기업형 슈퍼마켓의 입지특성과 소비자 이용행태 분석 : 서울특별시 소재 L 슈퍼를 중심으로

Abstract

Super Supermarkets (SSMs) have brought important changes to public consumption patterns in using commercial facilities. In this research, location characteristics and types of SSMs are investigated to identify the changed consumer pattern. Following are the findings of this research. First, according to the analysis result, the demographic attribute is the most important factor in the locational decision. However, this research also identify that there are other location characteristics, and that through these factors, location types can be distinguished. Second, the analysis of store choice criteria for respective SSM location types suggests that consumers' selection standards change based on the location types. Third, by investigating influence of consumer's store choice criteria on consumer satisfaction and intention of a return visit, this study identifies that quality of goods and services of a store affect consumer satisfaction to a limited extent. Meanwhile, the most influential factor of consumer satisfaction turns out to be accessibility. Furthermore, the consumer satisfaction is identified as the most important factor in revisit intention.