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DOI :     Journal Korea Society of Visual Design Forum , Vol.57, No.0, 19 ~ 31, 2017
The effect of Image of Fashion Apparel Stores on Repurchase Intention: Interaction Effect of Brand Familiarity
최철재 Chul-jae Choi , 류철호 Cheul-ho Ryoo
Background The purpose of this study is to investigate the influence of brand image and store image on emotional trust and repurchase intention and emotional trust on repurchase intention, and then confirm the interaction effect of brand familiarity in the relationship between brand image, emotional trust and repurchase intention, and in the relationship store image, emotional trust, and repurchase intention. Methods The authors collected survey data from consumers who had experience purchasing clothes at fashion apparel stores. The statistical package of SPSS 23.0 and AMOS21.0 was used to evaluate the structure, validity and reliability of the factors and verify the research hypothesis. Results Brand image influenced emotional trust, while store image had no effect. Both brand image and store image influenced emotional repurchase intention. Emotional trust influenced repurchase intention. The interaction effect was significant in the relation to brand image, emotional trust and repurchase intention and in the relation store image, emotional trust and repurchase intention. Conclusion The marketing manager has the image of the store and brand image of the product in the store to enhance the image of the fashion apparel store and implement of marketing strategies that can be improving the familarity of the brand to the target customer to raising the level of emotional trust and encourage repurchase intention.
Key Words
패션의류점이미지, 브랜드친숙성, 감정적 신뢰, Fashion Store Image, Brand Familiarity, Emotional Trust
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