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자료유형
학술저널
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한국유통과학회 유통과학연구 유통과학연구 제16권 제9호
발행연도
2018.1
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65 - 77 (13page)

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이 논문의 연구 히스토리 (2)

2019

상권방문 유인동기가 지각된 가치, 몰입, 만족, 재방문 의도에 미치는 영향
이수덕 경영학과 2019.01 학위논문

2018

상권방문 추진동기와 몰입, 만족, 재방문 의도
이수덕 ,  Yong-Ki Lee 유통과학연구 2018.01 학술저널

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Purpose – A trading area is very closely related to consumer life. A trading area is a cultural and social space that consumes culture and promotes human relationships as well as an economic space where consumers live their daily lives. In this context, a trading area research should be conducted objectively and empirically because it deals with the activities of consumer's life. The purpose of this study is to identify the intrinsic psychological motivation(push motivation) caused when consumers visit a trading area and to demonstrate how the push motivation for a trading area influence on consumer's flow, satisfaction, revisit intention. Research design, data, and methodology - In order to develop research hypotheses for this study, the development procedures for push motivation scale are as follows; (1) generating initial pool of items based on previous studies, (2) expert judgement to evaluate content and face validity, and (3) assessing convergent and discriminant validity using confirmatory factor analysis. In order to achieve these purposes, online surveys were conducted on frequent or familiar visitors to the trading areas around the Gangnam, Kunkuk University and Hongik University Station. Among the 1,343 questionnaires collected, 1,157 cases were analyzed by using SPSS 22.0 and SmartPLS 3.0 statistical package program, except for 186 responses in which responses were judged to be unfaithful. Results - The push motivation was classified into five sub-dimensions of excitement/stimulus, rest/relaxation, exit/refreshing, knowledge/learning and human relationship promotion as multidimensional and complex factors composed of individual and social-related dimensions. The excitement/stimulus and human relationship promotion of push motivation have positive effects on satisfaction. However, all dimensions of the push motivation have positive effects on flow. And flow has a positive effect on satisfaction and revisit intention. Meanwhile, the mediation test using boostrapping shows that flow plays a full mediating role in the relationship between rest/relaxation, exit/refreshing, knowledge/learning and satisfaction, but a partial mediating role between excitement/stimulus, human relationship promotion and satisfaction. Finally, satisfaction plays a partial mediating role between flow and revisit intention. Conclusions - This study shows that the push motivation is multidimensional and compositive depending on the situation of a consumer. In addition, it is found that the human relationship promotion(a social-related motivation) has a much more important effect on flow and satisfaction than other push motivations of individual dimensions. It also shows that satisfaction increases when consumers are being flowed at their visit and degree of revisit intention also grows as satisfaction increases. As implications of this study, a marketer should try to understand consumer's visit motivation at first and then develop factors that increase their flow, satisfaction, revisit intention. It also requires a marketer to approach subjects on a trading area more objectively and empirically based on the psychology and behavior of consumers, in order to establish a proper and efficient strategy on development of a trading area.

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참고문헌 (78)

참고문헌 신청
안성만 / 2018 / 프랜차이즈 외식업체의 강제적 영향전략이 관계만족, 관계신뢰, 그리고 재계약의도에 영향을 미치는가? / 한국프랜차이즈경영연구 9(1):41~52 google schola Ajzen, I. / 1991 / The theory of planned behavior / Organizational Behavior and Human Decision Processes 50(2):179~211 google schola Ali, F. / 2016 / Hotel website quality, perceived flow, customer satisfaction and purchase intention / Journal of Hospitality and Tourism Technology 7(2):213~228 google schola Applebaum, W. / 1961 / The dynamics of store trading areas and market equilibrium / Annals of the Association of American Geographers 51(1):73~101 google schola Babin, B. J. / 1998 / The nature of satisfaction:An updated examination and analysis / Journal of Business Research 41(2):127~136 google schola

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