| Title |
The Influence of Market Environment Characteristics in Traditional Markets on the Environmental Satisfaction of Retailer and Expected Sales |
| Authors |
임승현(Lim, Seung-Hyun) ; 이경환(Lee, Kyung-Hwan) |
| DOI |
https://doi.org/10.5659/JAIK.2021.37.5.125 |
| Keywords |
Traditional markets; environmental satisfaction; consumer visit rate; expected sales; Structural Equation |
| Abstract |
Various revitalization projects are underway to boost traditional markets, which are relatively smaller and less competitive than large
commercial facilities such as large discount stores and corporate discount stores (SSMs). However, most projects are top-down structures led
by the central government. The research to date has failed to analyze the factors affecting the satisfaction of retailer?the main agents of the
project?with their environmental satisfaction. Therefore, the purpose of this research is to establish the characteristics of individuals and
stores in traditional markets, the satisfaction of merchants with their environmental satisfaction, and the relationship between their satisfaction
and expected sales. To this end, 200 surveys of Cheonan Central Market retailer were used as final data, and 25 people were interviewed
using the structural equation model. An analysis was then conducted on the impact of the environmental characteristics of the market on the
retailer’ satisfaction with their environmental satisfaction and the expected sales of retailer. One main finding is that the following
characteristics affected the satisfaction of retailer with their environmental satisfaction: the operation period of the store, the type of store, the
financial factors, the security environment, the convenience of use, and sanitary conditions. The permanent satisfaction of the retailer and the
financial factors had a significant impact on the revisit rate and expected sales. It was also found that improvements in the market
environment had a knock-on effect on sales expected through the medium of environmental satisfaction and revisit rate, thereby affecting the
revitalization of traditional market commercial districts. |