- Apply for Authority
- P-ISSN1738-3110
- E-ISSN2093-7717
- SCOPUS
ISSN : 1738-3110
Visit Push Motivation for a Trading Area and Flow, Satisfaction, and Revisit Intention
Lee, Yong-Ki
- Downloaded
- Viewed
Abstract
Purpose - A trading area is very closely related to consumer life. A trading area is a cultural and social space that consumes culture and promotes human relationships as well as an economic space where consumers live their daily lives. In this context, a trading area research should be conducted objectively and empirically because it deals with the activities of consumer's life. The purpose of this study is to identify the intrinsic psychological motivation(push motivation) caused when consumers visit a trading area and to demonstrate how the push motivation for a trading area influence on consumer's flow, satisfaction, revisit intention. Research design, data, and methodology - In order to develop research hypotheses for this study, the development procedures for push motivation scale are as follows; (1) generating initial pool of items based on previous studies, (2) expert judgement to evaluate content and face validity, and (3) assessing convergent and discriminant validity using confirmatory factor analysis. In order to achieve these purposes, online surveys were conducted on frequent or familiar visitors to the trading areas around the Gangnam, Kunkuk University and Hongik University Station. Among the 1,343 questionnaires collected, 1,157 cases were analyzed by using SPSS 22.0 and SmartPLS 3.0 statistical package program, except for 186 responses in which responses were judged to be unfaithful. Results - The push motivation was classified into five sub-dimensions of excitement/stimulus, rest/relaxation, exit/refreshing, knowledge/learning and human relationship promotion as multidimensional and complex factors composed of individual and social-related dimensions. The excitement/stimulus and human relationship promotion of push motivation have positive effects on satisfaction. However, all dimensions of the push motivation have positive effects on flow. And flow has a positive effect on satisfaction and revisit intention. Meanwhile, the mediation test using boostrapping shows that flow plays a full mediating role in the relationship between rest/relaxation, exit/refreshing, knowledge/learning and satisfaction, but a partial mediating rol e between excitement/stimulus, human relationship promotion and satisfaction. Finally, satisfaction plays a partial mediating role between flow and revisit intention. Conclusions - This study shows that the push motivation is multidimensional and compositive depending on the situation of a consumer. In addition, it is found that the human relationship promotion(a social-related motivation) has a much more important effect on flow and satisfaction than other push motivations of individual dimensions. It also shows that satisfaction increases when consumers are being flowed at their visit and degree of revisit intention also grows as satisfaction increases. As implications of this study, a marketer should try to understand consumer's visit motivation at first and then develop factors that increase their flow, satisfaction, revisit intention. It also requires a marketer to approach subjects on a trading area more objectively and empirically based on the psychology and behavior of consumers, in order to establish a proper and efficient strategy on development of a trading area.
- keywords
- Trading Area, Push Motivation, Visit Motivation, Flow, Satisfaction, Revisit Intention, SmartPls 3.0
Reference
Ahn, S. M., Lee, J. H., & Kim, E. J.(2018). Does mandatory influence strategy influence relationship satisfaction, relationship trust, and recontract intentions in food-service franchises context?. Korean Journal of Franchise Management, 9(1), 41-51.
Ajzen, I.(1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211.
Ali, F.(2016). Hotel website quality, perceived flow, customer satisfaction and purchase intention. Journal of Hospitality and Tourism Technology, 7(2), 213-228.
Applebaum, W., & Cohen, S. B.(1961). The dynamics of store trading areas and market equilibrium. Annals of the Association of American Geographers, 51(1), 73-101.
Babin, B. J., & Griffin, M.(1998). The nature of satisfaction:An updated examination and analysis. Journal of Business Research, 41(2), 127-136.
Bandura, A., & Cervone, D.(1986). Differential engagement of self-reactive influences in cognitive motivation. Organizational Behavior and Human Decision Processes, 38(1), 92-113.
Bucklin, L. P.(1967). The concept of mass in intra-urban shopping. Journal of Marketing, 31(4), 37-42.
Cha, H. C., & Park, C. M.(2011). Analysis of physical characteristics of vitalized commercial streets in the New York. Journal of the Architectural Institute of Korea Planning & Design, 27(6), 39-46.
