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The main purpose of this study is to propose a conceptual model of the role of wayfinding in desire to purchase, and is to analyze the causal relationships of the proposed model. Some of the relationships in the proposed model were tested by means of data collected in two shopping environments, Dongdaemun. To analyze the proposed model, explanatory factor analysis, reliability analysis, confirmatory factor analysis, and path analysis were used. The results of path analysis, wayfinding performance of extracted four factors-wayfinding performance, physical environment, goods & price, and accessibility- was found to be particularly important variable influencing desire to purchase indirectly through overall satisfaction, desire to revisit, and staying time.