주중, 주말의 쇼핑목적지 선택에 영향을 미치는 속성들에 관한 비교 연구:복합쇼핑몰, 단독 입지형 백화점, 빅-박스 리테일러를 중심으로 (A Comparative Study on Attributes Influencing A Choice among Shopping destinations on Weekdays and Weekend: Focused on Complex Shopping Malls, Stand alone Department Stores, and Big-Box Retailers)

서지정보

· 발행기관 : 한국유통학회
· 수록지 정보 : 유통연구 / 24권 / 3호 / 27 ~ 51페이지
· 저자명 : 정광철, 조성찬, 이훈영

초록

현재의 쇼핑목적지는 다양한 속성들이 공존하며 경쟁하고 있다. 그리고 사회적, 제도적, 쇼핑 환경의 변화로 인하여 주중과 주말의 쇼핑목적지가 교차 선택되는 구매행동을 보이고 있다. 이에 본 연구는 주중과 주말의 복합쇼핑몰 및 단독 입지형 백화점(이하 백화점), 빅-박스 리테일러(Big-box retailers) 선택에 영향을 미치는 세대와 쇼핑목적지 특성 속성들을 다항 로지스틱 회귀분석을 통하여 규명하였다. 연구 결과 첫째, 주중의 쇼핑목적지 선택에 영향을 미치는 세대는 시니어 세대가 빅-박스 리테일러를 선택하는데 유의한 영향관계가 나타났다. 그리고 주중의 쇼핑목적지 선택에 영향을 미치는 쇼핑목적지 특성 속성들은 복합쇼핑몰이 즐길 거리의 다양성과 엔터테인먼트 시설의 구성정도 속성들에서, 백화점이 상품의 품질과 엔터테인먼트 시설의 구성정도 속성들에서, 빅-박스 리테일러는 고객 편의 시설 구성의 우수성과 편안한 휴게 공간 속성들에서 유의한 영향관계가 나타났다. 둘째, 주말의 쇼핑목적지 선택에 영향을 미치는 세대는 밀레니얼 세대가 복합쇼핑몰을, X세대와 시니어 세대가 빅-박스 리테일러를 선택하는데 유의한 영향관계를 나타냈다. 그리고 주말의 쇼핑목적지 선택에 영향을 미치는 쇼핑목적지 특성 속성들은 복합 쇼핑몰이 즐길거리의 다양성과 엔터테인먼트 시설의 구성정도 속성들이, 백화점은 상품의 품질과 접근하기 편리한 입지 속성들이, 빅-박스 리테일러는 식음료 메뉴의 다양성 및 옴니채널 쇼핑 환경과 편안한 휴게 공간 속성들에서 주말 쇼핑목적지 선택에 유의한 영향관계가 나타났다. 결론에서는 연구결과의 요약과 쇼핑목적지별 주중과 주말의 전략적 시사점을 논의하였다.