Chen, C. F., & Phou, S.(2013). A closer look at destination:Image, personality, relationship and loyalty. Tourism Management, 36(June), 269-278.
Chi, C. G. Q., & Qu, H.(2008). Examining the structural relationships of destination image, tourist satisfaction and destination loyalty: An integrated approach. Tourism Management, 29(4), 624-636.
Chin, W. W.(1998). The partial least squares approach to structural equation modeling. Modern Methods for Business Research, 2, Lawrence Erlbaum Associates, Mahwah, NJ, 295-336.
Cho, T. Y.(2011). An influence of images of local festivals on satisfaction level studied based on motivation of visitors to visit local festivals. International Journal of Tourism Management and Science, 26(1), 421-440.
Cohen, J.(1988). Statistical Power Analysis for the Behavioral Sciences. Hilsdale. NJ: Lawrence Earlbaum Associates, 2.
Choi, B. G., Byun, S. N., & Lee, S. E.(2007). A study on differences of push-pull motivation by tourists' alternative evaluation patterns: Focused on Jeju tourist. Korea Journal of Tourism and Hospitality Research, 21(3), 375-389.
Choi, J. Y., & Lee, K. H.(2012). Effects of gender, shopping motivation, flow experience on shopping behavior. Journal of Digital Convergence, 10(5), 53-66.
Choi, Y., Lee, J. H., & Sung, Y. J.(2012). A study on the relations with motivation of visiting and evaluation by location type. Journal of the Korean Society of Civil Engineers, 32(3D), 275-281.
Christaller, W.(1966), Central places in southern Germany. Prentice-Hall.
Clarke, S. G., & Haworth, J. T.(1994). Flow experience in the daily lives of sixth‐form college students. British Journal of Psychology, 85(4), 511-523.
Cole, S. T., & Scott, D.(2004). Examining the mediating role of experience quality in a model of tourist experiences. Journal of Travel & Tourism Marketing, 16(1), 79-90.
Converse, P. D.(1949). New laws of retail gravitation. Journal of Marketing, 14(3), 379-384.
Crompton, J. L.(1979). Motivations for pleasure vacation. Annals of Tourism Research, 6(4), 408-424.
Csikszentmihalyi, M.(1990). Flow: The psychology of optimal performance. NY: Cambridge University Press.
Dann, G. M.(1977). Anomie, ego-enhancement and tourism. Annals of Tourism Research, 4(4), 184-194.
Dann, G. M.(1981). Tourist motivation an appraisal. Annals of Tourism Research, 8(2), 187-219.
Deci, E. L., Vallerand, R. J., Pelletier, L. G., & Ryan, R. M.(1991). Motivation and education: The self-determination perspective. Educational Psychologist, 26(3-4), 325-346.
Fodness, D.(1994). Measuring tourist motivation. Annals of Tourism Research, 21(3), 555-581.
Hair, J. F., Hult, G. T. M., Ringle, C., & Sarstedt, M.(2016). A primer on partial least squares structural equation modeling(PLS-SEM): Sage Publications.
Hair, J. F., Ringle, C. M., & Sarstedt, M.(2013). Partial least squares structural equation modeling: Rigorous applications, better results and higher acceptance. Long Range Planning, 46(1-2), 1-12.
Hanqin, Z. Q., & Lam, T.(1999). An analysis of Mainland Chinese visitors’ motivations to visit Hong Kong. Tourism Management, 20(5), 587-594.
Henseler, J., Ringle, C. M., & Sarstedt, M.(2015). A new criterion for assessing discriminant validity in variancebased structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115-135.
Huang, S., & Hsu, C. H.(2009). Effects of travel motivation, past experience, perceived constraint, and attitude on revisit intention. Journal of Travel Research, 48(1), 29-44.
Huff, D. L.(1963). A probabilistic analysis of shopping center trade areas. Land Economics, 39(1), 81-90.
Hyun, Y. H.(2010). The study of the image change of a destination based on the groups of the festival motivation:Focusing on the importance-satisfaction analysis. Korean Journal of Hotel Administration, 19(3), 21-38.
