프리미엄 아울렛의 입지선정에 관한 연구 = 아울렛 이용자 특성분석을 중심으로

다국어 초록 (Multilingual Abstract)

Changes in people’s view to the consumption brought about various shopping patterns, which, in line with the location characteristics of Gyeonggi Province, introduced premium outlets in its suburbs. This study is on the location decision for such an outlet and particularly analyzes what variables affect the intention to use a new outlet based on data from two surveys: one conducted in Yeoju Premium Outlet and the other at a neighboring highway rest area. A feature of this study is to analyze the potential for the location of a premium outlet not as a standalone facility, but as in a complex that is highly accessible via highways. For an outcome variable with three response categories—yes, no, and don’t know—multinomial logistic regressions find that the intention to visit a new complex-affiliated outlet is associated with the respondent’s area of residence, visit purpose, visit frequency, trip time to the outlet, and the quality of the product. Notably, the complex-affiliated outlet may not create a new market or have a different customer group, but it will draw attention of the general outlet users. In relation to the capital region, which includes Gyeonggi Province, those contacted at Yeoju Outlet are not sure if they would visit the new outlet, but those at the rest area are likely to go there. These findings carry implications for future premium outlet managers and local governments and also, they can be considered in explaining suburban shopping travel.