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소비자 사전태도가 매장요인과 소비자 만족도에 미치는 영향에 관한 연구

Influences of Consumers’ Prior Attitudes on Perception of Retail Factors and Consumer Satisfaction

이세진|진홍근
한국OOH광고학회 (KOREAN ACADEMY OF OOH ADVERTISING)|2009.09|OOH광고학연구 (Journal of OOH Advertising Research)|제6권 제3호|pp. 31-59

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참고문헌

키워드

사전지식제품관여도Product Involvement매장요인소비자 사전태도사전 브랜드태도Retail FactorsConsumer's Prior AttitudePrior Knowledge and Prior Brand Attitude
주제분류신문방송학

초록

매장 내 소비자 행동에 대한 선행 연구에서는 소비자의 구매행위에 영향을 미치는 매장관련 요인을 다양하게 분류하고, 이러한 요인들이 소비자 행동에 미치는 영향에 대해 규명하고 있다. 그러나 이러한 연구들이 일관적인 결과들을 도출하고 있지는 않다. 따라서 본 연구는 소비자가 매장에서 제품을 구매하고 소비하는데 있어 매장요인이 어떠한 영향을 미치는지를 알아보고, 소비자의 사전태도와 매장요인을 매개변인으로 하는 소비자 만족도 모델을 제시하고자 하였다. 연구 결과, 매장요인은 크게 중심적 매장요인과 주변적 매장요인으로 단순화 할 수 있었다. 소비자의 사전태도 중 제품관여도와 사전지식은 중심적 매장요인에 영향을 미치며, 사전 브랜드 태도는 중심적 매장요인과과 주변적 매장요인 모두에 영향을 미치고 있었다. 그러나, 소비자의 만족도에는 중심적 매장요인만이 영향을 미치는 것으로 드러났다. 즉, 제품관여도, 사전지식, 사전 브랜드 태도는 중심적 매장요인을 매개로 소비자 만족도에 영향을 미치고 있다고 할 수 있었다.

Abstract

Past research on retail environment has concentrated on investigating and categorizing physical environments into several factors that influence consumer behavior. Although these studies found some statistically significant relationship between retail factors and consumers’ in-store behavior, most of the results have been inconsistent. Therefore, this study attempts to investigate retail factors that influence in-store consumer behavior, and examine the effects of consumers’ prior attitudes on perceptions of these retail factors and consumer satisfaction. As results, this study found 2 factors—a central retail factor and a peripheral retail factor. Among consumers’ prior attitudes, product involvement, prior knowledge and prior brand attitude had positive effects on the central retail factor and consumer satisfaction. Although prior brand attitude had positive effects on the peripheral retail factor, this retail factor did not have any significant effects on consumer satisfaction. Finally, this study proposes a model that explains the relationship between consumer factors and retail factors.

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