소비자의 심리적 특성이 EDLP상점과 HiLo상점 선택에 미치는 영향

석관호(Kwan Ho Suk),구지은(Ji Eun Koo),윤성아(Song Oh Yoon) 한국마케팅학회 2012 마케팅연구 Vol.27 No.1

소비자의 상점 선택은 유통관리자에게 매우 중요한 이슈이나, 소비자의 심리특성과 상점선택의 관계를 보여주는 연구는 많이 이루어지지 않았다. 본 연구에서는 소비자의 조절초점과 위험추구 성향이 EDLP(every day low price)와 HiLo(high-low price)상점의 선택에 미치는 영향을 보고자 한다. 할인크기는 작으나 할인을 자주하는 EDLP상점과 할인의 빈도는 낮으나 할인의 크기가 큰 HiLo상점에 대한 소비자의 선택은 할인크기와 할인빈도 중에서 어떠한 요소를 더 중요시 하느냐에 따라 달라진다. 본 연구는 이러 한 상점선택에 영향을 미칠 것으로 기대되는 소비자의 조절초점과 위험추구 성향의 영향에 대한 4개의 가설을 제시하였다. 구체적으로 자신들이 받을 수 있는 최대 이익에 더 민감한 향상초점 성향과 위험추구 성향의 소비자 들은 상대적으로 큰 할인을 제공하는 HiLo점포에 대한 선호가 높으며, 반대로 확실한 할인의 기회가 더 중요한 방어초점 성향과 위험회피 성향의 소비자들은 할인의 빈도가 높은 EDLP상점을 더 선호할 것이라는 가설이 제 시되었다(가설1, 가설3). 또한, 이러한 선호의 차이는 이들 소비자들이 할인의 크기와 할인빈도에 두는 가중치 의 차이 때문에 발생하는 효과임을 제시한다(가설2, 가설4). 이들 가설은 두 실증연구를 통해 검증되었다. 조절초점의 영향을 연구한 연구1은 방어초점 소비자가 향상초점 소비자보다 상대적으로 EDLP상점을 더 선호하는 것을 보여주었다. 또한 이러한 차이는 할인크기의 영향력이 조절초점에 따라 달라지기 때문이라는 결과를 보여주었다. 연구2는 위험추구 성향이 점포선택에 미치는 영향을 검증하였다. EDLP상점에 대한 선호는 위험회피 성향이 강할수록 커졌으며, 이러한 선호의 이유는 상점선택에 있어서 할인빈도의 중요성이 위험추구 성향에 따라 달라지기 때문임을 보여주었다. Understanding factors affecting consumer store choice is essential for retail managers. Previous research has explored the influence of consumer buying behavior and demographic variables on store choice. However, little attention has been directed to psychological variables underlying consumer preference for choice. This research examines the potential impact that consumer`s individual dispositions have on the choice between EDLP (every day low price) and HiLo (high-low price) stores. EDLP stores offer more frequent price discounts, with each discount having a relatively small magnitude. On the contrary, HiLo stores offer less frequent discounts, but each discount size is larger. Therefore, consumers who give more weight to discount frequency should prefer EDLP to HiLo, whereas consumers who place more weight on discount depth should prefer HiLo to EDLP. We posit that potential individual variables that affect weight allocation on discount depth and frequency, consequently causing a differential store choice between EDLP and HiLo, are consumer`s self-regulatory focus and risk taking tendency. In particular, consumers with distinct promotion self-regulatory focus are more likely to prefer HiLo store to EDLP store because they are eager to achieve the maximum price discount. Conversely, consumers with distinct prevention self-regulatory focus are more concerned about not missing out promotion opportunities, leading to a greater preference of EDLP over HiLo store (Hypothesis 1). Individuals with risk-seeking orientations, like promotion-focus consumers, are more likely to prefer HiLo store because they are more sensitive to receiving the maximum discount than to merely getting any discounts. In contrast, individuals with risk-averse tendencies seek sure discount opportunities, similar to prevention-focus consumers, leading to a greater preference for EDLP store (Hypothesis 3). We further suggest that this difference in store preference is mainly driven by their differential weighing of discount frequency and discount depth. Specifically, discount depth exerts more effect on store choice for consumers with promotion- focus and risk-seeking orientations (Hypotheses 2a and 4a), whereas discount frequency is more heavily weighted by consumers with prevention-focus and risk-averse orientations (Hypotheses 2b and 4b). Two empirical studies provide evidence supporting our hypotheses. In Study 1, we examined the relationship between self-regulatory focus and store choice. Participants were presented with 18-month`s price history of a shampoo brand in an EDLP and a HiLo store. While the average prices offered by the two stores were the same, the EDLP store, compared with the HiLo, offered discounts more frequently, with a smaller depth. Participants were asked to choose a store to visit. Then we measured perceived discount depth and perceived discount frequency of the two stores, followed by measures for chronic self-regulatory focus. As expected, the result showed that participants with promotion (prevention) focus preferred HiLo (EDLP) store, with the choice of the HiLo store by promotion-focus participants and prevention-focus participants being 56% and 36%, respectively. To investigate whether the weighing of discount-frequency and discount-depth differs by self-regulatory focus, store choice was regressed on the self-regulatory focus score, the relative discount depth and frequency calculated using the perceived discount depth and frequency, the interaction of the self-regulatory focus and the relative discount depth, and another interaction of the self-regulatory focus and the relative discount frequency. The result supported the hypothesis 2a, showing that the influence of discount depth on store choice is stronger for promotion-focus than for prevention-focus. But the hypothesis 2b predicting that discount frequency is more important to prevention-focus was not supported. Study 2 tested the influence of individual`s risk attitude

