자동차 전시판매장의 구성요소가 방문자 구매의사에 미치는 영향 분석: -현대자동차 프랜차이즈 매장을 중심으로

The automobile lies next to real properties in terms of high involvement. So, consumers go beyond the functional aspect which defines it as just a means of transport and perceive it as a product that represents their exclusive space and lifestyle. This made it crucial for businesses to conduct a survey on the consumer environment. This study has been carried out to figure out the components that influence the purchase intention of people who visit the showrooms of Hyundai Motor Company. The showrooms were classified by functional type and named standard, linked, additional, and complex. Out of the showrooms, For its research methods, the study has used survey and empirical analysis through literature review, thus conducting depth interviews and a Delphi study on the specialists. The employed statistical analysis program is SPSS 18.0. The factor analysis has identified the four factors of site access, human services, interior space, and exterior space, and checked if the factors as independent variables influenced the purchase intention which was a subordinate variable. The regression analysis showed that interior space and human services exerted statistically significant positive influence while site access and exterior space failed to influence purchase intention. These results suggest that more effort needs to be made to influence the purchase intention of the visitors to the automotive showrooms by further strengthening interior space and human services and supplementing exterior space among other components of an automotive showroom.