Until now, research on consumers’ purchasing behavior has primarily focused on psychological aspects or depended on consumer surveys. However, there may be a gap between consumers’ self-reported perceptions and their observable actions. In response, this study aimed to investigate consumer purchasing behavior utilizing a big data approach. To this end, this study investigated the purchasing patterns of fashion items, both online and in retail stores, from a data-driven perspective. We also investigated whether individual consumers switched between online websites and retail establishments for making purchases. Data on 516,474 purchases were obtained from fashion companies. We used association rule analysis and K-means clustering to identify purchase patterns that were influenced by customer loyalty. Furthermore, sequential pattern analysis was applied to investigate the usage patterns of online and offline channels by consumers. The results showed that high-loyalty consumers mainly purchased infrequently bought items in the brand line, as well as high-priced items, and that these purchase patterns were similar both online and in stores. In contrast, the low-loyalty group showed different purchasing behaviors for online versus in-store purchases. In physical environments, the low-loyalty consumers tended to purchase less popular or more expensive items from the brand line, whereas in online environments, their purchases centered around items with relatively high sales volumes. Finally, we found that both high and low loyalty groups exclusively used a single preferred channel, either online or in-store. The findings help companies better understand consumer purchase patterns and build future marketing strategies around items with high brand centrality.

This study examined motivation to use omni-channel services on mobile devices in fashion stores and the effects of such usage motivation on brand purchase intention through continuous and affective commitment. Data were collected on consumers in their 20s and 30s who experienced omni-channel services during shopping for or purchasing fashion products. An online survey asked 413 consumers to rate their brand purchase intention. Sub-levels of each variable were examined using SPSS 25.0, followed by confirmatory factor analysis using AMOS 19.0. In addition, path analysis using structural equation modeling was applied to analyze associations between variables. The statistical results were mixed. First, only two dimensions of usage motivation for omni-channel services, hedonic and relational motivation, had positive effects on continuous and affective commitment. Second, continuous commitment had a greater effect on purchase intention of brands that provided omni-channel services than it did on affective commitment. Third, of the dimensions of usage motivation, utilitarian motivation had a direct influence on purchase intention in the modified model, while social motivation did not affect service commitment and purchase intention. Finally, our findings suggest that brand loyalty can be built by encouraging service commitments through hedonic and relational motivation, based on the usability of omnichannel services.

As social media are emerging as essential communication channels for corporates in all areas, luxury jewelry brands have implemented enhanced strategies for brand story videos by creating brand channels on YouTube. In this study, a comparative analysis of the videos made available by Cartier and Tiffany&Co. on their YouTube Brand Channels was conducted, with the aim of identifying their strategic characteristics. The research method encompassed, both literature review and empirical investigations. A quantitative analysis was conducted by means of the ‘HEART’ model, a type of luxury jewelry brand story, and the following common strategic elements were identified. First, in their brand story videos both brands focus primarily on ‘theme’. Second, ‘relationship’ and ‘artisanship’ are emphasized in addition to ‘theme’. Third, the videos incorporate high level aesthetics to stimulate the fantasies and dreams of their audiences. The strategic differences between the brands are as follows. : First, ‘artisanship’ is given the greatest significance along with ‘theme’ in Cartier videos, while ‘relationship’ has prime significance in Tiffany&Co. videos. Second, a difference between a European approach and an American approach towards luxury brand building is evident, with Cartier hosting exhibitions while Tiffany&Co. provides gala videos instead.

본 연구는 시청자의 입장에서 국내 지상파 채널에서 방영되는 드라마의 주제와 스토리의 유형을 알아보고 스토리 유형과 스토리텔링 방식이 지상파 드라마의 만족도와 지상파 채널 브랜드 태도에 어떠한 영향을 미치는지 탐색한 것이다. 연구 결과를 요약하면 수용자들 이 선호하는 스토리 유형은 사랑, 전통문화, 자극, 파격(막장), 성공, 영웅/신화의 6가지로 정리 할 수 있다. 이 중 국내 지상파 드라마의 만족도에 영향을 미치는 유형은 사랑, 파격, 전통문화 로 나타났다. 스토리텔링 방식 중에는 높은 완성도, 소재의 신선함, 배우의 연기, 배경 음악이 드라마 만족도에 영향을 미쳤다. 또한 스토리 유형들과 스토리텔링 방식은 채널별 차이는 있 지만 지상파의 채널 브랜드 태도에 영향을 미치고 있었다. 지상파 채널에 대한 태도 각각에 영 향을 미치는 스토리 유형으로는 MBC의 경우 자극, KBS와 SBS의 경우 공통적으로 파격이라 는 스토리 유형이 영향을 미치는 것으로 나타났다. 스토리텔링 방식 중에는 MBC에 영향을 미 치는 요인은 발견되지 않았고 KBS에는 높은 완성도, SBS에는 스토리의 표현력과 소재의 신선 함으로 나타났다. 이러한 연구 결과는 드라마 제작에 있어 스토리텔링 전략과 방송사의 채널 브랜드 관리 차원에서 시사점을 제공하고 있다.