생활유통 소비자의 구매속성이 쇼핑가치 및 구매 후 행동에 미치는 영향

This study attempted to investigate the influence of distribution-sales attributes on post-purchase behavior with shopping values as a mediator. For this, a self-report questionnaire survey was performed against those who visited a retail store in Busan and Gyeongsangnam-do from February 15 to March 14, 2022. Specifically, an online survey using Google Forms and a face-to-face questionnaire survey were conducted. Among 441 questionnaires (332: Google Forms survey, 109: face-to-face survey) collected, 435 copies, excluding 6 poorly answered ones, were used for final analysis. The collected data were analyzed using IBM SPSS 25.0 and AMOS 25.0, and the results found the following: First, in terms of distribution-sales attributes (endogenous variables), 6 factors were derived through exploratory analysis and confirmatory factor analysis: ‘product quality’, ‘price’, ‘product diversity’, ‘ease of access’, ‘shopping convenience’, and ‘human services’. Second, concerning exogenous variables, 4 factors were obtained through exploratory analysis and confirmatory factor analysis: ‘hedonic value’, ‘utilitarian value’, ‘word-of-mouth intention’, and ‘repurchase intention’. Third, according to the analysis of the hypothesis that distribution-sales attributes would affect shopping values, ‘product quality’, ‘product diversity’, ‘shopping convenience’, and ‘human services’ had an influence on ‘hedonic value’ while ‘product quality’, ‘price’, ‘product diversity’, and ‘human services’ affected ‘utilitarian value’. In other words, ‘price’ and ‘ease of access’ revealed no statistically significant effect on ‘hedonic value’ while ‘ease of access’ and ‘shopping convenience’ had no significant influence on ‘utilitarian value’. Fourth, according to the analysis of the hypothesis that shopping values would affect post-purchase behavior, both ‘hedonic value’ and ‘utilitarian value’ influenced ‘word-of-mouth intention’ and ‘repurchase intention’ with statistical significance.