• Asia Marketing Journal
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• v.14 no.2
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• pp.209-237
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• 2012

1. Research Purpose Consumers rely on various clues to evaluate their decision to patronize a retail store, and store brand is one of them (Dodds 1991; Grewal et al. 1998). As consumers find ever increasing variety of contact points connecting them to specific store, the value of experiential shopping as a means of increasing store's brand equity warrants greater attention from scholars of retail management. Retail shopping values are credited for creating not only cognitive experiences like brand knowledge but also emotional experiences such as shopping pleasure and pride (Schmitt 1999). This may be because today's consumers place emphasis on emotional values associated with shopping pleasure, lifestyle brought to life, brand relationship, and store atmosphere more than utilitarian values such as product quality and price. Many previous literature found this to be true (Ahn and Lee 2011; Mathwick et al. 2001). This brings forth important research issues and questions regarding the roles of shopping experiential values and brand equity with regard to consumer's retail patronage choice. However, despite this importance, research on this area remains quite inadequate (Hwang 2010). For this reason, this study aims to verify the relationships among experiential shopping values, retail store brand equity and tries to link that with customer loyalty by surveying large-scale discount store shoppers in Korea and China. 2. Research Contents In order to carry out the research objective, this study conducted comprehensive literature survey on previous literature by discussing major findings and implications with regard to shopping values and retail brand equity and store loyalty. For data collection, researcher employed survey-based research method where data were collected in two major cities of Korea (Seoul) and China (Bejing) and sampling frame was based on patrons of large discount stores in both countries. Specific research questions raised in this study are as follows; RQ1: How do Korean and Chinese consumers differently perceive of shopping values regarding shopping at large-sclae discount stores? RQ2: Are there differences in consumers' emotional consumption propensities? RQ3: Do Korean and Chinese consumers display different perceptions of brand equity towards large-scale discount stores? RQ4: Are there differences in relationships between shopping values and brand equity for Korean and Chinese consumers? For statistical analysis, SPSS17.0, AMOS17.0 and SmartPLS were employed. 3. Research Results The data collected through face-to-face survey conducted in Seoul and Bejing revealed appropriate data validity and reliability as a result of exploratory/confirmatory factor analysis and reliability tests, andh SEM model yielding satisfactory model fitness. The result of the study may be summarized by three main points. First, as a result of testing differences in consumption dispositions, Chinese consumers showed higher scores in aesthetic and symbolic dispositions, whereas Korean consumers scored higher in hedonic disposition. Second, testing on perceptions toward brand equity of large discount stores showed that Korean consumers exhibited more positive perceptions of brand awareness and brand image than Chinese counterparts. Third, the result of exploratory factor analysis on the experiential shopping values revealed different factors for each country. On Korean side, consumer interest value, aesthetic value, and hedonic value were prominent, whereas on Chinese side, hedonic value, aesthetic value, consumer interest value, and service excellence value were found salient. 4. Research Implications While many previous studies on inter-country differences in retailing area mainly focused on cultural dispositions or orientations to explain the differences, this study sets itself apart by specifically targeting individual consumer's shopping values from an experiential viewpoint. The study result provides important theoretical as well as practical implications for large-scale discount store, especially the impotance of fully exploring the linkage between shopping values and brand equity, which has significant influence on loyalty. Therefore, the specific implications deriving from the result shed some important insights upon the consumption values based on shopping experiences and brand equity. The differences found in store shoppers between the two countries may also provide useful insights for Korean and Chinese retailers who plan to expand their operations globally. Related strategic implications derived from this study is the importance of localizing retail strategy which is based on the differences found in experiential shopping values between the two country groups. Especially the finding that Chinese consumers value consumer interest and service excellence, whereas Koreans place importance on hedonic or aesthetic values indicates the need to differentiate the consumer's psychographical profiles when it comes to expanding retail operations globally. Particularly important will be to pursue price-orienated strategy in China in consideration of the high emphasis on consumer interests and service excellence, but to emphasize the symbolic aspects of brand equity in Korea by maximizing the brand equity associated with aesthetic values and hedonic orientations. 5. Recommendations This study focused on generic retail branded discount stores in both countries, thus making it difficult to tease out store-specific strategies based on specific retail brands. Future studies may benefit fro employing actual brand names in survey questionnaire to verify relationship between shopping values and brand-based store strategy. As with other studies of this nature, this study needs to strengthen the result's generalizability by selecting respondents from a wider spectrum of respondents.

