점포 밀도와 세일의 가격혜택이 혼잡성 지각에 미치는 영향

박경애 ( Kyungae Park ),허순임 ( Soonim Heo ) 한국의류학회 2015 한국의류학회지 Vol.39 No.4

This study examined: 1) the effect of store density on perceived crowding 2) the difference of perceived price benefit of sale by store density 3) the effect of perceived price benefit and store density on perceived crowding and 4) the effect of perceived crowding and price benefit on shopping behaviors. Store density and perceived crowding were categorized into social and spatial dimensions. Data were collected with 6 (high, medium, and low social and spatial densities) * 2 (sale and no-sale) between-subjects experimental designs. A total of 395 responses were analyzed. The results revealed that social density affected social crowding, but spatial density had no effect on perceived crowding. Price benefit of sale was not different by store density. The sale itself did not affect perceived crowding. Under the social density situation, perceived price benefit reduced spatial crowding and social crowding showed a positive effect on purchase behavior while spatial crowding had a negative effect. However, the most important effect on purchase behavior was price benefit. The study implies that social density (not spatial density) is important for consumer behavior and retail strategies.

Perceived Crowding at Cultural Event in China : A Focus on the Ditan Temple Fair

Park,Keun-soo,Chen Yan 세계문화관광학회 2006 Conference Proceedings Vol.7 No.0

The purpose of this study was to find out the factors influencing the perceived crowding in a temple fair in China, and extend the concept of perceived crowding to the event environment. Study model was based on Choi's crowding model, and three theories; expectancy theory, stimulus-overload theory, and social interference theory. Correlation analysis was used to test the relationship between the perceived crowding and a variety of variables, as well as the relationship with visitor satisfaction. The study reveals that perceived crowing in the Ditan Temple Fair is significantly and positively related with estimated density, and negatively related with expectation of crowding. Situation factor was also related with perceived crowding. An important finding in this study is perceived crowding in general has a positive relation with visitors' satisfaction, which means the increasing perceived crowding did not decrease the visitors' satisfaction in the Ditan Temple Fair, but improved their recreational experiences. The suggestion for the management of the Ditan Temple Fair with respect to decreasing crowding perception was also offered in this study.

Perceived Crowding at Cultural Event in China – Focused on the Ditan Temple Fair –

박근수,이영관,진혁 한국사상문화학회 2009 韓國思想과 文化 Vol.47 No.-

The purpose of this study was to find out the factors influencing the perceived crowding in temple fair in China, and extend the concept of perceived crowding to the event environment. Study model was based on Choi crowding model, and three theories, expectancy theory, stimulus-overload theory, and social interference theory. Correlation analysis was used to test the relationship between the perceived crowding and a variety of variables, as well as the relationship with visitor satisfaction. The study reveals that perceived crowing in Ditan Temple Fair is significantly and positively related with estimated density, and negatively related with expectation of crowding. Situation factor were also related with perceived crowding. An important finding in this study is perceived crowding in general has a positive relation with visitors’ satisfaction, which means the increasing perceived crowding did not decrease the visitors’ satisfaction in Ditan Temple Fair, but improved their recreational experiences. The suggestion for the management of Ditan Temple Fair with respect to decreasing crowding perception was also offered in this study. 북경에서 매년 음력설에 개최되는 Ditan 사찰축제는 최근 관광객들로부터 많은 인기를 모으고 있다. 이 축제의 인기도가 높은 이유는 행사기간이 중국최대의 명절기간 중에 개최된다는 점과 축제장에서 전통 북경 의상, 음식, 그리고 문화를 보고 즐길 수 있기 때문이다. Datan 사찰축제에 방문하는 관광객이 증가하면서 이들의 질적인 만족도를 높이는 요인을 문화적인 측면에서 분석할 필요성이 대두되고 있다. 이 연구는 중국의 사찰축제에서 관광객들이 지각하는 혼잡이라는 개념을 문화적인 측면에서 분석하려는 목적으로 수행되었다. 이 연구의 모형은 기존 혼잡모델을 기초로 하여 기대이론과 사회개입이론에 근거하여 구성되었다. 연구의 분석결과 연구대상이 된 북경 Ditan 사찰축제의 방문객들이 느끼는 혼잡정도는 이들의 만족도에 많은 영향을 미치는 것으로 나타났다. 구체적으로 Ditan 사찰축제에서 방문객들이 지각하는 혼잡정도가 클수록 방문객 밀도를 추정하는 정도가 커지는 것으로 나타났으며 혼잡에 대한 기대도는 낮아지는 것으로 나타났다. 이러한 분석결과는 문화행사인 사찰축제에 부여하는 방문객들의 만족정도를 이해하는데 많은 도움을 준다. 이 연구의 결과는 북경 Ditan 사찰축제와 같은 문화축제의 방문객 행동을 이해하는데 다음과 같은 중요한 의미를 시사해주고 있다. Ditan 사찰축제에 방문하는 방문객들의 만족도를 높이기 위해서는 방문객들이 지각하는 혼잡정도를 높일 필요가 있다는 점이 연구결과 분석되었다. Ditan 사찰축제 방문객중 행사장이 혼잡하다고 느끼는 방문객일수록 이들이 재미있는 축제경험을 한다는 것은 중국의 사회문화적인 배경에서 그 원인을 찾을 수 있을 것이다. 이 결과를 중심으로 Ditan 사찰축제의 기획과 운영에 대한 제언이 이루어졌다.

