이 연구는 다차원적 배경음악 속성(유형，볼륨，리듬，친숙도)이 소비자의 심리적 정서 및 충 동구매에 미치는 영향을 연구함으로써 중국 또는 한국 소비자를 대상으로 하는 화장품 매장에서 매출 향상 측면에서 배경음악의 중요성을 인식시키는 목적을 가지고 연구되었다. 연구방법은 한 국 오프라인 화장품 매장에서 구매 경험이 있는 한국 및 중국 소비자를 대상으로 온라인 설문을 통해 각 150명의 유효 샘플을 사용하며 구조 방정식 모형으로 경로분석 및 다중집단 분석을 통해 변수간의 인과관계 및 집단간의 경로 차이에 대해 분석하였다. 분석한 결과，음악의 유형，볼 륨，리듬 및 친숙도가 모두 소비자의 심리적 정서 및 충동구매에 영향을 주었다. 한국 및 중국 소비자의 차이를 보면, 음악의 유형 및 친숙도는 한국 소비자들의 충동구매에 더 큰 영향을 미쳤 으며 음악의 불륨 및 리듬은 중국 소비자의 충동구매에 더 큰 영향을 주었다. 연구 결과 본 연구는 화장품 가게 매장에서 배경음악을 사용하여 소비자의 충동구매 행위를 자극하는 효과를 향상시켜 매장의 매출을 높이는 데 도움을 주었다고 도출하였다.

This study investigates consumer experiences and word-of-mouth (WOM) intentions in luxury brand pop-up stores, including standalone and department store setups. Grounded in experience economy theory, this study examines the experiential elements based on the types of pop-up stores and the relationships among consumer experience, pop-up store image, and WOM intentions for each type. Data were collected from 300 visitors to luxury brand pop-up stores between January and July 2023 and analyzed using Smart PLS 4.0. The findings reveal several key insights. First, standalone pop-up stores offer educational and escapist experiences, while pop-ups within department stores have a single identified factor of consumer experience. Second, regardless of the store type, luxury pop-up store experiences significantly influence pop-up image perceptions. Third, luxury pop-up store image drives WOM intentions for both standalone and department store pop-ups. Notably, the unique image significantly impacts solely department store pop-ups and does not influence standalone pop-ups. Moreover, image perceptions in both pop-up store types do not significantly affect brand WOM intentions. Finally, WOM intentions for pop-up stores significantly influence WOM intentions for brands. This study contributes to the theoretical understanding of consumer experiences in luxury pop-up stores, providing practical insights for stakeholders in the luxury brand industry to enhance pop-up store image perceptions and WOM intentions.

This study focused on how retail tech promotes differentiated customer experiences in offline fashion stores. The purpose of this study is to determine the effects of the characteristics of fashion retail tech stores on consumers’ flow and satisfaction. We surveyed Koreans aged 10 to 50 who had experienced offline fashion retail tech stores. The survey was conducted from April 28, 2023, to May 21, 2023. The total number of survey respondents was 200. The quantitative data collected through questionnaires was analyzed using SPSS 25.0. To reveal the effects of fashion retail tech store characteristics on consumer’s flow and satisfaction, frequency analysis, we conducted frequency analysis, factor analysis, reliability analysis, correlation analysis, and regression analysis. The results of this study, figured out that fashion retail tech store’s characteristics, including playfulness, efficiency, interaction, and information provision, have a significant impact on behavior flow, emotional flow, and satisfaction. As a result of analyzing the influence of consumers’ flow led to satisfaction, it was confirmed that emotional flow positively influenced satisfaction, but behavioral flow had no meaningful effect on satisfaction. The results of our study can be used to make a successful marketing strategy and can serve as foundational data for consumer research on retail-tech-applied offline fashion stores.

This paper studied the problem of determining the optimal inventory level to meet the customer service target level in a situation where the customer demand for each branch of a nationwide retailer is uncertain. To this end, ISR (In-Stock Ratio) was defined as a key management indicator (KPI) that can be used from the perspective of a nationwide retailer such as Samsung, LG, or Apple that sells goods at branches nationwide. An optimization model was established to allow the retailer to minimize the total amount of inventory held at each branch while meeting the customer service target level defined as the average ISR. This paper proves that there is always an optimal solution in the model and expresses the optimal solution in a generalized form using the Karush-Kuhn-Tucker condition regardless of the shape of the probability distribution of customer demand. In addition, this paper studied the case where customer demand follows a specific probability distribution such as a normal distribution, and an expression representing the optimal inventory level for this case was derived.

