| Title |
Structuralization of Place Selection Factors of Visiting Consumers in Commercial District - Focusing on 20th and 30th Generations in the Metropolitan Area |
| Authors |
유민태(You, Min-Tae) ; 박태원(Park, Tae-Won) |
| DOI |
https://doi.org/10.38195/judik.2020.12.21.6.151 |
| Keywords |
장소마케팅; 상업지역; 방문소비자; 장소선택 요인; 요인분석; 다차원 척도법 Place Marketing; Commercial District; Visiting Consumer; Place Selection Factor; Factor Analysis; Multidimensional Scaling: MDS |
| Abstract |
In this study, various theories were applied as the background for exploratory derivation of the place selection factors of the potential visitors in the commercial areas, and factor analysis and multi-dimensional scaling were utilized to construct empirical conceptualization and structuration. From 36 preliminary variables considered in selecting the commercial area total of 9 lower dimension of commercial area selection factors such as aesthetic, diversity, event, consumer composition, distinctiveness, conformity, connectivity, place identity and accessibility were derived through the factor analysis. Secondly, as a result of displaying in a perceptual map through Multidimensional Scaling(MDS), the judgment criteria of the potential consumers were established for description. Thirdly, secondary factor analysis was performed to derive three higher dimension of option values, and they were defined as ‘rationalㆍutilitarian value’, ‘estheticㆍplayful value’ and ‘socialㆍrelational value’. This study derived the factors of location choice for visiting consumers through prior research and in-depth interviews. And it is meaningful that they attempted to visualize and Structuralization rather than simply parallelize. |