Culture : Perceived Crowding at Cultural Event in China -Focused on the Ditan Temple Fair-

박근수 ( Keun Soo Park ),이영관 ( Young Kwan Lee ),진염 ( Yan Chen ) 한국사상문화학회 2009 韓國思想과 文化 Vol.47 No.-

북경에서 매년 음력설에 개최되는 Ditan 사찰축제는 최근 관광객들로부터 많은 인기를 모으고 있다. 이 축제의 인기도가 높은 이유는 행사기간이 중국최대의 명절기간 중에 개최된다는 점과 축제장에서 전통 북경 의상, 음식, 그리고 문화를 보고 즐길 수 있기 때문이다. Datan 사찰축제에 방문하는 관광객이 증가하면서 이들의 질적인 만족도를 높이는 요인을 문화적인 측면에서 분석할 필요성이 대두되고 있다. 이 연구는 중국의 사찰축제에서 관광객들이 지각하는 혼잡이라는 개념을 문화적인 측면에서 분석하려는 목적으로 수행되었다. 이 연구의 모형은 기존 혼잡모델을 기초로 하여 기대이론과 사회개입이론에 근거하여 구성되었다. 연구의 분석결과 연구대상이 된 북경 Ditan 사찰축제의 방문객들이 느끼는 혼잡정도는 이들의 만족도에 많은 영향을 미치는 것으로 나타났다. 구체적으로 Ditan 사찰축제에서 방문객들이 지각하는 혼잡정도가 클수록 방문객 밀도를 추정하는 정도가 커지는 것으로 나타났으며 혼잡에 대한 기대도는 낮아지는 것으로 나타났다. 이러한 분석결과는 문화행사인 사찰축제에 부여하는 방문객들의 만족정도를 이해하는데 많은 도움을 준다. 이 연구의 결과는 북경 Ditan 사찰축제와 같은 문화축제의 방문객 행동을 이해하는데 다음과 같은 중요한 의미를 시사해주고 있다. Ditan 사찰축제에 방문하는 방문객들의 만족도를 높이기 위해서는 방문객들이 지각하는 혼잡정도를 높일 필요가 있다는 점이 연구결과 분석되었다. Ditan 사찰축제 방문객중 행사장이 혼잡하다고 느끼는 방문객일수록 이들이 재미있는 축제경험을 한다는 것은 중국의 사회문화적인 배경에서 그 원인을 찾을 수 있을 것이다. 이 결과를 중심으로 Ditan 사찰축제의 기획과 운영에 대한 제언이 이루어졌다. The purpose of this study was to find out the factors influencing the perceived crowding in temple fair in China, and extend the concept of perceived crowding to the event environment. Study model was based on Choi crowding model, and three theories, expectancy theory, stimulus-overload theory, and social interference theory. Correlation analysis was used to test the relationship between the perceived crowding and a variety of variables, as well as the relationship with visitor satisfaction. The study reveals that perceived crowing in Ditan Temple Fair is significantly and positively related with estimated density, and negatively related with expectation of crowding. Situation factor were also related with perceived crowding. An important finding in this study is perceived crowding in general has a positive relation with visitors` satisfaction, which means the increasing perceived crowding did not decrease the visitors` satisfaction in Ditan Temple Fair, but improved their recreational experiences. The suggestion for the management of Ditan Temple Fair with respect to decreasing crowding perception was also offered in this study.