Iso-Ahola, S. E.(1982). Toward a social psychological theory of tourism motivation: A rejoinder. Annals of Tourism Research, 9(2), 256-262.
Jang, E. Y.(2015). An analysis of road shop in main fashion trade areas in seoul: Based on trends in 2007-2014. Journal of Fashion Business, 19(1), 34-46.
Jennett, C., Cox, A. L., Cairns, P., Dhoparee, S., Epps, A., Tijs, T., & Walton, A.(2008). Measuring and defining the experience of immersion in games. International Journal of Human-computer Studies, 66(9), 641-661.
Jeong, H. D., & Yoo, T. S.(2000). A study on consumer buying behavior according to fashion trading area. Journal of the Korean Society of Consume, 50(8), 165-175.
Joo, Y. J., Joung, S., & Kim, J.(2014). Structural relationships among self-regulated learning, learning flow, satisfaction, and learning persistence in cyber universities. Interactive Learning Environments, 22(6), 752-770.
Joo, Y. J., Lim, K. Y., & Park, S. Y.(2011). Investigating the structural relationships among organizational support, learning flow, learners' satisfaction and learning transfer in corporate e‐learning. British Journal of Educational Technology, 42(6), 973-984.
Jung, A. F.(1959). Is Reilly's law of retail gravitation always true?. Journal of Marketing, 24(2). 62-63.
Jung, Y. S., & Choi, S. H.(2016). The current status and development plan of korean street commercial district. Journal of Channel and Retailing, 21(2), 125-151.
Kim, J. H., & Han, J. S.(2011). A study on relationship among motivation, commitment and satisfaction of tourist, visiting the museum: Focused on push-pull factors. International Journal of Tourism Management and Science, 26(1), 73-94.
Kim, K.(2008). Analysis of structural equation model for the student pleasure travel market: Motivation, involvement, satisfaction, and destination loyalty. Journal of Travel &Tourism Marketing, 24(4), 297-313.
Kim, P. J., & Youn, M. K.(2010). Retail sales forecasting of agricultural products marts in a mid-sized city using the huff model. Journal of Food Agriculture & Environment, 8(2), 945-948.
Kim, S. S., Lee, C. K., & Klenosky, D. B.(2003). The influence of push and pull factors at Korean national parks. Tourism Management, 24(2), 169-180.
Kim, Y. J., Lee, J. E., & Lee, Y. R.(2016). Analysis of properties of fashion trading areas: Using network analysis technique. Journal of the Korean Society of Clothing and Textiles, 40(2), 203-200.
Kozak, M., & Rimmington, M.(2000). Tourist satisfaction with Mallorca, Spain, as an off-season holiday destination. Journal of Travel Research, 38(3), 260-269.
Lee, K., Ahn, S., Kim, H., & Youn, M.(2014). Effects of the flow of an internet shopping mall upon revisit intention and purchase intention. East Asian Journal of Business Management, 4(4), 27-38.
Lee, C. K., Lee, Y.-K., & Wicks, B. E.(2004). Segmentation of festival motivation by nationality and satisfaction. Tourism Management, 25(1), 61-70.
Lee, C. K., Reisinger, Y., Kim, M. J., & Yoon, S. M.(2014). The influence of volunteer motivation on satisfaction, attitudes, and support for a mega-event. International Journal of Hospitality Management, 40(July), 37-48.
Lee, E.(2005). The relationship of motivation and flow experience to academic procrastination in university students. The Journal of Genetic Psychology, 166(1), 5-15.
Lee, Y.-K., Lee, C. K., Choi, J., Yoon, S. M., & Hart, R. J. (2014). Tourism's role in urban regeneration: Examining the impact of environmental cues on emotion, satisfaction, loyalty, and support for Seoul's revitalized Cheonggyecheon stream district. Journal of Sustainable Tourism, 22(5), 726-749.
Lee, Y.-K., Lee, C. K., Lee, S. K., & Babin, B. J.(2008). Festivalscapes and patrons' emotions, satisfaction, and loyalty. Journal of Business Research, 61(1), 56-64.
Lim, K. U.(2016). An Analysis of the effects between the tourism motivation, tourist satisfaction and revisiting intention for the tourists visited the natural tourism destination. Journal of Tourism Leisure Research, 28(1), 99-115.