점포가치와 점포애고의도에 영향을 미치는 점포선택기준에 관한 연구

박영근,박영봉,이동해 한국유통과학회 2006 유통과학연구 Vol.4 No.1

The import!ance of the environment in the store is embossed, this is demanded to manage the store environment from the dimension of image improve and customer contacted satisfaction measurement followed with the influence on the store choice criteria. Retail store’s managers improve the retailing results by forming the appropriate store environment and giving the customers a pleasant and satisfied purchasing environment to improve the store atmosphere. The expected customer who looks for their store can plant a thesis existing reason of their own store definitely and strongly in theheart of manger and employee. And also, among the store differentiation, the weight of physical environment placed is becoming large day by day, and now can make full use of the competition superiority measure different with the store. This paper will actually analysis that what kind of influence the store environment factors exert on the store choice criteria, and also if the store choice criteria exerts influence on the store value and patronage intention.

일반의약품 판매 점포선택속성이 점포이미지와 행동의도에 미치는 영향에 관한 연구 : 약국과 약국 외 점포의 비교 연구

이흥연,오윤자,안성식 경희대학교 경영연구원 2017 의료경영학연구 Vol.11 No.4

This present paper examined the differences of the effects of store choice attributes on store images and behavior intention according to pharmacies and non-pharmacies when it comes to the sales of over-the-counter drugs. Here are the implications as a result of this study. First, it was shown that store choice attributes which have shown the most difference of effects on store images and behavior intention was the store-related attribute when it comes to the sales of over-the-counter drugs in pharmacies and non-pharmacies. Also, it was revealed that the store-related attribute had the significant effect on store images and behavior intention both in pharmacies and non-pharmacies. Therefore, it is thought that both pharmacies and non-pharmacies should realize the importance of the store-related attribute and manage it in order to secure the competence for the sales of over-the-counter drugs. The store-related attribute includes location, access, neat and tidy arrangement of the stores, clean and pleasant environment, interior and exterior decorations of the stores, and parking facilities, etc. Secondly, when it come to the sales of over-the-counter drugs, in case of pharmacies, it was shown that the most influential factor on behavior intention was product-related attribute. It was revealed that in this, there was shown a difference from non-pharmacies. Accordingly, it is judged that they need to carry out some marketing that the diversity of the products, good quality products, recent products, and popular products would stand out in order to secure the competence for the sales of over-the-counter drugs. Thirdly, when it comes to the sales of over-the-counter drugs, in case of non-pharmacies, it was revealed that the store choice attributes that affect the most on store images and behavior intention was store-related attribute. Since it is judged that location and access(which are the attributes of store-related attribute) are nice, it is judged that they should make some marketing efforts such as display and arrangement of over-the-counter drugs, clean and pleasant environment, interior and exterior decorations of the stores, which are related to over-the-counter drugs.