The Impacts of Perceived Retail Crowding on Store Satisfaction and Patronage Intention: The Moderating Effects of Tolerance for Crowding and Shopping Motivation

간톨가 오란델가,배병렬,이지원 한국산업경제학회 2015 산업경제연구 Vol.28 No.1

Most research on crowding has focused on the negative aspects of crowding in a retail setting. This paper provides a conceptual model that gives insight in the effects of perceived retail crowding on consumer store patronage intension through mediation of emotions (i.e., pleasure, arousal and dominance) and store satisfaction in supermarket. For the purpose of achieving these research objectives, mall intercept interview was conducted on 205 supermarket consumers in J city, Korea. The proposed structural relationship among perceived retail crowding, emotions, store satisfaction and patronage intention were analyzed by using structural equation modeling with SmartPLS 3.0 Also, we explored the underlying moderating effects of tolerance level for crowding and shopping motivation on store patronage intention. The results of this study demonstrated the effectiveness of the proposed model in the relationship of perceived retail crowding-emotions-store satisfaction-patronage intention under actual retail setting. The study found that the effect of perceived retail crowding on store satisfaction is mediated by the emotional dimension of arousal, and emotions (i.e., pleasure, arousal and dominance) on patronage intention mediated by store satisfaction. Significant moderating effects of utilitarian shopping motivation on patronage intention was found for pleasure, also hedonic shopping motivation on patronage intention was found for arousal and dominance. Moderating effect of tolerance level for crowding doesn't exist between perceived crowding and emotions.

면세점 서비스 품질과 혼잡지각이 지각된 가치와 재 구매의도에 미치는 영향: 하이난 출도(이도)면세점(离岛免税店, Offshore Island duty-free Shop)을 중심으로

원택홍 ( Yuan Zehong ),박상수 ( Park Sang Soo ),왕서혜 ( Wang Shuhui ) 한국외국어대학교 국제지역연구센터 2022 국제지역연구 Vol.26 No.2

