- 권한신청
- P-ISSN1738-3110
- E-ISSN2093-7717
- SCOPUS
아울렛 쇼핑센터의 이용의도에서 아이덴티티 현저성의 요인과 경제성의 역할
The Roles of Economic Benefits and Identity Salience: Inducing Factors in the Behavioral Intent to Use Outlet Shopping Centers
임아영 (Department of Business Administration, Chonbuk National University)
안려나 (Department of Business Administration, Chonbuk National University)
- 다운로드 수
- 조회수
Abstract
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.
- keywords
- Outlet Shopping Center, Economic Benefit, Identity Salience, Role Performance, Multi-Finality
참고문헌
Anderson, J. R., Bothell, D., Byrne, M. D., Douglass, S., Lebiere, C. & Quin, Y.(2004), “An Integrated Theory of Mind,” Psychological Review, 111, 1036–1060.
Arnett, Dennis B., German, Steve D. & Hunt, Shelby D. (2003), "The Identity salience Model of Relationship marketing Success: The Case of Nonprofit Marketing," Journal of Marketing, 67(April), 89-105.
Atkinson, J. W. & Birch, D.(1970), The dynamics of action, New York: Wiley.
Babin, Barry J., Darden, William R. & Griffin, Mitch (1994), "Work and/or Fun: Measuring Hedonic and Utilitarian Shopping Value," Journal of Consumer Research, 20(March), 644-656.
Baker, Julie, Parasuraman, A., Grewal, Dhruv & Voss, Glenn B. (2002), "The Influence of Multiple Store Environment Cues on Perceived Merchandise Value and Patronage Intentions," Journal of Marketing, 66(2), 120-141.
Bloch, Peter H. & Richins, Marsha L. (1983), "Shopping Without Purchase: An Investigation of Consumer Browsing Behavior," Advances in Consumer Research, 10, 389-393.
Burke, Peter J.(1997), “An Identity Model of Network Exchange," American Sociological Review, 62(1), 134-50.
Burke, Peter J.(2000), “The Present, Past, and Future of an Identity Theory," Social Psychology Quarterly, 63(4), 284-97.
Callero, Peter L.(1985), "Role-Identity Salience," Social Psychology Quarterly, 48(3), 203-15.
Cantor, N.(1994), “Life task problem solving: Situational affordence and personal needs,” Personality and Social Psychology Bulletin, 20, 235-243.
Choi, Nak Hwan(2012), "The Effects of Perceived Meaningfulness and Convenience of Using Retail Store on Behavioral Intention to Use", Korean Management Review, 41(1), 33-56.
Craik, F. I. & Lockhart, R. S. (1972), “Levels of Processing: A Framework for Memory Research,” Verbal Learning and Verbal Behavior, December, 671-684.
Crocker, J. & Park, L. E.(2004), “The Costly Pursuit of Self-Esteem,” Psychological Bulletin, 130, 392–414.
Dhar, R.(1997), “Consumer Preference for a No-Choice Option,” Journal of Consumer Research, 24, 215–231.
Dhar, R. and Wertenbroch, K.(2000) “Consumer Choice between Hedonic and Utilitarian Goods,” Journal of Marketing Research, 37(February), 60–71.
Dodds, W. B., Monroe, K. B. & Grewal, D.(1991), “The effects of price, brand, and store information on buyers’ product evaluations”, Journal of Marketing Research, 28(3), 307-319.
Dwyer, F. Robert, Schurr, Paul H. and Oh, Sejo (1987), "Developing Buyer-Seller Relationships," Journal of Marketing, 51(April) 11-27.
Emmons, R. A.(1989), “The personal striving approach to personality,” In L. A. Pervin (Ed.), Goal concepts in personality and social psychology,. Hillsdale, NJ: Erlbaum.
Emmons, R. A. and King, L. A.(1988), “Conflict Among Personal Strivings: Immediate and long-term Implications for Psychological and Physical Well-being,” Journal of Personality and Social Psychology, 54, 1040-1048.
Hogg, Michael A., Terry, Deborah J. and White, Katherine M. (1995), "A Tale of Two Theories: A Critical Comparison of Identity Theory with Social Identity Theory," Social Psychology Quarterly, 58(4), 255-69.
Holbrook, Morris B. and Hirschman, Elizabeth C. (1982), "The Experiential Aspects of Consumption: Consumer Fantasies, Feelings and Fun," Journal of Consumer Research, 9, 132-140.
