earticle

영어

The sportswear brand industry has more active multi-channels than other industries, and in recent years, it is more customer-oriented and is building omnichannels that value interconnectivity between channels. Therefore, this study intends to develop an experience scale according to the decision-making journey by applying qualitative and quantitative research methods to the four customer contacts suggested by McKinsey for consumers who use the omni-channel of sportswear brands that are more intensely developed after the COVID-19 pandemic. Eight steps were carried out to achieve the research topic's purpose, following a combination of the scale development methods by Churchill and the procedures outlined by Netmeyer, Bearden, and Sharma. In the first step, related prior studies were explored. In the second step, preliminary factors were extracted. In the third step, interviews with customers were conducted using a semi-structured questionnaire. Steps 4 and 5 involved conducting a preliminary survey and a main survey, respectively. With this data, exploratory factor analysis was performed in step 6. Step 7 involved confirmatory factor analysis. Finally, in step 8, predictive validity was verified through regression analysis between the developed scale and performance variables. Through this procedure, four factors were extracted: convenience, personalization, accessibility, and interaction. Accordingly, a total of 16 measurement items were derived. It is judged that this research on the scale development process can provide basic data on the consumer's purchase decision process. Additionally, the developed scale can be used for further research on more diverse shopping experiences.