소비자의 백화점 인식과 쇼핑경험이 백화점 만족도에 미치는 영향

Consumers’ perception or experience of the store is an important issue for even retailers as it can affect preference and choice of the store. There are many studies that have examined utilitarian and hedonic motives as a precedent factor for store selection. However, there is a lack of specific research on the process of forming preferences for stores through consumers perceptions of stores with complex attributes such as department stores. The purpose of this study is to classify department store attributes according to consumer s utilitarian/emotional shopping motives and investigate the effect of these attributes on consumer s usefulness/enjoyment of store perception and shopping experience. The implications were discussed for describing the image differentiation of department stores and the number of visitors increase in multiplex shopping malls.