Since ancient times, the market has played its role as a scene of intense life for ordinary people and a place of exchange and meeting. In addition, the market has played a unique role and function in various areas such as the economy, culture, and so...
Since ancient times, the market has played its role as a scene of intense life for ordinary people and a place of exchange and meeting. In addition, the market has played a unique role and function in various areas such as the economy, culture, and society of the region. However, rapid changes in the distribution environment and consumer paradigm have caused traditional markets to lose their most important economic functions. In addition, the market has been weakened sequentially in culture and social function.
Meanwhile, the National Assembly and the government could not leave the local economy and traditional markets to simple market logic and capital logic. Therefore, the National Assembly and the government enacted the Special Act on the Protection of Traditional Markets in 2010 and implemented various support policies and revitalization measures. As a result, sales and customers in traditional markets increased again. Along with this, the roles and functions of traditional markets were developed to reflect the unique characteristics and culture of the region. However, in 2020, traditional markets faced a moment when they had to think about their survival amid new changes and rapidly changing distribution environments. Under these circumstances, this study looked at how the customer's pursuit benefits of visiting traditional markets affect the nature of choice and behavior. And through this, we tried to draw up measures to revitalize the traditional market. Literature studies and empirical studies were conducted in parallel to achieve the research objectives.
The research hypothesis is as follows. 'The customer’s pursuit benefits will have a significant impact on the selection attributes.' The customer’s pursuit benefits will have a significant impact on their behavioral intentions. 'The selection attributes of customers will have a significant impact on their behavioral intentions. An empirical survey was conducted on local residents and tourists visiting Yeongwol Seo-bu Market through the self-contained questionnaire method. The survey was conducted on consumers and tourists who had visited Yeongwol Seo-bu Market. The survey was conducted for 20 days, including weekends and weekdays, from 1 December to 20 December 2019. Of the 300 questionnaires distributed, 275 were retrieved. 232 effective samples were analyzed, excluding unfaithful answers. Finally, the hypothesis verification results are derived through multiple regression analysis.
The results of the verification of the hypothesis are as follows. First, in Hypothesis 1, social exchange pursuit was shown to have a significant impact on placeness and additiveity. The pursuit of cultural experience has also been shown to have a significant impact on merchandise, convenience, and addition. Second, in hypothesis 2, cultural experience pursuit, social exchange pursuit and rest pursuit were all shown to have a significant impact on the behavioral intentions. Third, for hypothesis 3, only one factor of merchantability was shown to have a significant effect on the behavioral intentions. Finally, we looked at the differences in perception depending on the customer's residence. As a result, there were meaningful differences in cultural experience pursuit, rest pursuit, merchantability, convenience, and behavioral intentions depending on the residence.
The above analysis results derive the following implications: First, it is necessary to provide convenience and information for tourists. In addition, investment is needed for young people and young local residents who are future customers. Second, active investment is needed to increase location, merchantability, convenience, and addedness. Third, efforts to revitalize the market have been paying off and should therefore be maintained continuously. Fourth, only one commodity was adopted in the influence of selection attributes on the behavioral intentions. Therefore, we need to simultaneously recognize the development and limitations of traditional market products and also supplement the remaining factors that have not been adopted. Finally, a difference in perception between local residents and tourists was discovered through a difference analysis. Therefore, it is necessary to develop Yeongwol Seo-bu Market into a market for tourists in the future. It is true that this study has some limitations due to the constraints of the survey period and the dependence on questionnaires. However, it will not be difficult to provide some basic data for revitalizing traditional markets.