• 유통과학연구
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• 제11권6호
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• pp.41-50
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• 2013

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.

• 인지과학
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• 제25권2호
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• pp.109-133
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• 2014

관찰자가 대상이나 상황에 관해 느끼는 주관적인 간극을 심리적 거리라고 한다. 심리적 거리는 개인이 그 대상과 상황에 대해 취하는 의사결정과 행위에 영향을 끼친다. 본 연구는 친숙감의 수준이 심리적 거리의 형성에 끼치는 효과를 탐색하였다. 친숙한 자극이 덜 친숙한 자극에 비해 심리적으로 더 가깝게 느껴진다면, 자극이 유발하는 친숙감 수준이 자극의 지각된 공간적 거리와 상호작용할 것으로 예상하였다. 각 실험에서 참가자들은 먼저 사전 노출 단계에서 세 개의 무의미 단어를 경험하였다. 선행연구들에 따르면 친숙감은 자극의 노출 횟수와 지각적 유창성(perceptual fluency)의 영향을 받는다. 따라서 참가자들이 단어 판단 과제를 수행하는 동안, 무의미 단어들은 각기 다른 수준의 빈도(실험 1)와 선명도(실험 2)로 제시되었다. 그 다음 단계에서 참가자들은 가장 친숙한 무의미 단어와 가장 덜 친숙한 무의미 단어를 가지고 거리 스트룹 과제를 수행하였다. 각각의 단어들은 깊이 단서가 분명한 장면 사진들 속에서 지각적으로 가깝거나 먼 장소에 출현하였다. 그 결과, 두 실험 모두에서 단어의 친숙감과 공간적 거리 간 상호작용이 유의미하였다. 친숙한 단어는 가까운 위치에서 제시되었을 때 빠른 판단반응을 유발하였고 상대적으로 덜 친숙한 단어는 먼 위치에서 제시되었을 때 빠른 판단 반응을 유발하였다. 이러한 결과는 친숙감에 대한 상위인지적 평가(metacognitive evaluation)가 심리적 거리의 형성을 뒷받침하는 주요 요인임을 의미한다.