해외의류브랜드의 국내 유통경로별 상품경쟁력 요소의 소비자 구매결정 영향 차이에 관한 실증 연구

An Empirical Study On Differences of Influencing Consumers' Buying Decisions with Products' Competitiveness by Domestic Distribution Channels of Foreign Clothing Brands

The purpose of the study is to test differences in consumers' satisfactions on products' competitiveness by domestic distribution channels of foreign clothing brands. Domestic distribution channels of foreign clothing brand consist of 5 channels as multi channel strategy. And product's competitiveness consists of prices, qualities, brand image and services. The results from the research show that there are differences in satisfaction by distribution channels. And they imply that distribution channel strategy is used with 5 channels in Korea, which are emphasized with different products' competitiveness. The contribution of the study is to analyze differences in consumer's satisfaction by 5 channels with data from consumer's perspectives, not firms' viewpoints.