혼잡성의 선행변수와 점포혼잡성 및 쇼핑감정의 관계
The Relation among Antecedent Variables of Crowding, Store Crowding, and Shopping Emotions
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초록
본 연구는 특정소매점포 내에서 소비자들이 지각하는 시간압박, 친숙성, 프라이버시가 지각된 혼잡성의 두 가지 차원인 인적, 공간적 혼잡성에 미치는 영향에 대하여 살펴보고, 지각된 혼잡성의 두 가지 차원과 쇼핑감정의 두 가지 차원, 그리고 재이용의도와의 관계를 파악하고자 하였다. 연구결과는 다음과 같다. 첫째, 시간압박은 혼잡성의 두 가지 차원에 모두 정(+)의 유의한 영향을, 그리고 친숙성은 인적 혼잡성에는 정(+)의 영향, 공간적 혼잡성에는 부(-)의 영향을 미치는 것으로 나타났다. 하지만 프라이버시는 공간적 혼잡성에만 부(-)의 영향을 미치는 것으로 나타났다. 둘째, 혼잡성의 두 가지차원 중에서 인적혼잡성은 긍정적 쇼핑감정에 정(+)의 영향을 미치는 것으로 나타났다. 이러한 실증분석을 바탕으로, 효과적인 마케팅전략을 수립하기위한 몇 가지 실무적인 시사점을 제시한다면 다음과 같다. 첫째, 소매점포에서는 시간압박을 느끼는 구매자를 위해 인기선호상품, 계절상품 등의 점두진열이나 매장안내, 매장위치도를 보기 쉬운 장소에 비치하는 등 구매에 소요되는 시간을 줄여주고 다양한 촉진활동과 지역사회를 위한 봉사활동 등으로 소매점의 전반적인 이미지상승을 유발시켜 자연스럽게 점포에 대한 친숙성이 높아지도록 하여야 할 것이다. 둘째, 백화점과 같은 소매점포에서는 다양한 이벤트나 공연, 혹은 쇼핑객들을 유인할 수 있는 시설의 유치 등으로 적정수준의 인적 혼잡성을 유발함으로써 쇼핑객들에게 활성화 작용을 일으키도록 해야 할 것이다. 또한, 공간에 대한 혼잡성으로 인하여 쇼핑객들이 부정적 쇼핑감정을 느끼지 않도록 점포 내 통로를 넓히거나 천장이 높게 보이도록 하고 실내를 밝은 조명이나 색상을 사용해 쇼핑객들의 공간적 혼잡성으로 인한 부정적 행동을 감소시켜야 할 것이다.
Abstract
This paper studies on the influence of customers' perceived time pressure, familiarity, and privacy in the department stores on two dimensions of perceived crowding : human and spatial crowding, and tries to identify the relation among two dimensions of perceived crowding, two dimensions of shopping emotions and repatronage intention. The result is as follows. First, in relation to time pressure, familiarity, privacy and crowding, time pressure influences positively on human crowding and spatial crowding, while familiarity influences positively on human crowding and negatively on spatial crowding. And privacy influences negatively only on spatial crowding. The result shows that customers' perceived psychological time pressure, the familiarity toward stores, and the level of perceived privacy play a significant role in perceiving crowding. Second, human crowding and spatial crowding influence two dimensions of shopping emotions: positive shopping emotions and negative shopping emotions. Especially human crowding influences positively on positive shopping emotions while spatial crowding influence positively on negative shopping emotions, which means that shoppers visiting stores feel negative shopping emotions toward spatial crowding, but that shoppers' crowding in stores can arose positive shopping emotions which intrigue interest and liveliness. Third, the result shows that shoppers' positive shopping emotions influences positively on repatronage intention. In conclusion, arousing positive shopping emotions results in satisfaction, which increases repatronage intention, and is used as a significant variable to keep patronage. Based on the findings, I would like to suggest a few implications to develop marketing strategies in the stores. First, consumer behavior under time pressure leads to reduce product search activities, which tends to make customers choose products with past experience to reduce shopping time. So the retailers have to try to cut down time on shopping by displaying products winning popularity and preference, seasonal products, etc. in front of the stores, and providing information or maps of the floor in places good to see. In relation to familiarity, the retailers will have to develop strategies which enhance familiarity toward the stores through various promotion activities such as providing various information, free sample products or coupons, and sample drinks or taste. In relation to privacy, the retailers will have to give priority to secure appropriate shopping space. But if they can't secure enough physical space, they need to devise psychological strategies. For example, decorating the shopping area with bright-toned colors, comfortable music, partial lighting and fragrance could help to secure psychological personal space. Second, the result shows that spatial crowding influences positively on negative shopping emotions, while human crowding influences positively on positive shopping emotions. So, the retailers will have to make shoppers activate by promoting a proper level of human crowding by holding various events or performances, and securing facilities which can attract shoppers. They will also have to reduce shoppers' negative actions resulting from spatial crowding by broadening aisles in the store or making the ceiling look high or using bright lighting or colors.
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