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수록사항 2019년 04월. 10권 1호. (통권 22호)
자료명 자동차 전시판매장의 구성요소가 방문자 구매의사에 미치는 영향 분석: 현대자동차 프랜차이즈 매장을 중심으로
원문보기 06_자동차 전시판매장의 구성요소가 방문자 구매의사에 미치는 영향 분석.pdf (1.2M), Down : 10
저자명 김영호, 박태원
발행사 도시정책학회
페이지 시작페이지 105p. 총 22p.
ISSN 2093-4750
주제어 현대자동차, 전시판매장, 구성요소, 구매의사, 회귀분석
Hyundai Motor Company, Automotive Showroom, Components, purchase Intention, Regression Analysis
요약 (국) The automobile lies next to real properties in terms of high involvement. So, consumers go beyond
the functional aspect which defines it as just a means of transport and perceive it as a product
that represents their exclusive space and lifestyle. This made it crucial for businesses to conduct
a survey on the consumer environment. This study has been carried out to figure out the components
that influence the purchase intention of people who visit the showrooms of Hyundai Motor Company.
The showrooms were classified by functional type and named standard, linked, additional, and
complex. Out of the showrooms, For its research methods, the study has used survey and empirical
analysis through literature review, thus conducting depth interviews and a Delphi study on the
specialists. The employed statistical analysis program is SPSS 18.0.
The factor analysis has identified the four factors of site access, human services, interior space,
and exterior space, and checked if the factors as independent variables influenced the purchase intention
which was a subordinate variable. The regression analysis showed that interior space and human
services exerted statistically significant positive influence while site access and exterior space failed
to influence purchase intention. These results suggest that more effort needs to be made to influence
the purchase intention of the visitors to the automotive showrooms by further strengthening interior
space and human services and supplementing exterior space among other components of an automotive
showroom.
요약 (영) The automobile lies next to real properties in terms of high involvement. So, consumers go beyond
the functional aspect which defines it as just a means of transport and perceive it as a product
that represents their exclusive space and lifestyle. This made it crucial for businesses to conduct
a survey on the consumer environment. This study has been carried out to figure out the components
that influence the purchase intention of people who visit the showrooms of Hyundai Motor Company.
The showrooms were classified by functional type and named standard, linked, additional, and
complex. Out of the showrooms, For its research methods, the study has used survey and empirical
analysis through literature review, thus conducting depth interviews and a Delphi study on the
specialists. The employed statistical analysis program is SPSS 18.0.
The factor analysis has identified the four factors of site access, human services, interior space,
and exterior space, and checked if the factors as independent variables influenced the purchase intention
which was a subordinate variable. The regression analysis showed that interior space and human
services exerted statistically significant positive influence while site access and exterior space failed
to influence purchase intention. These results suggest that more effort needs to be made to influence
the purchase intention of the visitors to the automotive showrooms by further strengthening interior
space and human services and supplementing exterior space among other components of an automotive
showroom.