測量與定義硏究大型購物商場的消費者權益 = A Study on Measuring and Defining Customer Equity of Complex Shopping Mall

다국어 초록 (Multilingual Abstract)

As leisure time is extended, staying time at one shopping space is increased, and complex shopping mall are taking center stage as a new type of retail channels by family-focused shopping culture, because the whole family enjoys pleasures at the same time owing to coexistence of shopping space and entertainment facilities in them. As these complex shopping mall have a new concept that is a combination of traditional retail trade and the elements of entertainment, they become a solution of consumers` different needs, changed buying patterns, and the competitive distribution market. Complex shopping malls are evolving into the space of life that offers goods, service, entertainment facilities, and a variety of experience. Moreover, companies using SNS that is a new marketing communication tool have been on the rise. Companies can appeal to consumers, and cut marketing costs through SNS. Companies use SNS as an important means of marketing in order to form, keep and develop relations with consumers. These social network service marketing activities influence complex shopping mall, and the mall form relations with consumers by using Twitter, Facebook, and Blogs. The final purpose of the study is to suggest a marketing strategy of complex shopping mall by departmentalizing consumers depending on customer equity and lifestyle, and finding their characteristics through users` mall image and awareness who use SNS of complex shopping mall. The study conducted an online survey in followers of Twitters operated by A mall and B mall. The questionnaire survey was conducted in October, 2011 in Twitter followers of A mall and the 220 questionnaires returned by followers of A mall were used in statistical analysis. And the 261 questionnaires returned by Twitter followers of B mall from October, 2011 to November, 2011 were used in statistical analysis. The data of this present study was analyzed using Amos 18, SPSS 18.0 program. Confirmatory factor analysis was conducted in order to analyze the validity and reliance of the study parameters and reliance analysis was conducted in order to confirm the consistency of the questions in the criteria. The structured equation model was used for hypothesis testing and the cluster analysis was conducted in order to analyze the lifestyle of SNS users and separate groups and the multiple group analysis was conducted in order to investigate the relationship of each parameter in each cluster. The outcome of the study is summarized as follows. First, Survey of social network service users of complex shopping mall was performed to identify the mall awareness and image. Second, As a result of confirming the effect of mall image on self-congruity, mall image appeared to have had effect on self-congruity. Third, as a result of verifying that positive mall awareness has effect on mall commitment, mall awareness proved not to have had effect on mall commitment. Fourth, as a result of confirming that self-congruity has positive effect on commitment into shopping mall, it appeared to have has significant positive effect. Fifth, as a result of testing of the hypothesis that the higher the customer`s commitment into shopping mall the higher the loyalty, it proved the theory was correct. Sixth, as a result of testing if the loyalty has effect on customer equity, loyalty proved to have had effect on customer equity. Seventh, as a result of testing if awareness of shopping mall has effect on customer equity, awareness was found to have had effect on customer equity. Eighth, this study classified customer group into three categories of fashion-oriented, sociability-oriented and rationality- oriented according to the lifestyle of users of multipurpose shopping mall`s SNS. Implications obtained from the study include the following; In a bid to provide assistance in developing the marketing strategy for complex shopping mall using social network service, social network service users were categorized by characteristic and the difference in using and aware of SNS was identified. This study was aimed at reviewing based on previous studies on SNS and lifestyle at home and abroad but the questions on lifestyle focusing on fundamental SNS users have yet to be developed, causing difficulties in fully describing the lifestyle of SNS users. Thus further study to develop the more specific and reliable questions on lifestyle of SNS users shall continue.