韓国光州市における消費者の購買地選択行動と個人特性との関係
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概要
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Consumer behaviour has been studied in many disciplines. Geographical study of consumer behaviour has in particular changed focus from the location of retail trade to consumer behaviour itself, namely, the spatial choices of consumers.The purpose of the study is to clarify the personal characteristics which affect the behavior of shopping-place choice by looking at the personal external and internal characteristics, not as an aggregation of separate characteristics, but as a unity. On March, 1989 data for this study were collected through mail survey of 107 housewives in Kwangju City, Korea. The collected data were analyzed by Hayashis‘Quantification Theory II’and the Chi square test.The major results of this study are as follows:1) Shopping places are divided into three types: CBD hard core; CBD edge; and residential districts. The intensity of the relationship between shopping place and personal characteristics becomes weaker from CBD hard core to CBD edge to residential district.2) When the external characteristics which primarily affbt shopping place decision are compared, the external characteristics become stronger from residential districts to CBD edge to CBD hard core.3) Common characteristics which exert effects on the three shopping place types are education, income, previous residence (external), consciousness of shopping and conviction of shopping (internal).4) A Chi-square test was adopted to find the characteristics which have the most deep relationship with the others, such as education. After that, the relationship between shopping place decision and characteristics category was clarified by the category score on the basis of education. The major results are; (1) education has the strongest relationship with income, and high income groups have an inclination to select the CBD hard core as shopping place; (2) the factors which have a deep relationship with income are occupation and goods attitudes; (3) the major householders occupations of the high income group are self-management and commerce, and the high income group usually has a preference for new good; (4) finally, the high education group selects the CBD hard core as shopping place on basis of these facts.5) Generally, the decision-making of shopping place is accomplished in accordance with the following process: First, external characteristics motivate and stimulate internal characteristics. Second, space of cognition is formed by information and attitude. Third, space of preference is formed by conviction. Finally, space of choice, that is, selection of shopping place, is formed.As a future research subject, it is necessary that the correlation among variables must be studied by a more dynamic analysis of the decision-making process.
- 人文地理学会の論文