Moneta, G. B.(2004). The flow experience across cultures. Journal of Happiness Studies, 5(2), 115-121.
Nakamura, J., & Csikszentmihalyi, M.(2014). The concept of flow. In Flow and the foundations of positive psychology (pp. 239-263). Springer, Dordrecht.
Oh, S. Y., & Oh, S. S.(2002). Intrinsic motivation and flow experiences in recreational leisure activity. The Korean Journal of physical education, 41(5), 345-353.
Oliver, R. L.(1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing Research, 17(4), 460-469.
Park, E. A., Kim, E. J., Jeon, S. K., & Lee, Y. K.(2016). The effect of customer experiential value on action flow, performance satisfaction, and loyalty in performing arts market. Journal of Culture Industry, 16(4), 133-145.
Petrick, J. F.(2004). The roles of quality, value, and satisfaction in predicting cruise passengers’ behavioral intentions. Journal of Travel Research, 42(4), 397-407.
Pearce, P. L., & Caltabiano, M. L.(1983). Inferring travel motivation from travelers' experiences. Journal of Travel Research, 22(2), 16-20.
Privette, G., & Bundrick, C. M.(1987). Measurement of experience: Construct and content validity of the experience questionnaire. Perceptual and Motor Skills, 65(1), 315-332.
Rajesh, R.(2013). Impact of tourist perceptions, destination image and tourist satisfaction on destination loyalty: A conceptual model. PASOS. Revista de Turismo y Patrimonio Cultural, 11(3), 67-78.
Reilly, W. J.(1932). The law of retail gravitation. American Journal of Sociology, 37(5), 826-828.
Reynolds, R. B.(1953). A test of the law of retail gravitation. Journal of Marketing, 17(3), 273-277.
Ryan, R. M., & Deci, E. L.(2000). Intrinsic and extrinsic motivations: Classic definitions and new directions. Contemporary Educational Psychology, 25(1), 54-67.
Shin, C., & Hwang, S. H.(2010). A study on push and pull motivations of visitors to attend rock music festival: A case of Busan international rock festival. International Journal of Tourism Management and Science, 25(4), 69-91.
Singh(2014). Online shopping motivations, information search, and shopping intentions in an emerging economy. East Asian Journal of Business Management, 4(3), 5-12.
Smith, D. N., & Sivakumar, K.(2004). Flow and Internet shopping behavior: A conceptual model and research propositions. Journal of Business Research, 57(10), 1199-1208.
Söderlund, M., & Öhman, N.(2005). Assessing behavior before it becomes behavior: An examination of the role of intentions as a link between satisfaction and repatronizing behavior. International Journal of Service Industry Management, 16(2), 169-185.
Stanley, T. J., & Sewall, M. A.(1976). Image inputs to a probabilistic model: Predicting retail potential. Journal of Marketing, 40(3), 48-53.
Su, S., & Youn, M. K.(2011). Using huff model for predicting the potential chinese retail market. The East Asian Journal of Business Management, 1(1), 9-12.
Tauber, E. M.(1972). Why do people shop?. Journal of Marketing, 36(4), 46-49.
Uysal, M., & Jurowski, C.(1994). Testing the push and pull factors. Annals of Tourism Research, 21(4), 844-846.
Vinzi, V. E., Trinchera, L., & Amato, S.(2010). PLS path modeling: From foundations to recent developments and open issues for model assessment and improvement. In Handbook of Partial Least Squares(pp. 47-82). Springer, Berlin, Heidelberg.
Xin Ding, D., Hu, P. J. H., Verma, R., & Wardell, D. G. (2010). The impact of service system design and flow experience on customer satisfaction in online financial services. Journal of Service Research, 13(1), 96-110.
Yoon, K., Xu, H., & Lim, D.(2018). The intention to play online games in China. International Journal of Distribution & Business, 9(4), 63-72.
Yoon, Y., & Uysal, M.(2005). An examination of the effects of motivation and satisfaction on destination loyalty: A structural model. Tourism Management, 26(1), 45-56.
- Downloaded
- Viewed
- 0KCI Citations
- 0WOS Citations