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논문 기본 정보

자료유형
학술저널
저자정보
저널정보
한국유통과학회 유통과학연구 유통과학연구 제14권 제4호
발행연도
2016.1
수록면
93 - 101 (9page)

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Purpose - As more consumers pursue high quality products at reasonable prices, Korean retail companies are increasing investment in expanding their outlet stores. Despite the growing importance of the outlet business, there has been very little empirical research on consumers’ outlet shopping behaviors. This study aimed to investigate the relationships between consumers’ perceived product value (performance quality, value for money, and social value) of outlet stores and overall shopping satisfaction and the effect of shopping satisfaction on outlet store loyalty. Research design, data and methodology󰡈The authors developed a structural model in which performance quality, value for money, and social value of products are proposed to affect overall outlet shopping satisfaction, thus increasing customer loyalty. To analyze the research model, data were collected from 88 shoppers at suburban outlets. SPSS 21.0 and AMOS 21.0 were utilized to test the hypotheses. The unidimensionality of each construct was supported from the results of the reliability test with Cronbach’s and confirmatory factor analyses. Correlation α analysis was performed and the results warranted the nomological validity of the measures. The fit statistics of the overall model analysis demonstrated an acceptable fit(X 2 (161)=171.651, p=.000; X 2 /df=1.546; GFI=.821, NFI=.879, TLI=.942, CFI=.953, RMR=.035, RMSEA=.079). Results󰡈 The findings are as follows. First, consumers’ perceived value of product performance quality had a significant positive effect on overall outlet shopping satisfaction. Consumers, who evaluate performance quality of the product more positively, tend to express stronger satisfaction and happiness about outlet shopping experience. Second, consumers’ perceived social value of outlet products influenced their overall satisfaction significantly. Consumers who believe that products of outlet stores enhance self-concepts are more likely to satisfy with outlet shopping experience. However, consumers’ perception of outlet products on value for money was not found to significantly influence overall shopping satisfaction. Finally, overall shopping satisfaction had a significant and positive influence on loyalty. Conclusions󰡈 While outlet retailers have traditionally focused on promoting competitively priced merchandise, the results of this study suggest that customers’ overall satisfaction with outlet shopping is influenced more by the non-price-related product values. In the context of an outlet shopping environment, performance quality and social value of the products were found to be more critical predictors of customer overall satisfaction. Therefore, it would not be efficient for outlet retailers to highlight economic value of their merchandise. Instead, they need to investigate the performance quality of the products regularly and try to deliver quality guaranteed goods to enhance customer satisfaction. Also, outlet retailers should differentiate their businesses by carrying more unique and prestigious brands and emphasize higher social value and symbolic meanings of their products. As competition among outlet retailers are getting fierce, retail companies need to focus on strengthening customer loyalty with a long-term perspective. With a deeper understanding of the relationship between consumers’ perceived product values and shopping satisfaction, outlet retailers will be able to develop customer loyalty strategies effectively and to achieve competitive advantage.
#Outlet Stores #Product Value #Shopping Satisfaction #Loyalty.

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참고문헌 (63)

참고문헌 신청
Agarwal, Manoj K. / 1996 / An empirical comparison of consumer-based measures of brand equity / Marketing letters 7(3):237~247 google schola 안광호 / 2008 / 쇼핑가치가 고객만족과 구매행동에 미치는 영향에 관한 연구 - 백화점 쇼핑행동을 중심으로 - / 아시아마케팅저널 10(2):99~123 dbpia Anderson, James C. / 1988 / Structural equation modeling in practices : A review and recommended two step approach / Psychological Bulletin 103(3):411~423 google schola Apparel News / 2016 / 2016 Retail store trends / Apparel News google schola Babin, Barry J. / 1994 / Work and/or fun : measuring hedonic and utilitarian shopping value / Journal of Consumer Research 20(4):644~656 google schola

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