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Rural Consumers’ Shopping Behavior in Small South Korean Communities

최윤정|낸시 밀러
한국소비자학회 (Korean Society Of Consumer Studies)|2008.06|소비자학연구 (Journal of Consumer Studies)|제19권 제2호|pp. 23-41

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참고문헌

키워드

호혜성지역사회 애착도농촌소비자
주제분류경제학

초록

This study investigates how various sociological factors influence rural consumers in small South Korean communities. The analysis makes use of quantitative data collected through door-to-door survey techniques in two rural communities in South Korea with populations less than 10,000. Data analyzed using descriptive statistics and multiple regression models reveal that rural South Korean consumers’ shopping intention with local retailers is strongly affected by their level of satisfaction with local retail establishments, reciprocity, and community sentiment. Locally owned retailers need to understand that intangible influences such as community sentiment and reciprocity play a critical role in rural community market place. Rural consumers are likely to shop in local stores where they could involve in exchange process as a consumer, social being, and community member simul- taneously. Suggestions for further research are also discussed.

Abstract

This study investigates how various sociological factors influence rural consumers in small South Korean communities. The analysis makes use of quantitative data collected through door-to-door survey techniques in two rural communities in South Korea with populations less than 10,000. Data analyzed using descriptive statistics and multiple regression models reveal that rural South Korean consumers’ shopping intention with local retailers is strongly affected by their level of satisfaction with local retail establishments, reciprocity, and community sentiment. Locally owned retailers need to understand that intangible influences such as community sentiment and reciprocity play a critical role in rural community market place. Rural consumers are likely to shop in local stores where they could involve in exchange process as a consumer, social being, and community member simul- taneously. Suggestions for further research are also discussed.

참고문헌 (59)

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