천연염색의류에 대한 소비자 반응...

The Research Journal of the Costume Culture Print ISSN: 1226-0401 Online ISSN: 2383-6334 Vol. 22, No. 4 pp.640~653, August 2014 http://dx.doi.org/10.7741/rjcc.2014.22.4.640 The effects of store attributes on brand equity of and brand attitude toward Korean SPA brands Hui Qing Wu and Mi Sook Kim Dept. of Clothing & Textiles, Kyung Hee University, Korea 한국형 SPA 브랜드의점포속성, 브랜드자산및브랜드태도와의영향관계 오혜청 김미숙 경희대학교의상학과 Abstract The purpose of this study was to investigate the effect of store attributes on brand equity of and brand attitude toward Korean SPA brands. Data were collected from women living in Seoul in ages from 18 to 39 with purchasing experience at Korean SPA brands. A total of 554 questionnaires were used in the statistical analysis including factor analysis and structure equation analysis. The results were as follows: For store attributes, 8 factors were extracted: product assortment, fashionability, price, quality, store environment, service, convenience in location and advertisement. Two factors, brand awareness, brand image were extracted for brand equity, and brand attitude was derived as a single dimension. Product-related store attributes such as product assortment, price, quality have positive effects on brand awareness, brand image and brand attitude. Other attribute such as store environment has positive effect on brand awareness and brand image, Attribute such as advertisement has positive effect on brand awareness and service, convenience in location have positive effect on brand attitude. Moreover, brand image and brand awareness have positive effect on brand attitude. These results indicate the product-related attributes are important factors to consider for improving brand equity and brand attitude for Korean SPA brands. Keywords: Korean SPA brands( 한국형 SPA 브랜드 ), store attributes( 점포속성 ), brand equity( 브랜드자산 ), brand attitude( 브랜드태도 ) I. Introduction 최근글로벌 SPA브랜드가급속도로성장하고있고국내패션브랜드에타격을주고있다. SPA는 Specialty store retailer of private label apparel( 이하 SPA) 의약자로 전문점 (speciality store) 과 자사상표 (private label) 및 의류 (apparel) 라는의미를합친합성어로제품의기획부터디자인, 생산, 유통, 판매에이르는전과정을직접관리하는전문점을의미한다 (Lee, Kim & Lee, 2012). SPA브랜드는 1987 년에미국의갭 (GAP) 이세계최초로 SPA브랜드임 Received 1 July 2014, revised 28 August 2014, accepted 28 August 2014. Corresponding author (mskim@khu.ac.kr) This is an Open Access article distributed under the terms of the Creative Commons Attribution Non-Commercial License (http://creativecommons.org/licenses/by-nc/3.0) which permits unrestricted non-commercial use, distribution, and reproduction in any medium, provided the original work is properly cited. 640

