쇼핑몰의 예술적 요소와 방문목적이 방문의도에 미치는 영향

왕이페이(Wang Yifei),신형덕(Shin, Hyung-Deok),박주연(Park, Joo-Yeon) 한국상품학회 2020 商品學硏究 Vol.38 No.3

제품이나 서비스가 가진 예술적 요소는 다른 특성들과 더불어 경쟁력의 원천으로 부상하고 있다. 특히 경쟁이 심화되고 있는 오프라인 쇼핑몰 산업에서는 소비자에게 주목받는 경쟁요소에 대한 연구의 중요성이 부각된다. 본 연구는 쇼핑몰 방문의도에 있어서 예술적 요소의 영향력을 밝히고자 하였다. 이에 본 연구는 가상으로 설정된 쇼핑몰의 잠재적 방문자가 예술적 요소를 인지하는 경우 쇼핑몰 방문의도에 긍정적으로 반응하는가에 대해 실증 분석하였다. 동일한 쇼핑몰 사진에 대해 기술하는 방식에 있어서 예술적 요소를 조작적으로 표현한 건축, 조각, 공간적 가치를 부여하는 설문지와 비예술적 요소인 안전, 교육, 경제적 가치를 표현하는 설문지에 대해 대조군의 응답을 비교하는 방법으로 144명의 설문 응답에 대한 회귀분석을 수행한 결과, 예술적 요소가 포함된 것으로 기술된 쇼핑몰에서 더 높은 방문의도를 발견했다. 또한 예술적 요소와 방문의도의 관계에 있어서 응답자가 평소에 쇼핑몰을 방문하는 목적은 유의한 조절효과를 갖는 것으로 나타났다. 본 연구결과는 소비자가 쇼핑몰을 선택함에 있어서 상품의 품질과 점포의 다양성 등 물리적인 요소가 중요하다는 기존 연구 결과를 확장하여 예술적 가치가 있는 설치물이나 거리 공연 등이 실제로 쇼핑몰 방문의도에 영향을 미칠 수 있다는 사실은 고객의 방문이 경쟁력의 중요한 원천인 다양한 매장에 있어서의 마케팅 전략에 시사점을 던진다. Artistic elements are emerging as a source of competitive advantage of products or services, among various types of physical characteristics. Especially, as the level of competition increases in a shopping mall industry, artistic elements can be important differentiating tools to catch attention to visitors. This study investigated the effects of artistic elements on intention to visit of customers. To do this, we prepared two types of survey which have the same picture of an artificial shopping mall but different descriptions of the picture, where one described artistic elements in the picture so that respondents can recognize them, and the other described in other ways for the same picture, and investigated if this difference of descriptions makes different levels of intention to visit of respondents. Moreover, we investigated if the purpose of visit to a shopping mall has a moderating effect in the relationship between recognized artistic elements and intention to visit. Using 144 survey responds of graduate and undergraduate college students, we found that recognized artistic elements in a shopping mall increase intention to visit, and social purpose of mall visit negatively moderates the relationship. This study confirms the existence of artistic elements can attract people to a shopping mall and be a source competitive advantage.

LNT를 통해 분석한 국립공원 탐방목적과 산행 윤리 의식의 상관성 : 내장산국립공원 백양사지구와 남창지구를 중심으로

최형철(Choi Hyung Chul),박재철(Park Jae Chul),노재현(Roh Jae Hyun),신상섭(Shin Sang Sup),허준(Huh Joon) 한국산림휴양학회 2010 한국산림휴양학회지 Vol.14 No.3

본 연구는 LNT 항목의 분석을 통해서 산행 목적과 산행윤리의식 사이의 차이를 규명하기 위하여 수행되었다. 이를 위해서, 내장산국립공원의 백양사지구와 남창지구를 사례로 연구를 수행하였다. 이를 통해 국립공원 방문목적에 따라서 윤리 의식이 유의한 차이가 있음을 확인할 수 있었다. 다시 말하면, 산행목적의 탐방객이 행락 목적의 탐방객보다 윤리 의식이 높은 것을 확인할 수 있었다. This study was performed to identify the difference between purpose and ethics consciousness of national park visit through analysis of LNT(Leave No Trace) items. For this, case study was performed in the Baekyangsa and Namchang district in Naejang national park. Study methods were questionnaire and statistic analyses. Through these, the difference of Ethics Consciousness of national park visit according to visit purpose of one was identified. In other words, it was identified that visitors for climbing purpose had higher than those for pleasure-making in Ethics Consciousness of National Park Visit.

