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상권방문 추진동기와 몰입, 만족, 재방문 의도

Visit Push Motivation for a Trading Area and Flow, Satisfaction, and Revisit Intention

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한국유통과학회 (Korea Distribution Science Association)|2018.09|유통과학연구 (Journal of Distribution Science)|제16권 제9호|pp. 65-77|DOI 10.15722/jds.16.9.201809.65

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SatisfactionFlowRevisit IntentionVisit MotivationTrading AreaPush MotivationSmartPls 3.0.

초록

Purpose – A trading area is very closely related to consumer life. A trading area is a cultural and social space that consumes culture and promotes human relationships as well as an economic space where consumers live their daily lives. In this context, a trading area research should be conducted objectively and empirically because it deals with the activities of consumer's life. The purpose of this study is to identify the intrinsic psychological motivation(push motivation) caused when consumers visit a trading area and to demonstrate how the push motivation for a trading area influence on consumer's flow, satisfaction, revisit intention. Research design, data, and methodology - In order to develop research hypotheses for this study, the development procedures for push motivation scale are as follows; (1) generating initial pool of items based on previous studies, (2) expert judgement to evaluate content and face validity, and (3) assessing convergent and discriminant validity using confirmatory factor analysis. In order to achieve these purposes, online surveys were conducted on frequent or familiar visitors to the trading areas around the Gangnam, Kunkuk University and Hongik University Station. Among the 1,343 questionnaires collected, 1,157 cases were analyzed by using SPSS 22.0 and SmartPLS 3.0 statistical package program, except for 186 responses in which responses were judged to be unfaithful. Results - The push motivation was classified into five sub-dimensions of excitement/stimulus, rest/relaxation, exit/refreshing, knowledge/learning and human relationship promotion as multidimensional and complex factors composed of individual and social-related dimensions. The excitement/stimulus and human relationship promotion of push motivation have positive effects on satisfaction. However, all dimensions of the push motivation have positive effects on flow. And flow has a positive effect on satisfaction and revisit intention. Meanwhile, the mediation test using boostrapping shows that flow plays a full mediating role in the relationship between rest/relaxation, exit/refreshing, knowledge/learning and satisfaction, but a partial mediating role between excitement/stimulus, human relationship promotion and satisfaction. Finally, satisfaction plays a partial mediating role between flow and revisit intention. Conclusions - This study shows that the push motivation is multidimensional and compositive depending on the situation of a consumer. In addition, it is found that the human relationship promotion(a social-related motivation) has a much more important effect on flow and satisfaction than other push motivations of individual dimensions. It also shows that satisfaction increases when consumers are being flowed at their visit and degree of revisit intention also grows as satisfaction increases. As implications of this study, a marketer should try to understand consumer's visit motivation at first and then develop factors that increase their flow, satisfaction, revisit intention. It also requires a marketer to approach subjects on a trading area more objectively and empirically based on the psychology and behavior of consumers, in order to establish a proper and efficient strategy on development of a trading area.

Abstract

Purpose – A trading area is very closely related to consumer life. A trading area is a cultural and social space that consumes culture and promotes human relationships as well as an economic space where consumers live their daily lives. In this context, a trading area research should be conducted objectively and empirically because it deals with the activities of consumer's life. The purpose of this study is to identify the intrinsic psychological motivation(push motivation) caused when consumers visit a trading area and to demonstrate how the push motivation for a trading area influence on consumer's flow, satisfaction, revisit intention. Research design, data, and methodology - In order to develop research hypotheses for this study, the development procedures for push motivation scale are as follows; (1) generating initial pool of items based on previous studies, (2) expert judgement to evaluate content and face validity, and (3) assessing convergent and discriminant validity using confirmatory factor analysis. In order to achieve these purposes, online surveys were conducted on frequent or familiar visitors to the trading areas around the Gangnam, Kunkuk University and Hongik University Station. Among the 1,343 questionnaires collected, 1,157 cases were analyzed by using SPSS 22.0 and SmartPLS 3.0 statistical package program, except for 186 responses in which responses were judged to be unfaithful. Results - The push motivation was classified into five sub-dimensions of excitement/stimulus, rest/relaxation, exit/refreshing, knowledge/learning and human relationship promotion as multidimensional and complex factors composed of individual and social-related dimensions. The excitement/stimulus and human relationship promotion of push motivation have positive effects on satisfaction. However, all dimensions of the push motivation have positive effects on flow. And flow has a positive effect on satisfaction and revisit intention. Meanwhile, the mediation test using boostrapping shows that flow plays a full mediating role in the relationship between rest/relaxation, exit/refreshing, knowledge/learning and satisfaction, but a partial mediating role between excitement/stimulus, human relationship promotion and satisfaction. Finally, satisfaction plays a partial mediating role between flow and revisit intention. Conclusions - This study shows that the push motivation is multidimensional and compositive depending on the situation of a consumer. In addition, it is found that the human relationship promotion(a social-related motivation) has a much more important effect on flow and satisfaction than other push motivations of individual dimensions. It also shows that satisfaction increases when consumers are being flowed at their visit and degree of revisit intention also grows as satisfaction increases. As implications of this study, a marketer should try to understand consumer's visit motivation at first and then develop factors that increase their flow, satisfaction, revisit intention. It also requires a marketer to approach subjects on a trading area more objectively and empirically based on the psychology and behavior of consumers, in order to establish a proper and efficient strategy on development of a trading area.

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