• Title/Summary/Keyword: 점포 만족도

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A Study on Retailers' Recognition about Commercial Power Altering Due to Urban Regeneration Project : Case of Changwon Urban Regeneration Priority Project (도시재생사업에 따른 상인들의 상권 변화 인식에 관한 연구 : 창원시 도시재생 선도사업 사례)

  • Park, Jin Ho;Choi, Yeol
    • KSCE Journal of Civil and Environmental Engineering Research
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    • v.38 no.5
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    • pp.771-782
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    • 2018

  • The purpose of this study is to empirically analyze local retailers' recognition of commercial power altered by urban regeneration. For the purpose of this study, analysis is performed on pilot urban regeneration priority projects implemented in the city of Changwon. Although regeneration of commercial districts directly affect the local retailers therein, little research has been carried out to examine how they recognize such changes. This study, therefore, identifies those factors that have influence on the recognition of local retailers who would be aware of the alteration of their commercial power more immediately than others do. Using an ordered logit model, empirical analysis on two pilot projects for Odong-dong and Chang-dong indicates that retailers in Odong-dong are more likely to have a negative recognition toward the altered business areas. For the both districts, recognition of business area alterations is affected with statistical significance by how long they have run their shops, how many employees they hire, and whether they believe that the urban regeneration has resulted in gentrification. For each of the mentioned district, recognition in Odong-dong is significantly impacted by the number of employees and recognized rent changes, while in Chang-dong, the age of retailers and the perceived presence of gentrification have statistically significant influence. Issues found by this study need to be addressed prior to the upcoming 'Urban Regeneration New Deal Project', which then will bring satisfaction to each and every local residents including those retailers.

  • https://doi.org/10.12652/Ksce.2018.38.5.0771 인용 PDF KSCI

The Usefulness of Product Display of Online Store by the Product Type of Usage Situation - Focusing on the moderate effect of the product portability - (사용상황별 제품유형에 따른 온라인 점포 제품디스플레이의 유용성 - 제품 휴대성의 조절효과를 중심으로 -)

  • Lee, Dong-Il;Choi, Seung-Hoon
    • Journal of Distribution Research
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    • v.16 no.2
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    • pp.1-24
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    • 2011

  • 1. Introduction: Contrast to the offline purchasing environment, online store cannot offer the sense of touch or direct visual information of its product to the consumers. So the builder of the online shopping mall should provide more concrete and detailed product information(Kim 2008), and Alba (1997) also predicted that the quality of the offered information is determined by the post-purchase consumer satisfaction. In practice, many fashion and apparel online shopping malls offer the picture information with the product on the real person model to enhance the usefulness of product information. On the other virtual product experience has been suggested to the ways of overcoming the online consumers' limited perceptual capability (Jiang & Benbasat 2005). However, the adoption and the facilitation of the virtual reality tools requires high investment and technical specialty compared to the text/picture product information offerings (Shaffer 2006). This could make the entry barrier to the online shopping to the small retailers and sometimes it could be demanding high level of consumers' perceptual efforts. So the expensive technological solution could affects negatively to the consumer decision making processes. Nevertheless, most of the previous research on the online product information provision suggests the VR be the more effective tools. 2. Research Model and Hypothesis: Presented in

    , research model suggests VR effect could be moderated by the product types by the usage situations. Product types could be defined as the portable product and installed product, and the information offering type as still picture of the product, picture of the product with the real-person model and VR. 3. Methods and Results: 3.1. Experimental design and measured variables We designed the 2(product types) X 3(product information types) experimental setting and measured dependent variables such as information usefulness, attitude toward the shopping mall, overall product quality, purchase intention and the revisiting intention. In the case of information usefulness and attitude toward the shopping mall were measured by multi-item scale. As a result of reliability test, Cronbach's Alpha value of each variable shows more than 0.6. Thus, we ensured that the internal consistency of items. 3.2. Manipulation check The main concern of this study is to verify the moderate effect by the product type of usage situation. indicates that our experimental manipulation of the moderate effect of the product type was successful. 3.3. Results As
    indicates, there was a significant main effect on the only one dependent variable(attitude toward the shopping mall) by the information types. As predicted, VR has highest mean value compared to other information types. Thus, H1 was partially supported. However, main effect by the product types was not found. To evaluate H2 and H3, a two-way ANOVA was conducted. As
    indicates, there exist the interaction effects on the three dependent variables(information usefulness, overall product quality and purchase intention) by the information types and the product types. As predicted, picture of the product with the real-person model has highest mean among the information types in the case of portable product. On the other hand, VR has highest mean among the information types in the case of installed product. Thus, H2 and H3 was supported. 4. Implications: The present study found the moderate effect by the product type of usage situation. Based on the findings the following managerial implications are asserted. First, it was found that information types are affect only the attitude toward the shopping mall. The meaning of this finding is that VR effects are not enough to understand the product itself. Therefore, we must consider when and how to use this VR tools. Second, it was found that there exist the interaction effects on the information usefulness, overall product quality and purchase intention. This finding suggests that consideration of usage situation helps consumer's understanding of product and promotes their purchase intention. In conclusion, not only product attributes but also product usage situations must be fully considered by the online retailers when they want to meet the needs of consumers.

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