패스트 패션 브랜드의 점포환경요소에 관한 연구

A Study on Store Environmental Elements of Fast Fashion Brands

This study estimates a path model for examining causal relationship among store environmental elements, brand value, and store patronage for fast fashion brands. A self-administered questionnaire was developed based on literatures. A total 394 of usable respondents were obtained from consumers who shopped at the selected fast fashion stores by using an intercept survey. For data analysis, descriptive statistics, factor analysis and path model analysis were used. Finding suggested that store environmental elements consisted of lightening, scents, color, layouts, background music, item presentation, and window display. Also, brand value consisted of two factors: utilitarian and hedonic value. With respect to the relationship between store environmental elements and brand value, estimated path model indicated that item presentation, window display and color had a significant effect on utilitarian value, while color, window display, item presentation, layouts and background music had significant effects on hedonic value. The both of utilitarian and hedonic values significantly influenced store patronage. In addition, there were significant indirect effect of layouts, item presentation, color and window display on store patronage for purchasing fast fashion brands. Therefore, this study discussed a managerial implication for fast fashion retailers into developing strategic store management in the fashion retailing.