Vol. 22, No. 4 오혜청 김미숙 131 을선언하여시작되었고국내에는 1994년에지오다노를필두로런칭되기시작하였다. 이러한글로벌 SPA브랜드들은최근국내패션업계의전반적인침체속에서도해마다 30~60% 대의급격한성장률을보이고있어 (Jung, 2013) 국내의류브랜드에큰위험요인으로작용하고있어국내패션브랜드들도이에대한대응전략으로한국형 SPA브랜드를새롭게런칭하거나기존브랜드를 SPA브랜드로전환하고있다. 글로벌 SPA브랜드에비해뒤늦게시장에진출한한국형 SPA브랜드는저렴한가격과한국인의체형및취향을고려한디자인으로경쟁력을갖추면서가파른성장세를보이고있다 (Byeon, 2013). 하지만글로벌 SPA브랜드는세계적인추세로성장률이나시장점유율이지속적으로증가하고있어한국형 SPA 브랜드는지금과같은전략으로이를따라잡기에는한계가있으므로차별적인전략이필요하다. 한국형 SPA브랜드는가격경쟁력을무기로하고있지만저가격에좋은제품을공급하는것만으로차별적우위를점하기가쉽지않다. 소비자는제품에서와마찬가지로점포에대해서도브랜드이미지, 태도, 선호도등을가지게되므로실제구매단계에서고객이어떤점포를선택할것인지는점포속성에의해형성된브랜드이미지와브랜드인지도에의해영향을받을가능성이높다. 따라서한국형 SPA브랜드는가격경쟁력을갖춘최신트렌트의제품을신속하게공급하는노력에더하여다양한점포속성을통해서호의적인브랜드이미지를형성하고강력하며차별적인브랜드인지도를높이는전략을수립한다면경쟁력제고에도움이될것으로생각된다. 현재까지글로벌 SPA브랜드에대한연구는활발히진행되어왔지만한국형 SPA브랜드는뒤늦게시장에진출함으로아직한국형 SPA에관한연구는많이이루어지지않고있다. 선행연구를보면한국형 SPA브랜드의현황, 사례분석, 마케팅전략및국내외 SPA브랜드의비교연구 (Jang, 2007; Lee, 2009; Jung & Chun, 2011; Jang & Cho, 2012; Lee, 2012; Kim, 2012) 등에관한연구가중점적으로이루어져왔다. SPA브랜드에관해서점포이미지와소비자만족도에관한연구 (Cha, 2005), SPA 브랜드의점 포속성및소비자구매행동에관한연구 (Park & Lee, 2010; Shin, Park, Oh & Her, 2013), 그리고 SPA브랜드의브랜드자산에관한연구 (Yoon, 2012; Jin, 2014) 등의연구가있으며점포속성이브랜드인지도, 이미지, 브랜드태도및선호도등에영향을미쳤고브랜드자산이브랜드태도에영향을미친다는결과를제시하였다. 그러나한국형 SPA브랜드만을대상으로점포속성과브랜드자산, 브랜드태도에대한인과관계나영향요인에관한연구는이직부족한실정이다. 특히한국형 SPA브랜드는최근 5년사이에본격적으로시작하여새롭게등장한한국형 SPA브랜드를언급한연구는아직미미한실정이다. 따라서본연구는한국형 SPA브랜드의점포속성요인을파악하고이러한점포속성에대한소비자들의평가가브랜드자산과브랜드태도에미치는영향을알아보고자한다. 이를통해현재발전단계에놓인한국형 SPA브랜드의지속적인발전을위한효과적인마케팅전략수립에도움을주는데연구의의의를두었다. II. Background 1. Korean SPA brands SPA브랜드는한업체가기획한상품을직접생산하고점포에서소비자에게직접판매하는형태로중간유통을거치지않음으로써소비자의욕구를최적으로충족시키는리테일브랜드를의미한다 (Suh & Lee, 2011). 한국형 SPA브랜드는한국기업이런칭한 SPA브랜드이며취급한상품의특성에따라트렌디형 SPA브랜드와베이직한 SPA브랜드로분류할수있다. 트렌디형 SPA브랜드는상품은유행성을뛰어나며이에따라생산및판매주기가짧은것이며베이직한 SPA브랜드는베이직캐주얼을시장최저가로공급한다는콘셉트로누구나입을수있는상품을갖은브랜드이다 (Jung & Choi, 2011). 국내패션시장에 SPA브랜드열풍이이어지고있는가운데최근 5년사이에한국형 SPA브랜드들이지속적으로등장하고있다. 2009년에이랜드는최초의한국형 SPA브랜드로 스파오 (SPAO) 를런칭하였고 2010년에 미쏘 (MIXXO) 를런칭하였으며 2012년에는제일모직이 에잇세컨즈 (8 seconds) 641

132 한국형 SPA 브랜드의점포속성, 브랜드자산및브랜드태도와의영향관계복식문화연구 를런칭하며서본격적으로한국형 SPA브랜드가성장하기시작했다. 이중스파오는 2013년에전국 40개매장에서 2012년대비 40% 성장한 1,405억원의매출을올렸으며 2014년에 2000억원으로매출목표를잡고있다. 에잇세컨즈는첫해 600억원의매출을올린데이어 2013년에매출 1400억원을올렸으며 2014년은 1950억원의매출목표를잡고있다. 미쏘 의매출도 2013년에 42.9% 늘어난 1,000 억원을기록하였으며 2014년에 1,200억원의매출달성을예상하고있다 ( Catch up with UNIQLO, ZARA, 2014). 탑텐 은 2013년에전국 60여개점포에서 1000억원대매출을올렸으며 2014년에는매출을 50% 이상늘리는것을목표로삼고있다 (Gu, 2014). 하지만이런성장세에도불구하고지난해국내에서유니클로 (6,940억원 ), 자라 (2,273억원 ), H&M(1,227억원 ) 등의매출합계가 1조원을넘었다는점을감안할때한국형 SPA브랜드의매출이나시장점유율은글로벌 SPA브랜드에비해크게열세이다 ( Global SPA to capture the Korean fashion market, 2014). 이러한글로벌 SPA브랜드의성장은세계적추세로한국시장에서도향후수년간지속될것이라고예상되고있으므로한국형 SPA 브랜드는글로벌 SPA 브랜드와차별되며경쟁적인우위를점할수있는국내시장에맞는전략을내세우는것이필요하다. 2. Store attributes 점포속성은소비자가점포를선택하거나점포에대한평가를할때기준이되는점포의여러가지특성을의미한다 (Bloemer & Ruyter, 1998). 점포속성은점포이미지를구성하는요소로서소비자가점포에서경험하는다양한마케팅자극을통해형성되고, 결과적으로점포선택과구매행동을결정하는역할을한다 (Hutchson & Moutnho, 1998). 점포속성요인에대해서 Kunkel and Berry(1968) 는이를상품의가격, 품질, 구색, 유행성, 판매원, 점포위치의편의성, 가타편리성, 서비스, 판매촉진, 광고, 점포분위기, 조정행동에대한평판등 12가지요인으로구분하였다. Na and Wan(2010) 의연구에서는점포속성을입지편리성, 판매원서비스, 점포환경, 판매촉진의 4가지로구성하였고국내패션 브랜드에서판매촉진, 판매원서비스, 입지편리성요인순으로브랜드인지도에정의영향을미쳤으며판매원서비스, 점포환경, 판매촉진, 입지편리성요인순으로브랜드이미지에정의영향을미쳤다. SPA브랜드의류매장의이미지속성에대해 Cha (2005) 는상품, 분위기, 서비스, 편의, 판촉 5개요인을도출하였으며국내 SPA형의류매장의이미지속성에대한평가가소비자만족도에정의영향을미친다고하였다. Park and Lee(2010) 의연구에서는점포속성요인을점포이미지, 입지편의성, 상품특성, 점포서비스로분류하였으며, 입지편의성요인 만이브랜드선호도에유의한영향을미쳤고 점포이미지요인, 입지편의성요인 이재구매의도에영향을미쳤다. 