Holbrook, Morris B.(1994), "The Nature of Consumer Value,” in Service Quality : New Directions in Theory and Practice, Rust and Oliver, eds. Sage.
KiM, Seon Sook(2005), "The Study about Masstiege High-end Product(Part I)", Journal of the Korean Society of Clothing and Textiles, 29(11), 1381-1388.
Kruglanski, A. W., Shah, Y. J., Fishbach, A., Friedman, R., Chun, W. Y. and Sleeth-Keppler, D.(2002), “A theory of goal-systems,” In M. P. Zanna(Ed.), Advances in experimental social psychology, San Diego, CA: Academic Press.
Laverie, Debra A. and Arnett, Dennis B. (2000), "Factors Affecting Fan Attendance: The Influence of Identity Salience and Satisfaction," Journal of Leisure Research, 32(2), 18-27.
Laverie, Debra A., Kleine, Robert E. III. and Kleine, Susan Schultz (2002), "Re-examination and Extension of Kleine, Kleine. and Kernan's Social Identity Model of Mundane Consumption: The Mediating Role of the Appraisal Process," Journal of Consumer Research, 28(4), 659-69.
Lee, Im Yong(2009), "the Characteristics of Outlet Center' Shopping Behavior: The Case of Yeoju Premium Outlet center", Master's Thesis, Dankook Univertity.
Mathwick, C., Nalhotra, N. and Rigdon, Edward (2001), "Experiential Value: Conceptualization, "Measurement and Application in the Catalog and Internet Shopping Environment," Journal of Retailing, 77, 39-56.
Moller, Arlen C., Deci,Edward L., Ryanet, Richard M.(2006), “Choice and Ego-Depletion: The Moderating Role of Autonomy,” Society for Personality and Social Psychology, 32(8), 1024-1036.
Neisser, U.(1963), “The multiplicity of thought,” British Journal of Psychology, 54, 1–14.
Rao, Akshay R. and Kent B. Monroe(1988), "The Moderating Effect of Price Knowledge on Cue Utilization in Product Evaluations," Journal of Consumer Research, 15(2), 253-264.
Rao, Akshay R. and Monroe, Kent B. (1989), "The Effect of Price, Brand Name, and Store Name on Buyers' Subjective Product Assessments: An Integrative Review," Journal of Marketing Research, 26(3), 351-357.
Rubenstein, C. and Shaver, P. (1980), "Loneliness in Two Northeastern Cities," in The Anatomy of Loneliness, New York: International Universities Press.
Schouten, John W. (1991), "Selves in Transition: Symbolic Consumption in Personal Rites of Passage and Identity Reconstruction," Journal of Consumer Research, 17(March), 412-426.
Serpe, Richard T.(1987), "Stability and Change in Self: A Structural Symbolic Interactionist Explanation," Social Psychology Quarterly, 50(1),44-54.
Serpe, Richard T. and Stryker, Sheldon (1987), "The Construction of Self and Reconstruction of Social Relationships," in Advances in Group Processes, Vol. 4, E. J. Lawler and B. Markovsky, eds. Greenwich, CT: JAI Press.
Stryker, Sheldon(1987), "The Vitalization of Symbolic Interactionism," Social Psychology Quarterly, 50(1), 83-94.
Tauber, E. M.(1972), "Why Do People Shop?" Journal of Marketing, 36, 46-49.
Thaler, Richard H.(1999), "Mental Accounting Matters," Journal of Behavioral Decision Making, 12, 183-206.
Thoits, Peggy A.(1991), "On Merging Identity Theory and Stress Research," Social Psychology Quarterly, 54(2), 101-12.
Tigert, Douglas J.(1983), "Pushing The Hot button for a successful Retailing strategy," in Patronage Behavior and Retail Management, R. Darden William and F. Lusch Robert eds. New York: North-Holland.
Turner, Ralph H.(1978), "The Role and the Person," American Journal of Sociology, 84 (1), 1-23.
Walter, Rockney G. and Rinne, Heikiki J. (1986), "An Empirical Investigation into the Impact of Price Promotion on Retail Store Performance," Journal of Retailing, 62(fall), 237-266.
Welbourne, Theresa M. and Cable, Daniel M.(1995), "Group Incentives and Pay Satisfaction: Understanding the Relationship Through an Identity Theory Perspective," Human Relations, 4S(6), 711-26.
Wicklund, R. A. and Gollwitzer, P. M.(1982), Symbolic self-completion, Hillsdale, NJ: Erlbaum.
- 다운로드 수
- 조회수
- 0KCI 피인용수
- 0WOS 피인용수