제품으로일상에서소소하게누릴수있는행복을추구하는브랜드이다. 저렴한가격과독창적이고유니크한매장내분위기로 10대와 20대의이용객이대부분이고매장의수가많지않지만홍대, 가로수길등젊은층번화가에자리하고있어접근성이용이하다. 방대한종류의제품을판매하기때문에매장이다소협소하고산만한느낌이있어전연령층의긍정적반응을기대하기는어려울것으로예상된다. 체험마케팅요소를살펴보면감각적요소로는매장외벽에재미있는그림이나문구를적어지나가는고객들의시선을끌도록하였으며인테리어와코디네이션또한비비드한컬러를사용하였고동선을간결화하여모든제품을둘러볼수있도록구성하였다. 또한아이디어소품과파티용품, 운동제품전자기기등색다른제품군을보유하여타사와큰차별화를두었다. 버터는플라잉타이거코펜하겐과흡사한리빙, 팬시를중심으로구성된한국형리빙라이프스타일매장으로다양한디자인소품과생활용품을취급한다. 저렴한가격과한국인의감성에맞춘제품구성으로매장에서 10대청소년을가장빈번하게찾아볼수있으며매장의위치또한스트리트형쇼핑을공간을지향하여대형몰과번화가에자리잡고있어누구든접근하기편리하다. 또한국내대기업에뿌리를둔브랜드인만큼매장의수를빠르게늘리고있어빠른인지도와매출상승이기대된다. 체험마케팅요소를살펴보면강한조명과배경음악이매장과조화롭지않아쇼핑중방해요인으로보여졌으나어린고객층을타겟으로하였을때효과를기대할수있었다. 코디네이션또한명확한컨셉이느껴지지않아기존팬시점의이미지가강했다. 하지만애견용품, 야외활동용품등의제품을구성하는서비스요소로타리빙라이프스타일숍과차별성을두었다. 코즈니는단순히홈퍼니싱제품을판매하는매장이아닌트렌 드를읽고고객에게제공하는리빙라이프스타일매장이다. 십여년전국내브랜드로서처음으로디자인리빙제품을판매하는매장으로문을열었지만도약하지못하고쇠퇴기를거쳐리빙시장이화두가된현재다시문을열었다. 매장의전체적분위기는해외브랜드라고생각될만큼트렌드를잘흡수하고개성있었으나매장제품에는국내의정서를입혀다양한제품을구성하였다. 저렴한가격대는아니지만합리적인가격에수준높은디자인의제품을구입할수있다는점에서 30~40대의고객의발길을잡았고국내브랜드로서매장의위치또한지리적요건에따라서울뿐아니라지방에도매장을구축하여많은고객이이용하고있다. 체험마케팅요소를살펴보면감각적요소로는 모던글래머 라는컨셉에맞게느린배경음악과낮은조명으로브랜드만의분위기를자아냈으며, 세련된디스플레이와엔틱에서부터북유럽스타일까지다양한매장코디네이션을선보였다. 또한자사제품부터해외유명명품브랜드까지다양한품질과가격의제품을소비자가경험할수있게하였다. 까사알렉시스는프리미엄북유럽가구를판매하는국내브랜드로고가이지만타브랜드에서찾아보기힘든감각적인인더스트리얼빈티지제품을판매하고있다. 가격대가고가이고매장수가적은이유로이용자가가장적었지만두꺼운매니아층을확보하고있다. 또한매장에가구생활용품뿐아니라흡사갤러리를방문하는듯한기분이들도록공간을디자인할수있는미술제품을판매하여타리빙라이프스타일숍과차별화를두고있다. 체험마케팅요소를살펴보면어두운조명과정적인분위기를제시하는대신트렌디한배경음악과이국적인향기를더해럭셔리맨션을연상시켰고매장내층사이의계단에또한예술적인테리어소품을사용하여감각적코디네이션요소를보여줬다. 제품의가격이고가라는점에서고객의층이넓지않아매장서비스가다소아쉬웠다. 한샘플래그숍은리바트, 까사미아와함께가구를시작으로하여국내리빙라이프스타일시장을선도하고있는브랜드로과거에는가구에중심을둔브랜드이었지만현재에는가장다양한종류의생활용품과제품군을형성하고있는매장이다. 감각적인브랜드는아니지만실용성을우선으로하였고대규모의매장의확실한섹션구분과일관성있는공간구성으로중장년층과노년층에게가장부담없이쇼핑할수있는공간이다. 집을구성하는모든요소를구매할수있을정도로원스톱쇼핑이가능한리빙라이프스타일숍의특성을가장잘반영했다고할수있다. 한샘플래그숍은 12곳의사례분석대상매장중가장적은감각적요소로기본적인조명을제외한체험요소를찾아보기힘들었다. 매장의인테리어나디스플레이또한심미적요소는전무하였으나확실한층별섹션구분과일관된공간구성으로실용성이가장뛰어났다. 더불어서비스적요소에서는고객의기호에맞춘다양한맞춤서비스와에프터서비스를제공한다는점에있어서경쟁사와비교하여가장큰강점을가지고있었다. 리바트는다소오래된브랜드이미지를가지고있었으나최
460 한국의류산업학회지제 19 권제 4 호, 2017 년 근몇년간라이프스타일시장에뛰어들면서브랜드와매장의분위기를전면개선하였다. 과거가구점의의미가가장강했지만현재는다양한브랜드라인의런칭과젊은층을겨냥하여합리적인가격을측정하였고생활용품의구성또한대폭늘려리빙라이프스타일숍으로서의면모를완벽히갖추었다. 제품의디자인적요소가많지않은대신합리적인가격을지향하여신혼부부와 1인가구이용자가많았고독립매장을비롯숍인숍매장을합쳐국내 308개의매장으로독보적인매장인프라를구축하여이용객을증가시키고있다. 체험마케팅요소를살펴보면, 실용성을중심으로둔브랜드컨셉과달리매장내제품구성에따라조명을달리하여고급스러운이미지를조성하였고코디네이션또한층별에따라섹션을나누어감각적인테리어를보여주었다. 또한대부분의합리적가격으로부담없이매장제품을체험하고인테리어를제안받을수있었다. 까사미아는전연령을아우르는리빙브랜드로트렌드와실용성모두를겸비하고있다. 저렴한가격은아니지만소재의고급화와와디자인트렌드또한반영한제품들은중장년층뿐아니라홈퍼니싱에가치를둔 30대에게도많은인기를끌고있다. 매장또한전국각지에구축되어있으며대부분대규모독립매장으로다양한제품을구성하고있어원스톱쇼핑이가능하며국내브랜드로서해외에까지진출하여그명성을올리 고있다. 자사의제품으로구성된호텔을운영하여고객들에게직접적으로라이프스타일을제안하고국내리빙라이프스타일시장을선도하고있다. 체험마케팅요소를살펴보면, 진행중인친환경적캠페인에어울리는자연스러운조명과자연친화적향기제품을배치하여누구나편안하게쇼핑할수있는분위기를조성하였으며매시즌컨셉을정하여이에맞는제품라인을구성하고타경쟁브랜드보다매장코디네이션에초점을맞추었다. 또한가구밀집상권을탈피하여수도권과광역시중심으로매장을확장하여다양한고객이접근이용이하도록편의를제공하였다. 모던하우스는유로피안스타일을지향하는리빙라이프스타일숍으로국내브랜드중가장대중적으로합리적인가격과다양한제품을구비하고있다. 트렌드를빠르게반영하거나감각적이지는않지만국내소비자의정서를가장잘반영하여저렴한가격의아기자기한제품이많이구성되어있다. 매장의수또한전국적으로많이분포되어있으며저렴한가격임에도인테리어적방향을제시해주고다양한에프터서비스를제공해고객의니즈를충족시켜주고있다. 