그리고 Shin et al.(2013) 은국내외대표적인 SPA브랜드의점포속성과점포개성이점포태도에미치는효과를알아본결과 SPA브랜드의점포속성과점포개성모두점포태도에긍정적인영향을미쳤으나, 점포속성이점포개성보다점포태도에미치는영향력이더큰것으로나타났다. SPA브랜드는특성상유행에민감하고판매주기가짧으며좋은품질의상품을저렴하게제공하기위해다른비용을줄이고매장인테리어와서비스도일반의류브랜드와다를수있다. 그러므로일반의류브랜드에대한연구결과는 SPA브랜드에적용하는데한계가있다. 따라서본연구는한국형 SPA브랜드의점포속성에대해연구하고자하였으며선행연구를바탕으로다음과같은가설을설정하였다. 가설 1: 한국형 SPA브랜드의점포속성은브랜드인지도에정 ( ) 의영향을미칠것이다. 가설 2: 한국형 SPA브랜드의점포속성은브랜드이미지에정 ( ) 의영향을미칠것이다. 가설 3: 한국형 SPA브랜드의점포속성은브랜드태도에정 ( ) 의영향을미칠것이다. 3. Brand equity 브랜드자산은특정브랜드를소유함으로써추가적으로얻게되는바람직한마케팅효과이다 (Farquhar, 1989). 브랜드자산이처음등장한것은 1980년대이며 Aaker와 Keller로의해마케팅개념으로인식 642

Vol. 22, No. 4 오혜청 김미숙 133 되기시작하였다. Aaker(1991) 는브랜드자산이란브랜드이름및상징에관련된자산과부채의총체로제품이나서비스가기업과고객에게제공하는가치를좌우하는역할을한다고하였으며 Keller(1993) 는브랜드자산은소비자가브랜드를인지하고브랜드이미지에대한형태와강도로표현되는브랜드지식을통하여구축된다고하였다. Keller(1993) 는브랜드인지도는한제품군에서특정점포를재인하거나회상할수있는능력을의미한다고하였으며브랜드이미지를소비자의기억속에있는브랜드연상을반영한브랜드에대한인식으로정의하였다. 브랜드자산은학술적인연구뿐만아니라비즈니스를행하는데도매우중요한개념중하나이다 (Lassar, Mittal & Sharma,1995). 브랜드자산에관한선행연구를살펴보면 Lee(2008) 는브랜드자산의구성요소중브랜드이미지와브랜드인지도가브랜드태도에영향을준다고하였고 Cho(2013) 의연구에서도브랜드자산을브랜드인지도, 브랜드이미지, 지각된품질로도출하였으며모두요인이브랜드태도에정의영향을미쳤다. SPA브랜드에관해서 Jin(2014) 은 SPA브랜드이미지가충성도에정의영향을미친다고하였으며구매의도에영향을미치지않다고하였다. Yoon(2012) 의연구에서소비자들의 SPA브랜드개념인지수준이낮게나타났으며 SPA브랜드에대한개념인지수준이낮을수록 SPA브랜드의만족도가낮게나타났다. 이와같이브랜드자산의많은선행연구를통해알수있듯이브랜드자산구성요인중 Keller (1993) 가제시한인지도와연상이미지에대해서많은학자들이일치한의견을보이고있다. 따라서본연구에서는 SPA브랜드의브랜드인지도, 브랜드이미지를브랜드자산의구성요소로사용하고자하였으며선행연구를바탕으로다음과같은가설을설정하였다. 가설 4: 한국형 SPA브랜드의브랜드인지도는브랜드태도에정 ( ) 의영향을미칠것이다. 가설 5: 한국형 SPA브랜드의브랜드이미지는브랜드태도에정 ( ) 의영향을미칠것이다. 4. Brand attitude 브랜드태도는브랜드에대한개인의전반적인감정적호감도이며, 한브랜드에대한소비자의전반적인평가이다. Keller(1993) 는브랜드태도를브랜드에대한소비자의총체적인평가및브랜드선택행동의기준으로서브랜드에대해우호적또는비우호적으로일관성있게반응하려는학습된경향, 높은수준의강력한브랜드연상유형이라고보았으며브랜드에대한감정, 브랜드선택등과관련된소비자심리및행동을이해하는데중요한요인이라고하였다. 이처럼브랜드태도는중요성에따라특정한제품이나브랜드가선택될가능성이높기때문에소비자들에게긍정적인브랜드태도형성을위한기업의노력이이루어지고있는중요한이유이기도한다 (Kim, 2013). Fishbein and Ajzen(1980) 의행동의도모형에따르면소비자가한브랜드구매에대해호의적인태도를가질수록그브랜드를구매할의도가높아진다고하였다. Shin and Yoo(2004) 은소비자가특정브랜드에대해만족하게되면그브랜드에대한선호도가높아지며이에따라특정브랜드에대한구매결정을하게되고실제적인구매가발생하게된다고하여브랜드태도의중요성을강조하였으며 Lee (2004) 은브랜드태도와구매태도와의관계는구매의도에높은영향을끼치며브랜드태도가높을수록구매의도도높아진다고하였다. Cho(2004) 의연구에서는의류제품의다양성이브랜드타도와정의상관관계가있으며, 브랜드태도와구매의도역시정의상관관계가있는것으로나타났다. Kim(2012) 은글로벌 SPA브랜드속성평가, 브랜드태도및구매의도에대한연구에서글로벌 SPA 브랜드의속성유행성, 경제성은브랜드태도에긍정적인영향을미치는것으로나타났으며 SPA브랜드태도는구매의도에긍정적인영향을미치는것으로나타났다. Ham(2013) 에연구에서도 SPA브랜드에대한태도는구매의도에영향을미치는것으로나타났다. 이와같이브랜드에대한태도는소비자들의선택의도와직접적인영향관계가있다는선행연구들을근거로하여볼때본연구에서한국형 SPA브랜드의점포속성과브랜드자산과브랜드태도의관계를살펴보는것은의미가있다고판단된다. 643

134 한국형 SPA 브랜드의점포속성, 브랜드자산및브랜드태도와의영향관계복식문화연구 1. Research model III. Methods 었다. 브랜드태도는 Cho(2013) 과 Jung(2012) 의선행연구를참조하여총 4개의문항으로구성하였으며모든문항은 5점리커트척도로 전혀그렇지않다 를 1점, 매우그렇다 를 5점으로하여측정하였다. <Fig. 1> Research model 2. Research hypothesis 가설 1: 점포속성은브랜드인지도에정 ( ) 의영향을미칠것이다. 가설 2: 점포속성은브랜드이미지에정 ( ) 의영향을미칠것이다. 가설 3: 점포속성은브랜드태도에정 ( ) 의영향을미칠것이다. 가설 4: 브랜드자산은브랜드태도에정 ( ) 의영향을미칠것이다. 3. Measurement 본연구는설문지를측정도구로사용하였고, 설문지는한국형 SPA브랜드의점포속성, 브랜드자산, 브랜드태도및인구통계적특성에관한항목으로구성되었다. 