관찰 자료를 이용한 소매점포 성과의 결정요인
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- Proceedings of the Korean DIstribution Association Conference
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- 2005.02a
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- pp.51-67
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- 2005
점포선택에 영향을 미치는 선행변수들을 규명한 기존 연구들은 주로 점포 방문행동에 초점을 두고 진행되어 왔으나, 이러한 점포 방문행동이 과연 실제 구매행동으로까지 이어질 것인가에 대한 연구는 매우 제한적으로 이루어져 왔다. 본 연구에서는 관찰 자료를 이용하여 점포선택의 단계를 점포방문행동과 실제 구매 행동으로 분류한 후, 이들 각 단계에 영향을 미치는 요인들을 탐색적으로 실증하는데 그 목적이 있다. 소매점포를 대상으로 수집된 관찰 자료를 이용하여 분석한 결과, 경쟁점포의 수를 제외한 유동인구, 소매점포의 시계성과 같은 소매점포의 입지요인과 점포의 크기, 가판대 설치, 판촉 행사와 같은 소매점포의 마케팅 요인이 점포방문행동에 유의한 영향을 미치고 있는 것으로 나타났다. 또한 점포방문행동이 실제 구매동향에 미치는 영향력은 주효과뿐만 아니라 상품구색과 같은 점포내부요인과의 상호작용효과가 존재하는 것으로 밝혀졌다. 끝으로 이러한 결과의 이론적 및 실무적 시사점이 논의되고, 연구의 한계점과 미래의 연구방향이 제시되었다.
The purpose of this study is to investigate the effect of two different characteristics of music(tempo) and advertising photograph(type) in a fashion store on consumers' emotional responses and approach behavior and to suggest competitive in-store atmospheric strategies. To test the conceptual model, this study used a video simulation method. Researchers selected a fashion casual wear retail store for young people and videotaped to provide realistic store settings. Two different levels of background music(fast, slow) and advertising photograph(sexy, cheerful) were inserted into the video clip generating four stimuli. Including a stimulus for the control group, 5 video clips were created. A total of 289 subjects answered the questionnaire after viewing a two-minute video clips. The results are as follows: First, advertising photograph in a store had a significant effect on consumers' in-store emotional state, whereas musical tempo did not. Second, the effect of in-store consumers' emotional state on behavioral reponses were investigated. Results showed that consumers' positive emotional state lead to consumers' approach behavior. The results of this study indicated that background music and advertising photograph in a fashion store affected consumers' in-store emotional state, and ultimately these affected consumers' positive approach behavior. Thus retailer should try to create a pleasant store environment using effective store atmospheric factors like background music and advertising photograph.
Overview of Research: Product availability is one of important competences of store to fulfill consumer needs. If stock-outs which means a product what consumer wants to buy is not available occurs, consumer will face decision-making uncertainty that leads to consumer's negative responses such as consumer dissatisfaction on store. Stockouts was much studied in the field of academia as well as practice in other countries. However, stock-outs has not been researched at all in Marketing and/or Distribution area in Korea. The main objectives of this study are to find out determinants of consumer responses such as Substitute, Delay, and Leave(SDL) when consumer encounters out-of-stock situation and then to examine the effects of these factors on consumer responses. Specifically, this study focuses on situational characteristics(e.g., purchase urgency and surprise), store characteristics (e.g., product assortment and store convenience), and consumer characteristics (e.g., brand loyalty and store loyalty). Then, this study empirically investigates relationships these factors with consumers behaviors such as product substitution, purchase delay, and store switching.
This study, Based on the study theories of up to the present was to a consumer's shopping motive, the process of choice and the theory of a consumer's store choice by his or her preference. It investigates the components of store image referring many thesis from documents of domestic and foreign countries. The major findings of from study an as follows: First, as general characteristics of samples, the component ratio of women is much higher than that of men. As for marital status, married consumers are large in numbers, and for educational back ground, high educated young couples go shopping frequently at department stores. As for ages, consumers under the 30s take great part in, for the occupation, many are housewives and for the average income of a month, under one million won income earners are major consumers. Second, about shopping motive, married ones do it for refreshing themselves, but for singles, they do shopping for the pleasure of bargain sales. The most important reason which influences on the shopping motive is 'pleasure of bargain sales' regardless of all ages. Third, according to the analysis of shopping motive and the characteristics of 15 store images, there are noteworthy differences statistically in shopping motive, attraction and reliance on advertisement, an atmosphere of a store and the degree of crowdedness.
