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체험형 패션 매장에서의 쇼핑몰입이 브랜드 옹호행동에 미치는 영향 - 감정반응과 경험적 쇼핑가치 및 점포애착의 순차적 다중매개 효과 검증 -
Effects of Shopping Flow in Experiential Fashion Stores on Brand Advocacy - Multi-mediating Effects of Emotional Response, Experimental Shopping Value, and Store Attachment - 원문보기

Fashion & textile research journal = 한국의류산업학회지, v.24 no.4, 2022년, pp.431 - 442  

최미영 (덕성여자대학교 의상디자인전공) ,  김우빈 (서울대학교 의류학과)

Abstract AI-Helper 아이콘AI-Helper

Despite the rapid reorganization of the center of consumption online, the fashion industry is still strengthening brand marketing using offline stores. This study investigates the psychological mechanisms of shopping flow by three mediators that influence the e-word of mouth(e-WOM) as a marketing pe...

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