전통시장 선택요인이 매력요소와 재방문의도에 미치는 영향 및 점포믹스의 조절효과에 관한 연구

The study perceives traditional markets as a kind of shopping mall because they are alike in that both are composed of various stores. Therefore, the factors in shoppers’ selection of traditional markets should not be identified in the context of a single store but in an aggregated format. The study attempts to empirically identify the relationship between the known aspects of shopping mall selection and the attractiveness of traditional markets, which is measured in three dimensions including image, appraisal, and situational facets. Also, after classifying traditional markets into two varieties, those oriented in merchandise selling and those that are not where the portion of restaurants, fast food restaurants, and other service stores is larger than 70% of total stores, the study seeks to establish the mediating effects of market types between the aspects and the attractiveness. The results show that parking convenience, physical environments, and ambient factors positively influence the image attractiveness while parking convenience, essential benefits, and interpersonal interactions do so the appraisal attractiveness. To merchandise selling oriented markets, physical environment and ambient factors are crucial in image attractiveness while essential benefits and physical environments are in appraisal and situational attractiveness. In contrast, to markets oriented in non merchandise selling, notable aspects that have positive impact on image attractiveness are accessibility, parking connivence, physical environments, and ambient factors; parking convenience, interpersonal interaction, and ambient factors for appraisal attractiveness; parking convenience, and interpersonal interaction for situational attractiveness.