지속적 쇼핑동기로서의 개인가치가 할인점 점포연상 평가와 단골의도에 주는 계층적 영향 = The Effects of Personal Values as Enduring Shopping Motives on Attribute Evaluation and Re-patronage Intention to a Discount Store

다국어 초록 (Multilingual Abstract)

  Questionnaire data of 287 patrons of Tesco"s Homeplus, Carrefour, E-mart, and Wal-mart in the northern Daegu, Korea, using a structural equation model, were analyzed to investigate the hierarchical effects of values on discount store re-patronage intention as a measure of store loyalty, mediated by customers" evaluations of store associations. It was revealed that while customers" social affiliation value has a positive effect on store atmosphere evaluation, customers" self-actualization value has a positive impact on both after-sale service and employee services. It was also revealed that three associations such as access to a store, interior design, and employee services in their descending order have strong positive influences on the formation of customers" re-patronage intention. Theoretical and managerial implications are discussed in the conclusion.

국문 초록 (Abstract)

  본연구는 대구 북구에 입지한 테스코 홈플러스, 까르푸, 이마트 고객 287명을 대상으로 하는 설문조사 결과를 구조방정식 모형에 대입해, 개인가치가 할인점 점포연상과 할인점 충성도에 주는 인과적 영향관계를 고찰한다. 연구 결과, 개인의 사회소속가치는 점포분위기 연상에 긍정적인 영향을 주는 것으로 나타났으며 자아실현가치는 판매후서비스와 종업원서비스에 긍정적인 영향을 주는 심층 지각개념임을 보여준다. 또 할인점 단골의도에 대해 점포접근성이 가장 큰 영향을 주고 있으며 그 다음으로 실내디자인, 종업원서비스 연상 순으로 긍정적인 영향을 주는 것으로 나타났다. 이상 연구결과를 바탕으로 이론적, 관리적 시사점과 함께 연구단점이 연구 마지막 부분에 논의되고 있다.

목차 (Table of Contents)

• 〈요약〉
  Ⅰ. 문제 제기
  Ⅱ. 연구모형과 가설제안
  Ⅲ. 연구방법론
  Ⅳ. 가설 검정과 논의
  Ⅴ. 시사점, 및 장래 연구방향
  참고문헌
  〈Abstract〉
  

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