The Effect of College Students' Perceived Choice Attribute of Traditional Market and Relationship Quality: Moderating Effects of Consumption Emotion and Mediating Effects of Consumer's Value

Lee,, Y. , & Yang,, H. (2012). The Effect of College Students' Perceived Choice Attribute of Traditional Market and Relationship Quality: Moderating Effects of Consumption Emotion and Mediating Effects of Consumer's Value. The Journal of Distribution Science, 10(1), 33-42, https://doi.org/https://doi.org/10.15722/jds.10.1.201201.33

copy

Abstract

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.

keywords: (전통)시장, 점포선택속성, 소비자 가치, 관계품질, 소비감정

Reference

구동모 (2006), “지속적 쇼핑동기로서의 개인가치가 할인점 점포연상 평가와 단골의도에 주는 계층적 영향”, 마케팅과학연구,16(1), 45-71.

권오철,김진성,김판준,김판진,김홍섭,남궁석,박영근,박철주,박형진,윤명길,이장환,황화철,김유오(2007),“소매업태용어 통일화에 대한 소고”, 유통과학연구, 5(2), 5-16.

김계수 (2007), 구조방정식 모형분석, 서울: 한나래출판사. 369-384.

김상철 (2004), 재래시장의 경쟁력 강화방안에 관한 연구-SERVQUAL 모형을 중심으로-, 유통과학연구, 2(2), 17-32.

김유오, 지해명, 윤명길 (2009), “전통시장 활성화를 위한 상품권유통방안에 관한 소고-전통시장 상품권을 중심으로-” 유통과학연구, 7(4), 37-45.

김정희 (2011), “온라인 브랜드 커뮤니티에서 가치적합성이 관계품질과 충성도에 미치는 영향”, 유통경영학회지, 14, 53-81.

김재휘, 김수정 (2005), 마케팅 커뮤니케이션 메시지가 기업태도에미치는 영향-소비자의 가치에 의한 상호작용 효과를 중심으로, 광고연구, 69, 33-54.

김판진, 김경조, 남궁석, 윤명길 (2009), “재래시장 시설현대화에따른 소비자 인식도에 관한 연구-목포지역 소비자들을 대상으로-“, 유통과학연구, 7(1), 55-70.

남은우 (2010), “블로그 특성이 관계품질과 구매의도에 미치는 영향”, 유통과학연구, 8(2), 45-51.

10.

노승혁, 윤성욱, 서근하 (2006), “재래시장 상인의 불황극복과 경영혁신을 위한 성공요인에 관한 연구:부산·경남지역을 중심으로”, 중소기업연구, 28(4). 19-44.

11.

박주영 (2009), “재래시장의 상품구성이 활성화에 미치는 영향에대한 분석과 재래시장 정책에 대한 시사점”, 중소기업연구,31(2), 139-155.

12.

성정연, 전선규 (2009), “수유시장의 재래시장 활성화전략 사례”.경영교육연구, 12(3), 51-82.

13.

송균석, 범상규 (2011), “재래시장의 고객지향적인 상인조직화 연구”, 유통경영학회지, 14(2), 5-27.

14.

양윤, 이은지 (2002), 남녀 대학생의 가치체계와 제품속성의 중요도에 관한 인식 비교, 한국심리학회지: 소비자·광고, 3(1),63-87.

15.

양회창, 김성일, 박영호, 이상남 (2011), “전통시장 상인들의 저탄소 녹색성장에 대한 인식과 조직몰입의 관계에 대한 연구,유통과학연구, 9(3), 37-46.

16.

유창조, 김상희 (1994), “Ethnographic 접근방식을 통한 쇼핑행위에관한 탐색적 연구:확장 된 개념,감정의 다양성,동기의 다양성, 소비자학연구, 5(2), 45-62.

17.

유창조, 현소은, 전중옥 (1997), “매장의 특징, 매장내 감정 및 쇼핑 행위에 관한 구조적 연구”, 마케팅연구, 12(2), 1-27.

18.

윤만희 (2003), “대학교육서비스에 대한 공정성 인식이 관계품질과고객의 자발적 행위에 미치는 영향”, 경영학연구, 32(1),315-340.

19.

이승희, 최은희 (2006),“대형할인점의 점포이미지가 패션PB 브랜드자산에 미치는 영향 연구”, 복식문화연구, 14(4), 647-656.

20.

이학식, 임지훈 (2002), 소비관련 감정척도의 개발, 마케팅연구,17(3), 55-91.

21.

임진, 김영기, 이민권, 김유오, 윤명길 (2011), “전통시장 관련법 개정 방안에 대한 고찰:성남 모란시장을 중심으로“, 유통과학연구, 9(2), 37-47.

22.

전태유, 박노현 (2010), “복합쇼핑몰의 점포선택속성에 따른 소비감정이 점포충성도에 미치는 영향-관계품질의 매개적 영향을 중심으로-”, 부동산학연구, 16(2), 59-78.

23.

