Journal of the Korean Society of Clothing and Textiles (한국의류학회지)

The Korean Society of Clothing and Textiles (한국의류학회)
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A Study on Measuring and Defining Dimensions of Fashion Product Customer Equity

의류상품 고객자산 측정 및 선행차원 규명에 관한 연구

  • Yun, Sun-Young (Dept. of Clothing & Textiles, Yonsei University) ;
  • Ko, Eun-Ju (Dept. of Clothing & Textiles, Yonsei University)
  • 윤선영 (연세대학교 생활과학대학 의류환경학과) ;
  • 고은주 (연세대학교 생활과학대학 의류환경학과)
  • Published : 2006.10.31
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Abstract

The purpose of this study was to measure customer equity, to identify customer equity dimensions reflecting characteristics of fashion products, and to understand dimensions that influence customer equity of fashion product. As for this research, an exit poll was conducted at 6 department stores located in Seoul and total 406 responses were used for the analysis. For the data analysis, descriptive statistics(i. e. frequency, percent, $X^{2}$), factor analysis, multiple-regression were used by utilizing SPSS 10.0 program. The results of this study were as follows: First, 35.5% of fashion product customer equity distributes between 1 million and 3 million won, 32.8% between 100,000 won and 1 million won in present. Second, as a result of factor analysis, dimensions of fashion product customer equity consists of 6 factors, including 'personalized relationship', 'discriminative brand image', 'cognitive value', 'beneficial value', 'constant brand image', and 'credible relationship' Third, the effect of fashion product factors on consumer equity, the higher 'personalized relationship', 'unique brand image', and 'trust relationship' are, the higher customer equity is. In conclusion, this study has significance in that it helps measure customer equity by predicting consumer's future purchase behavior in money and to understand influencing factors for fashion product customer equity.

Keywords

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