• Proceedings of the Korean Society for Agricultural Machinery Conference
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• 2003.07a
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• pp.327-333
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• 2003

최근 간편함을 추구하는 소비자들의 소비형태 변화로 세척, 박피, 절단 등 가정식 대체식품(HMR)에 대한 수요가 증가하고 있다 특히 양파는 껍질을 벗겨야 하는 불편함 때문에 소비촉진에 한계가 있었으나, 최근 백화점, 대형할인점 등에서는 껍질을 벗긴 양파를 2개 또는 3개씩 진공 포장한 것이 유통되고 있다. 진공포장기법은 제품의 위생적 보관이나 신선도의 장기간 유지를 위해 식품포장 등에 널리 이용되는 기술로 탈피한 양파를 진공포장하면 포장봉지내에 산소가 거의 없기 때문에 미생물의 발육이 억제되어 유통 중 품질을 유지할 수 있다. (중략)

• Proceedings of the Safety Management and Science Conference
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• 2007.04a
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• pp.97-103
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• 2007

1996년에 네덜란드 마크로, 1998년 밀리오레를 필두로 대형 할인점과 대형 쇼핑몰이 국내에 우후죽순으로 생겨나고 있다. 본 연구에서는 넘쳐나는 국내 유통업시장에서 경쟁력을 가지는 방법을 고객 분류 및 세분화와 고급화 패션화로 보고 연구했다.

• Journal of Distribution Research
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• v.16 no.2
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• pp.25-56
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• 2011

A shifting of marketing paradigms from transaction to relationship has shown in many studies. Although there are many researches about relationship marketing, few of them focuses on relationship marketing combined with retail mix. This study define and measure customer relationship, and find the antecedents and consequences of the customer relationship. For the research, data were collected from 540 persons who are currently customers of five branches of E-mart and Homeplus in Seoul, Korea. Data analysis was performed under the AMOS 6.0. The results are summarized as following; Firstly, the relationship among elements of retail marketing mix and the relationship quality appears significant except communication program. This finding means that communication effect decreases at some point when communication program is excessive. Secondly, the relationship of customer relationship and three factors (frequent shopping intention, up-buying intention and recommend intention) are significant. Thus, this result supports the reasoning why discount stores make an effort to improve customer relationship. Thirdly, the relationship between share of wallet and two factors (frequent shopping intention and recommend intention) appears insignificant. Fourthly, the relationship between share of wallet and up-buying intention is significant. This result implies that up-buying intention is an important factor for discount stores, because up-buying intention is directly linked to financial performance of discount stores. Finally, the direct path between customer relationship and share of wallet is significant relation. For this reason, customer relationship should be managed consistently by discount stores.

• Proceedings of the KAIS Fall Conference
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• 2011.05b
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• pp.648-651
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• 2011

중소유통업에 종사하는 대부분의 사람들은 평생 생계수단으로 동네 상권에 자리잡고 그간 외부의 큰 영향 없이 자생적인 영업을 수행해 왔다. 그러나 삶의 질 향상 등에 따른 소비자 욕구의 다양화, 사업 환경의 변화는 유통시장에도 많은 변화를 가져오게 되었다. 대기업 자분의 대형할인 마트가 우후죽순처럼 생겨나면서 전통재래시장 및 골목슈퍼 등은 생존의 위기에 직면하게 되었다. 이에 정부에서는 전통시장 및 골목상권 살리기에 많은 정책지원을 하고 있으나, 최근 골목상권에 대기업의 SSM(직영점, 가맹점 형태)이 생기면서 대기업과 중소상인 간 갈등과 지역적 마찰이 지속되고 있다. 이에 본 연구에서는 SSM과 경쟁을 위한 영세중소유통업체의 취약 요인들의 분석을 시도하였다.