체험마케팅요소를살펴보면안정된조명을사용하고원예제품을다양하게배치하여심리적안정감을주었다. 또한공간활용도를높일수있는인테리어를제시하고제품군을나누어쉽고빠른쇼핑이가능하였 Table 4. Strategic suggestion of living lifestyle shops based on results of case study Store Marketing implication Strategy proposition for customers store experiential factors MUJI JAJU H&M HOME ZARA HOME Flying Tiger Copenhagen BUTTER Kosney CASA Alexis Hanssem LIVART Casamia Modern House Sustainable product development and location expansion to nationwide from metropolitan area. Advertising for new seasonal product line-up and discount period. Differentiate from competitors by developing unique premium line or major product line obviously customized on Korean life-style. Product development for reflecting Korean culture and spirit and active advertising for living product launch. Increase a number of nationwide store locations and promote online shopping route by launching domestic online store. Diversify product line such as small furniture or fabric with lower price and increase number of stores for different ages. Build better brand awareness with clear identification and major product. Require for advertising the brand itself. Diversification of inhouse product with reasonable price. Diversify store location such as different area or department store and increase variety of up-scaled product. Nationwide store expansion. Increase artistic element with economical interior accessories. Change brand logo and slogan for customers to change perception on the brand. Require wider price range and variety of concept for young age costumers. Select and weighting main product line and develop practical product line. Build conceptual independent store. Improve store interior components by diversifying furniture products and unification worldwide store configuration with interactive space such as restaurant and book store. Clarify for brand image with Eco-friendly store interior for all location and providing space for relaxation to customers. Establish brand identity with independent store filled with unique product line. Develope furniture product line inspiring brand image and install them for interactive space. Boost convenience for customers by manipulating store light or sound and space expansion. Arrange visual element identifying brand image and explicit sectioning by product line. Offer direct experience beyond display with interactive space utilizing own product. Increase customer accessibility with wider range of price or lighter store ambience. Value on time itself for shopping with experience space in the store to build brand image. Import off-shore fancy brand with variety of price range increasing diversity of product and up-scale brand image. Clarify concept and section by product for well-diversified store. Build seasonal concept and change store display or install interactive space followed by it.