이 연구의 목적은 감성 마케팅의 대표적 성공사례로 손꼽히는 스타벅스 배경음악의 음악적 특징 을 분석하여 고객에게 긍정적 영향을 주는 음악적 요소들을 밝혀내고, 기존 연구와의 차이점을 통해 배경음악의 트렌드 변화를 알아보는 것에 있다. 분석을 위해 연구자는 스타벅스 매장을 방문 하여 표본으로 사용할 91곡의 음악을 수집하였고, 선행연구를 기반으로 배경음악 분석에 필요하 다고 여겨지는 조성, 템포, 장르, 악기 구성, 가사 유무, 발매연도 등의 음악적 요소를 분석항목 으로 설정하였다. 각 항목의 분석 결과 스타벅스의 플레이리스트는 모호한 조성과 중간 템포 이상 의 빠르기를 가진 최신 팝 음악 그리고 가사가 있는 음악들의 비율이 높았다. 이러한 결과는 장조, 느린 템포, 가사가 없는 음악과 같이 고객에게 긍정적 영향을 미친다고 알려져 있는 기존 배경음 악의 이론과 배치된다. 또한 올드 팝, 오래된 재즈 음악을 주로 사용한다는 과거의 스타벅스 배경 음악에 관한 선행연구와도 차이가 있다. 따라서 스타벅스 매장 음악에 변화가 있었음을 알 수 있 었으며, 이는 세대교체에 따른 고객의 매장 방문목적, 연령대, 음악적 취향 등을 반영한 것으로 판단된다. 본 연구는 다양한 음악적 요소들을 통해 스타벅스 배경음악의 특징을 구체적으로 분석 하고, 이를 토대로 배경음악의 트렌드 변화를 살펴본 첫 시도임에 그 의미가 있다. 또한 분석에 사용된 음악적 요소들은 배경음악 연구의 새로운 이론적 기준을 제시할 것이다.

Recent developments in information and communication technologies (ICT) can be applied in stores, and the number of fashion stores that have introduced and utilized ICT are increasing. By applying a literature review and empirical research, the types of ICT service factors of fashion stores were identified and categorized. The effect of their importance on consumer behavioral intentions was analyzed. Next, using factor analysis on the ICT service factors, five factors were identified and named as follows: smart space services, smart payment services, virtual image services, product information services, and smart access services. The importance of these factors was then analyzed. The importance of each factor and detailed questions was rated above average. After examining the effect of ICT service on behavior intention, issues such as purchase intention, revisit intention, and word of mouth intention were found to have significant influence. This study is meaningful in that it derives the importance factors of ICT services that can be used in fashion stores in a situation where retail techniques become important and expand, and provides marketing strategies related to consumer behavior according to detailed factors. With retail tech becoming more important and expanding, it is necessary to provide various services that consumers value by utilizing ICT in fashion stores. Considering the results of this study, ICT technology and services of various fashion stores can be effectively utilized and retail tech utilization performance can be improved.

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.

