Inter-type differences in store personality between department stores, hypermarkets, and mobile commerce

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In recent years, the emergence of retailers such as mobile commerce has resulted in fierce competition in the retail market. This study has three objectives. First, it develops store personality scales for a department store, hypermarket, and mobile commerce. Second, it investigates the relationship between store loyalty and store personality. Third, it compares different store personalities of a department store, hypermarket, and mobile commerce. The relationship between store loyalty and store personalities depend on sophistication (department store), excitement (hypermarket), and competence (mobile commerce). These findings might help retailers establish effective communication strategies in competitive differentiation.
Publisher
INDERSCIENCE ENTERPRISES LTD
Issue Date
2019-01
Language
English
Article Type
Article
Citation

INTERNATIONAL JOURNAL OF MOBILE COMMUNICATIONS, v.17, no.1, pp.60 - 81

ISSN
1470-949X
URI
http://hdl.handle.net/10203/249156
Appears in Collection
MG-Journal Papers(저널논문)
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