리빙라이프스타일숍브랜드의매장체험요소사례분석과소비자들의매장이용행태, 제품구매동기, 매장태도에대한실증적연구 461 고저렴한가격대로부담없이제품을체험할수있었다. 이러한사례분석결과를반영하여리빙라이프스타일매장별구성과특성에의한마케팅적요소와매장체험요소를분석하고차별성을고려하여각리빙라이프스타일숍이향후나아가야할전략적방안을아래 Table 4와같이제시하고자한다. 4.2. 소비자의리빙라이프스타일숍이용행태소비자의리빙라이프스타일숍구매행태및이용현황을분석하기위하여앞서사례분석에서선정한 12개의리빙라이프스타일숍의방문빈도를살펴보았다. 리빙라이프스타일숍중방문빈도가가장높은곳은무인양품 (MUJI) 으로 26.9% 의비율을나타냈고두번째로는모던하우스가 25.6%, JAJU가 25.1% 로세곳의매장이비슷한비율로가장많이방문하는매장으로나타났다. 뒤이어한샘플래그숍의방문빈도가 10.1% 로상위 3곳과는차이가있었지만높은비율을나타냈으며그외브랜드리바트, 까사미아, ZARA HOME, H&M HOME, 버터, 코즈니, 까사알렉시스, 플라잉타이거코펜하겐의방문빈도는 1~4% 로비슷하게나타났다. 일반적으로리빙제품은일상에서매일사용해야한다는점을고려하여화려하고특색있는제품보다는심플함을기본으로트렌드에민감하지않은브랜드들이선호도가가장높았으며홈퍼니싱에대한대중적관심과 1인가구의증가로고가보다는적정한가격의매장이방문빈도가많은것으로나타났다. 리빙라이프스타일숍의현황과함께소비자들의전반적인이용행태를알아보기위하여빈도분석을실시하였으며그결과는 Table 5와같다. 이용빈도는 1개월에 1회가 28.2%, 3개월에 1회가 21.1%, 1개월에 1~4회가 18.5% 로 1개월에 1번이상방문하는소비자가 46.7% 로나타나라이프스타일숍의매장특성상의, 식을제외한일상에필요한모든제품을파는장소인만큼소비자들의방문이잦은것으로사료되며또한가구를제외한대부분의리빙제품이소모품으로취급되어자주구매하게된다는점을알수있었다. 뒤이어 3개월에 1회의방문률이나타난것은아직리빙제품에대한관심이높지않는소비자들도계절의변화에는민감하게반응하는것으로보여졌다. 소비자들이리빙라이프스타일숍에서가장관심을갖는품목으로는생활용품 (42.3%) 과인테리어소품 (38.8%) 으로홈퍼니싱을특화시킨매장인만큼소비자들의관심품목또한리빙제품이주를이루었다. 소비자의관심에이어구매로이어지는품목을살펴본결과, 관심품목과같이생활용품이 (49.3%) 과인테리어소품 (26.4%) 이압도적으로높은비율을보였으며침구및패브릭, 가구가높은구매율을보이며소비자의관심이구매로연결된다는것을보여주었다. 이러한결과는본연구에서정의한리빙라이프스타일숍소비자의구매가의류혹은패션잡화, 문화상품등으로다양하게이루는기존라이프스타일숍과다른양상을띤다는것을나타낸다. 리빙라이프스타일숍이용시구매금 Table 5. Consumers store usage and purchase behavior in living lifestyle shop Usage behaviors Store visit frequency Interest items Purchasing items Purchasing amount Reason for Visit Visit route Items Frequency (n) Percentage (%) Once a month 64 28.2 Once three months 48 21.1 Once to four times a month 42 18.5 Once two months 32 14.1 Household items 96 42.3 Interior decoration 88 38.8 Bedding and fabric items 17 7.5 Furniture 13 5.7 Household items 112 49.3 Interior decoration 60 26.4 Bedding and fabric items 21 9.3 Furniture 11 4.8 Over 30,000~under 50,000 Won Over 10,000~under 30,000 Won Over 50,000~under 100,000 Won Over 100,000~under 300,000 Won 73 32.2 68 30.0 46 20.3 30 13.2 Product variety 103 45.4 New Trends 41 18.1 Store atmosphere 20 8.8 Store Display 19 8.4 Recommendation of others 79 34.8 SNS(Instagram etc) 44 19.4 Internet Advertising 34 15.0 Etc 34 15.0 액은 3만원이상 ~5만원미만, 1만원이상 3만원미만이비슷한수치로높은비율을보였는데이는앞서언급하였듯소비자들은소모품으로여겨지는리빙제품구매에많은비용을사용하지않는것과가족규모의축소와 1인가구의증가로작은크기의제품을구입하거나적은수량을구입하게되므로합리적인금액을사용하는것으로보여졌다. 