스키장 이용 외식 고객들의 레스토랑 선택속성 연구

박휴버트 ( Hubert Park ),윤혜려 ( Hei Ryeo Yoon ) 한국식생활문화학회 2011 韓國食生活文化學會誌 Vol.26 No.4

The objective of this study was to classify dining-out customers` behaviors at ski resorts based on their restaurant selection factors. Data were collected one-on-one via interview questionnaires of 178 customers at the ski resorts. The mean scores of important attributes (4.12) and satisfactory attributes (3.08) for the sport&leisure purpose group were analyzed. For the date&family trip purpose group, the important attributes (4.13) and satisfactory attributes (3.06) were evaluated, resulting in a significant difference between the two visiting-purpose groups by independent t-test (p<0.05). The recognized important attributes for the sport&leisure purpose group were food taste (4.54), hygiene (4.53), menu variety (4.22), menu price (4.15), and convenience (4.12), and the most recognizable satisfactory attributes were related to convenience (3.52), waiting time (3.95), and employee service (3.90). For the date&family trip purpose group, recognized important attributes were hygiene (4.83), food taste (4.67), menu price (4.40), convenient (4.33), menu variety (4.25), waiting time (4.21), and employee service (4.10), and marked satisfactory attributes were convenience (3.65), hygiene (3.31), atmosphere (3.25), employee service (3.23), waiting time (3.17), and food taste (3.00). These results suggest that restaurant selection attributes would be useful tools to restaurant managers in controlling the quality of foodservice and satisfying service requirements for dinning-out customers at ski resorts.

연구논문 : 의료관광 선택속성 중요성에 대한 국적,방문 목적,소비성향에 따른 차이연구 - 방한 중국과 일본 의료관광객을 대상으로 -

송민경 ( Min Kyung Song ),김상혁 ( Sang Hyuck Kim ) 대한관광경영학회 2015 觀光硏究 Vol.30 No.2

본 연구의 목적은 방한 외국인 의료관광객의 다수를 차지하고 있는 중국과 일본 의료관광객을 대상으로 한국 의료관광에 대한 만족도를 통제한 후에 의료관광 선택속성에 대한 중요성이 국적·방문 목적·소비성향에 따라 차이가 있는지를 분석하고자 한다. 본 연구를 위한 자료의 수집은 방한 의료관광객 중 주요 고객인 중국과 일본 의료관광객들을 대상으로 총 600부의 설문지를 배포하여 586부를 회수하였고, 불성실한 응답을 제외한 총446부(74.3%)가 실증분석에 사용되었으며, 이 중 중국 의료관광객은 254명이고, 일본 의료관광객은 192명이다. 본 연구의 공분산분석 결과를 살펴보면, 중국 의료관광객이 일본 의료관광객보다 의료서비스 품질과 관광서비스 품질은 더 중요하게 생각하는 것으로 나타났으나, 가격편익은 일본 의료관광객이 더 중요하게 생각하는 것으로 나타났다. 방문 목적 집단에 따라치료 목적 집단이 미용 목적 집단보다 가격편익에 대해 더 중요하게 생각하는 것으로 나타났다. 마지막으로, 소비성향 집단에 따라 모든 요인에서 차이가 있는 것으로 나타났다. 가격편익과 거리편익은 저비용 추구 집단이 고품질 추구 집단보다 높게 나타났으며, 의료서비스 품질과 관광서비스 품질은 고품질 추구 집단이 더 높게 나타났다. 결론적으로, 의료관광 선택속성에 대한 중요성은 국적별·방문 목적별·소비성향에 따라 차이가 있는 것으로 나타났다. 본 연구의 결과는 방한 외국인 의료관광시장의 활성화를 위하여 의료관광 시장을 국적별·방문 목적별·소비성향으로 구분하여 각 세분시장의 소비자들이 중요하게 생각하는 편익을 바탕으로 보다 효율적이고 효과적인 마케팅 전략 수립에 대한 필요성을 제시하였다. The purpose of this study is to examine the differences of medical tourism selection attributes by nationality, visiting purpose, and consumption tendency after controling satisfaction effect for the China and Japan Medical tourists. A total of 600 survey questionnaire was distributed to China and Japan medical tourists and finally 446 survey questionnaires, which are consisted with 254 Chinese medical tourist and 192 Japanese medical tourist, were used to data analysis. The empirical results of ANCOVA show that the selection attributes of both medical service quality and tourism service quality are significantly different by Nationality. Regarding visiting purpose, only selection attribute of price benefit is significantly different between medical treatment purpose and cosmetic purpose. Lastly, all of four selection attributes are significantly different by consumption tendency.

