소비자 특성에 따른 백화점 실내휴게공간 이용행태와 인식 -서울지역 소비자 군집유형을 중심으로-

Abstract

(Background and Purpose) The main purpose of this study is to understand the physical characteristics of the consumer resting sapce and the consumer behavior and perception. To this end, we investigated the physical planning and design characteristics of indoor spaces in department stores in Seoul; customers’ usage behaviors, recognition, and demands for indoor rest spaces; and the characteristics of customers’ lifestyles. The purpose of this study is to provide a quantitative understanding of the behavior and needs of consumers regarding department stores’ indoor rest spaces. We highlight factors that can improve interior rest space planning and design, thereby enhancing the satisfaction of department store customers. (Method) In this study, we conducted a literature review and questionnaire survey employing stratified sampling. There were 240 respondents to the questionnaire with 60 people in each strata according to sex and age to find out consumer behaviour and perception for indoor rest place of department store. (Results) The following conclusions were drawn from the above research method. Frequency of use for the indoor rest place was quite high. In most cases, the place around elevator hall was highly used. The most frequently mentioned goal of use was the place for rest, waiting and meeting someone. Most people preferred modern style and Most respondents thought that accessible location was the most important among several design components of rest place and preferred modern style. six types of factors were identified: health and leisure - oriented, proactive fashion - seeking, practical - function - seeking, economic staunch, simple and convenient - seeking, and stable maintenance. Based on this analysis, five clusters were extracted. According to each tendency, cluster 1 was a health trend and leisure oriented group, cluster 2 was a conservative tendency group, cluster 3 was an economic practicality seeking group, Trend seeking group, and cluster 5 were classified as stability and convenience seeking group. As a result of analyzing the socio-demographic characteristics of the respondents according to the five cluster types, there was a difference in the male / female ratio and the space planning and service provision to support the main utilization time, purpose of use, Second, it is necessary to secure facilities and areas that can sufficiently accommodate the various purposes of indoor resting space of department store.(Conclusions) Nowadays, changes occur in consumer demands and behaviors in a multi-faceted manner. It is expected that advancements will be made in the design of rest spaces from a user-centered perspective, creating desirable consumption spaces that can improve users' satisfaction and quality of life.