본연구에서는정확한결과를도출하기위해트렌디한한국형 SPA브랜드만을연구대상으로하고자하였다. 브랜드선정은교수 2명과대학원생 3명이검토하여트렌디한한국형 SPA 브랜드로 쿠아, 르샵, 미쏘, 티엔지티 W, 코데즈컴바인, 에잇세컨즈, 랩 7개브랜드를선정하였다. 점포속성에대한문항들은 Cha(2005), Kim and Lee(2007), Shin et al.(2013), Park and Lee(2010), Na and Wan(2010) 등의연구를참고하여총 26문항으로구성하였고브랜드자산에대한문항은 Jung (2012) 의연구를참조하여총 7개문항으로구성되 4. Data collection and analysis 본연구의연구대상이된모든브랜드의타켓마켓을조사한결과주로 10대, 20대, 30대의여성로나타났다 (Han, 2013; Jang, 2013; Lee, 2012 등 ). 따라서설문조사는한국형 SPA브랜드구매경험이있고서울에거주하는 18~39세여성을대상으로실시하였다. 2014년 2월에예비조사를실시하고신뢰도분석을통해예비설문내용을분석, 검토하여문항을수정, 보완하였다. 본조사는 2014년 3월 1 일부터 3월 15일까지실시하였으며총 590부의설문지를배포하여불성실한응답을한설문지를제외한 554부가분석에사용되었다. 자료분석은 SPSS 20.0과 AMOS 20.0 통계프로그램을사용하여빈도분석, 탐색적요인분석, 신뢰도분석, 확인적요인분석, 구조방정식모형분석을실시하였다. IV. Results and Discussion 1. Demographic characteristics of respondents 조사대상의인구통계적특성을알아본결과전체응답자의연령분포는만 18세는 6.5%, 만 20세이상에서만 29세이하는 73.1%, 만 30세이상에서만 39 세이하는 20.4% 로나타났다. 결혼여부의경우전체응답자의 80% 가미혼, 30% 가기혼으로나타났다. 직업별로살펴보면학생 (44.9%), 회사원 (26%), 전문직 (9%), 주부 (8.7%), 공무원 (5.2%), 자영업 (3.8%), 기타 (2.3%) 의순으로나타났으며학력의경우는전체응답자의대학교재학 (40.8%), 대학교졸업 (39.2%), 대학원재학혹은졸업 (10.3%), 고등학교졸업 (9.7%) 의순으로나타났다. 또한월평균가구소득은 300~400 만원미만 (22.2%), 500~600 만원미만 (20.6%), 400~500 만원미만 (19.3%), 200~300 만원미만 (18.6%), 200만원미만 (10.6%), 600만원이상 (8.7%) 의순으로나타났다. 2. Exploratory factor analysis and reliability analysis 644

Vol. 22, No. 4 오혜청 김미숙 135 본연구는 Cronbach s α 계수를이용하여측정문항의신뢰성을측정하였으며항목의차원을검증하기위해탐색적요인분석을실시하였다. 점포속성에대한탐색적요인분석결과, 8개의요인이도출되었으며, 요인 1은 상품구색, 요인 2 는 유행성, 요인 3은 가격, 요인 4는 품질, 요인 5는 매장환경, 요인 6은 서비스, 요인 7은 입지편의성, 요인 8은 광고 로명명하였다. 전체설명력은 74.396% 이었으며신뢰도계수는모두 0.7 이상으로비교적높게나타났다. <Table 1> Exploratory factor analysis of store attributes Factor Product assortment Fashionability Price Quality Store environment Service Convenience in location Advertisement Item Factor loading This brand s stores sell various product items..820 This brand s stores provide products of various designs and colors..819 This brand s stores sell products of various sizes..762 This brand s stores sell various products not only clothes but also scarfs or bags..741 Products in this brand s stores are in present fashion style..854 Products in this brand s stores are in line with present trends..862 This brand s stores frequently change inventory with new fashion products..777 Products in this brand s stores are relatively inexpensive..874 Products in this brand s stores are reasonably priced..881 Products in this brand s stores are affordable..884 Products in this brand s stores are cheaper than competitive fashion brands..829 Products in this brand s stores have high quality..874 Products in this brand s stores use good materials..859 Products in this brand s stores are not easily changed after washing..858 The overall image or atmosphere of this brand s stores are satisfied..786 The interior or display of this brand s stores are satisfied..768 This brand s stores are comfortable and clean..798 It s convenient to shopping because of the efficient product arrangement..806 Salesperson in