A Study on Department Store Environmental Factors to Improve Consumer Commitment -Focusing on a Comparison of Department Stores-

Abstract

This study examines the effects of store environment on consumer commitment to department stores and the differences among department stores. A self-administered questionnaire was developed based on existing scales in the literature and the result of qualitative research. The survey was conducted on 500 female consumers in their 20s to 40s in Seoul, Incheon and Gyeonggi areas in Korea. Data were analyzed using descriptive statistics, factor analysis, ANOVA, and regression analysis via SPSS Win 16.0. The results were as follows: First, three department stores revealed statistically significant differences in the diversity of facilities, store atmosphere, locational convenience and policy. Second, affective commitment to department stores was affected by salesperson service, policy, diversity of facilities, product assortment, store atmosphere and locational convenience. Calculative commitment in department stores was affected by policy, diversity of facilities, store atmosphere and locational convenience. There were also significant differences on store environmental factors that influence affective commitment and calculative commitment among department stores.