Journal of the Korean Society of Clothing and Textiles (한국의류학회지)

The Korean Society of Clothing and Textiles (한국의류학회)
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The Effects of Retail Area and Shopping Mall Images on Consumer Behaviors

상권 및 패션쇼핑몰의 이미지가 쇼핑몰 이용객의 행동에 미치는 영향

  • 윤남희 (영남대학교 섬유패션학부) ;
  • 박경애 (영남대학교 섬유패션학부)
  • Published : 2002.07.01
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Abstract

The purpose of this study was to examine the effects of retail area image and shopping mall image on consumer behaviors in the retail area and in the shopping ma]1. Data were obtained from a survey to a stratified sample selected at the exits of five different malls. A total of 740 questionnaires were distributed, and 661 responses were analyzed. Stepwise regression analysis revealed that two retail area image factors of variety of stores and atmosphere significantly affected all three consumer behaviors (shopping, service facility visits, social activities). Stepwise logistic regression showed that facility and atmosphere of the retail area image and product & service and convenience of the fashion shopping mall image affected seven consumer behaviors in the shopping mall. The results indicate that the retail area image as well as the shopping mall image affects a variety of consumer behaviors in the shopping mall though no shopping mal1 image affects behaviors in the retail area.

Keywords

References

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