전통시장 레저체험 평가 차이에 영향을 미치는 요인에 관한 연구 : 시리어스 레저와 캐주얼 레저 집단을 중심으로 = A Study on Factors Affecting Differences in Evaluation of Traditional Market Leisure Experiences

다국어 초록 (Multilingual Abstract)

本研究旨在比較嚴肅休閒人群和隨性休閒人群對綜合型、專業型、生態型、節慶型等四類傳統市場認知和體驗評價的差異，在市場空間環境和服務設計方面探索影響認知和體驗差異的因素。通過調查和分析兩組傳統市場訪問者的意見和體驗，本研究揭示了個人因素和市場形象對傳統市場評價差異的影響，隨著傳統市場逐漸成為日常購物消費場所和旅遊目的地的綜合休閒空間，關注休閒人群在傳統市場中的體驗和需求變得越來越重要。
第一，根據先行研究，確立傳統市場為研究場所，利用「營業時間頻度的連續性與暫時性」、「商品（功能）種類豐富度的多樣性與單一性」兩個分類尺度，將傳統市場分為綜合型、專業型、生態型、節慶型等共四種類型傳統市場。根據傳統市場訪問者休閒需求的嚴肅程度，確定嚴肅休閒人群和隨性休閒人群為研究對象。通過文獻整理出傳統市場空間環境和服務體驗的21個評價要素-歷史性、季節性、時間性、可达性、便利性、安全性、簡潔性、魅力性、舒適性、反應性、價值型、準確性、信賴性、親切性、公平性、豐富性、獨特性、一貫性、社交性、教育性、趣味性。
第二，進行了問卷調查，收集數據後進行實驗分析，通過實驗得出嚴肅休閒人群和隨性休閒人群對綜合型、專業型、生態型、節慶型等四種類型傳統市場的空間環境和服務體驗評價存在差異。研究結果顯示，（1）嚴肅休閒人群和隨性休閒人群對綜合型傳統市場的價值型、舒適性、一致性、獨特性等共4個評價要素上存在差異。（2）嚴肅休閒人群和隨性休閒人群對專業型傳統市場的教育性、價值性、豐富性等共3個評價要素上存在差異。（3）嚴肅休閒人群和隨性休閒人群對生態型傳統市場的魅力性、可達性、教育性、獨特性等共4個評價要素上存在差異。（4）嚴肅休閒人群和隨性休閒人群對節慶型傳統市場的一貫性、價值性、可達性等共3個評價要素上存在顯著差異。
第三，為了能探尋出不同類型傳統市場中不同類型休閒目的的訪問者對傳統市場不同的認知和體驗的影響要素，通過文獻研究，提出了參與態度、參與程度、市場熟悉度、市場佈局、市場商品、市場展示和市場服務等7個影響傳統市場休閒體驗評價的假設因素，構建了個人屬性和市場形象因素影響傳統市場休閒體驗評價差異的研究模型。以實證研究的方式，利用多重回歸模型，詳細分析驗證各因素的影響關係。研究結果顯示，（1）以綜合型、專業型、節慶型為代表的A型傳統市場中，SL人群的參與態度、市場熟悉度與市場的佈局對傳統市場管理價值性評估有正向影響。而CL人群的市場熟悉度、市場中的商品和展示對傳統市場管理價值評價有正向影響。（2）在以生態型、節慶型為代表的B型傳統市場中，SL人群的參與態度、參與程度及市場中的服務品質對傳統市場可达性評估有正向影響。而CL人群的參與態度、市場熟悉度和市場的服務品質對傳統市場可及性評價有正向影響。（3）在以專業型、生態型為代表的C型傳統市場中，SL人群的參與態度、參與程度、市場熟悉度及市場的服務品質對傳統市場教育性評估有正向影響。而CL人群的參與態度和市場的商品對傳統市場教育性評估有正向影響。
第四，這些研究結果強調了，在不同類型傳統市場中市場形象和個人屬性因素對不同休閒目的用戶（SL人群和CL人群）造成對傳統市場不同認知和體驗評價影響的系統結果。因此，在傳統市場成為休閒空間的視角下，應對不斷增漲的不同類型休閒目的的訪問者，利用實證研究所提取的這些影響傳統市場評價的因素，為傳統市場的更新和發展提供具體的服務設計策略和建議，提升傳統市場訪問者的用戶體驗，促進傳統市場的可持續發展。

다국어 초록 (Multilingual Abstract)

