지각된 서비스 품질과 제품관련속성이 쇼핑몰에 대한 태도에 미치는 영향

The Effects of Perceived Service Qualities and Attributes of Products on Consumer’s Attitudes toward Shopping Mall

The purpose of this study was to investigate whether the perceived service qualities and attributes of products provided by shopping mall influence on the consumers’ satisfaction and attitudes toward the store. The data were collected using questionnaires were distributed for five days from 11 March 2000 to 15 March 2000 to the female consumers, who were coming out after shopping from two selected shopping malls in Seoul. Korea and 389 pieces of them were used in the final analysis. The research results were as follows: 1. The service qualities of shopping malls have a multi-dimensional structure composed of convenience of the shops, reliability, VMD and salesclerks, and the explanation rate on the total variance of those five components is 55.13%. It appears that the consumers’ perception is rather favorable (M=4.13) toward the service qualities. 2. Of the factors about the attributes of products, the perception of products assortment is high(M=4.838), but the perception of products qualities is low (M=3.503), and the perception of products prices is on the average (M=3.927). 3. The degrees of satisfaction on the service qualities (β=.147), products assortment (β=.159), products qualities(β=.256) and products prices in shopping malls(β=.284) have statistically significant effects on the overall degree of satisfaction in shopping malls, and the total variable quantity that is explained by the variables appears 63.81% (F=167.046: p＜.001). 4. The degrees of satisfaction on the service qualities (β=.012), products qualities(β=.011) and prices(β=.012) appear significant variables that make positive effects on the shop attitudes, and the total variable quantity that is explained by the variables appears 21.90% (F=35.61: p＜.001), and it is analyzed that the three independent variables make similar levels of effects on the shop attitudes, the dependent variable.