This study aimed to identify the effects of shopping environmental stimuli on Chinese consumers’ functional and symbolic value perceptions toward luxury lifestyle fashion stores. An enhanced S-O-R (stimulus-organism-response) model was used as the theoretical foundation. Significant relationships were identified between shopping environmental stimuli and the perceived values.

본 연구에서는 소비자의 식생활 라이프 스타일 유형에 따른 가축질병 인식(우려도)에 대한 결정요인을 분석하였다. 우선 식생활 라이프 스타일과 관련된 23개의 문항들을 이용하여 요인분석을 실시하고, 요인들의 평균값을 기준으로 군집분석을 실시하였다. 또한, 소비자들의 유형적 특성을 규명하기 위해, 인구 사회경제적 요인 및 식생활 관련 특성을 활용하여 교차분석 및 로짓분석을 실시하였다. 분석결과 가축질병이 국내에서 발생하거나 해외에서 감염 환자가 발생하는 등 사회적 이슈가 되었을 때, 소비자들의 불안감은 소비에 부정적으로 작용할 가능성이 높은 것으로 나타났다. 따라서 가축질병에 대한 소비자의 필요 이상의 불안감은 효율적으로 완화시킬 필요가 있으며 이를 위해 효율적인 리스크 커뮤니케이션을 전개가 필요한 것으로 판단된다.

Despite the importance of retail atmospherics documented in the literature, little empirical research has been done on the issue of what specific aspects of retail atmospherics can enhance experiential marketing. Therefore, the primary purpose of this study is to compare the effect of product display (lifestyle vs. product-centric) on consumer satisfaction and retail patronage intentions. In so doing, this study examines the mediating role of hedonic shopping experiences operationalized through 3 separate subdimensions (i.e., brand experience, shopping enjoyment, and cognitive pleasure) while controlling a brand effect (i.e., testing two types of product display in a single brand context). Demminga et al. (2012) state that lifestyle display is a cross-merchandised, integrated, aesthetically attractive theme or scene through which consumers could envisage themselves in the scene or nature. On the other hand, product-centric display does not necessarily present a coherent theme. Instead, this type of product display is frequently used in a traditional retail format focuses on merchandise presentation appealing to target customers (Foster and Mclelland, 2015). This study was conducted using two product display stimuli: lifestyle and product-centric displays in the context of a specialty apparel store, Anthropologie. One image of Anthropologie was selected as a lifestyle display because it contained a thematic prop, which illustrates a natural scenario in that store. The results showed that the lifestyle display creates higher brand experience, shopping enjoyment, cognitive pleasure, satisfaction, time spent, and patronage intentions compared to the product centric display. This study provides empirical evidence supporting the importance of experiential marketing. Theoretically, this study demonstrates that lifestyle display could be applied in an apparel store. Rather than focusing only on products retailers could easily develop thematic props in a store because they are easy to set up, cost-effective, and less time-consuming. By setting up a lifestyle display, retailers could easily differentiate their brands from other competing brands.

