백화점과 대형마트 이용 행태와 영향요인 차이에 관한 실증분석

Abstract

Purpose: This study investigates difference of use patterns and effect factors of Department Stores and Hyper Market in terms of buying products and frequency of consumers and consumers' consideration and satisfaction factors in the use of both markets. Research design, data, and methodology: This study investigated theories and precedent empirical study outcome of use patterns of not only department stores but also hyper markets by literature. In addition, the study examined characteristics of both markets to find out hypotheses by precedent studies and to investigate empirically by questionnaire survey. Results: This study empirically inspected consumers' visit, buying products and selection factors of not only department store but also hyper market in the stage of maturity that represent distribution business in Korea. Conclusions: This study shows hyper markets had more stay time and movement time than department stores had. And consumers bought food products and fashion products at hyper markets more often, and fashion products at department stores more often. In addition, department stores had high satisfaction with auxiliary facilities and services, while hyper market had high satisfaction with prices and assortment.