The purposes of the study is builded upon previous researches to set up research model and investigate the relationship among store image, customers' emotional responses and behavior intention. For achieving study purposes, research model and hypotheses were set up after reviewing previous researches. The data were collected from a sample of 296 customers of department store, then used to conducted an empirical analysis. The results showed the significant relationship were partially found among store image, emotional responses and behavior intention. Objective store image influence positive emotions, indirectly influence behavior intention through positive emotions, but objective store image don't influence negative emotions. Subjective store image influence shoppers' positive emotions and negative emotions, and indirectly influence shoppers' behavior intention through positive emotions and negative emotions. This study has provided a variety of theoretical and practical implications for retailers to set up marketing strategies.
The purpose of this study were to examine the types of apparel store, to investigate consumer characteristics related to the apparel store patronage behaviors, and to find out the differences of casual relationships on apparel store patronage behaviors in store types. Data were collected from 451 consumers living in Pusan and analysed by factor analysis, ANOVA and path analysis. The results were as followings : First, the types of apparel store recognized by consumers were composed by five factors such as Casual-wear store, Traditional market store, Neighboring store, Department store, and Small-sized department store. Second, apparel store patronage behaviors have significant differences recreational and economic shopping orientations, Fashionability in store evaluative creteria, social psychologic risks in perceived risks, and observation store information source. Third, there were differences in casual relationships an apparel store patronage behaviors across store types. Casual-wear store patronage behaviors were directly influenced by the information source, and traditional market store patronage behaviors did by the perceived risk. Apparel shopping orientations directly influenced Neighboring store, and department store patronage behaviors. Evaluative creteria of store directly did small-sized department store. That is, consumer characteristics directly influencing to patronage behaviors were different across apparel store types. Therefore, the marketers of apparel store should understand consumer characteristics related to patronage behaviors and affecting variable and then try to encourage consumer's store patronage behavior.
The recent steep increase in the minimum hourly wage has increased the burden of labor costs, and the share of unmanned stores is increasing in the aftermath of COVID-19. As a result, theft crimes targeting unmanned stores are also increasing, and the "Just Walk Out" system is introduced to prevent such thefts, and LiDAR sensors, weight sensors, etc. are used or manually checked through continuous CCTV monitoring. However, the more expensive sensors are used, the higher the initial cost of operating the store and the higher the cost in many ways, and CCTV verification is difficult for managers to monitor around the clock and is limited in use. In this paper, we would like to propose an AI image processing fusion algorithm that can solve these sensors or human-dependent parts and detect customers who perform abnormal behaviors such as theft at low costs that can be used in unmanned stores and provide cloud-based notifications. In addition, this paper verifies the accuracy of each algorithm based on behavior pattern data collected from unmanned stores through motion capture using mediapipe, object detection using YOLO, and fusion algorithm and proves the performance of the convergence algorithm through various scenario designs.
The purposes of this study were to segment department store customers based on patronage orientations of service facilities in a department store and to develop a profile of each segment using store visit behaviors, clothing purchase behaviors and demographics. A total of 453 responses collected from an on-site questionnaire survey to female department store customers was analyzed. Cluster analysis on patronage orientations of department store service facilities identified four groups including: Active patrons(27.3%); Comparison patrons(27.6%); Convenience seekers(27.3%); and Minimum patrons(17.8%). ANOVA and
China has achieved the most rapid economic growth in the last 20 years, especially since its joining into WTO. Lots of world retail companies are rushing into chinese market. Especially, many discount store operators have been successfully operating and expanding their businesses. Therefore throughly understanding the character of consumers of china, basing on the careful market analysis and implementing correct marketing policies will help to promote retail enterprises' self-competitive in the market.