this brand s stores are kind..839 Salesperson in this brand s stores don t make uncalled-for meddling..839 Salesperson in this brand s stores tend to explain well to any question about products..824 It s easy to make exchanges or refunds in this brand s stores..841 This brand s stores are conveniently located..903 This brand s stores are convenient since they are close to other stores..885 This brand s stores advertise extensively in newspapers, magazines or TV..911 The advertisements of this brand s stores are informative for purchase..923 Eigenvalue Cumulative Cronbach s variance α 2.610 10.039.816 2.256 18.715.820 3.113 30.688.900 2.339 39.684.853 2.692 50.039.827 2.848 60.994.861 1.723 67.619.821 1.762 74.396.865 645

136 한국형 SPA 브랜드의점포속성, 브랜드자산및브랜드태도와의영향관계복식문화연구 <Table 2> Exploratory factor analysis of brand equity Factor Brand awareness Brand image Item Factor loading I can easily remember the logo and symbol of this brand..726 I can easily remember the name of this brand..895 It s easy to distinguish this brand with others..841 The brand has a intimate image..850 The brand has a distinctive image..772 The brand has a dependable image..670 The brand has a good image in general..707 Cumulative Cronbach s variance α 2.254 32.205.820 2.456 67.289.789 <Table 3> Exploratory factor analysis of brand attitude Factor Brand attitude Item Factor loading I am satisfied with this brand..939 I evaluate this brand positively..950 I feel friendly toward this brand..940 I like this brand..926 Eigenvalue Eigenvalue Cumulative Cronbach s variance α 3.525 88.128.955 브랜드자산에대한탐색적요인분석결과, 2개의요인이도출되었으며, 요인 1은 브랜드인지도, 요인 2는 브랜드이미지 로명명하였다. 전체설명력은 67.289% 로나타났으며신뢰도계수는모두 0.7이상으로비교적높게나타났다. 브랜드태도에대한탐색적요인분석을실시한결과, 하나의단일차원으로요인이도출되었다. 전체설명력은 88.128% 로나타났으며신뢰도계수는 0.955 이상으로비교적높게나타났다. 3. Confirmatory factor analysis 본연구에서사용된측정변수의수렴타당성과판별타당성을통계적으로검증하기위하여탐색적요인분석의결과를바탕으로확인적요인분석을실시하였다. 1) Store attributes 점포속성에대한확인적요인분석을실시한결과는 <Table 4> 와같이구조모델의적합도지수가 χ 2 =472.898(df=291, p<.001), IFI=.972, CFI=.972, TLI=.969, GFI=.938, AGFI=.925, NFI=.931, RMR=.039 로나타나점포속성의요인들은구조적타당성을확보한것으로나타났다. 표준화요인적재량은.673 에서.929로나타나이상적인기준치인 0.7을상회또는근접한수치로나타나개념타당도가확보되었다. 2) Brand equity 브랜드자산에대한확인적요인분석을실시한결과는 <Table 5> 와같이구조모델적합도지수가 χ 2 =93.464(df=13, p<.001), IFI=.945, CFI=.945, TLI=.911, GFI=.955, AGFI=.903, NFI=.937, RMR=.034 로나타나브랜드자산의요인들은구조적타당성을확보한것으로나타났다. 표준화요인적재량은.634에서.837로나타나이상적인기준치인 0.7을상회또는근접한수치로나타나개념타당도가확보되었다. 3) Brand attitude 브랜드태도에대한확인적요인분석을실시한결과는 <Table 6> 과같이구조모델의적합도지수가 χ 2 =2.948(df=2, p<.001), IFI=1, CFI=1, TLI=.999, GFI= 646

