Effects of Visible and Invisible Factors as well as Buying Impulse Intention upon Store Loyalty : Focused on Physical Evidence and Word-of-mouth of Discount Store

다국어 초록 (Multilingual Abstract)

The purpose of this study was to understand the influence of the visible factor which is well shown directly and well experienced to consumers such as physical evidence, and invisible factor which is get through acquaintances or other experienced consumers such as word-of-mouth in the discount stores’ marketing communication on impulse buying intention and store royalty. Especially, this study focused on the recent marketing strategies of discount stores’ such as propose a variety of ways to cause impulse buying as well as maintaining customers who continuous trading. In order to verify the relationship between visible, invisible factor and store loyalty, and moderating and mediating effect of impulse buying intention, data were collected from 68 consumers in Soul and Gyonggi Province to test theoretial model and its hypotheses. Finding are as followed : First, analysis showed that physical evidence( β=.488, p < .01) and word-of-mouth ( β=.559, p < .01) have statistically significant positive effect on store royalty. And physical evidence ( β=.408, p < .01) word-of-mouth ( β=.551, p < .01) have statistically significant positive effect on store royalty, too. Second, the result of regression analysis for which factor is more impact in visible and invisible factor showed that word-of-mouth ( β=.410, p <.01) has statistically significant positive effect on store royalty, but physical evidence has marginally significant ( β=.244, p = .057). On impulse buying intention, word-of-mouth ( β=.474, p < .01) has only statistically significant. Finally, it did not showed that the moderating effect of the impulse buying intention, but the partial mediating effect between physical evidence and store royalty, and word-of-mouth and store royalty, respectively. These results suggested that visible and invisible factor which to appeal their customer are very important. Especially, the results suggested that they should be made invisible factor (e.g., positive word-o

목차 (Table of Contents)

• Abstract 1. Introduction 2. Theoretical Background 3. Models and Hypotheses 4. Empirical Analysis 5. Discussions and Summary References