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학제간연구 과학기술학 뇌인지과학 기술정책 기타 복합학

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논문 기본 정보

자료유형
학술저널
저자정보
저널정보
한국유통과학회 유통과학연구 유통과학연구 제13권 제10호
발행연도
2015.1
수록면
83 - 91 (9page)

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Purpose – The purpose of this study is to identify whether the operation of cultural centers in discount stores contributes to their profitability. Thus, this study is aimed at exploring how the lifestyles of customers who use the cultural centers influence their intention to use the discount stores. Specifically, the effect of shopping value on the correlation between the lifestyle types and usage intention of the customers were examined through a structured research model. To verify the effect, a survey on 139 customers of the Cultural Center of Nonghyup Hanaro Club's S branch was conducted and the valid questionnaires were used for analysis. Research design, data, and methodology – The findings are as follows. First, the lifestyles seeking self-realization had a positive effect on utilitarian value, and lifestyles seeking pop cultures had a positive effect on hedonic value. Second, the mediating effect of shopping value on the correlation between the lifestyle types and usage intention of the customers is as follows. Utilitarian value had a mediating effect only on the lifestyles seeking self-realization. In case of lifestyles seeking pop cultures, the use of Cultural Center had no effect on the intention to use the discount store. Third, an analysis of a revised research model revealed that the store usage intention of lifestyles seeking pop cultures can be enhanced by boosting the utilitarian value through hedonic value. Results – The findings suggest the following. Customers with lifestyles seeking self-realization, who value what is beneficial to them with little attention to the perceptions of others, are highlyinterested in the benefits they can gain from shopping. As for customers with lifestyles seeking pop cultures, they are highly likely to consume products popular in a particular culture such as new products and sports, based on financial stability they pursue. Thus, they prefer more subjective, personal experience, unlike consumers pursuing utilitarian value. Conclusions – As a result, the former pursues hedonic value gained in the process of shopping with fun and joy, rather than doing shopping with a particular purpose in mind. Therefore, Cultural Centers need to offer information that fits the lifestyles of the users so that they are more likely to use the discount stores. However, if the Cultural Centers offer unified, profit-driven products and information, just to increase their store sales, it can backfire, which occurred in the past. On the other hand, if they provide information that fits the lifestyles of the users, it can actually increase the sales. Also, the findings suggest that sophisticated marketing strategies that can boost the hedonic value of customers by linking the educational contents of Cultural Centers to actual shopping, which is beneficial to consumers, should be set and operated by discount stores. In particular, customers with lifestyles seeking self-realization can be encouraged to use the stores by making them recognize the utilitarian value. However, the use of Cultural Centers doesn't necessarily lead to higher sales among customers with lifestyles seeking pop cultures. As mentioned previously, unified marketing strategy is not as effective for Cultural Centers of large discount stores.
#Cultural Center #Lifestyle #Hedonic Value #Utilitarian Value #Usage Intention

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참고문헌 (28)

참고문헌 신청
Abbey, James R. / 1979 / Dose life style profiling work? / Journal of Travel Research 12 (1) : 155 ~ 167 google schola Ajzen, Ieck / 1980 / Understanding Attitudes and Predicting Social Behavior / Prentice?Hall google schola An, Juah / 2005 / The Korean college students Lifestyle and lifestyle sphere Relationship of each action / South Korea Advertising Gazette 7 (1) : 177 ~ 209 google schola Assael, Henry / 1998 / Consumer Behavior and Marketing Action / South-Western Publishing google schola Bak, Jongmin / 2001 / Korean lifestyle with the LOV as the Internet, TV usage patterns / Advertising Research 52 : 167 ~ 197 google schola

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