전통시장의 이용만족도 및 계속이용의도에 관한 실증연구

An Empirical Analysis on the User Satisfaction and Continuance Intention of the Traditional Market - Focused on the Alley Market in Seoul -

This study is aimed at analyzing the need to revitalize traditional markets and suggesting meaningful implications for revitalizing traditional markets To achieve the purpose of the study, 392 valid samples were selected from among questionnaire aged 20 or older using the alleys market in Seoul, and major variables affecting user satisfaction and sustainability among traditional market characteristics were analyzed. The results are as follows. First, the sales characteristics were the most influential factors in the satisfaction of the use of the traditional market and the intention of continuous use. Second, the characteristics of the facilities were found to be important factors in the satisfaction of the traditional market and the intention to continue use. Third, merchant characteristics were found to have an effect on customer satisfaction and continuing intention of traditional market. Finally, it is found that the market operation characteristics have an effect on the user satisfaction and continuing intention of traditional market. The results of this study showed that the traditional market characteristics influenced the customer satisfaction and continuous use intention. Based on these results, the company presented suggestions for revitalizing the traditional market.