The purposes of this study were to test the differences in satisfaction/dissatisfaction and behaviors when were dissatisfied with brand apps for fashion products among the groups divided by demographic characteristics and fashion brand apps using behavior. The influences of satisfaction and the func...
The purposes of this study were to test the differences in satisfaction/dissatisfaction and behaviors when were dissatisfied with brand apps for fashion products among the groups divided by demographic characteristics and fashion brand apps using behavior. The influences of satisfaction and the function utilization of brand apps on brand equity for fashion products were also investigated.
Data were collected from adult customers living in Seoul in ages from 20 to 39 with using experiences of fashion brand apps. A total of 407 questionnaires were used in the statistical analysis; factor analysis, multiple regression analysis, Duncan’s multiple range test, t-test, one-way ANOVA by using SPSS 21.0.
Results of this study were as follows:
1. The factor analysis showed 4 factors for brand equity(brand awareness, brand association, brand perceived quality, brand loyalty).
2. Satisfaction of fashion brand app showed significant effects on all of four factors of brand equity.
3. Fashion brand apps function of the utilization of basic information, entertainment and live streaming service showed significant effects on brand awareness. Also, basic information and live streaming had impacted on brand association. Apps function utilization of social networking services, entertainment showed significant effects on brand perceived quality. Finally, apps function of the utilization of mobile shopping showed significant effects on brand loyalty.
4. Significant differences were found in fashion brand apps satisfaction among the groups by age, marital status and the number of accesses of fashion brand apps and mainly fashion brand apps downloaded.
5. There were significant differences in dissatisfaction with complex configuration menu among the groups by gender and the number of accesses of fashion brand apps. And significant differences were found in dissatisfaction with restriction on the use of each OS, no specific information, complex configuration menu and not easy to read font among the groups by age. Also, there were significant differences in dissatisfaction with not easy to read font among the groups by marital status. significant differences were found in dissatisfaction with no specific information among the groups by mainly fashion brand apps downloaded.
6. There were significant differences in behaviors when were dissatisfied with notification a friend, notification by the community and SNS, notification to the fashion brand among the groups by age, the number of accesses of fashion brand apps and Fashion brands using quantity of apps. Significant differences were found in notification by the community and SNS, notification to the fashion brand among the groups by gender. And there were significant differences in behaviors when were dissatisfied with notification a friend, notification by the community and SNS, delete apps, notification to the fashion brand among the groups by marital status. Finally, significant differences were found in behaviors when were dissatisfied with notification an friend.
It is expected that this study may provide basic information needed for fashion companies to develop their brand apps strategies to build brand equity.
The purposes of this study were to test the differences in satisfaction/dissatisfaction and behaviors when were dissatisfied with brand apps for fashion products among the groups divided by demographic characteristics and fashion brand apps using behavior. The influences of satisfaction and the function utilization of brand apps on brand equity for fashion products were also investigated.
Data were collected from adult customers living in Seoul in ages from 20 to 39 with using experiences of fashion brand apps. A total of 407 questionnaires were used in the statistical analysis; factor analysis, multiple regression analysis, Duncan’s multiple range test, t-test, one-way ANOVA by using SPSS 21.0.
Results of this study were as follows:
1. The factor analysis showed 4 factors for brand equity(brand awareness, brand association, brand perceived quality, brand loyalty).
2. Satisfaction of fashion brand app showed significant effects on all of four factors of brand equity.
3. Fashion brand apps function of the utilization of basic information, entertainment and live streaming service showed significant effects on brand awareness. Also, basic information and live streaming had impacted on brand association. Apps function utilization of social networking services, entertainment showed significant effects on brand perceived quality. Finally, apps function of the utilization of mobile shopping showed significant effects on brand loyalty.
4. Significant differences were found in fashion brand apps satisfaction among the groups by age, marital status and the number of accesses of fashion brand apps and mainly fashion brand apps downloaded.
5. There were significant differences in dissatisfaction with complex configuration menu among the groups by gender and the number of accesses of fashion brand apps. And significant differences were found in dissatisfaction with restriction on the use of each OS, no specific information, complex configuration menu and not easy to read font among the groups by age. Also, there were significant differences in dissatisfaction with not easy to read font among the groups by marital status. significant differences were found in dissatisfaction with no specific information among the groups by mainly fashion brand apps downloaded.
6. There were significant differences in behaviors when were dissatisfied with notification a friend, notification by the community and SNS, notification to the fashion brand among the groups by age, the number of accesses of fashion brand apps and Fashion brands using quantity of apps. Significant differences were found in notification by the community and SNS, notification to the fashion brand among the groups by gender. And there were significant differences in behaviors when were dissatisfied with notification a friend, notification by the community and SNS, delete apps, notification to the fashion brand among the groups by marital status. Finally, significant differences were found in behaviors when were dissatisfied with notification an friend.
It is expected that this study may provide basic information needed for fashion companies to develop their brand apps strategies to build brand equity.
Keyword
#패션 브랜드 앱 활용도 브랜드 자산 Fashion brand apps Function utilization of fashion brand Apps Satisfaction Dissatisfaction Brand equity
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