본 연구에서는 중국 출도면세점(离岛免税, Offshore Island duty-free Shop)을 이용한 하이난(海南島) 도내 주민과 외지 관광객들을 대상으로 서비스 품질 유형성(점포 환경, 상품 다양성) 과 무형성(인적 서비스, 부가 서비스), 혼잡지각(인적 혼잡지각, 공간 혼잡지각)과 품질신뢰 등이 지각된 가치 및 재 구매의도에 미치는 영향에 대해 살펴보았다. 아울러 하이난 도내 주민과 외지인을 대상으로 두 집단 간 차이를 살펴보았다. 첫째, 가설검증 결과는 다음과 같다. 서비스 품질 유형성인 점포 환경 및 서비스 품질, 무형성인 인적 서비스, 부가 서비스 모두 지각된 가치에 정(+)의 영향을 미치는 것으로 나타났다. 또한, 면세점에 대한 지각된 가치가 재 구매의도에 정(+)의 영향을 미치는 것으로 나타났다. 둘째, 서비스 품질 무형성인 인적 서비스, 부가 서비스의 조절효과가 유의하게 나타났다. 셋째, 다중집단 비교분석 결과에서는 주민의 경우 점포 환경, 부가 서비스, 공간 혼잡지각, 변수가 지각된 가치에 유의한 것으로 확인되었으며, 인적 서비스, 인적 혼잡지각이 재 구매의도에유의한 것으로 나타났다. 반면, 외지인의 경우 점포 환경, 인적 서비스, 부가 서비스가 지각된가치에 유의한 것으로 확인되었으며, 인적 서비스에서만 재 구매의도에 유의한 것으로 확인되었다. 지각된 가치의 경우 도내 주민과 외지인 집단 모두 유의한 것으로 나타났다. 두 집단(도내 주민 vs 외지인)간 경로계수 값에 대한 차이 검증(등가제약 모형)결과에서는‘인적 서비스→지각된 가치’, ‘부가 서비스→지각된 가치’, ‘공간 혼잡지각→지각된 가치’, ‘인적 혼잡지각→재 구매의도’ 등 4개 경로에서 유의한 것으로 나타났으며, ‘인적 서비스→지각된 가치’ 경로에서는 외지인 집단에서만 유의성이 확인되었다. ‘부가 서비스→지각된 가치’ 경로에서는 두 집단 모두 유의한 것으로 나타났으며, 특히 도내 주민의 경로계수 값이 외지인의 경로계수 값 보다 큰 것으로 나타났다. The purpose of this study is to examine the effects of service quality and perceived crowding on perceived value and repurchase intention in Hainan outlying island(离岛) duty free. For achieving the aim of the study, total 465 data was collected from outlying island duty free shop’s customers in Hainan and analysed using SPSS and AMOS. The following are the main results. First, the results of hypothesis testing are as follows. It was found that the store environment, which is a tangible type of service quality, and human service, which is an intangible service quality, had a positive (+) effect on the perceived value. It was found that the perceived value of duty free shops also had a positive (+) effect on repurchase intention. Second, on the other hand, the moderating effect of human service and supplementary service, which are intangible service quality, was found to be significant. Third, in the results of multi-group comparative analysis, store environment, supplementary services, perceived spatial crowding, were found to be significant in the perceived value of residents, and human service and human congestion perception were significant in repurchase intention of residents. In the case of tourists, it was confirmed that store environment, human service, and supplementary services were significant in perceived value, and only the human service was found to be significant in repurchase intention. In the verification of the difference in the path coefficient values of the two groups, it was found that tourists were much larger than residents in the 'human service →perceived value' path. On the other hand, in the 'supplementary services→perceived value' path, residents were found to be larger than tourists. In addition, only residents were found to be significant in the paths of 'perceived spatial crowding→perceived value' and 'perceived human crowding→repurchase intention'.

혼합지각의 규범적 접근에 의한 사회적 수용능력에 관한 연구 : - 내장산국립공원 단풍이용객 대상의 사례연구 -

박청인,Park Chung-In 한국조경학회 2005 韓國造景學會誌 Vol.33 No.1

The main concept of social carrying capacity is based on the principle that 'there are limits to the number of users a given recreation site can accommodate in order to provide quality of recreation experience'. The quality of the experience is revealed as user's satisfaction and perceived crowding. In this respect, studies of social carrying capacity have been frequently conducted by measuring perceived crowding and satisfaction. The purpose of this study is to identify the variables affecting perceived crowding, and causality bet-ween satisfaction and perceived crowding. Four hundred seventy six visitors were selected at Naejangsan National park on peak day of autumn excursion through on-site survey. The collected data were applied by factor analysis for categorizing the research variables, and multiple regression for finding the causality among variables. The study results are follows. The expectation of crowding, as a normative variable for perceived crowding, are categorized by three factors; circulation, user facility, and landscape. The circulation factor is the most powerful affecting perceived crowding among three factor. The landscape factor, however, do not have statistical significance on perceived crowding. The causality between satisfaction and perceived crowding is found. Although this relation is significant in statistics, magnitude of the coefficient is very small. It might be interpreted that satisfaction cannot be predicted simply from a user's perception of crowding, but a multi-dimensional concept such as adaptation and coping behavior.

