할인점 고객 단골의도에 관한 근본적인 이유 탐색 = Exploring Fundamental Reasons of Korean Customers' Discount Store Re - patronage Intention

국문 초록 (Abstract)

본연구는 대구 북구에 입지한 테스코의 홈플러스, 이마트, 월마트, 까르푸 고객 285명을 대상으로 한 설문조사 결과를 구조방정식 모형을 활용해 개인가치, 쾌락적 혜택과 실용적 혜택이 할인점 점포연상과 충성도에 주는 인과적 영향관계를 고찰한다.
연구 결과, 자아실현 가치는 쾌락적 혜택에 대해 부정적인 영향을 주지만 실용적 혜택과는 영향관계가 없었다. 그리고 사회소속 가치는 쾌락적 혜택과 실용적 혜택 모두에 긍정적인 영향을 준다. 그리고 쾌락적 혜택은 점포 접근성과는 긍정적인 관계를 가지지만 다른 연상들과는 관계가 없는 것으로 나타났다. 하지만 실용적 혜택은 점포접근성, 점포분위기, 디자인, 판매후서비스, 및 종업원서비스 연상에 긍정적인 영향을 주는 것으로 나타났다. 점포연상 중 접근성, 종업원서비스, 디자인 연상은 할인점 단골의도를 결정짓는 매우 중요한 직접적인 변수인 것으로 나타났다. 이상의 결과를 기반으로 이론적 시사점, 가치에 기반을 둔 포지셔닝 전략과 향후 연구방향 등이 논문 말미에서 논의되고 있다.

다국어 초록 (Multilingual Abstract)

The current study investigates the underlying reasons and shopping specific motives. Questionnaire data of 285 patrons of Homeplus, Carrefour, Walmart, and E-mart in the northern Daegu, Korea, using a structural equation model, were analyzed to investigate the hierarchical effects of personal values and two shopping motives on customers' evaluations of associations and their re-patronage intention.
The results showed that self actualization value had a negative effect on hedonic benefit but no impact on utilitarian benefit. However, social affiliation value has a positive impact on both hedonic and utilitarian benefits. While hedonic benefit had a positive effect on access, utilitarian benefit had a positive influence on store atmosphere, design, after sales services, and employee services. Design, access, and employee services had positive effects on re-patronage intention. This paper identified self-actualization and social affiliation values as two enduring beliefs underlying a customer's cognitive structure and showed that these two values acted as situation-free motives of customers' shopping behavior. And it was also revealed that hedonic and utilitarian benefits played as two shopping specific motives of customers' evaluations of discount store attributes and their re-patronage intention.

목차 (Table of Contents)

• <요약>
• Ⅰ. 문제 제기
• Ⅱ. 연구모델과 가설 제안
• Ⅲ. 연구방법론
• Ⅳ. 가설 검정과 논의
• Ⅴ. 시사점, 및 장래 연구방향
• 참고문헌
• Abstract

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