정난호, 김남면, 성일석 (2006), “소매업태에 대한 소비자 선택요인에 관한 연구-대전지역 재래시장,중형마트(SSM), 대형마트를 중심으로 -” , 유통과학연구, 4(2), 41-63.

24.

정희선, 박철 (1995), 우리나라 광고에 나타난 소비가치의 변화에관한 연구: 1962~1992년 여성잡지 광고내용 분석을 중심으로, 광고연구, 26, 85-106.

25.

최극렬, 류학수 (2009), 소매점유형별 점포속성에 대한 지각된 분류, 경영사학, 23(2), 77~107.

26.

최호규, 윤정근 (2008), “유통환경 변화에 따른 재래시장 발전방향:대전광역시를 중심으로”, 유통과학연구, 6(1), 25-46.

27.

홍희숙 (1999). “할인점에서 의류구매빈도가 높은 집단과 낮은 집단간의 차이”, 한국의류학회지, 23(3), 373-384.

28.

허진영, 최헌혁 (2007), “소비관련 감정유형, 브랜드이미지와 신뢰성,소비행동유형과의 관계”, 한국사회체육학회지, 30,395-406.

29.

Aaker, D. A. & Biel, A. L. (1993), "Brand equity & Advertising : Advertising's role in building strong brands", Lawrence Erlbaum Associates, Publishers, New Jersey, 143-161.

30.

Athola, O. T. (1985), "Hedonic and utilitarian aspects of consumer behavior: An attitudinal perspective". Advances in Consumer Research, 12, 7-10.

31.

Baron, R. M. & Kenny, D. A. (1986), "The moderator-mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations". Journal of Personality and Social Psychology, 51, 1173-1182.

32.

Becher-Olsen, K. & Hill, R. (2006), "The impact of sponsor fit on brand equity", Journal of Service Research, 9(1). 73-83.

33.

Blackwell, R. D., Minard, P. W. & Engel, J. F. (2001), "Consumer Behavior", Fortworth: Hartcourt College Publishers.

34.

Chaudhuri, A. & Holbrook, M. B. (2001), "The chain of effects from brand trust and brand affect to brand performance, The role of brand loyalty". Journal of Marketing, 65(April), 81-93.

35.

Crosby, L. A., Evans, K. R. & Cowles, D. (1990), "Relationship quality in services selling: An interpersonal influence perspective", Journal of Marketing, 65(April), 81-93.

36.

Dawson, S., Bloch, P. H. & Ridgway, N. M. (1990), "Shopping Motives, Emotional States, and Retail Outcomes", Journal of Retailing, 60(Winter), 408-427.

37.

Donovan, R. J. & Rossiter, J. R. (1982), "Store Atmosphere: An Environmental Psychology Approach and Utilitarian Sources of Consumer Attitudes", Journal of Retailing, 58(Spring), 34-57.

38.

Feather, N. T. (1995). "Value, valences, and choice: The influence of value on the perceived attractiveness and choice of alternatives". Journal of Personality and Social Psychology, 68(6), 1135-1151.

39.

Garbarino, E. & Johnson, M. S. (1995), "The Different Role of Satisfaction, Trust, Commitment in Customer Relationship", Journal of Marketing, 63(2), 70-87.

40.

Gardner, M. P.(1985), "Mood states and consumer behavior: a critical review", Journal of Consumer Research, 12(4), 281-300.

41.

George, J. M., & Jones, G. R. (1996), "The Experience of Work and Turnover Intentions: Interactive Effects of Value Attainment, Job Satisfaction, and Positive Mood". Journal of Applied Psychology, 81(3), 318-325.

42.

Havlena, W. J. & Holbrook, M. B. (1986), "The Varieties of Consumption Experience: Comparing Two Types of Typologies of Emotion in Consumer Behavior", Journal of Consumer Research, 13(December), 394-404.

43.

Hennig-Thurau, Hennig-Thurau T. and Hansen, U. (eds) (2000),"Relationship marketing success through investments incustomers. Relationship marketing: Gaining competitive advantagethrough customer satisfaction and customer retention",Springer, Berlin. Germany.

44.

Howard, J. A. & Woodside, A. G.(1984), "Personal values affecting consumer psychology". In R. E. Pitts & A. G. Woodside (ed.), Personal values and consumer psychology, 3-12. Toronto: Lexionton Books.

45.

Hutcheson, G. D. & Moutinho, L. (1998), "Measuring preferred store satisfaction using consumer choice criteria as a mediating factor", Journal of Marketing Management, 14(7), 705-720.

46.

James, D. L., Duran, R. M. & Dreves, R. A. (1976), "The use of multi-attributes model in a store image study", Journal of Retailing, 52(2), 23-34.

47.

Jarvelin, A. and Lehtinen, U. (1996), Relationship quality in business- to-business service context. "In Advancing service quality: A global perspective", ed. B. B. Edvardsson, S. W. Johnston and E. E. Scheuing, 243-54. Lethbridge, Canada: Warwick Printing.

