고객의 시간 지향성 : 소매업체에서의 서비스 편의성과 쇼핑 성과의 관계에 대한 조절효과

• 영문명: Customer's Time Orientation: Moderating Effects on the Service Convenience-Shopping Performance Linkages in Retail Contexts
• 발행기관: 한국유통과학회
• 저자명: 김미정(Mi Jeong Kim) 박철주(Chul Ju Park)
• 간행물 정보: 『유통과학연구(JDS)』제14권 제2호, 123~133쪽, 전체 11쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2016.02.28

영문 초록

Purpose - Understanding how service convenience drives shopping performance is imperative for retailers such as department and large discount stores. Retailers have to enhance shopping productivity by reducing the costs of shopping, as convenience triggers customers' perceived shopping value, leading to customer satisfaction, and ultimately patronage behavior. Consumers, generally considering time as a scarce resource, are more sensitive to the time costs of tasks in regard to shopping trip, differently from forming perceptions of convenience in time orientation. Therefore, this study attempts to examine the moderating effects of consumers’ time orientation on the relationships among service convenience of retailers and shopping performances such as shopping value and service performances. Research design, data, and methodology - The department and discount store chains were chosen as the point of analysis in this study. Data were collected from a survey of real-life consumers and all respondents were screened to ensure only those who had visited in the department and discount store chains within past six month prior to the day of data collection. Out of 600 self-reported surveys that were distributed, a total of 530 responses were returned and after excluding 20 incomplete responses, the final sample size was 510. The three hypotheses were proposed and tested in this study. The one hypothesis was on the moderating effects of time orientation for the effects of service convenience on shopping value (hedonic and utilitarian shopping value). The other two hypotheses were on the comparisons between high and low time-oriented customers with the effects in shopping value from service performance. Hierarchical moderated regression analysis was used to test the hypotheses. Results - The results suggest that the effect of service convenience on utilitarian shopping value and the positive effect of utilitarian shopping value on customer satisfaction are greater in low tim

목차

Abstract

1. 서론

2. 이론적 고찰 및 가설 설정

3. 연구방법

4. 실증분석 결과

5. 결론

References

키워드

Service Convenience Time Orientation Shopping Value