패스트 패션 매장의 서비스 품질이 고객의 감정적 반응과 충동구매에 미치는 영향 (The Effect of Service Quality on Customer's Emotional Response and Impulse Buying in the Fast Fashion Stores)

서지정보

· 발행기관 : 한국유통학회
· 수록지 정보 : 유통연구 / 18권 / 3호 / 29 ~ 54페이지
· 저자명 : 채명수, 김미정

초록

국내외 의류산업의 구조가 변화하고 의류업체간의 경쟁이 날로 심화되고 있으나, 최근 성장하고 있는 패스트 패션 매장의 관련된 연구들은 찾아보기 힘든 실정이다. 이에 본 연구는 패스트 패션 매장의 서비스 품질 차원을 규명하고자 하였으며, 또한 이러한 서비스 품질이 고객의 감정적 반응과 충동구매에 미치는 영향이 어떠한지 살펴보고자 하였다. 즉, 본 연구에서는 기존 의류업체 서비스 품질의연구에서 공통적으로 제시한 속성들을 바탕으로 다차원적인 개념인 패스트 패션 매장의 서비스 품질을 VMD, 인적상호작용, 다양성, 경제성, 편의성 그리고 신뢰성 등으로 정의하였다. 또한 이러한 패스트 패션 매장의 서비스 품질이 고객감정과 충동구매에 미치는 영향 정도를 실증적으로 분석하였다.
이를 위해 본 연구에서는 패스트 패션 매장을 이용하고 있는 198명의 고객을 대상으로 하였으며,AMOS(7.0 Version)와 SPSS(15.0 Version) 통계 패캐지를 이용하여 데이터를 분석하였다. 변수들 간의 관계를 파악하기 위해 탐색적, 확인적 요인분석, 그리고 구조방정식 모형분석을 실시하였다.
분석결과 패스트 패션 서비스 품질은 여섯 개의 하위요인으로 구성되어 있으며, 이러한 패스트 패션 서비스 품질은 충동구매와 매장 내 긍정적인 감정에 긍정적인 영향을 미치는 것으로 나타났다. 그리고 긍정적인 감정은 또한 충동구매에 긍정적인 영향을 미치는 것으로 확인되었다.

