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복합쇼핑몰에서 지각된 쇼핑 가치가 쇼핑 웰빙과 주관적 웰빙 및 몰 충성도에 미치는 영향: 고객 친밀감의 조절 효과

The impact of perceived shopping value on shopping well-being, subjective well-being and mall loyalty in complex shopping malls: The moderating effect of customer intimacy

정연승|김제범|Wen Lina
한국기업경영학회 (Korean Corporation Management Association)|2024.10|기업경영연구 (Korean Corporation Management Review)|제31권 제5호|pp. 175-201|DOI http://dx.doi.org/10.21052/KCMR.2024.31.5.175

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참고문헌

키워드

Subjective well-being주관적 웰빙소비자의 지각된 쇼핑 가치쇼핑 웰빙몰 충성도고객 친밀감Consumers’ perceived shopping valueShopping well-beingMall loyaltyCustomer intimacy
주제분류경영학

초록

본 연구는 복합쇼핑몰에서 소비자들이 지각된 쇼핑 가치가 쇼핑 웰빙, 주관적 웰빙, 몰 충성도에 미치는 영향 을 살펴보고 지각된 쇼핑 가치와 쇼핑 웰빙 간 관계에서 고객 친밀감의 조절적 영향을 실증 분석하였다. 최근 몇 년 동안 복합쇼핑몰에 대한 중국 사회의 관심은 다른 국가와 마찬가지로 급속히 높아지고 있다. 본 연구는 복합쇼핑몰의 웰빙과 연관하여 쇼핑 가치–쇼핑 웰빙 간의 관계에서 고객 친밀감의 조절효과와 쇼핑 웰빙-주관적 웰빙- 몰 충성도의 관계를 조사한다. 연구를 위해 복합쇼핑몰 이용 경험이 있는 중국의 소비자를 대상으로 2024 년1월 2일부터 2월 29일까지 2개월간 데이터를 수집하였다. 연구결과는 복합쇼핑몰에서 소비자들이 지각된 쾌락적, 실용적 쇼핑 가치가 쇼핑 웰빙에 정(+)의 영향을 미쳤고 쇼핑 웰빙은 소비자들의 주관적 웰빙과 몰 태도에 긍정적인 영향을 미치는 것으로 나타났다. 또한 복합쇼핑몰에서 소비자들이 지각된 쾌락적 쇼핑 가치와 쇼핑 웰 빙에 있어서 고객 친밀감의 조절이 통계적으로 유의미한 것으로 확인되었고 고객 친밀감이 낮은 집단이 조절효 과가 더 높게 나타났다. 또한 본 연구는 실증 분석 결과를 통해 쇼핑 웰빙과 주관적 웰빙 사이의 관계와 고객 친밀감 관련 선행연구를 확장하고 있으며, 이를 기반으로 경영자들은 쇼핑 웰빙을 경쟁업체와 차별화된 포지셔 닝을 달성하기 위해 광고를 소구성 요소로 활용하여 웰빙을 증가시키는 마케팅전략을 사용하여 고객 충성도를 높이는 기업 실무 시사점을 도출하였다는 점에서 의의가 있다.

Abstract

This study empirically examines the impact of consumers’ perceived shopping value on shopping well-being, subjective well-being, and mall loyalty in shopping malls, and analyzes whether customer intimacy can have a modulatory effect in the relationship between perceived shopping value of shopping malls and shopping well-being. In recent years, Chinese society’s interest in shopping malls has increased rapidly, as in other countries. This study investigates the moderating effects of customer intimacy on the relationships between shopping value and shopping well-being, and the relationships between shopping well-being, subjective well-being, and mall loyalty in relation to well-being in shopping malls. Data are collected over a two-month period from January 2, 2024 to February 29, 2024 from Chinese consumers with experience in shopping malls. The results show that consumers’ perceived hedonic and utilitarian shopping value in shopping malls have a positive effect on shopping well-being, which has a positive effect on consumers’ subjective well-being and mall loyalty. In addition, the moderation of customer intimacy on consumers’ perceived hedonic shopping value and shopping well-being in shopping malls is statistically significant, and the moderation effect is higher for the low customer intimacy group. This study extends the previous research on the relationship between shopping well-being, subjective well-being and customer intimacy through empirical analysis, and draws practical implications for managers to increase customer loyalty by using marketing strategies that increase well-being as a component of advertising to achieve differentiated positioning from competitors.

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