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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This study investigates how the physical attractiveness of salespeople and other customers and self-image congruence influence customer perception and brand attitude. As a result of a pretest, four types of pictorial stimuli were developed: physical attractiveness of salespeople (high/low) ${\times}$ that of other customers (high/low). Stimuli were developed using Photoshop CS. A total of 550 samples in two experiments were used and all respondents were women in their 20s and 30s. Data were analyzed using ANOVA and SEM. The result of analysis shows that the physical attractiveness of salesperson had a significant impact on perceived quality, but that of other customers did not. However, self-image congruence with other customers shows a significant effect on perceived quality; however, salespeople did not. The impact of the perceived product quality on brand attitude is higher than perceived service quality. This study adds to fashion retailing literature by demonstrating that physical attractiveness and self-image congruence can influence a customers' perception of product or service quality and brand attitude. It provides interesting insight into how retailers can use social factors as a strategic tool in a retail setting.
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참고문헌 (37)
참고문헌 신청
Argo, J. J. / 2008 / Positive consumer contagion: Responses to attractive others in a retail context / Journal of Marketing Research 45(6):690~701
Argo, J. J. / 2008 / Stigma by association in coupon redemption: Looking cheap because of others / Journal of Consumer Research 35(4):559~572
Baker, J. / 1987 / The services challenge: Integrating for competitive advantage / American Marketing Association :79~84
Baker, J. / 1994 / The influence of store environment on quality inferences and store image / Journal of the Academy of Marketing Science 22(4):328~339
Baker, J. / 2002 / The influence of multiple store environment cues on perceived merchandise value and patronage intentions / Journal of Marketing 66(2):120~141
Argo, J. J. / 2008 / Stigma by association in coupon redemption: Looking cheap because of others / Journal of Consumer Research 35(4):559~572
Baker, J. / 1987 / The services challenge: Integrating for competitive advantage / American Marketing Association :79~84
Baker, J. / 1994 / The influence of store environment on quality inferences and store image / Journal of the Academy of Marketing Science 22(4):328~339
Baker, J. / 2002 / The influence of multiple store environment cues on perceived merchandise value and patronage intentions / Journal of Marketing 66(2):120~141
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