Journal of the Korean Home Economics Association 2009;47(7):97-107.
중,노년층 여성이 경험하는 패션매장에서의 감성과 판매원과의 관계적 속성이 장기적 관계지향성에 미치는 영향
서은경
성균관대학교 의상학과
The Effects of Long-Term Relationships on Emotional and Relational Characteristics with Salespeople in Fashion Stores between Middle and Senior Women
Eun-Kyoung Seo
Department of Fashion Design, Sungkyunkwan University
ABSTRACT
This study investigated the impact of long-term relationship orientation on emotional characteristic in fashion stores and relationship characteristic between middle-aged and senior women and salespeople. This study employed survey method with questionnaire. Data were collected from 579 women who were from the age of forty to seventy. The data were analyzed using statistic methods(SPSS 15.0 and Amos 5.0) such as frequency analysis, cronbach , exploratory factor analysis, second-order confirmatory factor analysis, confirmatory factor analysis and structural equation modelling. The findings of this study were concluded as follows; Firstly, the income significantly affected on emotional characteristics(p < 0.01), but had no significant effect on long-term relationship orientation(p < 0.05). The higher income, the more respondents exhibited positive attitude and sensitive emotional characteristics as a sense of sight, hearing, smell, tactile and feeling to salespeople in the fashion stores. The path of structural equation was implemented as income variables → emotional characteristics → (relationship with salespeople variables → )commitment → long-term relationship orientation which turned out to be statistically significant at the 95% confidence level. Secondly, senior group(55~70yrs) was more positive relationship with salespeople compared to middle-aged group(40~54yrs). The precondition of get satisfaction and feeling of being cared from the salespeople were critical for long-term relationship orientation. The path of structural equation was carried out as age variables → relationship with salespeople variables → commitment → long-term relationship orientation which turned out to be statistically significant at the 95% confidence level
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