• The Journal of Industrial Distribution & Business
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• v.2 no.2
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• pp.39-45
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• 2011

The Korean distribution industry is gearing up for an endless competition. Greeting low growth era, less competitive parties will be challanged seriously for their survival. But for large discount stores, they have shown steady annual growth for years. However, because of the saturation for numbers of stores, the difficulty of gaining new sites, and the changes in the consumer's consumption behavior caused by the recession, now they are seeking for a new customers-based business formats. Accordingly, a large corporate comopanies made supermarkets which are belonged to affiliated companies of large corporate comopanies. They based on the strong buying power, focused on SSM(Super Super Market) ave been aggressively develop nationwide multi-stores. The point is that these stores are threatening at small and medium-sized, community-based private supermarkets. Private supermarkets and retailers, who are using existing old operation systems and their dilapidated facilities, are losing a competitive edge in business. Recent the social effects of large series of corporate supermarkets for traditional markets has been very controversial, and commercial media, academia, and industry associated with it have been held many seminars and public hearings. This may slow down the speed in accordance with the regulations, but will not be the crucial alternative. The reason for this recent surge of enterprise-class SSM up, one of the reasons is a stagnation in their offline discount mart, so they are finding new growth areas. Already in the form of large supermarkets across the country got most of the geographical centre point and is saturated with stages. Targeting small businesses that do not cover discount Mart, in order to expand business in the form of SSM is urgent. By contrast, private supermarkets are going to lose their competitiveness. The vulnerability of individual supermarkets, one of the vulnerabilities is price which economies of scale can not be realized so they are purchasing a small amount of products and difficult to get a quantity discount. The lack of organization and collaboration, and education which is not practical, caused the absencer of service-oriented situations. As a first solution, making specialty shops which are handling agricultures, fruits and vegetables and manufactured goods is recommended. Second, private supermarkets franchisees join the organization for the organization and collaboration is recomaned. It can be meet the scale of economy and can be formed a alternative business formats to a government. Third, the education is needed as a good service will get consumer's awareness. In addition, a psychological stores operating is also one way to stimulate consumer sentiment as SSM can't operate. Japan already has a better conditions of their lives through small chain expression. This study includes the vulnerabilities of private supermarkets, and suggests a competitiveness reinforcement strategies.

• Journal of Distribution Research
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• v.14 no.2
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• pp.1-30
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• 2009

The purpose of this study is to investigate the direct and indirect modes of influences environmental dynamism exerts on opportunism, one of important relationship factors. This study particularly delves into the indirect modes of influence in terms of control strategy (control mechanism) and control structure (bureaucratic structuring). To this end, a survey research has been conducted of 200 suppliers in business relationships with Korean hypermarket retailers. An analysis of the collected data indicates that while environmental dynamism has a positive influence on the control mechanisms such as monitoring and incentives, it does not have a negative influence on the control structure such as participation. And then it has a positive influence on the opportunism of suppliers. In addition, participation has a negative influence on the opportunism, but monitoring and incentives do not have a negative influence on it. This study discusses how both retailers and their suppliers should respond to the domestic retail business environment with highly dynamic characteristics, in order to achieve a long-term win-win partnership with one another. It also presents ideas to retailers with regard to what kinds of management strategies and management efforts required to effectively control the opportunism of suppliers.