면세점 선택속성이 쇼핑지출에 미치는 영향에 관한 연구 - 외래 관광객의 방문목적을 중심으로 -

현미정,신성원 한국관광산업학회 2012 Tourism Research Vol.36 No.-

In international tourism, shopping by foreign tourists contributes to the economy greatly by earning foreign currency through an increase shopping expenses. Shopping is already considered a major part of tourism worldwide. For foreign visitors to Korea, shopping is a major activity, and the main locations are duty free shops. In this study, We analyzed which influence of duty free shop's selection attributes contribute to the spending in a duty free shop. To study the subject, We established 2 hypothesis and analyzed by the following analytical tools: factorial analysis, regression analysis, logistic regression analysis. The result showed that foreign visitor have 4 type of duty free shop's selection attributes: credibility, convenience, efficiency and sales ability of salesperson. Efficiency and sales ability of salesperson have positive effect for customer's shopping expenditure, except for credibility and convenience which is not positive. Also the result showed that 4 type of duty free shop's selection attributes have not difference in customer's shopping expenditure, according to Foreign Visitor's purpose of visit.

연구논문 : 면세점 선택속성이 쇼핑지출에 미치는 영향에 관한 연구 -외래 관광객의 방문목적을 중심으로-

현미정 ( Mi Jeong Hyun ),신성원 ( Sung Won Shin ) 한국관광산업학회 2012 Tourism Research Vol.36 No.-

In international tourism, shopping by foreign tourists contributes to the economy greatly by earning foreign currency through an increase shopping expenses. Shopping is already considered a major part of tourism worldwide. For foreign visitors to Korea, shopping is a major activity, and the main locations are duty free shops. In this study, We analyzed which influence of duty free shop`s selection attributes contribute to the spending in a duty free shop. To study the subject, We established 2 hypothesis and analyzed by the following analytical tools: factorial analysis, regression analysis, logistic regression analysis. The result showed that foreign visitor have 4 type of duty free shop`s selection attributes: credibility, convenience, efficiency and sales ability of salesperson. Efficiency and sales ability of salesperson have positive effect for customer`s shopping expenditure, except for credibility and convenience which is not positive. Also the result showed that 4 type of duty free shop`s selection attributes have not difference in customer`s shopping expenditure, according to Foreign Visitor`s purpose of visit.

외식부문 : 패밀리레스토랑 웹사이트 방문목적 및 컨텐츠가 만족에 미치는 영향

고재윤 ( Jae Youn Ko ),이상건 ( Sang Gun Lee ),윤재석 ( Jae Suk Yoon ) 한국호텔리조트카지노산학학회 2006 호텔리조트연구 Vol.5 No.1

This study attempted to identify the relationship among website visit purpose and content and customer satisfaction in the context of casual dining restaurants. Two multiple regression analyses were conducted to identify the relationship between variables. The results indicate that website visit purpose and content partly affected customer satisfaction. `Store location search` and `Selection of restaurant` among website visit purpose variables significantly affected customer satisfaction. And `menu explanation` and `variety of coupons` among website content variables significantly affected customer satisfaction. The results of One-Way Anova with demographics and consumer behaviors indicate that website visit purpose are significantly different among both outlet visit frequency and website visit frequency. Also website visit purpose are significantly different among ages, occupations, and education. The implications of these results for website operation and marketing strategies are examined.

