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NTIS 바로가기한국의류학회지 = Journal of the Korean Society of Clothing and Textiles, v.38 no.2, 2014년, pp.147 - 160
고순화 (충남대학교 의류학과) , 이영선 (충남대학교 의류학과)
This study examines the effects of store environment on consumer commitment to department stores and the differences among department stores. A self-administered questionnaire was developed based on existing scales in the literature and the result of qualitative research. The survey was conducted on...
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핵심어 | 질문 | 논문에서 추출한 답변 |
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복합 쇼핑센터가 위력을 발휘하는 상황에서 국내의 제1유통권은 어떠한 경향을 보이는가? | 2020년까지 약 80여개의 대형 상업시설이 한국에 들어설 것으로 예상되고 있으며, 특히 엔터테인먼트와 문화, 제품을 한 장소에서 한번에 쇼핑하는 복합 쇼핑센터가 위력을 발하고 있다(“Distribution of the New World”, 2010). 이러한 변화에 따라 한국에서 제 1유통권으로 분류되는 롯데, 현대,신세계 등 이른바 빅 3 유통에 의한 패션 유통시장 장악력이 갈수록 커지고 있으며(“Big 3”, 2012) 각 백화점은 치열한 경쟁 속에서 시장점유율 확보와 차별화된 콘텐츠 확보에 기업의 역량을 집중하고 있다. 또한 복합쇼핑몰, 아울렛, 인터넷 쇼핑 등 유통채널이 다각화되면서 고객을 매장으로 끌어들일 수 있는 백화점만의 매력이 필요해진 시점이다(“Opening of 27”, 2010). | |
점포선택속성이 점포선택행동과 구매행동에 결정적인 역할을 하는 이유는 무엇인가? | 점포환경요인은 소비자들의 점포선택속성과 일치하는 부분이 많은데 점포선택속성이란 점포선택기준, 점포이미지속성 등의 의미로도 사용되어지며, 소비자가 점포를 선택하거나 평가를 할 때 기준이 되는 여러 가지 점포특성을 말한다(Shim & Kotsiopulos, 1992). 소비자는 점포를 방문하는 동안 다양한 경험을 통해 우호적이거나 비우호적인 이미지를 형성하고, 특정 점포에 대한 이미지가 호의적일수록 구매가능성이 높아지기 때문에 점포선택속성은 점포선택행동과 구매행동에 결정적인 역할을 한다(Hutcheson & Moutinho, 1998). 점포선택속성 변수는 점포이미지, 점포의 입지, 제품의 가격, 판매촉진, 판매원, 서비스, 점포분위기, 주차시설, 영업시간 등으로 구성되어 점포이미지를 점포선택속성의 한 요인으로 보고 있거나, 이러한 여러 요인들이 그 점포의 이미지가 되어 점포선택의 결정적 역할을 한다고 주장하였다(Kunkel & Berry, 1968). | |
백화점은 어떻게 바뀌고 있는가? | 백화점은 이제 물건을 사고 파는 단순한 쇼핑공간을 넘어 라이프스타일 공간으로 확장되고 있다. 이에 따라 공연이나 전시회 등을 개최하는 것은 물론 다양한 분야의 문화와 결합하여 백화점에서 즐기고 재미를 추구하는 분위기로 바뀌어가고 있다. 최근 출점한 백화점의 특징을 살펴보면 시대의 소비 패턴을 반영하듯 식품부 비중 확대, 고객 휴게공간 차별화, 키즈 문화시설 확충 등 고객 체류시간을 늘리기 위한 새로운 아이디어가 쏟아져 나오고 있다(“Opening of 27”, 2010). |
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