店鋪特性要因이 小賣店 選擇에 미치는 影響에 關한 硏究

Abstract

This study is based on the purpose of providing implications on the competition strategy of retail store through the analysis of the influences of the characteristics of retail store on the customer selection of retail store. For the theoretical study on store characteristics and retail store, existing references and documents were researched. Four core factors were selected and they include 13 sub-factors. Selected core factors are store-image, fresh groceries, store-service and accessibility. And for the quantitative research for the positive analysis of the document, the way of questionnaire was conducted. The questionnaire survey data were collected from owners and employees of retail stores and finally 933 samples were accepted. The conclusions are as follows; First, store-image affect large discount store, traditional retail complex, small supermarket and super-supermarket. Store-image positively affect large discount store and super-supermarket, but negatively affect traditional retail complex and small supermarket. Second, fresh groceries affect traditional retail complex, small supermarket, super-supermarket and convenience store. Fresh groceries positively affect traditional retail complex and super-supermarket, but negatively affect small supermarket and convenience store. Third, store-service affect large discount store, traditional retail complex, small supermarket and super-supermarket. Store-service positively affect large discount store and super-supermarket, but negatively affect traditional retail complex and small supermarket. Fourth, accessibility affects large discount store, small supermarket and convenience store. Accessibility positively affect small supermarket and convenience store, but negatively affect large discount store. Therefore as the conclusion of this study, it's proved that characteristics of retail store - store-image, fresh groceries, store-service and accessibility - affect the customer selection of retail store except large supermarket.