Comparative research on the preferences and choices of distribution channels depending on the consumption characteristics on fashion consumer - Focused on active Korean and Chinese seniors - 패션 소비자의 유통채널 선호 및 소비 특성에 따른 유통채널 선택에 관한 비교연구 - 한․중 액티브 시니어 비교를 중심으로 -
pp.361-378
This research not only determined the preference of fashion brand distribution channels of active Korean and Chinese seniors who became major consumers in the fashion industry, but also analyzed the effect on these preferences and choices of distribution channels depending on personal consumption characteristics and differences between the two groups. Data was collected by a professional survey firm. SPSS 24.0 and AMOS 24.0 were used for empirical analysis, and frequency analysis, multiple response analysis, EFA, reliability analysis, CFA, SEM, and multiple-group comparison analysis were performed. As a result of multiple response analysis, the offline channel was revealed as the preferred fashion distribution channel for active Korean and Chinese seniors; the second most popular was the online channel. The results of multiple-group comparison analysis reveal differences between two groups in seeking emotional consumption via the offline channel; the effect was only evident for active Korean seniors. A difference in seeking emotional consumption via preference for online channel also existed, but only for active Chinese seniors. For these reasons, marketers targeting active Korean seniors will be effective to not only offer brand information by fashion display to let seniors understand the fashion brand, but also to have brand events to form positive emotions toward the fashion brand. Moreover, targeting active Chinese seniors will be necessary to transmit brand sensibility by utilizing metaverse marketing comprising various factors, so that consumers can enjoy the fashion brand.
Ⅱ. Theoretical Backgrounds
1. Active Korean and Chinese senior
2. Consumption culture
3. Consumption characteristics
4. Distribution channels
Ⅲ. Methods
1. Research questions
2. Research model
3. Measures and procedures
Ⅳ. Results & Discussion
1. Results of preference for distribution channels
2. Results of confirmatory factor analysis
3. Result of structural equation modeling
4. Results of multiple-group comparison analysis
Ⅴ. Conclusion