중국과 한국소비자의 대형할인점에 대한 점포태도와 충성도의 결정요인

The Determinants of Chinese and Korean Consumers Attitude and Loyalty toward the Discount Stores

This study is about the effects of social responsibility activities of the discount stores on the attitudes of consumers towards the stores. The specific purpose of this study are as follows. First, this research is to prove the factors that the consumers who are using the large discount stores affect the store s attitudes, and the effects of the store s attitudes on the consumer s loyalty. Especially, it s to find the differences between the Chinese consumer and Korean consumers. Second, it is to prove whether the corporations social responsibility can be a meaningful moderator between attitude and consumer s loyalty. Finally, this study is to present proper strategy that maximize the consumer loyalty to the discount stores based on the empirical results. The survey was performed to consumers who use E-mart in South Korea and consumers who use Wal-Mart in China in order to disclose the relationships among variables. As a result of comparative study, various meaningful relationships were revealed. Based on these findings, we proposed best stores strategy and implication which can be helpful to extend global distribution market.