Consumers around the world are increasingly categorized by parallel needs and similar longings which lead to an ever-more homogeneous global market (Chan, Li, Diehl & Terlutter, 2007; van Ittersum & Wong, 2010). The acceleration of global consumer assemblies has concurred with the occurrence and upsurge of global citizens and consumer cultures (Gao, Mittal & Zhang, 2015). Yet, many researchers still claim that cultural differences have to be considered to grasp buying customs of global (fashion) consumers (Tahmid, 2012). The rationale of this paper is to balance out this research gap and to contribute to the current debate of global vs. local (Cleveland, Papadopoulos & Laroche, 2011; Askegaard, Arnould & Kjelgaard, 2005; Arnett, 2002) fashion consumer lifestyle segments with joint or divergent dominant apparel purchase motivations. Motivational factors influencing apparel purchase behavior can be separated into rational, emotional (perceptional) and patronage motives (Diamond, 2005). In the main, Sproles & Kendall´s consumer characteristics approach (1986) provided the conceptual foundation of the present study of fashion consumption motivations (fashion referred to as apparel & clothing), partially modified to suit the peculiarities that mold fashion consumption. The total of 23 motivations is made up of 15 multi-item scales and 8 single items that complement the fashion-specific range of motivational drivers. Especially referring to fashion purchase motivations, countries like Germany and Austria (despite their prosperous market economies) have so far been markedly neglected and even for France, although universally recognized as the leading country for fashion, in-depth research on motivational parameters shaping individual shopping activities is scarce. Likewise, investigations on American (a nation with intense spending capacity) fashion purchase motivations are extremely seldom. The objective of this paper is threefold and expressed through the following three research questions: (1) What are important lifestyle cluster characterized by central fashion motivations? (2) Can representatives for each cluster be found in all countries? (3) Are there country specific differences which point to either global or local fashion consumer segments? The predefined set of fashion consumption motivations was put to test via an online quantitative consumer survey. The questionnaire was delineated in three languages, using a translation-back translation procedure and was thoroughly pre-tested. Altogether, 693 non-student individuals (482 females, 211 males; from 18 to 87 years of age) participated in the survey, equally distributed across countries, ages and gender among the four nations (despite the fact that quota sampling was used). Subjects were asked to evaluate the total of 23 fashion consumption motivations on a 7-point Likert scale. A factor analysis was conducted for each of the established multi-item scales (with a CA value of mostly above .70). Measurement Invariance (Steenkamp & Baumgartner 1998) across the four countries was assessed. Subsequently, a cluster analysis was carried out using the Ward algorithm, incorporating all 23 fashion consumption motivations to acquire a more detailed description of the consumer segments. Five consumer clusters were extracted through Elbow criteria: (1) pragmatic, socially-conscious, brand loyals (n= 195), (2) sustainable fashion shoppers (n=127), (3) detached fashion disinterested (n=128), (4) passionate, luxury-status fashion-leaders (n= 107), and (5) experiential fashion adventure-seekers (n=136). Country-wise, significant differences are manifested between the consumer segments, X²(12, 693) = 69.12, p=.000. Findings portend that consumers in all research countries can be allocated to one of the five clusters. This condition leads to the clear presumption that global consumer fashion consumer segments do exist. Nonetheless, some national divergences become evident. Particularly if a fashion brand or company intends to address a target group affiliating to the consumer cluster 1: pragmatic, socially-conscious, brand loyals, cluster 2: sustainable fashion shoppers or cluster 3: experiential fashion adventure-seekers, national differences need to be taken into consideration. Markedly, a pragmatic positioning appears to be most auspicious to target American and also French consumers whereas a sustainability and ethnocentric orientation seems to be substantially promising to reach German and also Austrian consumers, demonstrating that a complete standardization of a fashion firm´s positioning through the transnational appeal of dominant consumption motivations seems not yet to be advisable. Further implications, limitations and directions for future research are available upon request and will be addressed more thoroughly at the conference.

The current study aims to segment Chinese female consumers using their lifestyle dimensions in the cosmetics market, and analyze their cosmetics purchasing behavior based on that segmentation. Specifically, lifestyle groups were examined to see if there is any group difference(s) in consumer behavior for Korean cosmetics. Lifestyle groups were examined based on: consumers’ demographic characteristics, perceived brand attributes, loyalty toward Korean cosmetics, usage of Korean cosmetics products, preferred stores of shopping for Korean cosmetics, and use of information sources in purchase decisions. An online survey was administered to female consumers who live in Beijing and Shanghai. A total of 493 surveys were used for data analyses. The results of the study were as follows: First, factor analysis revealed 11 significant lifestyle dimensions. Second, using these 11 lifestyle dimensions, cluster analysis was conducted, which revealed four distinct groups of consumers: (1) “timid inactive group,” characterized by having low scores in most lifestyle dimensions; (2) “showcase goers,” who tend to be highly fashion/appearance-conscious and brand-oriented; (3) “practical buyers,” who tend to be price-conscious, sensitive and timid; and (4) “sensible buyers,” who enjoy finer meals and wellbeing lifestyles, as well as hardworking in everything and impulse-buy things. Third, consumer behavior of purchasing Korean cosmetics brands were examined; significant differences among the four lifestyle groups were found. The study concludes with a discussion of the results and practical implications.