영어초록

The purpose of this study was to identify the effect of service quality on customer's emotional response and impulse buying in fast fashion stores. First of all, this study tried to identify the determinants of fast fashion stores' service quality composed of VMD, personal interaction, fashion,price, convenience, and reliability based on the previous studies of service quality for retail stores.
Based on the literature review, we created a structural model regarding service quality of fast fashion stores, customer's positive emotions, and impulsive buying.
The survey was completed by 198 shoppers at the fast fashion stores and the collected data was analysed with AMOS(7.0 version) and SPSS(15.0 version). In order to verify measures and hypotheses, exploratory factor analysis, reliability test and confirmatory factor analysis were performed.
As it is supposed in the paper, service quality of fast fashion stores was identified as a multidimensional construct. The test results showed that service quality of fast fashion stores positively influenced on impulsive buying and customer's positive emotions, and also, his/her positive emotions are positively related to impulsive buying as well.
Nowadays the clothes buyers’ desire is being personalized and diversifying so the definition of clothes is changing rapidly from just the necessity for wearing to the personal expression medium (Park, Kang and Forney 2006). This phenomenon is changing the consumers’ desires and life style rapidly.
Consumers naturally wish to buy goods with various styles and superior quality for reasonable price. Such consumer fashion atmosphere shortens fashion life cycle into weekly unit and give birth to goods that responsively reflect latest trends, which is called fast fashion (Bhardwaj and Fairhust 2010; Barnes and Lea-Greenwood 2006). Fast fashion means the specialized fashion brand which takes care of entire process ranging from clothe design,manufacturing, distribution, and sales.
One of the biggest characteristics of the fast fashion is to launch new designed product shortly (Bhardwaj and Fairhurst 2010). Now, SPA (specialty retailer of private label apparel) is growing rapidly with fast fashion brand. SPA is the company which can provide fashion products for relatively cheap price, while reducing distribution cost by taking care of entire process ranging from clothe design, manufacturing, distribution, and retail.
For companies to survive the fierce competitive fashion industry, they need competitive advantage in product and service more than the others. So to speak, it will be needed to provide emotional service for the store visitors, while keeping to provide goods reflecting the consumer desires rapidly. Such environments can bring about impulsive buying and irrational consuming patterns (Fernie and Sparks 1998).
We are going to investigate which kind of emotions can be brought about by the experienced service quality among the fast fashion store visitors and how they can be related to impulsive buying. Firstly, we are going to investigate the definition of service quality which is being studied much now. And then based on the definition, we are going to explore the service quality dimensions. Based on the result, we are exploring how service quality in the fast fashion stores can affect consumer emotion and impulsive buying by empirically validating the data collected from the store visitors. The research model is as follows:For the research we conducted a survey to collect the data from the visitors for typical fast fashion brands such as ZARA, H&M, UNIQLO, GAP, MANGO and HUAU. We used 198responses out of total 227 surveys after excluding the responses insincerely replied and with missing variables.
As the study method, we used SPSS 15.0 and AMOS 7.0 program to verify the hypothesis and we performed the exploratory and confirmatory factor analysis to confirm that service quality is overall model suitability and causal relations with structured equation model.
The samples used in empirical study were 198 persons in total, consisting of male 39.5% and female 60.5%. The frequency of age of respondents is highest between 19~24 as 59.3%, and 25~29 as 32.7%, 30~34 as 8%. Most respondents were in 20's. In terms of education level,respondents consist of university students 66%, university graduate 27.5%. Occupations of respondents consist of students 68.7%, white office worker 27.3%, and professionals 4%. In terms of income level, lower than 1 million won consist 70.5%, and 2~2.99 million won 21%.
To validate the reliability of measurement items, we analyzed the exploratory factor analysis applying varimax method with orthogonal rotation, which rotates factors used while keeping interdependency among factors.
We performed the one-factor test by Harmon to identify common method bias. Also, we conducted the confirmative factor analysis to judge their internal consistency, intensive suitability, and valid judgment about the extracted factors from exploratory factor analysis prior to the confirmation based on structure equation model. The overall fit of measurement model is within acceptable levels: χ2=1035.255, d.f.=588, p=0.000, χ2/d.f.=1.586, RMR=0.050,GFI=0.904, AGFI=0.914 NFI=0.829, CFI=0.970, RMSEA=0.048.
The hypothesis was that the service quality of fast fashion positively affects impulsive buying and positive emotion. In addition to that, the positive emotion inside stores also positively affects impulsive buying. Those hypotheses were validated.
Under the current competitive environment in SPA market, SPA brands must provide the unique and differentiated services for the shoppers at their stores. Therefore, differentiated service strategy for each corporation is becoming more important (Gaur and Agrawal 2006).
The implications for this study are as follows:Firstly, the dimension for service quality in the fast fashion stores was confirmed as the secondary factor which has six sub-dimensions like VMD, reliability, human interaction,variety, economic benefit, and convenience. Therefore, SPA brands must do their best to enhance the quality of each factor simultaneously rather than focusing on one or two factors only. It will improve the chance of generating the visitors' positive emotion and impulse buying at their stores.
Secondly, SPA brands have to consider every possible alternatives to enhance the quality of each factor. For example, investment for employees' education can provide more individualized solution for the shoppers tailored to their tastes. More convenient and unique shopping environment can provide the different shopping experiences to the shopper.
Although we made every possible efforts to investigate the influence of service quality in the fast fashion stores on the shoppers' positive emotion and impulsive buying, our study has some limitations. The specific limitations are suggested at the end of the paper.

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