• Proceedings of the Korean Society of Computer Information Conference
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• 2021.01a
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• pp.321-322
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• 2021

정부의 지속적인 소상공인 지원정책에도 불구하고 코로나-19 발생 및 계속되는 경기침체로 소상공인 점포의 매출액 급감 등 소상공인의 생존권을 위협하는 소매업 초유의 위기 상황이 발생하였다. 본 연구는 경기지역 소상공인이 보다 경쟁력 있는 점포를 선정하기 위한 선택요인을 도출하고 이들의 상대적 중요도를 AHP를 이용하여 파악하고자 하였다. 소상공인 관련 프로젝트를 담당하는 컨설턴트를 대상으로 AHP를 실시한 결과 소상공인 점포를 이용하는 소비자는 낮은 가격으로 질 좋은 서비스 받기를 원하고 점포입지와 배달서비스가 소비자 점포선택에 있어 크게 영향을 미치는 것으로 나타났다. 즉 소비자가 점포선택에 있어 상품과 편의성 보다는 서비스를 가장 크게 고려한다는 유의적 의미의 결과가 나타났다. 이는 코로나-19 발생 상황 및 디지털 기기의 급속한 발전이 소비자의 점포선택에 있어 크게 영향을 준 것이다.

• Journal of Distribution Science
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• v.10 no.1
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• pp.33-42
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• 2012

This study is focused on traditional market's competitiveness in Korea. Ever since the Korean retail industry had been opened to the big conglomerates, the traditional markets have faced very serious competition from various types of distribution channels. In particular, this study has been conducted to find another way to help the Korean traditional market from the perspective of college students who are consumers of the future. This study examines the relationships among store choice attributions, consumption emotion, consumer's value, and relationship quality from the perspective of college students. In order to verify the relationship, and moderating and mediating effects, data were collected from 126 college students in Whasung, Gyeonggi Province to test the theoretical model and its hypotheses. The results of this study are as follows: First, service (= .263, p < .01) and advertising (= .188, p < .05) are significantly positively related to relationship quality. However, store atmosphere (= .176, p = .052) is not statistically significantly related to relationship quality. The result that students have stereotypes about the atmosphere of traditional markets and are therefore excluded from their store choice attributions can be expected. Second, college students selected service division (= .230, p < .05) as the most important factor among the traditional market's store choice attributions. This result reflected that enhancing service strategy would strengthen the traditional market against discount stores. The process of product selection by customers in discount stores is based on the concept of self-service. However, traditional market traders can make various contacts with their customers. If traditional market traders can enhance various service factors just like in the process of product selection, it will effect strong competitive advantages. Third, it is also revealed that consumer's value exhibit complete mediation effect in the relationships between service and advertising. These results showed that traditional markets must be considered for consumer value. Because previous studies showed that values refer to "enduring belief that … specific mode of conduct or end-stat of existence … personally or socially preferable to an opposite of converse mode of conduct or end-state of existence" (Rokeach, 1973; George and Jones, 1996). Furthermore, Schwartz (1994) defined values as desirable trans-situational goals, varying in importance, that serve as guiding principles in the life of a person or other social entity. As conceptions of desirable end-states of existence or modes of conduct, values help people choose, evaluate, and give meaning to their experiences (Rokeach, 1973). Efforts (e.g. promote the consumers value) of the traditional market traders will improve the preferences for the traditional market of consumers and college students. Implications and future research directions are also discussed.

• Journal of Distribution Science
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• v.5 no.1
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• pp.41-56
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• 2007

China has achieved the most rapid economic growth in the last 20 years, especially since its joining into WTO. Lots of world retail companies are rushing into chinese market. Especially, many discount store operators have been successfully operating and expanding their businesses. Therefore throughly understanding the character of consumers of china, basing on the careful market analysis and implementing correct marketing policies will help to promote retail enterprises' self-competitive in the market.

• Journal of Digital Convergence
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• v.15 no.8
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• pp.161-168
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• 2017

The purpose of this study is to investigate the effect of restaurant selection factors on reliability and revisit intention. The results of empirical analysis were as follows: First, the factors influencing the intention to visit the restaurant were the physical environment, service, price, location, reputation, cleanliness, It is confirmed that consumers are willing to visit again if their satisfaction is high because they choose general consumers considering kindness and taste. Second, trust is found to affect re - visit intention and it can be judged that store faith is actively considering return visit through consumer 's belief. Third, it was found that the factor of selecting the restaurant business influenced the intention to visit again according to the trust. When the customer chooses according to the restaurant business standard and satisfies the trust, it intends to increase the intention to visit again. The results of this study are as follows. First, it is found that the factors of restaurant selection and trust affect the revisit intention of restaurants, and it is meaningful to provide theoretical and strategic implications.

• Journal of Distribution Research
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• v.16 no.4
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• pp.29-64
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• 2011

Overview of Research: Product availability is one of important competences of store to fulfill consumer needs. If stock-outs which means a product what consumer wants to buy is not available occurs, consumer will face decision-making uncertainty that leads to consumer's negative responses such as consumer dissatisfaction on store. Stockouts was much studied in the field of academia as well as practice in other countries. However, stock-outs has not been researched at all in Marketing and/or Distribution area in Korea. The main objectives of this study are to find out determinants of consumer responses such as Substitute, Delay, and Leave(SDL) when consumer encounters out-of-stock situation and then to examine the effects of these factors on consumer responses. Specifically, this study focuses on situational characteristics(e.g., purchase urgency and surprise), store characteristics (e.g., product assortment and store convenience), and consumer characteristics (e.g., brand loyalty and store loyalty). Then, this study empirically investigates relationships these factors with consumers behaviors such as product substitution, purchase delay, and store switching.