This study aims to compare the differences in perceptions and experience evaluations between serious leisure groups and casual leisure groups on four types of traditional markets: comprehensive, specialty, ecological, and festival, and explore the impact on cognition and experience in the market space environment and service design. Factors that make the difference in experience. By surveying and analyzing the opinions and experiences of two groups of traditional market visitors, this study reveals the impact of personal factors and market image on differences in evaluations of traditional markets, as traditional markets gradually become integrated leisure spaces for daily shopping and consumption and tourist destinations , it has become increasingly important to pay attention to the experience and needs of leisure people in traditional markets.
First, based on previous research, the traditional market was established as the research site, and the traditional market was classified using two classification scales: "continuity and temporary nature of the frequency of business hours" and "diversity and singleness of the richness of commodity (function) types". The market is divided into four types of traditional markets: comprehensive, professional, ecological, and festive. According to the seriousness of leisure needs of traditional market visitors, the serious leisure(SL) and the casual leisure(CL) groups are determined as the research objects. 21 evaluation factors of traditional market space environment and service experience were sorted out through literature - historicity, seasonality, timeliness, accessibility, convenience, safety, simplicity, charm, comfort, responsiveness, value, accuracy, reliability, friendliness, fairness, richness, uniqueness, consistency, sociability, education, and interesting.
Second, a questionnaire survey was conducted, and the data were collected and then analyzed through experiments. Through the experiment, the spatial environment and service experience of the serious leisure and the casual leisure group on the four types of traditional markets were comprehensive, professional, ecological, and festive. There are differences in reviews. The research results show that (1) there are differences between the serious leisure and the casual leisure group in the four evaluation factors of value, comfort, consistency and uniqueness of the comprehensive traditional market. (2) There are differences in the three evaluation factors of the professional traditional market between serious leisure and casual leisure group: education, value, and richness. (3) There are differences in the four evaluation factors of the ecological traditional market between serious leisure and casual leisure group: charm, accessibility, education, and uniqueness. (4) There are significant differences between the serious leisure crowd and the casual leisure crowd in the three evaluation factors of consistency, value and accessibility of the traditional festival market.
Third, in order to explore the factors that influence the different perceptions and experiences of visitors with different leisure purposes in different types of traditional markets, through literature research, we proposed participation attitude, participation degree, market familiarity, and market layout. 7 hypothetical factors that affect the evaluation of leisure experience in the traditional market, including market products, market displays and market services, are constructed to construct a research model in which personal attributes and market image factors affect the evaluation differences of leisure experience in the traditional market. In the form of empirical research, multiple linear regression models are used to analyze and verify the influence relationship of each factor in detail. The research results show that (1) In type A traditional markets represented by comprehensive, professional and festive markets, the participation attitude, market familiarity and market layout of SL group have a positive impact on the value evaluation of traditional market management. The market familiarity of CL group, the products and displays in the market have a positive impact on the value evaluation of traditional market management. (2) In type B traditional markets represented by ecological and festival types, the participation attitude and degree of participation of SL group and the service quality in the market have a positive impact on the accessibility evaluation of traditional markets. The participation attitude, market familiarity and market service quality of the CL group have a positive impact on the traditional market accessibility evaluation. (3) In type C traditional markets represented by professional and ecological types, the participation attitude, participation degree, market familiarity and market service quality of the SL group have a positive impact on the educational evaluation of the traditional market. The participation attitude of the CL group and the products in the market have a positive impact on the educational evaluation of the traditional market.
Fourth, these research results emphasize that in different types of traditional markets, market image and personal attribute factors have a systematic impact on users with different leisure purposes (SL and CL groups) on different perceptions and experience evaluations of traditional markets. Therefore, from the perspective of traditional markets becoming leisure spaces, in response to the increasing number of visitors with different types of leisure purposes, we use the factors that affect the evaluation of traditional markets extracted from empirical research to provide specific services for the renewal and development of traditional markets. Design strategies and suggestions to enhance the user experience of traditional market visitors and promote the sustainable development of traditional markets.

목차 (Table of Contents)

• 제1장 서론 2
• 1.1. 연구 배경 및 필요성 2
• 1.2. 연구 목적 5
• 1.3. 연구 범위 6
• 1.3.1. 연구 대상 (장소) 6
• 1.3.2. 연구 대상 7
• 1.4. 연구 프로세스 및 방법 7
• 제2장 이론적 고찰 11
• 2.1. 전통시장 이해 11
• 2.1.1. 전통시장 정의에 관한 연구 12
• 2.1.2. 전통시장 연구 동향 14
• 2.1.3. 전통시장 유형과 분류에 관한 연구 17
• 2.1.4. 전통시장 이미지 20
• 2.2. 시장 체험 23
• 2.3. 전통시장 이용자 세분화 25
• 2.3.1. 시장 세분화 정의 25
• 2.3.2. 시장 세분화 연구 동향 26
• 2.4. 시리어스 레저 이해 30
• 2.4.1. 시리어스 레저 이론（Serious Leisure Theory） 30
• 2.4.2. 시리어스 레저와 캐주얼 레저에 관한 연구 동향 32
• 2.4.3. 전통시장에서 시리어스 레저와 캐주얼 레저 집단 35
• 제3장 사전 연구 38
• 3.1. 전통시장 재분류 38
• 3.2. 전통시장 평가 요인에 관한 연구 44
• 3.2.1. 전통시장 평가 요인 추출 44
• 3.2.2. 전통시장 평가 요인 정의 47
• 3.3. 전통시장 SL 및 CL집단 추출 49
• 제4장 실증 연구 53
• 4.1. 1차 실험(SL 및 CL집단 전통시장 평가 차이 실험) 53
• 4.1.1. 실험 설계 53
• 4.1.2. 실험 조사 및 데이터 분석 57
• 4.1.3. 연구 소결 68
• 4.2. 2차 실험 (SL 및 CL집단 평가 차이에 영향을 미치는 가설 실험) 71
• 4.2.1. 연구 모형과 연구 가설 71
• 4.2.2. 실험 설계 81
• 4.2.3. 실험 조사 및 데이터 분석 84
• 4.2.4. 연구 가설 검증 90
• 4.2.5. 연구 소결 96
• 제5장 연구 결론 100
• 5.1. 1차 실험 (평가 차이) 결론 100
• 5.2. 2차 실험 (원인 가설) 결론 104
• 5.2.1. A형 전통시장 가치성 체험에 영향을 미치는 요인 분석 105
• 5.2.2. B형 전통시장 접근성 체험에 영향을 미치는 요인 분석 107
• 5.2.3. C형 전통시장 교육성 체험에 영향을 미치는 요인 분석 109
• 5.3. 디자인 및 서비스 제안 111
• 5.4. 연구 주장 113
• 5.5. 연구 한계 및 향후 연구 115
• 참고 문헌 117
• 설 문 지 139