The Effect of Store Selection Attributes and Consumption Emotion on Revisit Intention to Traditional Market under Retail Regulation

Purpose – The purpose of this study is to measure the effect on the attributes for store selection and Korean government regulations for large retailers on consumption emotion. Research Design, Data, and Methodology – Using SPSS ver.22, factor analysis & Cronbach’s alpha, correlation, and regression test were performed. The total of 287 questionnaires were used for the analysis Result – Familiarity, perceived price, and perceived image have a positive effect on consumption emotion, but perceived quality & service did not. The Consumption emotion had a positive effect on traditional market revisit intentions. Retail regulation preference has a mediate effect between consumption emotion and familiarity & perceived price. Retail regulation preference also has a mediate effect between consumption emotion and traditional market revisit intension. Conclusion – Relationship marketing with sincerity is very important to keep familiarity, perceived price and image. People's consumption trend was changed due to dual career couple and heavy traffic jam in big cities. Therefore, a retail regulation cannot be a right solution for revitalizing traditional markets. So we need to find out an actual situation and design a win-win strategy between large retailers and traditional market.