하지만뒤이어 10만원이상 ~ 30만원미만의금액이비교적높은비율로나타났는데소비자의가치소비가늘어나면서같은제품이라도자신의가치를만족시킬수있다면높은금액을투자하더라도구입하는행태가늘어남에따라리빙제품에많은비용을투자하는소비자가점차증가될것이라예상된다. 리빙라이프스타일숍의방문이유로는응답자 45.4% 가제품군의다양성을선택하였다. 한장소에서다양한품목의제품을원스톱쇼핑 (One-stop shopping) 하는것이가능함으로얻
462 한국의류산업학회지제 19 권제 4 호, 2017 년 을수있는시간의효율과이전에경험해보지못한색다른쇼핑경험이소비자의쇼핑욕구를높은수준으로충족시켜준다는점과같은물건을구입하더라도제품뿐아니라경험적가치를얻을수있다는점에서리빙라이프스타일숍의선택이증가하는것으로사료된다. 이어서최신트렌드또한방문이유중높은빈도로나타났으며이는라이프스타일숍자체가새로운유통채널로부상하며소비자들로하여금최신트렌드를반영하는최적의장소라고인식되는것으로보인다. 매장내분위기와매장디스플레이또한높은비율은아니지만방문이유중상위에선택되었으며이는매장을방문하는소비자들에게매장내에서할수있는경험들이매장을선택하는중요한이유가될수있는것을보여준다. 아직매장내의체험요소들이생소하게느껴지는국내의상황을고려하였을때많은기업들은소비자가매장안에서경험할수있는체험적마케팅전략을수립하고제공하여야할것이다. 최근들어리빙라이프스타일숍이대중화되기시작함에따라소비자들이리빙라이프스타일숍을방문한경로에대해알아보았으며결과는위 Table 5와같다. 기업이행하고있는홍보요소보다는다른사람을통해추천받거나알게되는경우가 34.8% 로가장높았으며뒤이어 SNS가 19.4%, 인터넷이 15% 로소셜미디어와웹을통한홍보가가장활성화되어있는마케팅전략임을알수있다. 이와함께 15% 의다소많은비율의응답자가기타사항을선택하였으며기타사항에는대형마트나쇼핑몰을방문하는과정에서매장을지나다가혹은우연히들어가보았다는응답이대부분이었다. 이는현재까지는기업들의마케팅에대한관심이부족한실정이라는결과로볼수있다. 따라서기업들은 SNS와웹을통한마케팅전략을구축하고, 특히리빙제품의구매가많지만인터넷의사용이높지않은중장년층을위해서는신문이나잡지뿐아니라더욱다양한바이럴마케팅의방안을모색해야할것이다. 4.3. 리빙라이프스타일숍소비자의제품구매동기및매장태도요인분석및신뢰도검증리빙라이프스타일숍매장의제품구매동기가어떠한하위차원으로구성되어소비자에게지각되는지알아보고타당도와신뢰도를알아보기위해서제품구매동기에관한 13개의문항을요인분석하고신뢰도를검증하였다. 요인부하량이낮게나타난 2개의문항을제외한 11개의문항을본조사에사용하였으며각요인의신뢰도를알아보기위해 Cronbach s α를산출하였다. 요인의수는고유치 1 이상으로적용하였으며탐색적요인결과총 11문항이 4개의요인으로 Table 6과같이도출되었다. 요인 1은리빙라이프스타일숍이용자들의쇼핑이다른사람의권유에의한구매혹은보여주기위한구매로타인을지향하는구매에관한문항으로 타인지향적구매동기 라고명명하였다타인지향적구매동기는 34.65% 를설명하며리빙라이프스타일샵구매동기중분산이가장높게나타나리빙라이프스타일숍구매동기에지각되는대표적요소임을보여주었다. 요인 2는리빙라이프스타일숍이용자의개인적결정에의한구매동기로스트레스해소로인한충동혹은매장내코디네이션을경험후이용자의내적충동에의한구매동기로 충동적구매동기 라고명명하였으며총분산의 13.96% 로설명되었다. 요인 3은결혼이사등개인혹은주변환경등상황에의한구매동기로 상황적구매동기 로명명하였으며, 요인 4는할인기간혹은계절변화에따라필요에따른구매에따른동기로 합리적구매동기 로명명하였다. 리빙라이프스타일숍매장태도는리빙라이프스타일숍쇼핑시매장에서갖게되는감정과소비자가갖는매장에대한태도에해당하는 3가지문항으로, 요인분석한결과 Table 7 과같이 1개의요인으로추출되었으며전체자료의 78.02% 를설명하였다. 