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쇼핑몰 자산 구성요인이 쇼핑몰 충성도에 미치는 영향

The Role of Shopper-Based Mall Equity (SBME) on Shopping Mall Equity

이동한|서용구|김지완
한국상품학회 (Korean Academy Of Commodity Science & Technology)|2012.04|상품학연구 (Journal of Product Research)|제30권 제2호|pp. 135-146|DOI 10.36345/kacst.2012.30.2.014

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참고문헌

키워드

self-congruence몰 충성도복합 쇼핑몰쇼핑객 기반 쇼핑몰 자산쇼핑몰 몰입shopper-based mall equity (SBME)mall commitmentmall loyalty
주제분류경영학

초록

소비자들의 라이프스타일 변화에 따른 쇼핑 욕구의 진화와 더불어, 최근 복합 쇼핑몰은 다양한 엔터테인먼트 시설들이 갖춰진 새로운 형태의 상업 개발전략의 도입 및 기존 엔터테인먼트 기능에 소비자들이 직접 체험을 하는 복합쇼핑몰 형태가 확산되고 있다. 그러나 지금까지 진행되어왔던 쇼핑몰 충성도에 관한 연구는 마케팅 관리 관점에서 쇼핑객의 인구 통계적 특성, 특정 쇼핑몰에 대한 방문동기와 행동 등에 국한되어 쇼핑몰 충성도의 심리학적 과정이 간과되어왔다. 본 연구는 쇼핑객 기반의 몰 자산(SBME)이 쇼핑몰 충성도에 미치는 영향에 대해 살펴보고, 자아일치성과 몰입의 정도에 따라 비교 분석하였다. 분석결과, 쇼핑몰의 편리성과 쇼핑몰의 품질이 쇼핑객의 자아일치성에 영향을 미치며, 긍정적 복합 쇼핑몰 인지와 자아일치성은 복합 쇼핑몰 몰입에 긍정적 영향을 미쳤다. 또한 쇼핑객의 쇼핑몰에 대한 몰입이 높으면 쇼핑몰에 대한 충성도도 높았다.

Abstract

Given the change of consumers’ lifestyle, recent shopping malls have been introduced in Korea: a Hybrid Shopping Mall which is equipped with a variety of entertainment facilities and gives consumers unique visiting experiences. However, the present field studies concerning mall loyalty, focus on a marketing viewpoint including demographic factors, motivations, and consumer behaviors, but overlook psychological processes of mall loyalty. This study explores the effect of shopper-based mall equity (SBME) on mall loyalty, and analyses comparatively two influence variables: self-congruence and mall commitment. Based on exploratory data analysis, we have found that both convenience and quality of shopping mall have a positive impact on self-congruence, and both positive mall awareness and self-congruence have a positive effect on mall commitment.

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