자동차 전시판매장의 구성요소가 방문자 구매의사에 미치는 영향 분석

• 영문명: Analysis of the Effects That Components of an Automotive Showroom Exert of the Vistors Purchase Intention : Focusing on the Showroom of the Hyundai Motor Company s Franchisees
• 발행기관: 한국도시부동산학회(구.도시정책학회)
• 저자명: 김영호(Kim Young Ho) 박태원(Park Tae Won)
• 간행물 정보: 『도시부동산연구』10권 1호, 105~126쪽, 전체 22쪽
• 주제분류: 사회과학 > 행정학
• 파일형태: PDF
• 발행일자: 2019.04.30

영문 초록

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.

목차

Abstract

Ⅰ. 서론

Ⅱ. 선행연구 및 이론 고찰

Ⅲ. 사례대상지 분석

Ⅳ. 실증 분석

Ⅴ. 결론 및 시사점

참고문헌

키워드

현대자동차 전시판매장 구성요소 구매의사 회귀분석 Hyundai Motor Company Automotive Showroom Components purchase Intention Regression Analysis