쇼핑의 즐거움이 여가쇼핑 동기와 쇼핑몰 재방문의도에 미치는 영향 = The Effect of Shopping Excitement on Recreational Shopping Motivation and Revisit Intention at Shopping Malls

다국어 초록 (Multilingual Abstract)

How does recreational shopping motivation influence revisit intention at shopping malls? How does shopping excitement influence the relationship between shopping motivation and shopping behavior, such as revisit intention? The purpose of this study is to investigate the relationship between motivations of recreational shoppers visiting shopping malls and the effect of shopping excitement on its relationship by introducing excitement as the ultimate goal of leisure activity in shopping industry. To test the model, a field study method was employed to gather information directly from individual shoppers of the shopping malls in South Korea. In order to manage the sample representativeness, data were collected Monday through Sunday via intercept surveys conducted at each shopping mall by trained interviewers. The 360 samples were analyzed using structural equations modelling in Amos. The results partially supported the hypotheses. This study concludes with a discussion of managerial implications.

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