COVID-19에 따른 백화점 식품관 이용객의 소비가치와 선택속성, 행동의도의 영향관계

Abstract

This study was designed to suggest insights on helping stimulate food markets at department stores, and setting marketing directions by analyzing how the selection attributes of department store food market users have changed since COVID-19, and what impact the relationship between the consumption value of department store food market users has had on selection attributes and customer behavior intentions? This study found that consumption value had a positive (+) effect on selection attributes and behavior intentions, and that selection attributes also had a positive (+) effect on behavior intentions. Among consumption values, this study discovered that emotional value had a significant impact on all selection attributes. Therefore, food markets at department stores should look to secure separate resting areas to relieve stress built up from using the department store and relax, offer a wide variety of foods and dining options, design lines of movement to make it easier for users to access amenities, install various cultural facilities and develop programs to lure consumers shopping online due to COVID-19 to brick-and-mortar (offline) stores. Moreover, in addition to just selling food, food markets at department stores should make continued efforts to transform themselves as venues that can deliver comfort and happiness to users by securing space for activities and experiences designed to instill a sense of comfort and pleasure to users and visitors. Thus, the department store industry should devise and implement an aggressive marketing strategy that may include securing a variety of food options and restaurant brands to create a more shopper-friendly environment and attract new customers, creating a comfortable atmosphere and a great ambiance by refreshing/renovating facilities in line with latest trends, securing and developing venues and lines of movement to help customers see, enjoy, and experience everything the department store has to offer, and positioning its food market as a premium food venue with quality customers expect from a department store.