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Mediating Role of Consumer's Affective Respones and Store Image in Relationships between Perceived Store' Characteristics and Loyalty

지각된 점포특성과 충성도관계에서 소비자의 감정적 반응 및 점포이미지의 매개적 역할

  • 최철재 (단국대학교 경영학부) ;
  • 민대규 (단국대학교대학원 경영학과)
  • Received : 2016.01.20
  • Accepted : 2016.03.15
  • Published : 2016.05.28

Abstract

This study confirmed structural causal relations among concepts such as characteristics of store, store image, affective satisfaction, affective commitment, and loyalty and surveyed mediating roles of affective commitment in grocery retailing. Analysis of structural equation modeling with SPSS18.0 and AMOS18.0 were performed to test the research hypothesis. The results are as follows. First, Perceived quality, product assortment and product price influenced satisfaction. Second, Store image influenced affective satisfaction, affective commitment and loyalty. Affective satisfaction influenced affective commitment but not loyalty directly. Third, affective commitment influenced loyalty through the powerful mediating role. The store characteristics was seen to have a positive impact on affective satisfaction through store image, and in turn related to affective commitment, ultimately leading to loyalty. Especially, It is meaningful result in this study which is confirmed affective commitment have a strong mediating role in between store image, affective satisfaction and loyalty. Finally, we discussed the role of affective commitment and the strategies of affective commitment development, and suggested future studies.

Keywords

Characteristics of Store;Store Image;Affective Satisfaction;Affective Commitment;Loyalty

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