개발사업 인허가 조건 하에 실시 하는 지표조사나 건설공사 과정에서 유물이 드러날 경우 발굴조사를 하여야 한다. 발굴조사 과정에서 발굴된 매장문화재들은 모두 국가에 귀속되며, 토지이용규제를 받게 됨으로써 사실상 재산권 행사가 불가능하게 된다. 소규모 발굴조사를 제외한 대부분의 발굴조사 현장에서는 발굴조사비용 일체를 개발사업 시행자가 부담하여야 하며, 공사 지연에 따른 사업비용 증가까지 감수하여야 한다. 정당한 보상 없이 재산권 제한 만을 강제하다 보니 건설공사현장에서는 매장문화재가 발견되면 문화재청이나 지자체에 신고하지 않고 매장문화재를 훼손하거나 유물을 은폐하는 불법적인 방법을 선택하는 경우가 적지 않다. 1962년 문화재보호법이 제정될 당시 우리나라의 문화재보호법에는 매장문화재 발굴에 따른 보상규정이 미비한 상태로 법률이 제정되었다. 이는 당시 열악했던 국가의 재정 상황, 입법부의 정쟁과 무관심, 재원마련의 어려움 등이 반영된 결과이다. 그동안 매장문화재 발굴과 관련한 재산권 제한과 이에 따른 손실보상 문제는 경제 논리나 시급한 사안에 밀려서 등한시 되어 왔지만, 우리나라의 경제 규모와 국가적 위상에 걸맞게 손실보상 규정을 보완하여야 한다. 본 연구에서는 매장 문화재 발굴 현황과 문제점을 제시하고 손실보상을 위한 개선방안을 제언함으로써 문화 재보호와 개발사업 간의 상생 관계를 찾기 위한 방안을 모색하고자 하였다. 이와 더불어 매장문화재 발굴과 그에 따른 정당한 보상과 개선의 요구를 담아 합리적인 정책적ㆍ법적 개선방안을 제시하였다.

This study investigated the effect of offering eco-friendly fashion items on consumers’ perceived image of stores and their intention to purchase food in a hybrid cafe setting. The data were collected using an online survey of 465 adults aged 20 to 49 years. In order to compare ‘a general cafe’ where only food is sold and ‘a hybrid cafe’ which offers eco-friendly fashion items as well as food, we developed two store types (general×hybrid) with two store designs (modern×eco-friendly) as stimuli, resulting in four scenarios. The results indicated that offering eco-friendly fashion items at a cafe did not significantly affect consumers’ perceived eco-friendly image of the store. Further, this negatively affected consumers’ perceived healthy and tasty images of the store and intention to purchase food. Such negative effects on the healthy and tasty images of the store increased in the store with a modern design. In conclusion, offering eco-friendly fashion items at cafes may not contribute to enhancing the stores’ images or sales.

문화재 보호와 국민의 재산권 보장은 헌법에서 규정한 국가의 당연한 책무이다. 그러나 현실은 그러하지 못하다. 지표조사 과정에서 유물이 발견되면 모든 공사는 즉시 중단되고 발굴조사를 진행하여야 하며, 이에 따른 개발지연으로 사업비용 증가는 물론 발굴·보존비용 전부를 개발사업자가 부담해야 한다. 또한 역사·예술·학술적 가치에 따라서 문화재보존지역·문화재보호구역·고도보전지역 등으로 지정돼 건축물의 신축·증·개축 제한 등 재산권 행사에 많은 제약이 따르고 있다. 그 결과 각종 개발 사업으로 인한 매장문화재 훼손·파괴의 원인을 제공하고 있다. 문화재청에서는 개인 및 영세사업자가 지불해야 할 비용의 부담을 해소하기 위하여 지표조사 국비지원 사업과 소규모 발굴조사 국비지원 사업을 운영하고 있다. 그러나 근본적인 손실보상 대책 없이 제한적으로 지원하는 이러한 지원사업은 유명무실하다는 비판을 받고 있다. 이에 매장문화재 발굴에 따른 손실보상의 문제점과 개선방안을 제시함으로써 보다 효과적인 손실 보상대책이 이루어 질 수 있도록 하고자 한다. 지표·발굴조사 지원 정책의 한계와 문제점을 개선하기 위해서는 지표조사 및 발굴조사 지원 대상을 모든 토지로 확대 개편해야 한다. 매장문화재 훼손 방지를 위해서는 처벌기준의 강화와 더불어 매장문화재 보상금 제도 도입이 필요하다. 손실보상을 위한 보존재원 마련 방안으로 문화재발굴조사비라는 납세항목을 신설해야 하며, 결합건축제도, 개발권양도제, 용적률거래제, 결합개발제도를 적극 도입·활용하여 보존 재원을 마련해야 한다.