또한신뢰도를나타내는크론바흐알파계수가 0.85로비교적높게나타났다. Table 6. Factor analysis and reliability test of product purchase motives of living lifestyle shops Factor Items Factor loading Eigen value variance % (cumulate variance) Cronbach s α To own products which represent economic power and social status.78 Othersoriented After receiving recommendation from others.78 Due to tiredness of existing products.73 Feel necessity to purchase products since I hear explanation about products from sales people in stores.62 3.81 34.65% (34.65%).78. Impulsive Impulse purchase.85 Motivated by store coordination.79 Stress releasing and refreshing mood.67 1.53 13.96% (48.61).73 Situational Situational changes such as wedding.86 For moving to new places.85 1.14 10.38% (59.99).75 Reasonable Lower price on sales period.83 Seasonal changes.73 1.01 9.19% (68.18%).52
리빙라이프스타일숍브랜드의매장체험요소사례분석과소비자들의매장이용행태, 제품구매동기, 매장태도에대한실증적연구 463 Table 7. Factor analysis and reliability test of store attitudes toward living lifestyle shops Items Factor loading Eigen value variance % (cumulate variance) Cronbach s α I feel pleasant in this store..90 I have favorable impression to this store..88 2.34 78.02%.86 I have positive impression to this store..87 Table 8. Regression analysis for predicting the effect of product purchase motives on store attitudes Dependent variable Independent variable β t adjusted R 2 F-value Impulsive.30 4.67 *** Store attitudes Other-oriented.02 0.24 Situational.09 1.34 0.08 21.84 *** Reasonable.01 0.15 *** p<.001 4.4. 리빙라이프스타일숍이용자의제품구매동기가리빙라이프스타일숍매장태도에미치는영향연구문제 3에따라리빙라이프스타일숍제품구매동기의하위차원들이매장태도에미치는영향을알아보기위해단계적다중회귀분석을실시한결과, 충동적구매동기만이매장태도에유의하게정적인영향을미치는것으로나타났다 (Table 8). 즉리빙라이프스타일숍에서제품구매시충동적구매동기가매장태도에긍정적으로영향을미치고있음을알수있었다. 이러한결과를바탕으로리빙라이프스타일숍의이용객들이매장에대한긍정적인태도를생성하고구매로까지이어질수있도록충동적구매동기를유발하기위한 POP(purchase of point) 등매장내프로모션및상품구성이필요할것으로생각된다. Park and Oh(2015) 의선행연구를통하여 POP 등매장내프로모션이커피전문점고객의충동구매에영향을미치는것을알수있었으며. 이는리빙라이프스타일숍또한커피전문점과같이단순히상품을구매하는장소가아닌소비에대한경험을할수있는장소로서리빙라이프스타일숍의매 장내프로모션을기획한다면충동적구매동기에영향을미쳐고객의제품구매율을높일것으로예상된다. 4.5. 인구통계적특성에따른리빙라이프스타일숍소비자이용행태, 제품구매동기, 매장태도의차이리빙라이프스타일숍의이용및구매행태가인구통계변수에따라차이가있는지를검증하기위해교차분석을사용하여카이제곱검증을실시하였다 (Table 9). 분석결과를살펴보면, 연령요인에따른리빙라이프스타일숍이용행태의차이는없는것으로나타난반면, 결혼여부와직업요인에있어서는리빙라이프스타일숍방문시실제많은지출을하는제품군에서통계적으로유의한차이가있는것으로나타났다. 한편방문빈도, 관심제품군과같은리빙라이프스타일숍이용행태에있어서는유의한차이가없는것으로나타났다. 