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The impact of Fashion Brand O2O Experiences on Brand Value, Brand Flow, and Repeat-Using Intention

  • Journal of Internet of Things and Convergence
  • Abbr : JKIOTS
  • 2023, 9(5), pp.1-15
  • Publisher : The Korea Internet of Things Society
  • Research Area : Engineering > Computer Science > Internet Information Processing
  • Received : August 4, 2023
  • Accepted : September 30, 2023
  • Published : October 31, 2023

Zhang Yu 1 YoungSook Lee 1 Lee, Jieun 1

1동명대학교

Accredited

ABSTRACT

With the interest in the Internet of Things and the rapid development of e-commerce, the emergence of new service O2O service experience stores is increasing. In the study, the characteristics of the online and offline combined service model O2O service were identified. The marketing model of China's O2O service experience store was analyzed and compared. In particular, a survey was conducted on female consumers in their 20s~40s in Shanghai, China, a leading fashion city, to study O2O service consumption behavior and conduct data analysis. The survey period was conducted from April 8, 2023 to April 18, 2023, and 506 were used as final analysis data. SPSS26.0 and AMOS26.0 structural equation model analysis were used. The empirical analysis results of this study showed that, first, online and offline experiences have a positive effect on brand value. Second, as a result of analyzing the impact of brand value on brand commitment on O2O service experience store experience, it was found that brand value had a positive effect on brand commitment. Third, it was found that the experience of the 020 service experience store affects brand value, which has a positive effect on brand Repeat-Using Intention. Fourth, it was found that the brand commitment to the O2O service experience store experience had a positive effect on brand repeat-using intention.

Citation status

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