In the retail environment where online-shopping malls are growing, offline store are find it difficult to survive simply by selling their products. As a result, offline retailers are trying to find unique services that are appealing to their customers. In such a market environment, marketing strategies that stimulate the five senses other than the sight can be an alternative. Therefore, this research is aimed at observing the effect of the senses on emotion and purchase intention in a fashion retail context. A two by two experimental design (existence vs non-existence of scent x existence vs. nonexistence of eating chocolate) between subjects was used. A total of 120 participants were randomly assigned to the four situations, and they were asked to complete the questionnaires about emotion and purchase intention. The survey data were statistically analyzed using SPSS 23.0, and results are as follows. After a two-way ANOVA, we observed a statistically significant effect of the scent service on pleasure and purchase intention the sweet offering service on purchase intention. Moreover, when scents service and sweet offering service were provided at the same time, the highest purchase intention was obtained among other services. In addition, we studied the effects of emotions on purchase intentions, and the pleasant emotions resulting from the services have a positive effect of on purchase intentions.

Digital signage in a smart store would engage and invoke responses from consumers because good in-store experiences are more important than ever. Thus, the present study investigates consumer perceptions of interactive digital signage integrating technology acceptance model. Specifically, the current study examined 1) the effects of personal and fashion innovativeness on interactivity; 2) the effect of interactivity on perceived usefulness, ease of use, and enjoyment; and 3) the effects of perceived usefulness, ease of use, and enjoyment on intentions to use the products and the store, visit the store, and engage in word-of-mouth. As a pre-study, two researchers visited the smart stores of six brands in Seoul, all of which integrate various technologies in the fashion field. A video clip was developed as a stimulus to the study. A total of 214 responses were gathered and analyzed. The results were as follows. Personal innovativeness has a significantly positive effect on interactivity, whereas fashion innovativeness has no significant effect. Interactivity had positive effects on the perceived usefulness, ease of use, and enjoyment. Consumer responses (i.e., intentions to use, visit, and engage in word-of-mouth) were predicted by usefulness and enjoyment, but not by ease of use. The findings of this study could provide the fashion industry and retailers practical and valuable insights into enhancing consumers’ in-store experiences through the use of interactive digital signage.

This study analyzed what premium features significantly affect customer satisfaction and their recommendation, and what factors significantly affect product attributes. In the process, first, the loyalty program and the customer compensation program were studied to determine the impact of the customer satisfaction and recommendation. The study analyzed that quality and design of product properties had significant effects on all factors, but the brand was not significantly affected. Second, while superiority, differentiation and scarcity of luxury items are significant to customer satisfaction but superiority is only significant in relation to recommendation intention. Third, the preceding study shows that the customer compensation program has a significant impact on sales growth, but the study found that it was not for imported luxury car customers. Fourth, if the royalties program is low in awareness, it has been analyzed that the scarcity and customer satisfaction relationships among luxury goods have been adjusted. On the contrary, if there is a high level of awareness, it is analyzed that there is a control effect customer satisfaction and differentiation among luxury brands. In the conclusion, in order to satisfy customers at the import luxury car market, the differentiation of luxury goods by standard index must be strengthened and the brand must be strengthened among the attributes of the product. In addition, by raising awareness of the royalties program, the relationship between differentiation and customer satisfaction can be enhanced.