Vol. 22, No. 4 오혜청 김미숙 137 <Table 4> Confirmatory factor analysis of store attributes Factor Item S.L. E S.E. C.R. SMC Product assortment Fashionability Price Quality Store environment Service Convenience in location Advertisement This brand s stores sell various product items..771 1.594 This brand s stores provide products of various designs and colors..790 1.101.065 16.810.624 This brand s stores sell products of various sizes..686 1.090.073 14.973.471 This brand s stores sell various products not only clothes but also scarfs or bags..673 1.013.069 14.700.453 Products in this brand s stores are in present fashion style..823 1.264.081 15.588.677 Products in this brand s stores are in line with present trends. This brand s stores frequently change inventory with new fashion products..840 1.297.083 15.590.706.677 1.458 Products in this brand s stores are relatively inexpensive..852 1.726 Products in this brand s stores are reasonably priced..854 0.930.038 24.441.729 Products in this brand s stores are affordable..854 0.975.040 24.441.729 Products in this brand s stores are cheaper than competitive fashion brands..777 0.952.045 21.290.604 Products in this brand s stores have high quality..802 1.643 Products in this brand s stores use good materials..828 1.005.053 19.056.686 Products in this brand s stores are not easily changed after washing. The overall image or atmosphere of this brand s stores are satisfied..807 1.046.056 18.805.651.734 1.539 The interior or display of this brand s stores are satisfied..712 0.990.066 14.977.507 This brand s stores are comfortable and clean..741 0.987.064 15.505.549 It s convenient to shopping because of the efficient product arrangement..765 1.069.067 15.889.585 Salesperson in this brand s stores are kind..795 1.632 Salesperson in this brand s stores don t make uncalled-for meddling. Salesperson in this brand s stores tend to explain well to any question about products..776 0.935.051 18.278.602.766 0.881.049 18.034.587 It s easy to make exchanges or refunds in this brand s stores..782 0.926.050 18.407.612 This brand s stores are conveniently located..754 0.895.130 6.894.569 This brand s stores are convenient since they are close to other stores. This brand s stores advertise extensively in newspapers, magazines or TV. The advertisements of this brand s stores are informative for purchase..929 1.863.852 0.941.112 8.367.726.895 1.801 χ 2 =472.898(df=291, p<.001), IFI=.972, CFI=.972, TLI=.969, GFI=.938, AGFI=.925, NFI=.931, RMR=.039 647

138 한국형 SPA 브랜드의점포속성, 브랜드자산및브랜드태도와의영향관계복식문화연구 <Table 5> Confirmatory factor analysis of brand equity Factor Item S.L. E S.E. C.R. SMC Brand awareness Brand image I can easily remember the logo and symbol of this brand..689 1.475 I can easily remember the name of this brand..814 1.358.085 15.922.663 It s easy to distinguish this brand with others..837 1.362.085 16.054.701 The brand has a intimate image..744 1.051.077 13.558.554 The brand has a distinctive image..755 1.069.078 13.661.570 The brand has a dependable image..652 1.425 The brand has a good image in general..634.968.079 12.244.413 χ 2 =93.464(df=13, p<.001), IFI=.945, CFI=.945, TLI=.911, GFI=.955, AGFI=.903, NFI=.937, RMR=.034 <Table 6> Confirmatory factor analysis of brand attitude Factor Item S.L. E S.E. C.R. SMC Brand attitude I am satisfied with this brand..919 1.845 I evaluate this brand positively..939 1.032.026 39.705.882 I feel friendly toward this brand..919 1.060.029 37.122.845 I like this brand..893 1.032.030 34.193.797 χ 2 =2.948(df=2, p<.001), IFI=1, CFI=1, TLI=.999, GFI=.997, AGFI=.986, NFI=.999, RMR=.004.997, AGFI=.986, NFI=.999, RMR=.004 로나타나브랜드태도요인의구조적타당성을확보한것으로나타났다. 