지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
초록· 키워드
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Purpose: Human life is increasingly improved, so human needs are also growing more and more. One of the increasingly demanding industries is the fashion market. Fashion is an industry that produces essential items for human life, so manufacturers always need to know how to improve the relationship with customers, and make them repurchase. The study aims to discover the relationship between the factors that create a relationship with customers and the repurchase intention of designed fashion products. Research design, data, and methodology: The mix research method is applied to achieve research objectives. The qualitative research via the in-depth interview with 11 experts, and the quantitative research via the survey with 467 respondents was done in Ho Chi Minh city, the most developed city in Vietnam. Results: The research results point out that the fashion designer reputation, social media marketing, and the fashion store atmosphere have the positive impact on the relationship between the customer and fashion store, as well as the intention to repurchase of designed fashion products. In particular, customer relationship also affects the repurchase intention of designed fashion products positively. Conclusions: The study also proposed some managerial implications to develop a relationship with the customer and repurchase behavior of the customer in the fashion industry.
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참고문헌 (70)
참고문헌 신청
Amatulli, C. / 2016 / Global marketing strategies for the promotion of luxury goods / IGI Global :244~265
Baker, J. / 1992 / An experimental approach to making retail store environmental decisions / Journal of Retailing 68(4):445~460
Benlian, A. / 2012 / Differential effects of provider recommendations and consumer reviews in ecommerce transactions : An experimental study / Journal of Management Information Systems 29(1):237~272
Bhattacherjee, A. / 2001 / Understanding information systems continuance : an expectation-confirmation model / MIS quarterly 25(3):351~370
Bickart, B. / 2001 / Internet forums as influential sources of consumer information / Journal of Interactive Marketing 15(3):31~40
Baker, J. / 1992 / An experimental approach to making retail store environmental decisions / Journal of Retailing 68(4):445~460
Benlian, A. / 2012 / Differential effects of provider recommendations and consumer reviews in ecommerce transactions : An experimental study / Journal of Management Information Systems 29(1):237~272
Bhattacherjee, A. / 2001 / Understanding information systems continuance : an expectation-confirmation model / MIS quarterly 25(3):351~370
Bickart, B. / 2001 / Internet forums as influential sources of consumer information / Journal of Interactive Marketing 15(3):31~40
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