Developments on the Chinese automotive market could change the business in the race to the crown for German premium brands. With extraordinary growth rates, car manu-facturers prioritized Asian market development. More concrete, a quickly evolving segment of young, wealthy Chinese customers demanding German luxury cars seems to be a chance to compensate maturing home markets. BMW – originated in premium segments – is about to expand its luxury reach through its 7-series while, at the same time, serving the increasing demand for “affordable luxury” in all markets. However, competitors are catching up with new concepts. Whereas Mercedes-Benz always had a great proportion in the luxury segment, Audi became the market leader in China by launching several new luxury models. BMW sees the answer in the possible launch of a new 9-series sharing a platform with their Rolls-Royce cars. Furthermore, the BMW Individual manufactory launched a new, strictly limited 7-Series in corporation with silver manufacturer Robbe & Berking – the most expensive and exclusive car BMW ever crafted. To be able to win the race, BMW has to incorporate new technologies when considering the trading-up or trading-down of their model range.

웰빙 트렌드의 도입, 라이프 스타일의 변화, IT 컨버전스에 대한 수요의 증가에 따라 최근 스마트 의류는 사용자 애플리케이션을 중심으로 세분화되어 개발, 연구되고 있으며, 스마트 의류의 시장 또한 세분화되어 진행되고 있는 추세이다. 그러나 소비자 측면의 세분화에 따른 스마트 의류에 관한 연구는 미비한 실정이다. 따라서, 본 연구에서는 스마트 의류 기획에 있어 가장 밀접한 관련이 예상되는 의복 및 의복행동 라이프스타일과 디지털 라이프스타일을 중심으로 라이프스타일의 유형을 분석하고, 라이프스타일에 따른 스마트 의류의 니즈에 따른 스마트 의류의 상품 기획 방안을 제시하고자 하였다. 본 연구는 추후 스마트 의류의 수요가 가장 높을 것으로 예상되는 20대, 30대를 중심으로 이루어졌으며 그 결과 의복 및 디지털 기반의 라이프 스타일은 유행 추구형, 실용적 기능 추구형, 감각적 정보 추구형의 세 가지 타입으로 분류되었다. 본 연구에서는 이를 토대로, 라이프스타일에 따른 스마트 의류의 소비자 니즈를 통한 스마트 의류의 기획 방안을 제시하였다.

Purpose – This study aims to investigate domestic wine consumption behavior and make future sales strategies and marketing plans. Research design, data, and methodology – To achieve the purpose of the study, the surveys were conducted targeting 350 wine customers in Jeju and Seoul. 331 responses were collected, and out of them, 21 responses were deleted because they lacked the proper information fill in. A descriptive statistical analysis was applied to the remaining 310 responses. The statistical techniques used for carrying out hypothesis-testing are EFA_(exploratory factor analysis), multiple-regression analysis, and moderating effect in SPSS 18.0. Results – The results indicate that fashion oriented, sociality aspiration and rationality seeking lifestyles had significant influence upon internal attributes. However, well-being oriented and having enjoyment oriented lifestyle had no significant influence upon internal attributes. Furthermore, all the types of lifestyles except social aspiration lifestyles had a positive influence upon external attributes, whereas internal or external attributes had positive influence on customer satisfaction. Conclusions – The consumers who experienced wine purchases think wine selection attributes differ before and after experiencing wine drinking, and it shows that the circumstantial variables as purchase situations prove to be important predicted variables in the behavior field of wine consumers. It implies appropriate wine education according to the consuming trend about wine for wine consumers are needed.