표준화요인적재량은.893에서.939로나타나이상적인기준치인 0.7을상회한것으로나타나개념타당도가확보되었다. 4. Correlation analysis 확인적요인분석결과단일차원성이입증된각요인들사이의판별타당성의충족정도와요인간의관계의방향과정도를확인하기위하여각요인들간의공분산을확인하기위해상관관계를분석하였으며각요인간의상관계수가 1인관계가나타나지않아판별타당성을확보하였다. 5. Research model 연구모형검증하기위해 AMOS20.0을사용하여 공분산구조분석을실시하였다. 전체구조모형을검정한결과는 <Table 7> 과같이적합통계량과적합지수들이 χ 2 =904.239, df=574, p=000, IFI=.970, GFI=.919, CFI=.970, TLI=.965, NFI=.923, AGFI=.901, RMR=.031로전반적으로양호한것으로나타나결과적으로구조방정식모형을통해가설검증을수행하는것이적합한것으로판단할수있다. 6. Hypothesis test 가설검증결과는다음과같다 (Table 8). 첫째, 점포속성과브랜드인지도간의관계에서점포속성요인중광고 (.303), 상품구색 (.253), 매장환경 (.170), 가격 (.136), 품질 (.098) 의순으로브랜드인지도에영향을미쳤으며유행성, 서비스, 입지편의성이브랜드인지도에영향을미치지않았다. 이런결과를토대로볼때광고는브랜드를소비자에 <Table 7> Fitness measurement of research model CMIN df GFI FI TLI NI AGFI IFI RMR 904.239 574.919.970.965.923.901.970.031 648

Vol. 22, No. 4 오혜청 김미숙 139 <Table 8> Hypothesis test result Hypothesis 1 2 3 Path Stand. coeff. Nonstand. coeff. S.E. C.R. P Results Product assortment Brand awareness.253.245.051 4.851.000 Supported Fashionability Brand awareness.047.051.055.929.353 Rejected Price Brand awareness.136.099.033 3.001.003 Supported Quality Brand awareness.098.086.042 2.061.039 Supported Store environment Brand awareness.170.167.052 3.190.001 Supported Service Brand awareness.043.034.035.965.334 Rejected Convenience in location Brand awareness.014.010.037.271.787 Rejected Advertisement Brand awareness.303.204.032 6.424.000 Supported Product assortment Brand image.174.147.043 3.429.000 Supported Fashionability Brand image.059.056.046 1.229.219 Rejected Price Brand image.126.080.028 2.908.004 Supported Quality Brand image.147.113.035 3.227.001 Supported Store environment Brand image.133.114.044 2.610.009 Supported Service Brand image.070.048.029 1.663.096 Rejected Convenience in location Brand image.002.002.030 0.052.958 Rejected Advertisement Brand image.048.028.026 1.056.291 Rejected Product assortment Brand attitude.214.329.064 5.132.000 Supported Fashionability Brand attitude.030.051.066.779.436 Rejected Price Brand attitude.117.135.040 3.333.000 Supported Quality Brand attitude.133.185.052 3.584.000 Supported Store environment Brand attitude.063.098.063 1.545.122 Rejected Service Brand attitude.106.131.042 3.137.002 Supported Convenience in location Brand attitude.104.120.044 2.741.006 Supported Advertisement Brand attitude.021.022.038.576.565 Rejected 4 Brand awareness Brand attitude.259.469.103 4.567.000 Supported 5 Brand image Brand attitude.215.340.080 4.238.000 Supported 게알리는데중요한수단인것을알수있으며상품구색, 매장환경, 가격, 품질요인도브랜드인지도를높이는데중요한영향을미치는요소로볼수있다. 한국형 SPA브랜드는글로벌 SPA브랜드와달리최근몇년사이에패션시장에자리잡기시작했기때문에현재단계에서는상품구색, 가격, 품질과같은상품관련된요인들로부터브랜드인지도를높이는데효과적인것을알수있다. 또한매장환경을통해소비자에게자사브랜드를어필하고높은인지도를형성할수있다. 둘째, 점포속성과브랜드이미지간의관계에서점포속성요인중상품구색 (.174), 품질 (.147), 매장환경 (.133), 가격 (.126) 의순으로브랜드이미지에영향을미쳤으며유행성, 서비스, 입지편의성, 광고가브랜드이미지에영향을미치지않았다. 이런결과를토대로볼때상품과관련된요인들은소비자에게브랜드에대해좋은이미지를형성하는데가강전략적으로그효과를입증받고있음을알수있다. 유행성은브랜드인지도와마찬가지로브랜드이미지에도영향을미치지못하는것은한국형 SPA 649