48.

Kahle, L. R. (1983), "Social values and social change: Adaptation to life in America", New York: Praeger.

49.

Kluckhorn, C. (1951), "Value and value orientation in the theory of action: An explanation in definition and classification", In toward a general theory of action. T. Parsons & E. Shills. (ed.), Cambridge: Harvard Univ. Press.

50.

Kotler, B. (1984), "Risk of predation and the structure of desert rodent communities", Ecology, 65, 689-701.

51.

Kotler, P. (1988), "Marketing Management(6th ed.)", New Jersey: Prentis-Hall, Inc.

52.

Levitine, T. (1968), "Values, In measures of social psychological attitudes", J. P. Robinson & P. R. Shaver, (ed.), Ann Arbor: Univ. of Michigan Survey Research Center. Institute for Social Research, 405-501.

53.

Morgan, R. A. & Hunt, S. D. (1994), "The Commitment-Trust Theory of Relationship Marketing", Journal of Marketing, 58(7), 20-38.

54.

Nunnally, J. C. (1978), "Introduction to Psychological Measurement", New York: McGraw-Hill.

55.

Oliver, R. L. (1993), "Cognitive, affective, and attribute bases of the satisfaction response", Journal of Consumer Research, 20(4), 418-430.

56.

Oliver, R. L. (1999), "Whence consumer loyalty?", Journal of Marketing, 63(Special Issue), 33-44.

57.

Osman, M. Z. (1993), "A conceptual model of retaio image influences on loyalty patronage behavior, The International Review of Retail", Distribution & Consumer Res: 31(2): 149~166.

58.

Prendergast, G. & Man, H. W. (2002), "The influence of store image on store loyalty in Hong Kong's quick service restaurant industry", Journal of Foodservice Business Research, 5(1), 45-59.

59.

Rechheld, F. F. & Schefter, F. (2000), "E-Loyalty: Your Secret Weapon on the Web", Harvard Business Review, 78 (July- August), 105-113.

60.

Richins, M. L. (1997), "Measuring emotion in the consumption experience", Journal of Consumer Research, 24(2), 127-146.

61.

Robert, K., Varki, S. & Rrodie, R. (2003), "Measuring the quality of relationships in consumer services: An empirical study", European Journal of Marketing, 37(1/2), 169-196.

62.

Rokeach, M. J. (1973), "The nature of human values", New York: Free Press.

63.

Schwartz, S.H. (1992), Universals in the content and structure of values: Theoretical advances and empirical tests in 20 countries. In M.P. Zanna (ed.), "Advances in experimental social psychology", (Vol, 25, pp. 1-65). New York: Academic Press.

64.

Shim, S. & Kotsiopulos, A. (1993), "A Typology of Apparel Shopping Orientation Segments Among Female Consumers", Clothing and Textiles Research Journal, 12(1), 73-85.

65.

Smith, M. B. (1969), "Social psychology and human values", Chicago: Aloline.

66.

Tajfel, H. (1982), "Social Psychology of Intergroup Relations", Annual Review of Psychology, 33(January), 1-39.

67.

Tse, D. K., Russell, W. B. & Nan Zhou (1989), "Becoming a consumer society: A longitudinal and cross-cultural content analysis of print ads from Hong Kong. the people's republic of china, and taiwan", Journal of Consumer Research, 15(March), 457-472.

68.

Vinson, D. E., Scott, J. E. & Lamont, L. M. (1977), "The role of personal values in marketing and consumer behavior", Journal of Marketing, 41, 44-50.

69.

Westbrook, R. A. (1987), "Product/Consumption-Based Affective Responses and Postpurchase Processes", Journal of Marketing Research, 24(August), 258-270.

70.

Westbrook, R. A. & Oliver, R. L. (1991), "The Dimensionality of consumption emotion patterns and consumer satisfaction", Journal of Consumer Research, 18(3), 84-91.

71.

Winters, L. C. (1986). "The effects of brand advertising on company image: Implications for corporate advertising", Journal of Advertising Research, 26(April/May), 54-59.

72.

Yin, J. (2002), "Interactivity of Internet-Based Communications: Impacts on E-Business Consumer Decisions", Ph. D. Dissertation, Georgia State University.

73.

Yoo, Chanio., Park, Johee & Macinnis, D. J. (1998), "Effect of store characteristics and in-store emotional experiences on store attitude", Journal of Business Research, 42(3), 253-263.

74.

Zhang, Z. (2008), "Value Congruence in the service context", Radboud University Nijmegen.

75.

Zeithaml, V. A. (1988), "Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence", Journal of Marketing, 52(3), 2-22.

바로가기메뉴

Article Contents

Vol.10 No.1

The Effect of College Students' Perceived Choice Attribute of Traditional Market and Relationship Quality: Moderating Effects of Consumption Emotion and Mediating Effects of Consumer's Value

Abstract

Reference

The Journal of Distribution Science