earticle

영어

The cosmetic industry is executing the experiential marketing strategy, which focusesthe brand experience for the connection with consumers and differential strategy for the company's brand image, according to the expansion of factors of physical environment, which increasingly consume a diverse experience. The paper aims to develop the relationship between physical environment factors and brand experience of cosmetic brand shop. Therefore, this study is to investigate in which the factors of physical environment to create holistic brand experience of cosmetic brand shop is hypothesized; feminine brand identity, environmental-friendly brand identity, assortment, self-tester, consultant, additional service quality. After the review of extant studies, we design a research model and propose six hypotheses. Based on the collected 295 consumers of experienced cosmetic brand shop, the proposed model is testified with the SPSS 15.0 and AMOS 7.0 is supported. The proposed research model and research hypotheses are tested by using structural equation model. The resulting good-of-fit statistics are χ2= 529.697, (d,f=224, p=0.000), GFI=0.917, AGFI=0.859, NFI=0.912, RMR=0.064, CFI=0.908, RMSEA=0.056. According to the result of empirical analysis, it turns out that, in terms of factors of physical environment of cosmetic brand shop, 'feminine brand identity', 'additional service','assortment', 'self-tester', and 'consultant' affected the customers' holistic brand experience of cosmetic brand shop. However, 'environmental-friendly brand identity' results to have no influence on the holistic brand experience of brand of cosmetic brand shop. The study produced a theoretical implication on brand experience that it empirically approached to factors of physical environment on holistic brand experience of store. The earlier studies were at best conceptual analysis whereas this paper identifies factors of physical environment that affect the customer's holistic experience. Furthermore, it is quite meaningful to see that this research tries to empirically prove the relationship between these factors of physical environment and customers' holistic brand experiences. Also, these findings form the basis for a discussion of the use of image extension and market shielding to strengthen brand experience.

한국어

본 연구는 화장품 브랜드숍 매장 특유의 물리적 환경 요인들이 소비자의 브랜드숍에 대한 전반적인 브랜드 경험을 형성하는지를 살펴보고자 한다. 따라서 본 연구에서는 선행연구들을 바탕으로 화장품 브랜드숍 매장 특유의 물리적 환경 요소들을 매장의 여성주의 및 친환경적 브랜드 아이덴티티 요소, 논리적이고 직관적인 제품구색, 자가 테스터, 컨설턴트, 부가 서비스 등으로 살피고, 이 요인들이 감각적, 감성적, 지적, 행동적 브랜드 경험 등 네 가지 하위개념을 내포한 전반적인 화장품 브랜드숍 브랜드 경험에 어떠한 영향을 미치는 지를 밝히고자 하였다. 이를 위해 화장품 브랜드숍을 경험해 본 295명의 소비자들을 대상으로 조사를 실시하였으며, AMOS(7.0 version)과 SPSS(15.0 version)을 사용하여 수집된 자료를 분석하였다. 실증분석 결과화장품 브랜드숍 매장 특유의 물리적 환경 요인인 여성주의 브랜드 아이덴티티, 매장 제품구색, 자가 테스터, 컨설턴트, 부가 서비스 등이 소비자의 화장품 브랜드숍에 대한 전반적인 브랜드 경험에 영향을 미치는 것으로 확인되었다. 그러나 친환경적 브랜드 아이덴티티는 전반적인 브랜드경험에 영향을 미치지 않는 것으로 나타났다.