140 한국형 SPA 브랜드의점포속성, 브랜드자산및브랜드태도와의영향관계복식문화연구 브랜드들이일반의류브랜드와달리유행에맞는상품으로빠른속도로교체를하면서자사만의특성이떨어지고다른브랜드와차별화되지못하기때문에소비자가유행성을통해브랜드를알리고브랜드에대한이미지를형성하는데영향력이낮게작용하는것으로해석할수있다. 셋째, 점포속성과브랜드태도간의관계에서점포속성요인중상품구색 (.214), 품질 (.133), 가격 (.117), 서비스 (.106), 입지편의성 (.104) 의순으로브랜드태도에영향을미쳤으며유행성, 매장환경, 광고가브랜드태도에영향을미치지않았다. 한국형 SPA브랜드의경우저렴한가격에서좋은품질의다양한상품을제공하면소비자가이브랜드에대한높은인지도와좋은이미지를형성하게되며브랜드에대한높은선호도및긍정적인태도를형성된다는것으로알수있다. 그리고서비스와입지편의성은소비자가구매의사결정과정에서구매와직접관련된요소이기때문에소비자들이이를통해브랜드에대한감정적호감도및전반적인평가를형성 될수있다는것을알수있다. 마지막으로브랜드자산과브랜드태도간의관계에서는브랜드인지도와브랜드이미지가브랜드태도에유의한영향을미쳤으며브랜드인지도가브랜드이미지보다브랜드태도에더많은영향을미쳤다. 즉소비자들은브랜드인지도와이미지에의해브랜드를평가하며선호도및호의도를형성하게된다는의미이다. 특히브랜드인지도가브랜드태도에더큰영향을미친다는것은소비자들이구매의사결정과정에서어떤브랜드의로고나심벌, 이름을쉽게생각해내거나다른브랜드와쉽게구분할수있다면그브랜드에대해우호적인감정, 긍정적으로평가를할가능성이높아진다는것이다. V. Conclusion 최근한국형 SPA브랜드가글로벌 SPA브랜드와의경쟁속에서확고한시장지위를확보하기위한 <Fig. 2> Results of the structure model 650

Vol. 22, No. 4 오혜청 김미숙 141 전략의일환으로점포속성을통한브랜드자산제고및우호적인브랜드태도를형성하는것에대한연구의필요성이재시하고있다. 이에본연구는한국형 SPA브랜드의점포속성이브랜드자산과브랜드태도에미치는영향을알아보고자하였다. 연구결과를요약하면다음과같다. 첫째, 한국형 SPA브랜드의점포속성요인중상품구색, 가격, 품질, 매장환경은브랜드자산요인인브랜드인지도와브랜드이미지에영향을미치는것으로나타났으며유행성, 서비스, 입지편의성은영향을미치지않는것으로나타났다. 광고는브랜드이미지에영향을미치지않았지만브랜드인지도에가장큰영향을미치는것으로나타났다. 둘째, 한국형 SPA브랜드의점포속성요인중상품구색, 품질, 가격, 서비스, 입지편의성은브랜드태도에영향을미치는것으로나타났으며유행성, 매장환경, 광고는브랜드태도에영향을미치지않는것으로나타났다. 셋째, 한국형 SPA브랜드의브랜드자산요인인브랜드인지도, 브랜드이미지는모두브랜드태도에정의영향을미치는것으로나타났으며브랜드인지도가브랜드이미지보다더많은영향을미치는것으로나타났다. 이상의결과를바탕으로한국형 SPA브랜드의마케팅전략에대한시사점은다음과같다. 첫째, 한국형 SPA브랜드의경우브랜드자산을높이기위해서는다양한상품을갖춰야하며저렴한가격에서도좋은품질의상품을제공할수있도록노력해야할것이다. 또한편리하며쾌적하고깨끗한매장환경을제공하는동시에자사브랜드컨셉을잘어필할수있는매장이미지를구축하여소비자들에게강렬한연상을유도하는것이필요할것이다. 그리고광고는브랜드인지도에가장큰영향을미친다고하였기때문에적절한광고와홍보를통해해당브랜드에대한이름을쉽게연상할수있도록하고, 이를통해브랜드인지도를높이는것이필요하다. 유행성은브랜드자산에영향을미치지않는것으로나타났지만 SPA브랜드의중요한요소로서유행성이떨어지면경쟁력또한떨어지는것이므로소비자에게브랜드를강하게인식할수있도록한국형 SPA브랜드들이유행에맞는상품을제공하면서도다른브랜드와차별화된특성 의상품을개발하는전략이필요할것이다. 둘째, 우호적인브랜드태도를형성하기위해서는제품과관련된요소뿐만아니라찾아가기쉬운위치에다른점포와가까워편하게쇼핑할수있는입지편의성도고려해야할것이다. 또한판매원들의제품에대한지식을높이고, 지나친구매강요를하지않으며, 예의바른태도의판매원서비스도중요할것이다. 셋째, 현재소비자들은자신의이미지에어울리거나이상적인이미지를부여해줄수있는브랜드를찾아소비하려는성향을지니고있어높은브랜드인지도와호의적인브랜드이미지는소비자로하여금긍정적인브랜드태도를형성하게하므로브랜드태도를높이기위해서는이미지마케팅활동, 다양한홍보전략, 브랜드이미지포지셔닝과같은전략을통해서다른브랜드와차별화된브랜드자산을수립할수있도록노력해야할것이다. 본연구의제한점과그에따른후속연구에대한제언은다음과같다. 첫째, 본연구는조사대상을서울의 18~39세여성으로성정하였기때문에일반화에주의가필요하며향후연구에는보다다양한지역과연령층을대상으로한연구가필요하다고하겠다. 둘째, 본연구는트렌디한한국형 SPA브랜드만을대상으로하였으므로향후연구에서는배이직한 SPA브랜드를포함한비교연구도가능하다고하겠다. 셋째, 본연구는응답자의주관적지각에의존한설문지기법을이용하여응답자의고정관념이나주관적인가치등으로인해변수들사이의관계가왜곡될수있다. 따라서향후연구에서는사례분석이나참여자관찰법등을통한연구가진행되면상호보완적인결과를얻을수있을것을사료된다. 넷째, SPA 브랜드는한국패션산업에서매우빠르게변화하고있는분야이므로지속적인연구가필요하다고하겠다. References Aaker, D. A.(1991). Managing brand equity: Capitalizing on the value of a brand name. New York: The Free Press. Bloemer, J., & Ruyter, K.(1998). On the relationship 651

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