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

Authors: YongGu Suh; Eunhye Kim; Myeong-Cheol Park

Addresses: Department of Business and Economics, Sookmyung Women's University, Cheongpa-ro 47-gil 100, Yongsan-gu, Seoul, 04310, South Korea ' School of Business and Technology Management, College of Business, Korea Advanced Institute of Science and Technology, N22, 291 Daehak-ro, Yusong-Gu, Daejeon 34141, South Korea ' School of Business and Technology Management, College of Business, Korea Advanced Institute of Science and Technology, N22, 291 Daehak-ro, Yusong-Gu, Daejeon 34141, South Korea

Abstract: 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.

Keywords: store personality; retailer type; store loyalty; department store; hypermarket; mobile commerce.

DOI: 10.1504/IJMC.2019.096517

International Journal of Mobile Communications, 2019 Vol.17 No.1, pp.60 - 81

Accepted: 04 Sep 2017
Published online: 16 Oct 2018 *

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