고객자산 형성요인과 점포선택 모형에 관한 연구

한상설(Sang seol Han) 한국경영사학회 2009 經營史學 Vol.52 No.-

본 연구에서는 소비자의 점포선택에 관한 행동을 토대로, 특정 점포를 선택하게 되는 요인을 확률적으로 검증하고, 특정 점포를 선택하는 주요 요인을 분석함에 따라 소매점 입지 및 소매점 관리 의사결정에 도움을 줄 수 있는 시사점을 제공하는데 있다. 본 연구의 확률적 선택 모형은 Logit 분석 모형을 활용하였으며, 한편, 점포 선택 요인은 최근 논의되고 있는 고객자산 가치 구성요인으로 가치자산, 브랜드 자산, 유지자산 등을 고려하여 소비자 선택 영향력을 밝히고자 하였으며, 그리하여 점포관리를 위한 기초 자료로 제공될 수 있을 뿐 아니라, 소비자의 공간이동의 마케팅적 의미를 통해 소비자 행동을 연구하는데 하나의 실증적 정보를 제시하고자 하였다. 연구의 목적을 달성하기 위한 공간적인 선택 모형을 감안하여 서울시 특정구 지역으로 한정하였다. 그리하여 특정지역에 거주하면서 패밀레스토랑과 백화점을 이용하는 250명을 대상으로 소매점포 선택 행위에 대하여 조사 분석 하였다. 설문조사를 통하여 특정점포에 대한 재방문의 높은 집단과 그렇지 않은 집단 간의 Logistic 회귀분석을 이용하여 점포선택확률을 규명하였다. 백화점, 패밀리레스토랑 점포업태에 각각 점포선택확률 모형에 대한 적합도와 예측력을 검토하고, 고객자산 가치를 형성하는 요인 중 해당점포를 재방문하게 하는 영향 요인이 어떻게 작용하는지를 분석하였다. 이러한 결과 고객자산 형성요인은 특정점포를 선택하는데 중요한 요인이며, 업태별로는 재방문에 대한 세부 영향요인이 차이를 보였다. One of the most important decisions that retailers make is where store should be located, and that consumer’s consideration factors. The purpose of this research is to test stochastic model of store choice and factors of influencing store choice. This study can help make store location and plan store strategy. In this research, A model of store choice is used with multinominal logit model. In this stochastic model of the study. and Store choice variables is considerated customer equity theory that have value equity, brand equity and retention equity. To accomplish study objective and for empirical data for this study, Specific store(department store, mass discount, family restaurant) in kangmam-ku seoul, are selected as subjects. The data of 250 consumer are collected by face to face survey. Result of an empirical study provide support for probable test(likelihood) and expectation ratio are high. In case of department, trip distance, extents of spatial competition, potential consumer, trip convenience, interior level product variety are significant factors in this research. In case of mass discount store, trip convenience, price level, store size, product quality are significant factors in this research. In case of family restaurant, extents of spatial competition, store size, customization level, quality, communication of social reference group, self-image are significant factors in this research. This research have implication where to locate and how to manage store. retailer could use them as important information to locate store and to induce customer satisfaction.