기혼의경우가구, 생활용품, 침구및패브릭의구매가다른제품군에비해많이이루어졌으며미혼의경우인테리어소품의지출이더많은것으로나타났다. 직업에따라지출이많이일어나는제품군을 Table 9. Chi-squared test results for predicting effects of marriage status and occupation on purchasing items at living lifestyle shop Demographics Marriage status Usage behavior Purchasing items Household items Interior decoration Bedding and fabric items Furniture Married 70 a (69.1) b 36 (37) 15 (13) 10 (6.8) Single 42 (42.9) 24 (23) 6 (8) 1 (4.2) Housewife 24 (22.8) 20 (20.9) 3 (4.0) 5 (3.1) Students 3 (5.5) 8 (5.0) 0 (1.0) 1 (0.7) Office job 41 (41.4) 42 (38.0) 6 (7.3) 4 (5.6) Occupation Service sales 1 (4.2) 4 (3.9) 2 (0.7) 1 (0.6) Technical work 13 (8.9) 4 (8.1) 3 (1.6) 1 (1.2) Profession 3 (4.2) 4 (3.9) 1 (0.7) 1 (0.6) Business administration 2 (2.5) 3 (2.3) 0 (0.4) 0 (0.3) Unemployed 1 (2.5) 3 (2.3) 2 (0.4) 0 (0.3) * p<.05, ** p<.01 a:observed frequency, b:expected frequency χ 2 18.01 * 75.44 **
464 한국의류산업학회지제 19 권제 4 호, 2017 년 Table 10. Demographic differences in means of product purchase motives of and store attitudes toward living lifestyle shops Demographic groups Age Marriage status Income level (Won) Dependent variables Product purchase motives (M) Store attitudes Other-oriented Impulsive Situational Reasonable M 20s (n=55) 2.56 3.68 2.85 3.27B 3.99 30s (n=57) 2.65 3.55 3.18 3.66A 4.08 40s (n=57) 2.81 3.53 3.10 3.63A 3.91 50s (n=58) 2.88 3.55 2.97 3.80A 4.05 F 2.02 0.52 1.18 6.30 *** 0.99 Married (n=140) 2.81 3.50 3.08 3.68 4.01 Single (n=87) 2.59 3.70 2.95 3.47 4.02 F 4.61 * 3.78 * 0.79 4.98 * 0.11 Under 1,000,000(n=2) 2.00B 3.3333 2.75 3.25 3.67 Over 1,000,000 under 3,000,000(n=51) 2.49AB 3.5556 2.98 3.48 3.99 Over 3,000,000 under 5,000,000(n=82) 2.71AB 3.5813 3.04 3.62 4.03 Over 5,000,000 under 8,000,000(n=62) 2.79A 3.5538 3.10 3.73 4.00 Over 8,000,000(n=30) 3.08A 3.6778 2.95 3.47 4.03 F 3.54 ** 0.22 0.21 1.38 0.23 * p<.05, ** p<.01, *** p<.001 Duncan s multiple range test: A>B>C>D 살펴보면, 주부와전문기술직의경우생활용품을, 학생과사무직, 전문직, 경영직, 무직의경우인테리어소품을다른제품군들보다더많이구매하는경향이있었다. 인구통계적특성에따라리빙라이프스타일숍제품구매동기와매장태도의차이를알아보기위해일원분산분석과사후비교위한던컨테스트를실행한결과는 Table 10과같다. 인구통계적변수중최종학력과직업에따른제품구매동기와매장태도에는통계적으로유의한차이가없었으나연령, 결혼여부, 소득수준에따라평균차이가있는것으로나타났다. 