Marketing strategy effects on brand interest and consumer behavior to establish a consumer relationship in fashion brand stores - Comparing of Korean and Chinese active seniors - 패션 브랜드 매장에서의 관계 형성을 위한 마케팅 전략이 브랜드 관심과 소비자 행동에 미치는 영향 - 한ㆍ중 액티브 시니어 소비자 비교를 중심으로 -
pp.634-650
This study was conducted to investigate the effect of relationship and service marketing on the brand interest and behaviors among Korean and Chinese active senior consumers and whether this effect differed between the two groups. A survey was conducted by having participants complete questionnaires administered by a research firm. For empirical analysis, frequency, EFA, CFA, SEM, the metric invariance test, and multiple-group comparison analysis were performed. The analysis results revealed that relationship marketing positively affected both brand interest and consumer behavior. Although service marketing positively affected brand interest, it did not have a significant effect on consumer behavior. In other words, brand interest positively affected consumer behavior through relationship and service marketing. Multiple-group comparison analysis demonstrated that no difference existed between Korean and Chinese active consumers in terms of how relationship marketing affected their brand interest, but a difference existed in how it affected their behavior. Service marketing had a greater influence on Chinese active senior consumers’ brand interest than on Korean active senior consumers. However no difference existed between the two groups with respect to how service marketing affected their behaviors. Finally, brand interest had a positive effect only on Korean active senior consumers’ behavior through relationship and service marketing, but not on Chinese active senior consumers. In conclusion, relationship and service marketing should be used to enhance the brand interest among Korean active senior consumers, and business activities should be planned by building relationships with Chinese active senior consumers to affect their behavior.
I. Introduction
Ⅱ. Literature Review
1. Korean and Chinese active senior
2. Relationship marketing and service marketing
3. Brand interest
4. Consumption culture and consumer behavior
Ⅲ. Methods
1. Measures
2. Data collection and procedures
3. Research model
Ⅳ. Results
1. Demographic information
2. Result of confirmatory factor analysis and reliability test
3. Result of structural equation modeling
4. Result of multiple-group comparison analysis
Ⅴ. Conclusion
References