KMID : 1011420150200020083
|
|
Journal of Korean Ophthalmic Optics Society 2015 Volume.20 No. 2 p.83 ~ p.92
|
|
Influences on Store Selection and Recommendation Intention According to Lifestyles - Centered on Optical Shops -
|
|
Â÷Á¤¿ø:Cha Jung-Won
ÀÌÁ¤±Ô:Lee Jung-Kyu
|
|
Abstract
|
|
|
Purpose: This study was performed to offer some more effective marketing strategies for optical shops on a basis of analyses of what lifestyles influence most on ¡®store selection¡¯ and ¡®recommendation intention¡¯ and of what properties of ¡®store selection¡¯ influence most on ¡®recommendation intention¡¯.
Methods: Questionnaire surveys were conducted from the customers who visited the optical shops in Seoul and northern Gyeonggi-do region from January 1 to June 30, 2014. It was analyzed via utilizing SPSS v.20.0 statistical package program. Results: The results in lifestyle-factors which influence on store selection were arranged in order as follows: ¡®stability oriented¡¯, ¡®goal oriented¡¯, ¡®cultural activity oriented¡¯. And the results in value-factors which influence on ¡®recommendation intention¡¯ were arranged in order as follows: ¡®stability oriented¡¯, ¡®health oriented¡¯. The most positive factor for ¡®recommendation intention¡¯ was revealed as ¡®dealing with customers¡¯ among several factors of ¡®store selection¡¯. Conclusions: Today¡¯s marketing activities for customers should be suited for different lifestyles of customers.
Customers who have ¡®stability oriented¡¯, ¡®goal oriented¡¯, and ¡®cultural activity oriented¡¯ lifestyles tend to select optical shops in consideration of 21 items when selecting an optical shop. Customers who have ¡®stability oriented¡¯, and ¡®health oriented¡¯ lifestyles have positive influences related to ¡®recommendation intention¡¯. Also, it is likely for customers to recommend optical shops to others when the factor ¡®dealing with customers¡¯ meets their expectations.
|
|
KEYWORD
|
|
Lifestyle, Select store, Recommendation intention, Optical shop
|
|
FullTexts / Linksout information
|
|
|
|
Listed journal information
|
|
|