전통시장 방문객의 방문동기가 만족과 사후행동에 미치는 영향

Abstract

The revitalization of the local economy through the revitalization of traditional markets is an important task that most local governments are interested in. From this point of view we analyzed the effect of visitor motivation on satisfaction and behavioral intention of traditional market visitors. In order to achieve the purpose of the study research model and the hypothesis were derived through theoretical research. The results of empirical study can be summarized as follows. First, the factor analysis of the motivation 5 factors were extracted : buying local products, taking away daily and relaxing, family friendly activities, market experience, and socializing. Second, the motivation factors for visiting except family friendly activities have a positive effect on the satisfaction of visitors. Third, factors such as buying local products, taking away daily and relaxing, and socializing factors had a significant impact on the post-action behavior. And visitors' satisfaction with traditional markets led to positive word of mouth and the revisit intention. The results of this study showed that the visitor motivation had a positive effect on satisfaction and behavioral intention of traditional market. However, this research is not possible to generalize the results because it does not distinguish the market characteristics and limited to the traditional market in Gwangju area. We expect further research to overcome these limitations in the future.