백화점 소비자의 의복쇼핑성향과 점포선택기준에 관한 연구

이경희,안소현,차인숙 한국의류학회 1999 한국의류학회지 Vol.23 No.2

The purpose of this study was to investigate characteristics on Department stores consumers, and to compare consumer characteristics among shopper types and department store types. For this purpose, an ethnographic approach, which is a kind of qualitative analysis was performed first. And then, The data were collected from 600 female consumers over twenties and residing in Pusan. Finally 499 data were used for the statistical analysis. 1. The results of clothing shopping orientations study were as follows; As a result of qualitative analysis, those who patronize department stores were recreational/convenience shoppers. From quantitative analysis, clothing shopping orientations were factor analyzed, which resulted in eight factors: Recreational Shopping, Convenience Shopping, Sensibility Seeking, Well-Known Brand Preference, Fashion Seeking, Economic Shopping, Self-confidence in clothing shopping, Convenient store shopping. 2. The results of store choice criteria study were as follows; As a result of concentrative observation, eight store choice criteria dimensions were categorized: Service, Store Atmosphere, Promotion/Facilities, Product, Convenience, Advertisement, VMD, Traffic/Location Convenience. From quantitative analysis, eight store choice criteria factors emerged: Service, Store Atmosphere, Promotion/Facilities, Assortment, Shopping Convenience, Advertisement, VMD, Traffic/Location Convenience. 3. According to the factor scores of recreational shopping and Convenience Shopping, consumers were segmented into four shopper types: High Shopping-involved Shopper, Recreational Shopper, Convenience Shopper and Low Shopping-involved Shopper. Department types were divided into a large enterprise department stores and local department stores. Consumer characteristics, such as clothing shopping orientations, store choice criteria, purchase behavior variables and demographic variables, were significantly different in shopper types, and department store types were significantly different in clothing shopping orientations and store choice criteria.

국내 소비자들의 쾌락적 쇼핑동기에 관한 연구

박철,강유리,김병철 경남대학교 산업경영연구소 2011 지역산업연구 Vol.34 No.1

This study focused on the five characteristics of hedonic motivations based on Anold and Reynolds (2003), and examined the relationship among the hedonic motivations, demographics, buying behavior, importance of store, and preference of store. The results of the study are as follows; First, customer's hedonic motivations arrange in Play, Idea, Value, Social, Role. In Play, there are stimulation, enjoyment, and refresh. Second, females have higher motivations in Play and Role than males in demographic characteristics. In fact, retails which cover higher buyers of women expand facility, event and gift shop. Third, purchase of behavior increase frequency of shopping and measure of purchase to customers in Play, idea shopping motivations to get higher shopping online and offline shopping. For instance, people go shopping offline such as department store or online, internet shopping mall. Moreover people use online shop to buy gift to their friends for the Role. Fourth, the customers for the motivation of play shopping concern more about store environment, decoration, customer's different of level and store's popular. In idea shopping people who have high attraction regard for store's ad, product's assortment, customer's different class, and store's popular. while the facility of store reduce expense of store facility. The motivations of value shopping in customer are essential in price, store's location and promotion. social shopping's motivations take pleasant condition of store. To be important things are product's quality, assortment of product, convenience, decoration, service, and promotion in Role shopping motivation for the gift. Fifth, in department store, people prefer new fashion, and trend for their enjoyable, and refresh. Television Home Shopping is more popular in interesting, low price, and bargain. It is likely in Idea, value, and social for the customer to shop on line. Especially, the motivation of social shopping is favorable because of shopping to get with their friends rather than shopping alone. It is more preferable for their friends or people around them to get together in discount store. Traditional Market should be strengthen for people to get a better place to meet. 본 연구는 Anold and Reynolds (2003)의 쾌락적 쇼핑동기를 중심으로 소비자의 점포선택 및 구매행동과의 관계를 알아보고 이에 따라 소매업자에게 마케팅 전략 수립의 도움을 주고자 하였다. 이를 위해 우리나라 소비자 297명을 대상으로 설문조사를 실시하여, 요인분석, 분산분석, 상관관계분석 등을 실시하였다. 쾌락적 쇼핑동기는 크게 Play(놀이), Idea(아이디어), Value(가치), Social(사회적), Role(역할) 쇼핑동기 차원으로 분류할 수 있었다. 인구 통계학적 특성에서는 여성이 남성보다 play, role shopping동기차원이 높았고, 점포속성 중요도에서는 놀이 쇼핑동기 차원이 높은 소비자들은 점포분위기, 상품진열을 중요시 하였고, 아이디어 쇼핑 동기 차원이 높은 소비자들은 상품구색을 중시하였으나 점포시설은 음(-)의 상관관계가 나타났다. 가치 쇼핑 동기 차원이 높은 소비자는 가격을 중요시 하였고, 사회적 쇼핑동기 차원이 높은 소비자는 점포시설의 쾌적함을 중요시 여겼으며, role shopping동기 차원이 높은 소비자는 선물을 위한 제품품질, 상품구색을 중요시하였다. 점포 별로 살펴보면 백화점은 즐겁고, 기분전환을 위해, 그리고 최신유행과 트렌드를 확인하고 싶은 소비자들이 선호하였고, TV홈쇼핑은 흥미와 저가격 또는 특가품을 얻을 수 있는 것에 대해 선호하였다. 이러한 쾌락적 쇼핑동기를 통한 명확한 소비자 분류는 소매상들의 마케팅 의사결정 전략과 점포분위기 디자인에 유용할 것이다. 또한 쾌락적 쇼핑동기를 이용한 마케팅 전략은 소매상에게 잠재적인 고객만족과 점포환경구축, 점포 / 브랜드 충성도를 높일 수 있는 주요한 도구로서 활용될 수 있을 것이다.