연령에따라합리적제품구매동기의평균이통계적으로유의하게차이났으며 30~50대응답자가 20대응답자보다합리적제품구매동기가높은경향이있었다. 결혼여부에따라타인지향적구매동기, 충동적구매동기, 합리적구매동기의평균이유의하게차이가났으며기혼여성이타인지향적, 합리적구매동기가미혼여성보다높았으며미혼여성이기혼여성보다충동적구매동기가높은것으로나타났다. 관련업계에서는 2016년 9월에서 2월까지 20~30대고객의매출이 20% 이상증가하였으며이들은대체로가격대비성능이높은 SPA브랜드의상품을구매했다고한다 (Kim, 2017). 이는미혼으로추정할수있는 20 대고객들이연구결과와같이합리적인구매보다는쉽게교체가능하며트렌디함을갖춘저렴한제품을충동적으로구매하는경우가높다는것을보여준다고할수있다. 더불어소득수준에따른제품구매동기의차이로는타인지향적제품구매동기가다르게나타났으며고소득자가리빙라이프스타일숍방문시타인지향적구매동기가높은경향이있었다. 반면인구통계적특성이매장태도에미치는영향은없는것으로나타났다. 5. 결론본연구는주거환경을중점으로생활전반에대한다양한카테고리제품을판매하여최근유통업계의트렌드로각광받고있는리빙라이프스타일숍의시장현황과리빙라이프스타일숍이용자행태를살펴보고각브랜드의매장내체험요소를분석하여마케팅전략을수립하기위해리빙라이프스타일숍 12곳에대한시장조사를통한사례분석를실시하였다. 또한서울과수도권에거주하고있는 20대에서 50대여성중리빙라이프스타일숍을방문해본경험이있는소비자를대상으로온라인설문조사를실시하여시장조사에대한결과를기반으로리빙라이프스타일숍의제품구매동기와매장태도에대한실증적연구를수행하였으며이에대한결론과시사점은다음과같다. 첫째, 사회적으로생활환경과주거문화의가속화된변화로기존에의류나잡화에중점을두었던라이프스타일숍또한홈퍼니싱제품들로범주를확대하고있음을확인할수있었으며리빙라이프스타일숍이가지는매장스토어의주요특성을정의내릴수있었다. 또한리빙라이프스타일숍이변화되는양상을살펴보고브랜드의마케팅전략을분석함으로써향후리빙라이프스타일숍이나아가야할방향을모색할수있었다. 둘째, 본연구에서실제리빙라이프스타일숍소비자들의소비행태를조사한결과국내브랜드보다해외리빙라이프스타일브랜드의이용이높았던과거와는다르게국내라이프스타일숍이용이많아졌으며계속해서증가추세에있다고볼수있다. 이는국내의리빙라이프스타일숍시장의확대를실증적으로보여주는것과동시에국내소비자들에게는디자인적
리빙라이프스타일숍브랜드의매장체험요소사례분석과소비자들의매장이용행태, 제품구매동기, 매장태도에대한실증적연구 465 요소나독특한감성의해외브랜드보다는한국의정서를담아낸베이직한브랜드의제품들이더많은고객을유치하는데도움이된다고볼수있다. 또한고가의제품이아닌생활용품구매를위한방문이가장많았으며이용금액또한높지않아고가의제품보다는합리적인가격의생활용품들을더많이배치하고, 제품의다양성을이유로방문하는고객의많다는점을고려하여다양한브랜드와스타일의제품을구비하는것이많은소비자의구매를이끌어낼수있음을알수있었다. 셋째, 리빙라이프스타일숍이용자들의구매동기와매장태도를살펴본결과구매동기는타인지향적, 충동적, 상황적, 합리적 4개의구매동기로나뉘었으며타인지향적동기가가장높은비율로구매에있어큰동기가된다는것을알수있었다. 이는리빙제품의구매에있어서저렴한대형마트혹은시장에서의구매가아닌리빙라이프스타일숍을선택하는것처럼개인의개성이나감각을타인에게보여주기위함이라고판단된다. 더불어라이프스타일숍이용자의제품구매동기가리빙라이프스타일숍매장태도에미치는영향을알아본결과충동적구매만이매장태도에유의한영향을미치는것으로나타났으며이는충동적구매동기가매장태도에중요한요소로도출된만큼브랜드에서는충동적구매동기를이끌수있는매장내의마케팅전략을수립한다면매장에대한소비자의긍정적인태도와구매까지이끌어낼수있을것이다. 넷째, 리빙라이프스타일숍소비자의인구통계학적특성에따른구매동기의차이를살펴본결과, 연령, 결혼여부, 소득수준에따라제품구매동기가다른것으로나타났다. 20대보다는 30~50대응답자가합리적제품구매동기를가지고있었으며, 기혼여성의경우타인지향적, 합리적구매동기가높았으며미혼여성의경우충동적구매동기가높은것으로나타났다. 반면인구통계적특성에따라매장태도의평균에서는유의미한차이가없었으나전반적인평균값을살펴보았을때모든인구통계집단에서 5점리커트척도평균값인 3점보다높아리빙라이프스타일숍에대한태도가전반적으로호의적인것으로나타났다. 인구통계적특성과관계없이모든집단에서리빙라이프스타일숍매장에대해긍정적인태도를보이고있으므로, 경쟁이심한리빙라이프스타일마켓에서성공하기위한방안으로는각브랜드들은연령과결혼여부, 소득수준을고려한정확한타겟팅을통해소비자그룹을세분화하고그에적절한마케팅전략을수립하여소비자의구매동기와욕구를충족시킬필요가있다고판단된다. 