백화점내 리테일 엔터테인먼트가 의류쇼핑가치에 미치는 영향

Effect of Retail Entertainment on Apparel Shopping Value at the Department Stores: Focusing on Coffee Shop and Restaurant

This study is to examine the effect of retail entertainment on shopping value for apparel by focusing on coffee shop and restaurant at the department stores. A self-administered questionnaire was developed based on literature review. A total of 387 usable questionnaires were obtained from consumers who are aged 18 to 40. Retail entertainments consisted of four factors: Service, Store atmosphere, Promotion, and Merchandise assortment. There were significant differences in the four factors of retail entertainments between coffee shop and restaurant. Specifically, promotion had positive effect on utilitarian shopping value, while store atmosphere and merchandise assortment had positive effect on hedonic shopping value for apparel at the department stores with coffee shops. Also, promotion and merchandise assortment had positive effect on utilitarian and hedonic shopping values for apparel at the department stores with restaurants. A managerial implication was discussed for developing entertainment retailing strategy.