소비자의 의복 쇼핑동기와 관여도에 따른 점포 선택기준과 점포에 대한 태도

홍금희,강혜리 한국의류산업학회 2003 한국의류산업학회지 Vol.5 No.4

This study is designed to identify the dimensions of clothing shopping motives and clothing involvements which influence consumers' store choice behaviors and to find out what variables have a direct influence on the attitudes of customers toward stores. The empirical research was made through the survey on 300 female and male shoppers who purchased clothing. The major results of this study are as follows : 1. The dimension of clothing shopping motives is composed of leisure-related shopping motive, products-related shopping motive, and economy-related shopping motive. And the dimension of clothing involvement consists of pleasure involvement factor, fashion involvement factor, and symbol involvement factor. 2. The dimension of the store choice criteria is composed of such five factors as promotion, products, prices/salespersons, service, and location. 3. There is a positive correlation of the products-related shopping factor and the leisure-related shopping motive only. And the store choice criteria have a positive correlation with all the factors of clothing involvement. 4. The high-shopping-motive group turns out to pay more importance to such factors as products and location than the low-shopping-motive group. 5. The variables which have influences on the attitudes of customers toward stores turn out to be such factors as fashion involvement, promotion in the store choice criteria, and gender.

Analysis on Preceding Study of Consumer's Store-Choice Model: Focusing on Commercial Sphere Analysis Theories

Zhi-Xuan Quan,Myoung-Kil Youn 한국유통과학회 2016 The Journal of Industrial Distribution & Business( Vol.7 No.4

Purpose – There are numerous theories for retail trade area analysis which are designed to select candidate locations for new stores. In this study, comparative analysis on the characteristics from those of the theories are shown, and the explanation for the power in consumers’ store-choice behaviors and their limitations are examined. Also, plans for improving commercial sphere analysis are explored. Research design, data, and methodology – This study is based on literature reviews with normative research methodology. Among many researches regarding the analysis on the location and commercial sphere for launching a new store, researches relying on statistics are excluded in this study since they belong to the marketing research area,. Results – In the Law of retail gravitation, Huff’s model multinomial logit model and etc. are mutual complementary mathematical techniques for analyzing commercial spheres and each of them has its own characteristics. These theories rely on the same hypothesis in which consumers are all believed to be behaving rationally under a similar behavioral system. However, the trial in explaining or estimating behavior of choosing a store with only a select size of the population that is objectively estimated by some major properties has limits in its credibility. Conclusion – Research on consumer’s spatial behaviors can be fully illustrative and explainable when it has both quantitative approaches such as ‘law of retail gravitation’, ‘logit model’ and etc., and qualitative approaches like consumer’s ‘cognitive structure’, ‘learning status’, ‘image formation’, ‘attitude’ and etc.