소비문화와주거문화의변화와함께국내외다양한리빙라이프스타일숍이생겨나며시장이확대되고브랜드간의경쟁또한높아지고있다. 이렇듯시장이높은성장세를보이는시점에많은이윤을창출하기위해서는소비자를모을수있는리빙라이프스타일만의차별화된마케팅전략의구축이반드시필요하며특히명확한컨셉을가진해외브랜드와는다르게아직까지브랜드만의아이덴티티가부족한국내브랜드들이자사만의확실한이미지를만드는것에노력을기울여야할것이 다. 더불어리빙라이프스타일숍은다양한산업군의결합으로여러형태로발전및변모할수있는가능성을가지고있으며변화에따라경쟁력을갖게되므로리빙라이프스타일숍브랜드들은제품의다양성과매장내체험요소를다양한방향으로개발하여시장을선도해야할것이다. 본연구는유통시장에서주목하고있는라이프스타일숍의마케팅전략구축을위해시장현황을파악하고이용자의행태를분석하여업계에기초자료를제공했다는점에서의의를갖는다. 한편본연구는다수의연구자가아닌단일연구자에의해 12개의리빙라이프스타일매장의사례분석이시행되었다는점에있어분석결과가다소주관적일수있으므로추후연구에서는다수의분석자가각브랜드를분석한후합의를도출하여결과를제시할것을제언할수있다. 또한매장내체험요소를결정하는데있어 3가지의항목으로제한하였는데, 이외에도감정적체험요소등다양한체험요소를추가하여향후연구에서연구자의목적에따라더다양한체험요소를분석해볼것을제안하며, 연구대상이여성으로만제한되어연구의결과를일반화하는데한계가있으므로조사대상을광범위하게선정하여연구분석해본다면리빙라이프스타일숍의연구의폭을넓힐수있을것이라생각된다. 감사의글 이논문은 2016년도중앙대학교연구장학기금지원에의한것임. References Ahn, K. H., & Lee, H. N. (2011). The effect of perceived shopping value dimensions on attitude toward store, emotional response to store shopping, and store loyalty. Asia Marketing Journal, 12(4), 137-164. Choi, M., & Lee, J. (2016). A study on the bedding display space of the lifestyle shop. Journal of the Korean Institute of Spatial Design, 42, 31-38. Choi, S. K. (2017). The effect of sports shoes benefit pursuit on purchase reason, purchase evaluative criteria, and purchase information resource of high school girls. Journal of the Korea Fashion & Costume Design Association, 19(1), 15-25. Choi, Y. K. (2005). A study on design strategies by establishing brand identity of total interior shop. Unpublished master's thesis, Hongik University, Seoul. Choo, M. A. (2014). Effects of store crowding on store attitude and behavioral intention - Based on adjustment effects of consumer susceptibility. Journal of the Korea Institute of Information and Communication Engineering, 18(4), 965-972. doi:10.6109/jkiice.2014. 18.4.965 Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention, and behavior: An introduction to theory and research. Boston: Addison-Wesley. Huh, J., & Park, K. (2010). The impacts of in-store sensory experience on the emotional reaction, store attitude, brand
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