복합쇼핑몰 만족과 재방문에 영향을 미치는 요인: 소비가치의 조절효과 (The Factors of Complex Shopping Mall Influencing Customer Satisfaction in Korea)

서지정보

· 발행기관 : 한국유통학회
· 수록지 정보 : 유통연구 / 19권 / 4호 / 91 ~ 116페이지
· 저자명 : 차성수, 박철

초록

복합쇼핑몰 개발이 활성화 되면서 복합쇼핑몰을 이용하는 소비자들이 급속도로 늘어나고 있으며,기존 백화점이나 마트에 비해 원스탑쇼핑이 가능하고 상품과 식음 뿐만이 아니고 놀이와 문화 체험까지 가능하다는 장점이 있어 최근 소매업 트랜드로 크게 각광받고 있다. 본 연구에서는 복합쇼핑몰의 접근편리성, 규모, 머천다이징, 엔터테인먼트 시설이라는 점포선택 속성에 따라 고객들이 얼마나만족을 느끼는지 그리고 만족이 충성도로 이어지는 영향을 살펴 보았다. 그 결과 접근편리성과 엔터테인먼트 시설이 만족에 유의한 영향을 미치고, 이는 충성도에 영향을 미친다는 가설은 지지되었으나규모와 머천다이징의 효과는 기각되었다. 또한 소비자의 소비가치에 따라서 느끼는 만족의 영향정도는 달라졌다. 즉, 쾌락지향적 소비자의 경우 복합쇼핑몰의 점포선택 속성 중에 규모가 만족에 유의한영향을 미치는 반면, 실용지향적 소비자의 경우 복합쇼핑몰의 점포선택 속성 중에 접근 편리성과 머천다이징이 만족에 유의한 영향을 주는 것으로 나타났다. 이는 소비자의 소비 성향에 따라서 복합쇼핑몰 점포선택 속성의 차이가 있다는 소비가치의 조절효과를 검증한 것이며, 이에 대한 시사점을 실무적 관점에서 제시 하였다.

영어초록

In Korea, the number of complex shopping malls has been skyrocketing recently witheconomic growth. Since COEX Mall, the first complex mall in Korea, opened in the early2000s, a large number of such complex malls, for example, La Festa, Western Dom, MetapolisDongtan, Times Square, Kimpo Mall have developed in recent years and many otherdevelopment plans are underway. Moreover, other existing malls are beginning to renovate.
It's very clear that recent trend in the development of commercial real estate isagglomeration, enlargement and diversifying. To diversify and differentiate strategies fromdepartment stores, they introduced not only shopping, food and beverage but also leisure,relaxation, entertainment, play, education, child care, etc. in the mall.
This is a result which is reflected by customer's constant needs. People want to save timeand get more experience at the same time, which is called, One-stop lifestyle shopping. Mallusers are becoming widely expanded from young generations to senior citizens.
The retail industry tries to get into the 3rd generation mall with the newly-coined word,Malling, Mall goer, Mall walker, Mall Rat, Mallie. The 1st generation mall was composed offashion or electronics, etc. which had certain items only. The 2nd generation mall consisted ofdepartment stores, discount stores, food zones and cinemas. The 3rd generation mall wasadded with culture, leisure facilities and so on.
Existing research of the complex shopping mall is mainly focused on design, developmentetc. Moreover, research of the complex shopping mall selection factors and relationshipbetween the factors and satisfaction are not conducted except in the case of department storesand discount stores.
Although, the complex shopping mall is obviously a different channel from the department store and discount store, almost every complex shopping mall has been developed in the samemethod. It is true that the complex shopping mall has become one of the most importanttrends in the retail industry. Therefore customers, developers, operators are concerned aboutcomplex shopping malls a lot now, however, research on those issues has not been conductedat all in Korea.
In this paper we aim to find what attributes of consumer satisfaction is more important whenthey choose complex shopping malls. So, we tested some factors which are considered morecrucial when customers choose complex shopping malls among factors for general retail storesand also studied the relation between satisfaction and loyalty. As a result, factors such as'accessibility', 'scale' and 'entertainment facilities' were found to significantly affect satisfaction.
However, factor such as 'merchandising' was not significant. Meanwhile, the path that leads toloyalty, satisfaction, was a significant factor.
However, the relationships showed in different ways depending on the consuming value.
The path-coefficient from accessibility to satisfaction is not significant. The influence from scaleto satisfaction is not also significant in both cases. The influence from merchandising tosatisfaction is very significant in the pleasure-oriented group (-) and practical-oriented group(+). Entertainment facilities influenced satisfaction in the pleasure-oriented group (+) andpractical-oriented group (-).
This research accounts that selection factors of complex shopping malls become differentbased on consumer value. The pleasure-oriented groups are more sensitive to entertainmentfacilities of complex shopping malls while the practical-oriented groups are more sensitive tomerchandising.
This result gives the following implications of the complex shopping mall era in Korea.
First, the most important factors were accessibility, scale and entertainment facilities whenconsumers consider choosing complex shopping malls. In the case of accessibility and scale,these are also considered to be more important element when consumers visit traditionalretailers such as department stores and discount stores. However, entertainment facility is notactively considered as important as other factors in terms of efficient use of floor space.
Therefore, entertainment factors should be considered in marketing when introducingaggressively and extensively a future planned complex shopping mall.
Second, at the first, we thought accessibility and merchandising would impact more in theselection of complex shopping malls for the practical-oriented consumer group, while scale and entertainment for the pleasure-oriented group. However, as a result, only entertainmentfacility had an impact more for the pleasure-oriented group and merchandising for thepractical-oriented consumer group. It could be used for target marketing strategy by utilizinginternal DB in which particular consumers show certain consumption patterns.
This study has some limitations and suggests future research directions as follows.
First, in this study, only four factors such as accessibility, scale, merchandising andentertainment facilities were considered for the model configurations of complex shoppingmalls in store choice attributes. For future research, for example, services, pricing, storedesign, atmosphere, associated purchasing possibility, etc. could be added.
Second, in this study, consumption value is classified as only two-dimensional,pleasure-oriented and practical-oriented, but the consumer value based on the new valuedimension is needed.

참고자료

· 없음