Journal of the Architectural Institute of Korea (대한건축학회논문집)

Architectural Institute of Korea (대한건축학회)
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The Influence of Market Environment Characteristics in Traditional Markets on the Environmental Satisfaction of Retailer and Expected Sales - A Case Study of the Jungang Traditional Market in Cheonan -

전통시장 시장환경특성이 상인들의 영업환경만족도와 기대 매출에 미치는 영향 - 천안 중앙시장을 대상으로 -

  • 임승현 (공주대학교 도시융합시스템공학과) ;
  • 이경환 (공주대학교 도시융합시스템공학과)
  • Received : 2020.08.13
  • Accepted : 2021.05.04
  • Published : 2021.05.30
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Abstract

Various revitalization projects are underway to boost traditional markets, which are relatively smaller and less competitive than large commercial facilities such as large discount stores and corporate discount stores (SSMs). However, most projects are top-down structures led by the central government. The research to date has failed to analyze the factors affecting the satisfaction of retailer-the main agents of the project-with their environmental satisfaction. Therefore, the purpose of this research is to establish the characteristics of individuals and stores in traditional markets, the satisfaction of merchants with their environmental satisfaction, and the relationship between their satisfaction and expected sales. To this end, 200 surveys of Cheonan Central Market retailer were used as final data, and 25 people were interviewed using the structural equation model. An analysis was then conducted on the impact of the environmental characteristics of the market on the retailer' satisfaction with their environmental satisfaction and the expected sales of retailer. One main finding is that the following characteristics affected the satisfaction of retailer with their environmental satisfaction: the operation period of the store, the type of store, the financial factors, the security environment, the convenience of use, and sanitary conditions. The permanent satisfaction of the retailer and the financial factors had a significant impact on the revisit rate and expected sales. It was also found that improvements in the market environment had a knock-on effect on sales expected through the medium of environmental satisfaction and revisit rate, thereby affecting the revitalization of traditional market commercial districts.

Keywords

Acknowledgement

이 논문은 2018년~2021년 대한민국 교육부와 한국연구재단(NRF-2018S1A5A2A01037459), 2021년 공주대학교 학술연구지원사업의 지원을 받아 수행된 연구임

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