대학생들이 지각하는 전통시장 선택속성이 관계품질에 미치는 영향: 소비감정의 조절효과와 소비자 가치의 매개효과

이영철,양회창 한국유통과학회 2012 유통과학연구 Vol.10 No.1

This study is focused on traditional market’s competitiveness in Korea. Ever since the Korean retail industry had been opened to the big conglomerates, the traditional markets have faced very serious competition from various types of distribution channels. In particular, this study has been conducted to find another way to help the Korean traditional market from the perspective of college students who are consumers of the future. This study examines the relationships among store choice attributions, consumption emotion, consumer’s value, and relationship quality from the perspective of college students. In order to verify the relationship, and moderating and mediating effects, data were collected from 126 college students in Whasung, Gyeonggi Province to test the theoretical model and its hypotheses. The results of this study are as follows:First, service (= .263, p < .01) and advertising (= .188, p < .05) are significantly positively related to relationship quality. However, store atmosphere (= .176, p = .052) is not statistically significantly related to relationship quality. The result that students have stereotypes about the atmosphere of traditional markets and are therefore excluded from their store choice attributions can be expected. Second, college students selected service division (= .230, p < .05) as the most important factor among the traditional market’s store choice attributions. This result reflected that enhancing service strategy would strengthen the traditional market against discount stores. The process of product selection by customers in discount stores is based on the concept of self-service. However, traditional market traders can make various contacts with their customers. If traditional market traders can enhance various service factors just like in the process of product selection, it will effect strong competitive advantages. Third, it is also revealed that consumer's value exhibit complete mediation effect in the relationships between service and advertising. These results showed that traditional markets must be considered for consumer value. Because previous studies showed that values refer to “enduring belief that … specific mode of conduct or end-stat of existence … personally or socially preferable to an opposite of converse mode of conduct or end-state of existence” (Rokeach, 1973; George and Jones, 1996). Furthermore, Schwartz (1994) defined values as desirable trans-situational goals, varying in importance, that serve as guiding principles in the life of a person or other social entity. As conceptions of desirable end-states of existence or modes of conduct, values help people choose, evaluate, and give meaning to their experiences (Rokeach, 1973). Efforts (e.g. promote the consumers value) of the traditional market traders will improve the preferences for the traditional market of consumers and college students. Implications and future research directions are also discussed.

편의점 식품/서비스 선택행동 별 그룹 간 편의지향적 식생활 라이프스타일과 편의식품 선택속성 차이

정승아,장서희 한국외식경영학회 2017 외식경영연구 Vol.20 No.1

편의식품을 유통 및 판매하고 있는 편의점의 급속한 성장과 함께 이를 이용하는 소비자들에 대한 이해의 필요성이 제기되고 있다. 따라서, 본 연구는 편의점 식품 및 서비스 선택행동수준에 따른 그룹 별 편의지향적 식생활 라이프스타일과 편의 식품 선택속성에 차이를 조사하려는 목적이다. 전문온라인 설문업체를 통해 수집된 사용가능한 응답자 582명을 대상으로 기술통계, 요인분석, 다변량분석을 사용하여 결과를 분석하였다. 그 결과, 편의점 식품 및 서비스 선택행동수준에 따른 그 룹 별 편의지향적 식생활 라이프스타일과 편의식품 선택속성에 통계적으로 유의한차이가 있음이 나타났다. 특히 편의점 식품 및 서비스 선택행동수준이 높은 그룹은 중간이거나 낮은 그룹보다 간편하고 편리함을 추구하는 라이프스타일과 속성추 구가 높았다. 좀 더 자세한 결과와 논의는 본문에 나타나있다. There is a need to have an in-depth understanding of consumers who purchase food and beverage and use relevant services at a convenience store due to its rapid growth. Therefore, this study is to examine if there is any differences in convenience food lifestyle and convenience food selection attributes by groups on convenience store food and service choice behaviors. Total 582 respondents who area collected through an on-line survey company are used for data analysis. The data are analyzed using descriptive analysis, exploratory factor analysis, and multivariate analysis. The findings show that there is statistically significant differences in convenience food lifestyle and convenience food selection attributes by groups on convenience store food and service choice behaviors. In particular, those who are high in the pursuit of simple and convenient lifestyles and food selection attributes are more likely to use convenience stores. More details are presented in this paper.