점포 밀도와 세일의 가격혜택이 혼잡성 지각에 미치는 영향

Title
점포 밀도와 세일의 가격혜택이 혼잡성 지각에 미치는 영향
Other Titles
Effects of Store Density and Perceived Price Benefit of Sale on Perceived Crowding
Author(s)
박경애허순임
Keywords
점포 혼잡성; 점포 밀도; 세일; 가격혜택; 공간적 및 사회적 밀도; Retail crowding; Store density; Sale; Perceived price benefit; Spatial and human density
Issue Date
201508
Publisher
한국의류학회
Citation
한국의류학회지, v.39, no.4, pp.613 - 624
Abstract
This study examined: 1) the effect of store density on perceived crowding 2) the difference of perceived price benefit of sale by store density 3) the effect of perceived price benefit and store density on perceived crowding and 4) the effect of perceived crowding and price benefit on shopping behaviors. Store density and perceived crowding were categorized into social and spatial dimensions. Data were collected with 6 (high, medium, and low social and spatial densities) * 2 (sale and no-sale) between-subjects experimental designs. A total of 395 responses were analyzed. The results revealed that social density affected social crowding, but spatial density had no effect on perceived crowding. Price benefit of sale was not different by store density. The sale itself did not affect perceived crowding. Under the social density situation, perceived price benefit reduced spatial crowding and social crowding showed a positive effect on purchase behavior while spatial crowding had a negative effect. However, the most important effect on purchase behavior was price benefit. The study implies that social density (not spatial density) is important for consumer behavior and retail strategies.
URI
http://hdl.handle.net/YU.REPOSITORY/31232
ISSN
1225-1151
Appears in Collections:
생활과학대학 > 의류패션학과 > Articles
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