Research on the effect of the sales characteristics of open markets on consumer attitude and purchase intent

The purpose of this research is to examine the component factors of the sales characteristics of companies on open markets, and verify the effect that these factors have on consumer attitude and purchase intent. Based on the contents of the preceding research examined above, we set the research model and hypothesis. Targets of the survey resided in the Seoul metropolitan area, and consisted of people who had experience purchasing products in open markets. First, as was shown in the verification of hypothesis 1, in order to improve cognitive and behavioral functions in consumer attitude in open markets, rather than product assortment, appropriate product information provision and product advertising is required. Second, the verification results of hypothesis 2 show that it is true that interactive characteristics have an effect on consumer attitude. That is, brand reputation, product review, customer reception etc. have a positive effect on consumer attitude. Third, while the analysis results of hypothesis 3 showed that product price did not have an effect on consumer attitude, price discount was shown to have a positive(+) effect on consumer attitude. Forth, the behavioral functions of consumer attitude were shown to have a positive(+) effect on purchase intent.