구 저작권법상 ‘판매용 음반’의 해석에 관한 ‘스타벅스 사건’, ‘현대백화점 사건’, ‘롯데하이마트 사건’의 대법원 판결이 잇따라 선고되었다. 이들 판결은 매장 내에서 디지털 음원을 스트리밍 방식으로 재생하는 데 대하여 공연사용료를 지급 하여야 하는지와 관련한 것들이다. 그런데 이들 판결은 매장 내 스트리밍 방식으로 디지털 음원을 재생한 것을 과연 ‘판매용 음반’을 재생하여 공연을 한 것으로 볼 수 있는지에 관하여 상반된 내용의 판시를 하였다. 이에 공연사용료 지급과 관련한 일관적 기준이 존재하지 않아 혼란이 존재한다는 취지의 비판이 있어왔다. 2016. 3. 22. 개정 저작권법은 구 저작권법의 ‘판매용 음반’이라는 용어를 ‘상업용 음반’으로 변경하는 한편, ‘음반’의 정의에 디지털 음원이 포함됨을 명확히 하였다. 그리고 2017. 8. 22. 저작권법 시행령이 개정되어 커피숍, 체력단련장, 대규모 유통업체 등이 위와 같은 ‘상업용 음반’을 매장 내에서 재생하는 때에는 공연사용료를 지급 할 의무가 있음을 명시하였는데, 이에 대하여 다수의 영업주들이 “이미 월정액 서비스를 통해 저작권료를 납부하고 있는데 추가로 공연사용료를 지급하여야 한다는 것에 납득하기 어렵다”며 반발하고 있는 상황이다. 한편 미국 저작권법도 우리 저작권법과 유사하게 공연을 정의하면서, 일정한 규모 이상의 매장 내에서 디지털 음원 스트리밍 방식으로 음원을 재생하는 경우 추가로 공연사용료를 지급하여야 하는 것으로 규정, 해석되고 있다. Stephanie Haun은 이러한 해석이, 인터넷에서의 음악 저작 물 공연권을 인터넷이라는 매체의 특성을 반영해 유연하게 이해되어야 함에도, 전통적 공연에 대한 패러다임을 경직되게 적용하여 음악 저작권자를 오히려 해하고, 저작물에 대한 대중의 접근을 용이하게 하는 권리의 발전을 해한다고 비판한다. 우리 법상 매장 내 디지털 음원 스트리밍 서비스가 공연에 해당하는지에 관한 논의도 결국 인터넷 매체의 특성을 고려하지 않은채 전통적 패러다임을 유지하면서 이루어진 것이다. 따라서 미국 저작권법에 대한 위와 같은 비판논의가 우리 저작권법에서도 많은 시사점을 제시한다. 우리 저작권법은 저작자의 권리, 이에 인접하는 권리를 보호함과 동시에 저작물의 공정한 이용을 도모함 으로써 문화 및 관련 산업 발전에 이바지하는 것을 목적으로 한다. 그러므로 이해관계의 조율을 통하여 저작권법의 두 가지 목적을 효과적으로 달성할 수 있도록 하기 위해서는 급격하게 변화 하는 디지털 환경에 대하여 전통적 패러다임을 고수할 것이 아니라, 그 특성을 고려한 유연한 접근이 필요하다 할 것이다.

Consumer interest in eco-friendly fashion products has been consistent. While most relevant research emphasizes individual morals and environmental concern as the most crucial determinants to eco-friendly consumption behavior, more recent studies point out that in so doing there has been somewhat a neglectance on the importance of fundamental marketing strategies. More specifically, the crucial role of interior colors in fashion retail stores has been managerially considered something certain yet no empirical results have been found to support such a strong managerial assumption. For instance, colors such as green, blue, and brown are believed to represent natural images and are more appropriate to the eco-friendly marketing and the relevant research has been lacking. Therefore, this study attempts to explore the effect of in-store interior design colors (green versus non-green) on consumer perception of green store images. A total of 382 respondents were gathered for an online survey using differing store images as the stimulus and used for testing hypotheses. In the results, respondents exposed to store images using green interior colors reported a higher evaluation of green store image of the store. The effect is found to be significantly moderated by respondent’s environmental concern: to explain, respondents of high environmental concern are less influenced by green color interiors when they evaluate the brand’s eco-friendly image. In sum, the positive influence of green interior colors on green store image is found statistically significant, with its stronger effect for consumers of low concern. Managerial and academic discussions are provided.

How to measure and evaluate the performance of managing a store? Although it is important for a retailer to execute good management in a store, there are few efficient measurement tools and methods for In-store management. Also few people are trying to deal with variety of goods (number of categories), depth of a catagory (number of stock-keeping units within a category), and stock level (the number of individual items of a particular SKU) in a store. To solve the problem, this paper suggests the Customer-Retailer Collaboration (CRC) model that utilizes Gamification. By embedding gaming elements, the store management activities can be viewed as more game-like processes. Customers find some problems they encountered in the store and send the related signals via mobile APP, and the relevant store personnel copes with the signals. As the return for their collaboration, they both will obtain points and badge. This paper designs the CRC model and shows the flow of the model briefly.