아울렛 쇼핑센터의 이용의도에서 아이덴티티 현저성의 요인과 경제성의 역할

• 영문명: The Roles of Economic Benefits and Identity Salience: Inducing Factors in the Behavioral Intent to Use Outlet Shopping Centers
• 발행기관: 한국유통과학회
• 저자명: 최낙환(Nak-Hwan Choi) 임아영(Ah-Young Lim) 안려나(Lina An)
• 간행물 정보: 『유통과학연구(JDS)』제11권 제6호, 41~50쪽, 전체 10쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2013.06.30

영문 초록

Purpose - Inducing consumers' behavioral intent to use an outlet shopping center is a critical issue for managers since it can be used as a guide for developing marketing strategies. Low prices could lead to a growth in retail purchases, but there might also be a positive relationship between prices and customer perceptions of product quality. The extent to which consumers use price as a predictor of quality may differ according to the availability of important alternative cues such as brand, store name, and identity salience triggered by the store. Consumers can obtain non-economic benefits from marketing exchanges that go beyond basic economic achievement. We argue that identity salience can play a crucial mediating role when consumers, acting as exchange partners, seek to obtain social benefits. This study shows that identity salience could mediate the relationship between identity salience-inducing factors such as multi-finality, prestige and role performance, and consumers' behavioral intent to use an outlet shopping center. Research design, data and methodology - The survey was conducted on college students enrolled in marketing classes. A total of 200 questionnaires were distributed, of which only 194 were returned. After five incomplete questionnaires were excluded, a final sample of 189 was used for empirical analysis. Using a covariance structural analysis in Amos17, we confirmed the fit of the research model and estimated its parameters by using the maximum likelihood method. Results - The results of the hypotheses testing are as follows. First, both identity salience and economic benefits have positive effects on the behavioral intent to use an outlet shopping center. Second, role performance, prestige, and multi-finality have positive effects on identity salience. Finally, the additive analysis of the direct effects of identity salience-inducing factors shows that the role performance, prestige, and multi-finality factors have no direct effects on the

목차

Abstract

1. 서론

2. 이론적 배경

3. 측정과 자료 수집

4. 실증분석

5. 연구의 요약 및 시사점

References

키워드

Outlet Shopping Center Economic Benefit Identity Salience Role Performance Multi-Finality