스페이스 마케팅이 쇼핑가치와 점포충성도에 미치는 영향

Abstract

The study aims to figure out relations of strategic elements of space marketing and shopping value by paying attention on trends that customers emphasize more sensual or sensible harmonies of merits from the products as values of consumption life become diversified. It also seeks out to strategic suggestions to manage space marketing more efficiently by analyzing relations between customers' shopping values and store loyalty and influences on customers' revisit. For this, relations between five strategic elements of space marketing and customers' shopping values were analyzed by literature reviews and relations between store loyalty and repurchase intentions was analyzed focusing on previous literatures. As a result, it turned out that five strategic factors set in the study had positive relations with respondents' hedonic shopping values and hedonic shopping values also showed positive relations. Store loyalty and repurchase intentions also had positive relations. The results of the study verifies positively that space marketing can be applied efficiently corresponding current customers' changing values and results suggestions about how to manage space marketing through various communications with customers.