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유기농 식품 매장에 대한 명성과 사회적 정체성이 매장 충성도에 미치는 영향 분석: 신뢰와 정서적 몰입의 매개효과를 중심으로

The Effect of Store Prestige and Social Identity on Store Loyalty in Organic Food Stores: Focusing on the Mediating Effect of Trust and Affective Commitment

유소이|김선옥|박명은
한국소비자정책교육학회 (Korean Society of Consumer Policy and Education)|2022.06|소비자정책교육연구 (Consumer Policy and Education Review)|제18권 제2호|pp. 27-52|DOI https://doi.org/10.15790/cope.2022.18.2.027

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참고문헌

키워드

신뢰trust정서적 몰입affective commitmentsocial identity사회적 정체성store loyalty매장 명성매장 충성도store prestige

초록

건강한 삶을 유지하기 위해 우수한 품질의 식재료나 유기농 식품 등의 선택이 가능한 전문 매장을 이용하는 소비자가 증가하고 있다. 또한 코로나19 팬데믹 이후 건강관리의 어려움을 느끼는 사람들이 증가하고 있어 면역력 증진에 효능이 있는 식품에 대한 수요가 급증하고 있다. 본 연구는 유기농 식품 매장에 대한 명성과 사회적 정체성이 매장 충성도로 연계되는 과정에서 소비자와의 장기적 관계를 유지하는데 결정적인 요인으로 간주되는 신뢰와 정서적 몰입의 간접효과를 검증하여 소비자의 유기농 매장 선택 과정을 이해하고자 하였다. 자료 수집을 위해 온라인 조사전문 업체의 패널을 대상으로 설문조사를 실시하였고, 유기농 식품 매장에서의 구매경험이 있는 20세 이상의 성인을 대상으로 조사가 진행되었으며, 총 204부의 설문응답이 최종 분석에 활용되었다. 분석 결과 첫째, 유기농 식품 매장에 대한 명성은 매장 충성도에 유의하게 영향을 주는 것으로 나타났으며, 소비자와의 장기적인 관계를 유지하는데 결정적 요인으로 간주되고 있는 신뢰와 몰입은 매장 충성도에 유의하게 영향을 주는 것으로 나타났다. 둘째, 매장 명성과 사회적 정체성이 매장 충성도와 연계되는 과정에서 신뢰와 정서적 몰입은 매개효과가 있는 것으로 나타났다. 본 연구는 유기농 식품 시장에서 매장의 경쟁우위를 가지기 위한 충성도 창출 요인들의 관계를 이해하고 더 나아가 이러한 요인들의 매개효과를 분석하였다는 점에서 의의가 있다고 할 수 있다. 또한 유기농 식품 매장 충성도에 대한 소비자 행동과정을 통합적으로 분석한 본 연구는 향후 유기농 식품관련 매장 및 소비자 관련 기관의 정책수립에 있어서 유용한 소비자정보로 활용될 것으로 기대한다.

Abstract

In order to maintain a healthy life, more and more consumers are using premium food markets that can select high-quality ingredients or organic and local food. In addition, more and more people feel difficulties in health care after the COVID-19 pandemic. Demand for foods that are effective in enhancing immunity is increasing rapidly. This study identified the factors influencing the loyalty of organic food stores based on consumer perception of organic food stores. First, for the respondent having purchase experience at the organic food stores, the effect of the factors such as store prestige, social identity, trust, and affective commitment on store loyalty was analyzed. Second, the mediating effect of trust and affective commitment, which were considered decisive factors in maintaining long-term relationships with consumer in the purchasing process in which consumer perception is linked to consumer loyalty, was verified to understand the consumer's organic store selection process. As a result of the analysis, it was found that store prestige, trust, and affective commitment significantly affected store loyalty. Second, it was found that store prestige and social identity affected store loyalty via trust and affective commitment indirectly. This study identified various factors influencing store loyalty in selecting organic food stores. It is expected to help organic food-related stores and companies understand consumers' decisions in an integrated manner. Thus, this might be meaningful by laying the theoretical foundation in a situation where there were few studies analyzing the effect of store prestige and social identity on store loyalty.

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