The Effect of Choice Attributes of Traditional Market and Relationship Quality

This study is consecutive study of Lee & Yang(2012)'s study that applied college students' point of view on store choice attributes to consumers of "the effects of traditional market choice attributes and relationship quality". The study examined not only effects of four sub-factors of store choice attributes of precedent studies and relationship quality but also moderating effect of consumption emotion between store choice attributes and consumer values, consumer values and relationship quality, respectively. And, the study examined mediating effects of consumer values between store choice attributes and relationship quality. The results of this study are as follows: Being different from the findings of Lee & Yang(2012), consumers were important to elevate relationship quality by four factors of store choice attributes at traditional market. The store choice attributes were important to elevate relationship quality in order of products and goods at traditional market, store atmosphere and service factors, and the advertisement had no significant relations with relationship quality. The finding of this study was similar to that of the study of Nam & Jeon(2011) that researched competitiveness of traditional market. To improve and develop relationship quality with consumers, the ones who worked for traditional market should supply products and goods being suitable to traditional market itself and should improve store atmosphere by modernizing facilities and educate merchants at merchant college to strengthen merchants' services. It is revealed that consumption emotion exhibit moderation effect in the relationship between choice attribute and customer's value. Specifically, the consumers who had low consumption emotion on traditional market had affirmative experience of products and store atmosphere to elevate consumers' values. The consumers having low consumption emotion who could promote consumer values were found to improve and develop relationship quality