국제골프박람회 방문객의 참관목적, 참관객 가치 및 박람회에 대한 만족도와의 구조적 관계

임영삼(Lim, Young-Sam),이계석(Lee, Kyae-Suk),이상덕(Lee, Sang-Duk) 한국체육과학회 2013 한국체육과학회지 Vol.22 No.4

The purpose of this study is to consult the influence of the structural relation between Visit Purpose, Visit Value and Satisfaction of participated enterprises of a golf fair. The survey objects of this study were the participants in the ‘Korea Golf Show 2012’ who were from high school students to older peoples. The data were collected through convenience sampling method. For data processing, this research verified the individual hypotheses after testing the model fit using PASW 18.0 and AMOS 18.0. The results of this study can be summarized as follows. First, it was found that a sense of pursuit of purpose and pursuit of relationship, which are the sub-factors of the visit purpose had a significant influence on club image. Second, a visit value was found to have a significant influence on satisfaction of golf fair.

전시회 참관목적, 참관객가치 및 만족도 영향관계 연구: COEX 참관객을 중심으로

김흥렬 한국호텔관광학회 2010 호텔관광연구 Vol.12 No.2

The purpose of this study is to define the importance of visiting purpose, and then to examine the relationships among visiting purpose, attendee’s value, and satisfaction. The significant findings were as follows. First, visiting purpose of exhibition was extracted 4 factors, such as pursuit of purchase search, pursuit of acquiring knowledge-information, pursuit of problem-solving, pursuit of relationship. Among the rest, pursuit of acquiring knowledge-information had positive(+) influence on attendee’s value. In the medical and hospital equipment show, a pattern of visiting seemed to have more attendee of personal purpose(i.e. the public) than professional purpose(i.e. buyer). Second, attendee’s value had positive(+) influence on satisfaction. this showed that perceived value seemed to have influence on choice behavior before purchasing as well as satisfaction, repurchase intention, recommendation intention like as a study result of Parasuraman & Grewal(2000).

커피전문점 방문목적이 고객윤리의식과 재방문의도에 미치는 영향

이충순(Choongsoon Lee),이상미(Sang-Mi Lee) 한국콘텐츠학회 2015 한국콘텐츠학회논문지 Vol.15 No.6

본 연구의 목적은 커피전문점의 방문목적이 고객윤리의식에 미치는 영향과 재방문의도에 미치는 영향을 분석하고자 하였다. 실증분석을 위하여 커피전문점을 방문한 경험이 있는 대학생을 조사대상으로 하여 총 247개의 유효표본을 확보하였다. 관련 선행연구의 이론을 근거로 커피전문점의 방문목적은 공부(업무), 여가시간, 커피 및 간단한 식사의 세 가지 측정요인으로 도출되었다. 본 연구의 가설검증을 위하여 탐색적 요인분석과 다중회귀분석이 수행되었다. 분석결과는 커피전문점 방문목적 요인 중 공부(업무)와 커피 및 간단한 식사 요인이 고객윤리의식에 유의한 영향을 미치는 것으로 나타났으며 여가시간과 커피 및 간단한 식사 요인은 고객의 재방문의도에 유의한 영향을 미치는 것으로 파악되었다. 이와 같은 연구결과를 바탕으로 하여 실무적 시사점과 연구의 한계점을 제시하였다. The purpose of this study is to examine how the purpose of visiting coffee shop affect the customers ethics and customers revisit intention. A total of 247 effective questionnaires for empirical data analyses were obtained from the university students who had the experiences of visiting coffee shops. Trough the literature review it was suggested that three factors of visiting purpose encompassed studying(working), leisure time, coffee & snack. To test the proposed hypotheses, exploratory factor analyses and multiple regression analyses were conducted. The results showed that two factors, studying(working) and coffee & snack, of visiting purpose influenced customers ethics significantly. Among three factors, leisure time and coffee & snack were found to affect customers revisit intention significantly. Based on the results, the meaningful implications and limitations were discussed.