상업지만족도가 방문객 체류시간과 소비활동에 미치는 영향분석:활성화된 상업지역과 정체된 상업지역 비교를 통하여

초록

The aim of this study is to examine the effect of satisfaction of commercial areas (SCA) on the stay time and consumption activities between vitalizing and stagnant commercial areas. Apgujeong Rodeo and Edae(Ehwa Univ.) for the stagnant areas and Yeonnam-dong, Gyeongnidan Street for the vitalizing areas were selected as the study sites. A total of 713 surveys were collected and analyzed using path analysis. As a result, commercial environments such as pedestrian environments, buildings, store characteristics, street facilities, accessibilities had effects on the SCA. And comparing the two models, SCA had positive effects on stay time in the vitalizing commercial area but do not have effects in the stagnant commercial area. Lastly, the stay time and SCA had positive effects on the consumption activity and SCA had indirect effects on consumption activity through the stay time. These results suggest that the vitalizing area, which has recently emerged, is recognized as a unique place in itself, and it is regarded that consumption trends and spending time in the place is reflected in the stay time. This suggests that it is necessary not only to visit the commercial area for only purchasing activities but also to plan the inspiring identity of place and place-consumption for vitalization of commercial area.

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