• Journal of the Korean Society of Clothing and Textiles
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• v.30 no.9_10 s.157
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• pp.1400-1412
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• 2006

As PB market segments into premium market, PBs were drawing attentions in terms of creating profits as well as a means to differentiate building up store identity. The purpose of this study makes a comparative study on the difference of consumer attitude formation process in discount store and home-shopping distribution channel which are recently on the upswing. This paper investigated the consumer's attitude formation on the private apparel brand. Subjects of this study were consumers in their $20s{\sim}40s$ who are main customer groups of PBs. The data were analyzed by Structural Equation Modeling and Multi-Group Analysis of Amos 5.0 to verify the difference of the path between store PB and premium PB. Following are the results of the study. Consumer attitude formation path on PB grades showed statistically noticeable difference. In discount store PB, store evaluation didn't directly influence on consumer attitude formation but showed indirect effect. On the other hand, in home shopping premium PB case, product evaluation directly influenced on consumer attitudes with store evaluation. Hedonic attitude dimension connected with behavioral attitude(purchase intention) revealed difference in path. Also consumer's evaluation on variables in model turned out to be different according to brand grade.

• Korean Business Review
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• v.13
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• pp.107-132
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• 2000

The entry of large discount stores such as E-mart, LG mart, Magnet etc. into small cities have had a profound impact on the business of small-sized retailers. Now, it becomes the matter of survival for small-sized retailers and it is almost impossible to reverse those trends. Without satisfying consumers' various needs and wants, retailers can not survive. Therefore, it is extremely important to understand retail competition from the perspective of consumers in order for retailers to survive in the turbulent environment. The previous research studies on retail competition have focused on the comparison among different types of retailers with respect to strategic retail mix variables. However, they do not consider the competitive aspects of consumers' sides. In addition, we do not fully understand the meaning of "shopping." Shopping means hedonic shopping as well as utilitarian shopping. Utilitarian aspects are important but consumers also prefer' hedonic aspects too. That is the reason that traditional retailers such as small-sized retailers can not compete with modem and large retailers. We use three different methods to identify the macro and competitive structure. of retailing with respect to shopping. Factor analysis, multidimensional scaling, and multiple correspondence analysis are used to produce perceptual mapping of retail competition. Department store and large discount store are identified as close competitors but both might have an indirect impact on small-sized retailers through demand shift toward high end retailers.

• Proceedings of the Korean DIstribution Association Conference
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• 2007.08a
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• pp.159-186
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• 2007

In today's world, the ability to adapt to the rapidly changing environment is fundamental to the survival and success of any organizations. This is particularly true for the Korean retailing industry which is in the throe of sweeping developments. Against the backdrop of an increasing importance of the environmental factors, it is imperative to look into what efforts are required of corporate enterprises in order to achieve successful long-term partnerships between and among the parties involved in the retail value chain. In spite of the critical importance of the need to understand the environmental factors and their influences on the retail value chain, a serious theoretical and empirical study into this subject has never been conducted. Moreover, previous research has overlooked the various mechanisms influencing the value chain in terms of ,control strategy' and 'control structure'. The purpose of this study is to investigate the direct and indirect modes of influences environmental dynamism exerts on opportunism, one of important relationship factors. This study particularly delves into the indirect modes of influence in terms of control strategy (control mechanism) and control structure (bureaucratic structuring). To this end, a survey research has been conducted of 200 suppliers in business relationships with Korean hypermarket retailers. The survey results show that environmental dynamism has a positive correlation with the opportunism of suppliers. In addition, the control mechanisms such as monitoring and incentives employed by retailers, in turn, have an indirect influence on the opportunism of suppliers. In other words, the monitoring of retailers has a positive correlation with the opportunism of suppliers, while the use of bureaucratic structuring has a negative correlation with opportunism. This study discusses how both retailers and their suppliers should respond to the domestic retail business environment with highly dynamic characteristics, in order to achieve a long-term win-win partnership with one another. It also presents ideas to retailers with regard to what kinds of management strategies and management efforts required to effectively control the opportunism of suppliers.