실용적 / 쾌락적 쇼핑가치와 쇼핑만족 = 구조모델의 개발과 검정

다국어 초록 (Multilingual Abstract)

This research investigates the psychological process that consumers experience during shopping. More specifically, this study investigates the structural relations between previsit store attitudes, expected/perceived shopping values, shopping satisfaction, postshopping store attitudes, and behavioral intentions. In addition, causal paths between constructs are compared. In this study, shopping value is divided into utilitarian and hedonic values. Data are collected from shoppers of two department stores and analyzed with Lisrel 8. The findings are summarized as follows. Previsit store attitudes influence expected utilitarian/hedonic values. Expected utilitarian/hedonic values in turn, influence utilitarian/hedonic expectations congruency through mediation of perceived utilitarian/hedonic values. Expectations congruency then influences shopping satisfaction. Finally, shopping satisfaction influences postshopping store attitude and consequently behavioral intentions. In addition, previsit store attitudes directly influences postshopping store attitudes and behavioral intentions. In the comparison of paths between constructs, postshopping store attitudes appears to influence behavioral intentions more than do previsit store attitudes and shopping satisfaction. The article concludes with a discussion of the theoretical contributions, limitations, and managerial implications, and suggests several future research directions.