호텔웨딩컨벤션의 혼잡지각이 감정반응과 행동의도에 미치는 영향

이승재 ( Seung Jae Lee ),이재섭 ( Jae Sub Lee ) 한국호텔리조트학회(구 한국호텔리조트카지노산학학회) 2013 호텔리조트연구 Vol.12 No.3

This research intends to examine the impact of perceived crowding of hotel wedding convention on emotion feelings and behavior intention. The research result is as follows. First, as a result of conducting factor analysis about crowding based on preceding studies, it was divided into two parts, human crowding and spatial crowding. The levels of perceived human and spatial crowding were relatively high, which results from an expectation to be crowded by the emotions and understanding in a specific situation. Second, when it comes to the impact of perceived crowding on emotion feelings, positive emotion feelings caused not by choice but by others were high in human perceived crowding considering Koreans`` sentiment, while spatial perceived crowding caused negative emotion feelings. This result shows that creating crowding but pleasant atmosphere is significant. Third, positive response on the impact of emotion feelings on behavior intention gave significant impact on customer satisfaction, while it did not have influence on the intention to recommendation. It shows that choice is made dependent on who the Hotel Wedding Convention chooses as targets, suggesting that it is not applicable to the effect of intention to recommend. We analyzed the collected data using SPSS manual statistics program and AMOS.

테마파크 방문객의 혼잡지각이 감정, 만족에 미치는 영향: 관광위험지각의 조절효과를 중심으로

임명재 한국상품학회 2023 商品學硏究 Vol.41 No.6

본 연구는 테마파크 방문객의 혼잡지각(인적 혼잡지각, 공간적 혼잡지각)이 감정(긍정적 감정, 부정적 감정)을 통해 만족으로 연계되는 과정을 종합적으로 검토한 연구이다. 특히, 연구에서는 조절변수로 위험지각요인을 활용하여, COVID-19 이후 변화된 관광시장의 효과적인 관광목적지 관리방안을 모색하는 부분에 도움을 줄 수 있도록 실증연구를 진행하였다. 설문조사를 위해 테마파크 방문경험이 있는 대학생을 대상으로 258부의 설문을 조사하여, 256부의 설문을 분석에 활용하였다. 연구를 통해 인적 혼잡지각은 긍정적인 감정에 유의한 영향을 미치는 것으로 나타났으며, 공간적 혼잡지각은 부정적인 감정과 긍정적인 감정 모두에 유의한 영향을 미치는 것으로 나타났다. 또한 혼잡지각은 긍정적 감정을 통해 관광객의 만족에 유의한 영향을 미치는 것으로 나타났다. 위험지각의 조절효과에 대한 분석결과 위험지각 수준에 따라 통계적으로 유의한 차이가 발견되었다. 따라서 테마파크가 방문객의 만족도를 향상시키고, 지속적인 발전을 도모하기 위해서는 방문객의 혼잡지각과 감정에 대한 효과적인 관리가 필요할 것이다. 본 연구를 통해 COVID-19 이후 방문객 수용력 관리의 중요성이 검토되었으나, 세부적인 테마파크 운영 전략을 제시하는 후속 연구가 필요한 것으로 나타났다. This study was conducted to find out the effect of visitor perceived crowding(perceived human crowding/perceived spatial crowding) on emotion(positive emotion/negative emotion) and satisfaction in theme parks. In the study, visitors' risk perception was set as a moderator variable. In addition, the effect of risk perception level on perceived crowding was investigated in theme parks. The respondents sampled college students who had experience using theme parks. The 256 out of 258 questionnaires were used for analysis. The results of the analysis, showed that perceived human crowding had a significant effect on positive emotions. In addition, perceived spatial crowding was found to have a significant effect on both negative and positive emotions. It was found that the positive emotions of theme park visitors had a significant effect on satisfaction. As a result of the analysis of the moderating effect of risk perception, significant differences were found according to the level of risk perception. Therefore, in order to improve visitor satisfaction, it is necessary to operate a theme park that perceived crowding and emotion. Through this study, the importance of visitor capacity management after COVID-19 was reviewed. However, it was found that a follow-up study was needed to suggest the operation strategy of the theme park.

