• 유통과학연구
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• 제11권6호
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• pp.41-50
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• 2013

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 behavioral intent to use an outlet shopping center, suggesting that identity salience plays a positive mediating role. Conclusions - This study informs marketers that not only price but shoppers' identity salience directly affects their intent to visit an outlet shopping center. To strengthen shoppers' identity salience, marketers should find ways to help shoppers fulfill their multiple social roles, realize their multiple goals, and achieve prestige. In other words, outlet shopping centers must improve their personal service environment in order to enhance their employees' service quality and assist the execution of multi-finality by minimizing the perceived costs (e.g., travel time, effort) associated with shopping trips, thus making it easier for consumers to combine visits to multiple stores in outlet shopping centers and buy the items required for their consumption goals. Outlet shopping centers must also offer assortments with both breadth and depth in order to help consumers play the social roles their social networks have given them.

• 원예과학기술지
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• 제30권1호
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• pp.101-105
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• 2012

국화 '시크릿핑크'는 농촌진흥청 원예특작과학원에서 2005년에 분홍 홑꽃의 육성계통인 '03B1-23'에 중생 하추국인 'Sei-Monaco'를 교배하여 획득한 실생 집단으로부터 조생다화성 분홍 홑꽃인 '05B1-49' 계통을 선발하여 3년간 특성 검정으로 통해 2008년에 '시크릿핑크'를 육성하였다. '시크릿핑크'는 10월 중순에 자연 개화하는 절화용 스프레이 추국이다. 분홍색의 녹색화심을 지닌 홑꽃 중형화로 개화소요 일수가 50일, 6.5주 개화반응을 보이는 조생성이다. 본 육성 품종은 다화성이며, 절화수명이 26일 정도로 길고 착화성이 우수하다. 특히 여름철 화색발현이 뛰어나며 연중 생육속도가 일정하여 촉성 및 억제재배 등 주년재배 품종으로서 적당하다. 초장은 110cm 이상, 꽃의 직경은 6cm 이상, 꽃잎수는 소화당 25매 정도, 착화수는 본당 15화 내외이다. 재배상 유의점으로는 여름 장마철 또는 겨울철 환기가 불량 할 경우 흰녹병 발생에 주의하고 주기적인 방제가 필요하다.