Korea’s traditional markets have functioned as wholesale and retail markets, and was the place of exchanging information in social and cultural way. However, because of currently declining traditional markets, the solutions in local, social and gove...
Korea’s traditional markets have functioned as wholesale and retail markets, and was the place of exchanging information in social and cultural way. However, because of currently declining traditional markets, the solutions in local, social and government ways are required.
The aim of thesis is to understand the problems of traditional market and prove the solutions in scientific method by establishing the topic of research and based on the bibliographic data and advanced research.
The topic of research is about traditional market’s service quality accepting information technology and effects on purchase and intention of purchasing. First, the relationship of traditional market service quality and purchase intention, and relationship of accepting information technology was determined, and also the relationship of purchase intention and purchasing was determined, and empirically examined if the acceptance of information technology had mediating effect on the relationship of traditional market’s service quality and purchase intention.
The result of analysis about the relationship of traditional market’s service quality and purchase intention, was that ,among the five features of traditional market’s service quality, there was significant relation between tangibility and response. Among the service quality of traditional market, tangibility shows that the emotion from the physical building and the external features from merchants and clerks had significant effect on purchasing intention. The response shows that merchant or clerk’s greeting, the specific situation had significant effect on purchasing intention.
About the effects of traditional market’s service quality on accepting information technology, the usage simplicity, perceived from accepting technology, showed significant effect from tangibility, response and certainty. On the contrary, about the perceived practicality, among the features of service quality except for tangibility, 4 of the features didn’t show the significance, which can be explained that the concept of traditional market that consumers perceive(warmhearted, extra for free etc) may not be consistent with accepting information technology.
To analyze the relationship of the unperceived tangibility with traditional market’s service quality, the perceived practicality can be explained as the user’s perceived effect on organization business of information technology, reforming of business score, improvement of achievements, work practicality and attainment of purpose etc. However, the practicality of information technology according to traditional market’s service quality didn’t show the significant relationship with business work, improvement and achievement etc for customers who visits traditional market. Besides, the fact that credibility and empathy is not significantly related to usage simplicity is one of the features of traditional market, which is because the convenience of using information technology can’t be consistent with credibility and empathy from the clerks.
The relation between accepting information technology and purchasing intention showed significant result. This thesis is the modified form of the technology acceptance model, which researched the significance of accepting information technology through two principles. Purchasing intention, as well, showed significant result of effect on purchase.
Finally, the result of research about if the acceptance of information technology on between traditional market’s service quality and purchasing intention. the perceived usage simplicity showed complete mediating effect on between the certainty and purchasing intention. In addition, tangibility and reliability have been found to partially mediate ease of use in the relationship between purchase intentions. However, the perceived usefulness did not mediate all external factors and purchase intentions.
In the result of this research, for the effect of traditional market’s service quality on purchasing quality, tangibility and response had effect on purchasing effect, which shows that enlarging the significant factors for service quality and improving insignificant features, credibility, certainty and empathy will be important for purchasing intention.
In the acceptance of information technology, 4 features of service quality for perceived practicality other than tangibility are problems for not being significant. The low perceivance of the traditional market’s information technology practicality was somewhat predicted but the fact that 4 features, excluding tangibility, didn’t show the significance means that the result of the traditional market’s service quality doesn’t affect acceptance of technology much. Through this research, it is suggested that the traditional market’s service should have more interest in information technology.
This research has some of problems as below.
First, this research was to understand the problems of traditional market and to seek the solution, but since the target model wasn’t specific among the many traditional markets, and the survey target was the customer for traditional market in nationwide, which showed the difficulty of explaining local features because the people of survey were all different. On the contrary, for the traditional market, other than local features, it is expected that customer’s purchasing intention and purchasing will be different according to the size and form of market. In the latter research, more detailed analysis by selecting model for each are and form according to the features of traditional market and selecting people as survey target will be required.
Second, 5 features of SERVQUAL about measuring Korea’s traditional market service quality were developed and measured. However, Korea’s traditional market is not international and it has many problems itself because of conservative feature. In actual analysis, the validity of each factor for 5 features, as well, has problem for analyzing traditional market which has Korea’s own culture and form. For example, the distinctive concept of Korea’s traditional market, warmheartedness, extra for free and human touch have limits for being measured at SERVQUAL.
Third, the biggest problem of investigation and research about traditional market’s accepting information technology is that the perceived practicality didn’t have significant relationship with four features of service quality excluding tangibility. It is the result that the traditional market’s service quality has difficulty of accepting information technology.
The modern society is information and technology society. As the service of traditional market is active for accepting information technology, it will have significant effect on customer’s purchasing intention and purchase.
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