The Impacts of Perceived Retail Crowding on Store Satisfaction and Patronage Intention

Urandelger, Gantulga(간톨가 오렌델가),Byung-Ryul, Bae(배병렬),Ji-Won, Lee(이지원) 한국산업경제학회 2015 산업경제연구 Vol.28 No.1

본 연구는 소매점 혼잡에 대한 소비자 지각이 점포애고의도에 미치는 효과를 감정(기쁨, 각성, 지배)과 점포만족을 매개변수로 설정하여 연구하였다. 이러한 관계에서 혼잡에 대한 허용 및 쇼핑모티베이션을 조절변수로 설정하였다. 이러한 연구모델을 검증하기 위해 205명의 쇼핑객(이마트, 홈플러스, 롯데마트)을 대상으로 mall-intercept 면접을 통해 자료를 수집하였다. 수집된 자료는 SmartPLS 3.0으로 분석하였다. 분석결과는 다음과 같다. 소비자의 소매점 혼잡지각은 감정(기쁨, 각성, 지배)에 정적인 영향을 주는 것으로 나타났다. 감정 가운데 지배를 제외한 나머지 변수(기쁨, 각성)는 점포만족에 영향을 주는 것으로 나타났다. 소매점 혼잡지각은 점포만족에 직접적인 영향을 주지 않고 감정을 매개해 영향을 주는가를 검증하였다. 감정의 매개효과를 검증한 결과, 각성만이 부분매개의 역할을 하고 기쁨과 지배는 매개역할을 하지 않는 것으로 나타났다. 감정이 점포애고의도에 직접적인 영향을 주지 않고 점포만족을 매개해 영향을 주는가를 검증하였다. 검증결과, 감정의 세 요인은 점포만족에 모두 부분매개의 역할을 하는 것으로 나타났다. 혼잡에 대한 허용(tolerance)과 쇼핑모티베이션의 조절역할을 검증하였다. 구체적으로 지각된 소매점 혼잡과 감정 사이에 혼잡에 대한 허용이 조절역할을 하는가를 검증하였다. 검증결과, 혼잡에 대한 허용은 두 변수 간에 조절역할을 하지 않는 것으로 나타났다. 감정과 점포만족 간에 쇼핑모티베이션(쾌락적 쇼핑, 실용적 쇼핑)의 조절역할을 검증한 결과, 쾌락적 쇼핑동기는 지배와 점포만족 간에 조절역할을 하고, 실용적 동기는 기쁨과 점포만족 간에 조절역할을 하는 것으로 나타났다. 이러한 결과를 토대로 실무적인 시사점을 기술하였다. Most research on crowding has focused on the negative aspects of crowding in a retail setting. This paper provides a conceptual model that gives insight in the effects of perceived retail crowding on consumer store patronage intension through mediation of emotions (i.e., pleasure, arousal and dominance) and store satisfaction in supermarket. For the purpose of achieving these research objectives, mall intercept interview was conducted on 205 supermarket consumers in J city, Korea. The proposed structural relationship among perceived retail crowding, emotions, store satisfaction and patronage intention were analyzed by using structural equation modeling with SmartPLS 3.0 Also, we explored the underlying moderating effects of tolerance level for crowding and shopping motivation on store patronage intention. The results of this study demonstrated the effectiveness of the proposed model in the relationship of perceived retail crowding-emotions-store satisfaction-patronage intention under actual retail setting. The study found that the effect of perceived retail crowding on store satisfaction is mediated by the emotional dimension of arousal, and emotions (i.e., pleasure, arousal and dominance) on patronage intention mediated by store satisfaction. Significant moderating effects of utilitarian shopping motivation on patronage intention was found for pleasure, also hedonic shopping motivation on patronage intention was found for arousal and dominance. Moderating effect of tolerance level for crowding doesn"t exist between perceived crowding and emotions.