대형 점포선택속성이 이미지, 지각적 가치, 만족과 애호도에 미치는 영향에 대한 통합적 연구 = The Integrated Approach of Big Store Choice Attributes’ Influence on Store Image, Perceived Value, and Loyalty

다국어 초록 (Multilingual Abstract)

This research is based on the store choice attribute theory that substantially explains how supermarket's store choice attributes affect store loyalty via store image, perceived value, and customer satisfaction. It was primarily designed to address how supermarket can maintain differentiated competitive advantage by suggesting strategic models including time-effort-cost variables, which explain further than former research on physical or emotional store choice attributes. In this study, we include a shopping experience cost as a new factor for the store choice attributes, which others do not consider, beside location, merchandising and shopping convenience, and construct and test the model that these factors can make an influence to store loyalty though the mediator effects, such as store image, perceived value and satisfaction. As a result, the shopping experience cost is verified as an important factor for store image and perceived value. Meanwhile, it has the most important effects with shopping convenience. This research shows that location among the store choice attributes do not make an effects of perceived value, against other store choice attributes. Consequentially, it can be used to scoop customers in stores that they are perceived by these factors to make customer values and satisfaction.

국문 초록 (Abstract)

본 논문은 점포선택속성 이론을 기초로 대형마트에서의 점포선택을 위한 각 속성들이 점포이미지와 지각적 가치 및 만족을 통해 점포 애호도에 어떠한 영향을 미치는가에 대한 실증연구이다. 기존의 물리적 혹은 감정적 점포선택속성 차원의 연구 활동을 넘어 쇼핑경험비용 요인을 포함시킨 전략적 모델을 제시하여 대형마트의 차별화된 경쟁우위를 확보해 나갈 수 있는 전략적 접근방법을 중심으로 연구를 진행하였다. 이를 위하여 본 연구에서는 점포선택속성에 대한 요인으로 기존 연구에서 다루었던 입지, 상품구색, 쇼핑 편의성 외에 새로운 요인으로 쇼핑경험비용을 추가하고, 이들 요인들이 매개변수인 점포이미지, 지각적 가치 및 만족을 통해 점포 애호도에 미치는 영향을 주는 연구모형을 설정하여 이를 검증하였다. 그 결과, 점포선택속성 중 점포이미지에 영향을 주는 요인의 중요도가 쇼핑경험비용, 쇼핑 편의성, 상품구색, 입지의 순으로 나타났고, 그 중 쇼핑경험비용과 쇼핑 편의성이 차지하는 비중이 상대적으로 높게 나타났다. 본 연구에서는 점포선택속성 가운데 입지는 지각적 가치에 유의하지 않았으나, 상품구색, 쇼핑 편의성, 쇼핑경험비용 등은 영향을 주는 것으로 나타나, 이러한 요인들의 지각을 통해 소비자 가치와 만족도를 높여 결과적으로 소비자 행동을 유인할 수 있음을 보여주었다.

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