본 연구는 최근 국내에서 급성장하고 있는 드럭스토어를 대상으로 드럭스토어의 점포환경의 분위기가 고객이 인식하는 총체적인 분위기 인식과 감정 및 재방문의도에 미치는 영향 관계를 분석하였다. 특히 SOR(Stimuli-Organism- Response)의 이론을 바탕으로 점포환경의 분위기에 대한 고객의 인지적 평가 및 감정적 평가와 행동적 결과와 어떠한 영향 관계가 있는지를 살펴보고자 하였다.
연구결과 첫째, 점포환경의 차원들은 향기, 조명, 상품구색, 디스플레이, 종업원으로 구성된 다차원적 개념임을 확인 하였다. 둘째, 점포환경은 총체적인 분위기 인식에는 긍정적인 영향을 미치는 것으로 나타났으나, 긍정적인 감정에는 유의한 영향을 미치지 않는 것으로 나타났다. 셋째, 총체적인 분위기 인식은 긍정적인 감정에 유의한 영향을 미치는 것으로 확인되었다. 마지막으로 총체적 분위기 인식은 재방문의도에 긍정적인 영향을 미치지 않는 것으로 나타났으나, 긍정적인 감정은 재방문의도에 긍정적인 영향을 미치는 것으로 확인되었다.
Atmosphere of retail store environment was found to depend upon customer’s positive emotion and behavioral result in retailing literature. Most studies related to retail store suggested the elements comprising atmosphere of store environment, and mentioned variable attributions depending on respective research subjects. These studies also explained causality among the following factors; 1) the atmosphere of store environment, 2) customer’s emotion reflecting one’s condition, and 3) behavioral intention. To prove that causality, they used S-O-R (Stimulus Organism Response) theory. Most of them, however, stated that customer’s positive emotional assessment (Organism) on stimulus of store environment (Stimulus) affected customer’s behavioral intension. This study, based on S-O-R model, hence focused on how customer’s cognitive assessment (Organism) as well as emotional assessment are linked to customer’s behavioral result.
In this study, we used 241 surveys conducted on well-established drugstores and utilized SPSS 15.0 and AMOS 7.0 for analysis. We conducted an exploratory factor analysis, a confirmatory analysis and a SEM analysis to observe the causality among variables.
The purposes of this study are as follows: first, we aimed to investigate the dimension of atmosphere of store environment by using multi-dimension concept based on the attributes for the atmosphere of store environment that were suggested in preceding studies. Next, we aimed to observe how such an atmosphere of store environment affects cognitive and emotional assessment in an holistic manner. We finally aimed to examine how holistic cognitive and emotional assessment affect revisiting intension. Figure 1 shows the process of overall empirical analysis and research model used in this study.
We analyzed the validity of each factor by analyzing exploratory factors before conducting confirmatory factor analysis. After that, only one factor that measures revisiting was excluded, and others were significant.
Thus, we concluded store’s environment is influenced by music, scent, merchandise assortment, lighting, display, and employees. We then analyzed second-order confirmatory factors to figure out how drugstore’s environment could explain one-dimensional each factor’s attribution and a high-dimensional factors and obtained X²=1.322, <Figure 1> Research Model d.f.=122, p=0.000 X²/d.f.=161.313, GFI=0.929, NFI= 0.927, CFI=0.981, RMRSEA=0.037 as a result. We then performed confirmatory factor analysis, but once again excluded music factor since the it was shown insignificant (Path Coefficient=-0.013, p=0.844), and obtained X²=402, d.f.=82, p=0.000, X²/d.f.=114.969, GFI=0.941, AGFI=0.913, NFI=0.937, CFI=0.969, RMR=0.042, RMSEA=0.041 as a result. Path coefficient for all factors were significant to validate research model in this study. The results of these analysis are summarized in the following figure 2.
Next, we conducted confirmatory factor analysis with all variables, and obtained X²=1.568, d.f.=383, p=0.000, X²/d.f.=618.295, GFI=0.901, AGFI=0.923, NFI=0.895, CFI=0.945, RMR=0.038, RMSEA=0.045. As a result of this goodness-of-fit research model, NFI was smaller than 0.90, but others were desirable. We concluded that conformity of this model is satisfying. We obtained the content validity as all of the factors showed Cronbach alphas > 0.70, which is the desirable case (Nunnally, 1978). We then conducted the construct reliability (CR) and all factors were satisfied: CR was greater than 0.70 and average variance extracted (AVE) was greater than 0.50, both categorized as the desirable condition. These results are summarized in the Table 1 as follows.
We observed the causality among all of the factors using SEM with AMOS 7.0 and obtained X²=426.790, d.f.=260, p=0.000, X²/d.f.=1.611, GFI=0.915, AGFI=0.904, NFI= 0.895, CFI=0.940, RMR=0.045, RMSEA=0.034. As a result, all hypotheses except hypothesis 2 and 4 were statistically significant. First, atmosphere of store environment was shown to have positive impact on perceiving the overall atmosphere. Second, the ability to perceive the overall atmosphere was shown to bring positive emotion. Last, positive emotion was shown to encourage revisiting. Nevertheless, hypothesis 2 and 4 were not significant. Hypothesis 2 suggested that atmosphere of drug store environment brings positive emotion, but it was found to be insignificant (H2: 0.108, p= 0.158). Furthermore, Hypothesis 4 was not significant (H4: 0.056, p= 0.632); meaning that perceiving the overall atmosphere encourages revisiting. The analysis in this study suggests that first, we confirmed drug store’s environment as a multi-dimension concept which comprises scent, lighting, merchandise assortment, display, and employees. Second, atmosphere of store environment positive impact on perceiving the overall atmosphere, but did not bring positive emotion. Third, the ability to perceive the overall atmosphere positively affected positive emotion. Finally, perceiving the overall atmosphere did not encourage revisiting while positive emotion did. We hence concluded that customer with positive cognitive for assessing stimulus of store environment will make positive emotional assessment and therefore have stronger revisiting intention.
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