영어초록

Today more diverse offline shopping destinations and attributes coexist and compete against each other. Globally, offline shopping destinations that have failed in reform start to die out under the influence of expanding online shopping options. In a competitive situation where shopping destinations are more diverse and fierce, customers' behavior of choosing a shopping destination on weekdays and weekends is also changing. This study thus set out to investigate attributes influencing a choice among shopping destinations including Complex shopping malls, standalone department stores, and big-box retailers on weekdays and weekends and also differences in these attributes among generations. Under the goals of understanding customers accurately based on an omni-channel shopping environment and providing strategic implications for the reform activities of offline shopping, the study set three research questions. Research Question 1 and 2 investigated attributes and generations influencing shopping destination choices on weekdays and weekends through multinomial logistic regression analysis. The findings were as follows.
First, multinomial logistic regression analysis was carried out to figure out attributes and generations to affect shopping destination choices among complex shopping malls, stand alone department stores, and big-box retailers on weekdays. The analysis results show that consumers chose a complex shopping mall on weekdays for their entertainment facilities and assortment of fun facilities including theaters and cinemas compared with the base variable, big-box retailers. Department stores had significant influential relations in shopping destination choices on weekdays under the influence of entertainment facilities and merchandise quality attributes. Entertainment facilities had the biggest influential relations in complex shopping malls and department stores. Big-box retailers showed significant influential relations in excellence in amenities attributes including drugstores, clinics, and banks compared with complex shopping malls. They also showed significant influential relations in comfortable public space attributes for shopping destination choices on weekdays compared with department stores.
As for generation variables, the senior generation chose big-box retailers over complex shopping malls as their shopping destination on weekdays compared with the Generation Z. Entertainment facilities had significant impacts on shopping destination choices on weekdays in complex shopping malls and department stores compared with big-box retailers, in which excellence in amenities and comfortable public space had significant impacts on shopping destination choices on weekdays compared with complex shopping malls and department stores. These findings indicate differences in significant attributes influencing shopping destination choices.
Second, the study also examined attributes and generations to influence shopping destination choices including complex shopping malls, standalone department stores, and big-box retailers on weekends and found that complex shopping malls showed significant influential relations in entertainment facilities and assortment of fun facilities including theaters and cinemas in shopping destination choices on weekends compared with big-box retailers, which showed significant influential relations in omni-channel shopping environment attributes including delivery and pickup service and variety of F&B menus compared with complex shopping malls. As for generation variables, the millennial generation chose complex shopping malls for weekend shopping. The Generation X and the senior generation showed significant influential relations in big-box retailers in their weekend shopping destination choices compared with department stores. Merchandise quality and accessible location attributes of standalone department store had significant influential relations on weekends.
These findings had the following implications for marketing strategies: First, there is a need to reinforce entertainment attributes, on which the Generation Z in their teens and early twenties put value, in addition to cognitive attributes of merchandise, service, and convenience factors based on purchase experiences. Today, cinemas and theaters provide passive entertainment experiences as they offer chances for the millennials and the Generation Z, the main force of consumption, to have special experiences and do more segmented and diversified experiential shopping. There is a need for merchandising composition for diverse and broad experiential shopping such as escapist experiences, which encourage consumers' active participation in an immersed state such as more advanced sports, VR and AR, esthetic experiences, in which they are immersed and present such as experiential F&B, and educational experiences, which maximize intellectual and social experiences such as culture centers and kidstainment.
Secondly, complex shopping malls on weekdays need to implement marketing strategies to increase stay time and thus average check per person by focusing on fun attributes including cinemas and theaters, which differentiate them from department stores, entertainment, which is the same preference attribute as department stores, fun events to connect with popular trendy products of SPA and anchor tenant brands, and cross-shopping marketing. Big-box retailers need to implement well-being marketing to pursue a happy and beautiful life through the harmony of physical and mental health by developing the various attributes of products in a differentiating manner and connecting health, well-being, and fresh products to amenities and resting facilities. In this way, they can increase the customer loyalty of senior consumers that had significant influential relations in weekday shopping destination choices and attract new customers on weekdays including the Generation X and millennials that have huge interest in well-being.
Thirdly, complex shopping malls need to increase stay time and thus average check per person through promotions of connecting fun attributes including cinemas and theaters with entertainment attributes based on SPA brands and trendy product attributes in which they were proven to have the biggest influence as weekend shopping destinations. In addition, they should focus on expanding their weekend customers through marketing strategies to attract new customers among the millennials in their twenties and thirties as they were proven to have significant influential relations with this type of weekend shopping destination. Big-box retailers need to reinforce their omni-channel environment attributes, in which they had significant influential relations for weekend shopping destination choices compared with complex shopping malls, and also an accurate delivery system for weekend customers through increased investments into the downtown delivery center. They also need marketing strategic approaches to increase customers' stay time and loyalty by reinforcing their shopping environment, in which they connect with their location attributes with easy access and provide a fun and convenient order and pickup service, doing promotions of connecting with well-being products and amenities for the Generation X and senior generation in their forties, fifties or older that were proven to have significant influential relations with this type of weekend shopping destination, and making shopping proposals to pursue a happier and healthier life.
Finally, the study has its share of limitations and proposes future research tasks: first, It is difficult to generalize study as a customers' choice behavior in segmented shopping destinations. Lee, Min-Young, et al. (2006) reported that the different attributes and generations that affect the selection of US complex shopping malls and super centers, warehouse clubs, category killers. But there is a lack of understanding about the concept of suburban and urban complex shopping mall, and little experience of using category killers in korea. Therefore, it is necessary to pay attention to the interpretation of the limited results of the choice behavior of complex shopping malls, department stores, and big-box retailers. Second, there is a need to study the new attributes of entertainment and omni channel shopping environment, which are increasingly important in the consumer's shopping destination choice behavior by studying in detail at various points in time comparing the differences and effects. Finally, it is needed to test more diverse moderating effects and compare and analyze the ways that customers make a choice of shopping destinations on institutional changes due to the social change of 52 - hour work and biweekly store holiday system, change of shopping environment due to expansion of omni channel shopping.

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