소비자의 쇼핑동기와 백화점선택요인에 관한 연구

다국어 초록 (Multilingual Abstract)

This study, based on the study theories of up to the present was to a consumer's shopping motive, the process of choice and the theory of a consumer's store choice factor by his or her preference. It investigates the components of store image referring many thesis from documents of domestic and foreign countries. The major findings of from study an as follows:
First, as general characteristics of samples, the component ratio of women is much higher than that of men. As for marital status, married consumers are large in numbers, and for educational back ground, high educated young couples go shopping frequently at department stores.
As for ages, consumers under the 30s take great part in, for the occupation, many are housewives and for the average income of a month, under one million won income earners are major consumers. The shopping frequency of month is 2-3 times.
Second, about shopping motive, married ones do it for refreshing themselves, but for singles, they do shopping for the pleasure of bargain sales.
The most important reason which influences on the shopping motive is `pleasure of bargain sale' regardless of all ages.
Third, according to the analysis of shopping motive and the characteristics of 11 store images, there are noteworthy differences statistically in shopping motive, attraction and reliance on advertisement, an atmosphere of a store and the degree of crowdedness.
Fourth, according to the analysis of the characteristics of vital statistics and store image, women have more expectations in products' variety, exchange or refund services than men, single consumers are interested more in kindness and degree of store crowdedness, and married consumers give much more weight in price, convenience of parking lots, and resting places.
Fifth, in consequence of the analysis of store preference in all aspects, Lotte gets the highest points in the department store preference by consumers, Hyundai takes second, and Shinsegae has the lowest points in preference.
So, this study concludes:
First, department store marketer should pay attention to product quality and set strategy of `small profits with quick returns'.
Second, the marketing strategy of department store should be established rapidly and exactly by persistent educating employees on consumer satisfaction with various weekend event strategy.
Third, the most important motives of department store consumers are `pleasure of bargain sale' and `refreshing' regardless of all ages.
Fourth, store marketer should establish strategic solutions to the various assortment of goods, reliability through quality which is up to the advertisement, creating shop atmosphere fitting consumers' tastes, and improvement of crowdedness.
Fifth, store marketer should take consideration in kindness, crowdedness, setting the consumer-oriented reasonable price level, convenient parking equipments, arrangement of parking guides, comfortable resting places and entertainment facilities.

목차 (Table of Contents)

• 목차
• 제1장 서론 = 1
• 제1절 연구의 목적 = 1
• 제2절 연구방법 및 구성 = 2
• 제2장 점포선택행동에 관한 이론적 고찰 = 4
• 제1절 점포이미지의 개념 = 4
• 1. 점포이미지의 의의 = 4
• 2. 점포이미지의 차원 = 6
• 3. 점포이미지 선호모델 = 10
• 제2절 소비자의 쇼핑동기와 점포선택행동 = 22
• 1. 소비자의 쇼핑동기 = 23
• 2. 소비자의 점포선택행동 = 25
• 제3절 점포선택행동에 미치는 영향요인 = 28
• 1. 소비자의 속성변수 = 28
• 2. 점포특성변수 = 35
• 3. 점포선택행동에 영향을 미치는 변수 = 38
• 제3장 실증모형의 설계 = 47
• 제1절 연구모형의 설계 = 47
• 1. 연구모형 = 47
• 2. 연구가설 = 48
• 3. 변수의 조작적 정의 = 49
• 제2절 조사설계 및 분석방법 = 51
• 1. 조사목적 = 51
• 2. 조사대상의 선정 및 분석방법 = 51
• 제4장 점포선택행동에 관한 실증분석 = 53
• 제1절 표본의 일반적 특성 = 53
• 제2절 인구통계적 특성과 쇼핑동기에 관한 분석 = 56
• 1. 결혼여부와 쇼핑동기에 관한 교차분석 = 56
• 2. 연령과 쇼핑동기에 관한 교차분석 = 57
• 3. 월평균소득과 쇼핑동기에 관한 교차분석 = 58
• 제3절 쇼핑동기와 점포이미지특성에 관한 분석 = 59
• 제4절 인구통계적 특성과 점포이미지특성에 관한 분석 = 60
• 1. 소비자의 점포이미지특성의 중요도 = 60
• 2. 점포이미지특성과 남·여간의 차이분석 = 61
• 3. 점포이미지특성과 결혼여부간의 차이분석 = 62
• 4. 점포이미지특성과 연령간의 차이분석 = 63
• 5. 점포이미지특성과 학력간의 차이분석 = 64
• 6. 점포이미지특성과 월평균소득간의 차이분석 = 65
• 7. 점포이미지특성과 직업간의 차이분석 = 66
• 제5절 인구통계적 특성과 점포선호도 = 67
• 제5장 결론 = 71
• 제1절 결론요약 및 시사점 = 71
• 제2절 연구의 한계점 및 미래연구방향 = 74
• 참고문헌 = 76
• 설문지 = 81