본 연구의 목적은 노년층 남성과 여성의 인구통계적 특성이 의복태도, 의복행동, 쇼핑행동에 미치는 영향을 규명하는 것이다. 설문지를 통하여 나이 55세 이상의 미국 남부에 거주하는 67명의 남성과 75명의 여성이 자료분석에 이용되었다. 의복 및 쇼핑과 관련된 변수로 의복태도, 유행의사 선도력, 기성복에 대한 만족, 쇼핑관심, 점포충성도가 사용되었으며, 인구통계적 특성은 수입, 결혼여부, 사회참여도, 학력, 나이, 성으로 구성되었다. 결과로 의복태도는 미혼일수록, 사회참여도가 높을수록, 학력이 높을수록 그 수치가 높은 것으로 낱났다. 기성복에 대한 만족은 수입과 학ㄱ력이 높을수록 또 남성이 여성에 비해 만족도가 큰 것으로 나타났다. 쇼핑에 대한 관심의 정도는 결혼여부, 학력, 성과 관련이 있었다. 즉 미혼일수록 교육수준이 높을수록 남성보다는 여성이 쇼핑에 관심이 큰 것으로 나타났다. 그 외 유해의사선도력은 오직 성에 의해서만 영향을 받았으며, 점포충성도 역시 학력에 의해서만 영향을 받았다. 남성과 여성 각각의 차이에 대한 분석에서는 남녀에 따라 인구통계적 특성이 의복태도, 의복행동, 쇼핑행동에 미치는 영향이 다르게 나타나 남녀간의 차이를 보여주었다. 예로 남성에게 있어 결혼여부는 쇼핑관심에 영향을 미치는 중요 변수이나 여성의 경우 교육수준이 쇼핑관심에 영향을 미치는 것으로 나타났다. 따라서 유통업 종사자들은 노년층 남성 중 미혼자를, 노년층 여성 중 고학력자를 주요 표적으로 삼아 마케팅 전략을 세울 필요가 있다 하겠다.
shows the research model of this study. To accomplish above-mentioned research objectives, the following ten hypotheses were proposed and verified : is the estimation results of l\1NL model, and
shows the marginal effects for each determinant to consumer's responses(SDL). Significant statistical results were as follows. Purchase urgency, purchase quantities, pre-purchase plan, product assortment, store price image, brand loyalty, and store loyalty were turned out to be significant determinants to influence consumer alternative behaviors in case of out-of-stock situation. Specifically, first, product substitution behavior was triggered by purchase urgency, surprise, purchase quantities, pre-purchase plan, product assortment, store price image, brand loyalty, and store loyalty. Second, purchase delay behavior was led by purchase urgency, purchase quantities, and brand loyalty. Third, store switching behavior was influenced by purchase urgency, purchase quantities, pre-purchase plan, product assortment, store price image, brand loyalty, and store loyalty. Finally, when out-of-stock situation occurs, store convenience and salesperson service did not have significant effects on consumer alternative responses.
A Study on the Customer Shopping Behavior based on the Store Image
(점포이미지가 소비자 쇼핑행동에 미치는 영향)
The Relationship Among Store Image, Customers' Emotional Responses and Behavior Intention
(점포이미지, 고객의 감정반응 및 행동의도의 관계)
Apparel Store Patronage Behaviors on Store Types
(의류점포 유형별 점포애고행동에 관한 연구 -부산지역을 중심으로-)
Intelligent Motion Pattern Recognition Algorithm for Abnormal Behavior Detections in Unmanned Stores
(무인 점포 사용자 이상행동을 탐지하기 위한 지능형 모션 패턴 인식 알고리즘)
Patronage Orientations of Service Facilities and Clothing Purchase Behaviors: A Typology of Department Store Customer Segments
(백화점 소비자의 서비스시설 이용성향과 의복구매행동: 시장세분화를 위한 유형 별 분석)
A Comparative Study on the Discount Store Selection Behavior between the Korean and the Chinese Consumers'
(한·중 소비자의 할인점 점포선택행동 비교)
남녀노년층의 의복태도, 의복행동, 쇼핑에 인구 통계적 특성이 미치는 영향 연구
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