상권애착: 상권만족, 상권충성도, 그리고 친환경 행동에 미치는 영향
Trading Area Attachment: Its Impact on Satisfaction, Loyalty, and Pro-environmental Behavior
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초록
인간은 특별한 장소에 애착을 갖는다. 장소애착은 개인과 특정 장소의 사이에서 형성된 우호적인 정서적 유대와 연결이고, 상권애착은 소비자가 자주 방문하거나 머무르기를 원하는 특정 상권에 대한 정서적 유대감으로 이해될 수 있다. 본 연구는 장소애착과 관련된 선행연구를 기초로 확인적 요인분석을 통해 상권애착의 하위차원을 유형화한 후에, SmartPLS 3.0 통계 패키지를 이용하여 상권애착과 상권만족, 상권충성도, 친환경 행동과의 구조적 관계를 실증적으로 분석하였다. 연구 결과, 첫째, 외생변수인 소비자의 상권애착은 요인분석을 통해 상권정체성, 상권의존성, 상권애정, 사회적 유대감의 네 가지 하위차원으로 유형화되었다. 둘째, 상권정체성을 제외한 세 가지 하위차원은 모두 상권만족과 상권충성도에 긍정적인 정(+)의 영향을 미치는 것으로 나타났다. 셋째, 상권만족은 상권충성도와 친환경 행동과 정(+)의 영향을 미치며, 상권충성도도 친환경 행동에 정(+)의 영향을 미치는 것으로 나타났다. 넷째, 매개효과 분석에서 상권만족과 상권충성도는 상권애착과 친환경행동 간의 관계에 있어서 부분매개 역할을 하는 것으로 밝혀졌다. 본 연구는 장소애착이론을 상권연구에 적용하고 마케터가 상권애착의 관점을 통해 소비자의 상권방문 의사결정의 과정과 상권만족 및 충성도를 높이는 방법을 이해를 돕는 첫 실증적 연구일 것이다. 또한, 실무적 관점에서 이 연구는 마케터가 상권애착을 활용하여 상권을 활성화시키는 전략을 수립하는 것을 촉진시키는 가이드라인과 이 연구의 적용이 상권 활성화와 관련된 기관들의 다양한 상권 지원정책에 어떠한 기여를 할 수 있는지에 관한 통찰력을 제공할 것이다.
Abstract
Human has an attachment to a special place. Place attachment is a friendly affective bond and link formed between an individual and a specific place and trading area attachment can be understood as a affective bond to a particular trading area that consumers want to visit or stay frequently. This study classified trading area attachment into four sub-dimensions and examined its impact on satisfaction, loyalty, and pro-environmental behavior. The results of this study are as follows. First, we found that place attachment consists of four sub-dimensions such as trading area identity, dependence, affect, and social bonding using a confirmatory factor analysis with SmartPLS 3.0 statistical package. Second, the results showed that all three sub-dimensions, except for trading area identity, have a positive effect on trading area satisfaction and loyalty. Third, trading area satisfaction is positively related to trading area loyalty and pro-environmental behavior and also trading area loyalty has a positive effect on pro-environmental behavior. Fourth, the mediation effect analysis shows that trading area satisfaction and loyalty play a partial mediating role between trading area attachment and pro-environmental behavior. To the best of our knowledge, this study would be a empirical first study to apply place attachment theory to trading area research and propose an integrated model to help marketers understand the process of consumer’s decision making for visit and the way to enhance satisfaction and loyalty through the view of trading are attachment. In addition, from a practical point of view, this study will provide guidelines to promote marketers to establish marketing strategies for vitalizing a trading area by using trading attachment and insights on how the application for this research can contribute to the various support policies of institutions related to the activation of trading area.
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