서울시 상업가로의 보행환경 만족도 및 재방문 의사 영향요인 분석

Abstract

최근 지속가능한 개발(Sustainable Development)」이라는 새로운 계획 패러다임의 등장으로 보행의 중요성은 더욱 높아졌다. 특히, 상업지역(특화거리)의 활성화는 결과적으로 지역경제에도 긍정적인 효과를 미치기 때문에 관련 연구가 필요하다. 이를 위해서 보행환경 만족도 영향요인과 재방문의사에 대한 실증분석이 선행되어야 한다. 이러한 배경 하에 본 연구는 서울의 대표적인 특화거리이며, 유동인구가 상대적으로 많은 종로지역(인사동, 피아노거리)을 대상으로 보행환경영향요인을 파악하고, 이들 특성이 지역만족도와 재방문의사(충성도) 사이에 어떠한 연관성을 가지고 있는 지를 실증적으로 분석하고자 하였다. 본 연구는 보행환경의 대표적 요소인 안전성, 연속성, 편리성, 쾌적성, 경관성, 개방성, 등에 대한 자료를 수집하고, 상관분석, 요인분석, 구조방정식을 수행하였다. 특히, 보행자와 같이 복잡한 의사결정을 추구하는 대상일 경우 간접효과(Indirect Effect)를 고려할 수 있는 구조방정식 모형(SEM : Structural Equation Modeling)을 구축하였다. 구조방정식 분석결과, 보행의 질(지역만족도, 재방문의사)에 영향을 미치는 요인은 개방성(0.735), 안전성(0.359), 연속성(0.351), 쾌적성(0.322), 편리성(0.288), 경관성(0.147) 순으로 나타났다. 본 연구의 모형개발결과에서 도출된 선행연구에서 고려되지 않았던 개방성(지역 이미지, 건축디자인, 문화공간 충분)이 매우 중요한 영향요인이며, 또한 각 영향요인들이 상업가로의 재방문의사에도 영향을 준다고 분석되었다. 그리고 경관성은 다른 변수와의 중복효과가 높게 나타나 복합적인 영향요인으로 작용하는 것을 알수 있었다. 따라서, 상업가로를 계획시 안전성, 쾌적성, 개방성 요인의 경우는 경관성 요인과 연계한 계획을 세울시에 그 효과가 더 크다고 할수있겠다. 본 연구는 보행의 질(지역만족도, 재방문의사)의 보행환경영향요인 규명에 관한 연구로 분석된 보행환경에 대한 계획 및 정비를 향후 도심의 상업가로나 특화거리의 서비스 질과 지역만족도, 재방문의사(충성도)는 더욱 향상될 것이다. |As the new plan paradigm called Sustainable Development has recently appeared, an empirical analysis on the influence factors of satisfaction and revisit intention of pedestrian environment is most urgently preceded to vitalize the industrial area (the specific streets). Under this background, this study tried to grasp the influence factors in Jongno area that is the representative specific street of Seoul and floating population is relatively higher and analyze correlation between their characteristics and revisit intention of pedestrian environment empirically. Therefore, the study collected the data about safety, continuity, convenience, amenity, activity, openness and revisit intention which are the representative factors of pedestrian environment and carried out the correlation analysis, the factorial analysis and structural equation. Especially, if there are the subjects who seek for complicate decision making like pedestrians, Structural Equation Modeling(SEM) which can consider the indirect effect was built. The analytical result of structural equation has found to be order of openness(0.735), safety(0.359), continuity(0.351), comfort(0.322), convenience(0.288) and landscape(0.147). The interesting result which was drawn from the one to develop models in the study has found that openness (Local image, architectural design and enough cultural space) which was not considered in the precedent studies is the very important influence factor. And it is also judged that each influence factors have the effect on revisit intention of the industrial ways.; As the new plan paradigm called Sustainable Development has recently appeared, an empirical analysis on the influence factors of satisfaction and revisit intention of pedestrian environment is most urgently preceded to vitalize the industrial area (the specific streets). Under this background, this study tried to grasp the influence factors in Jongno area that is the representative specific street of Seoul and floating population is relatively higher and analyze correlation between their characteristics and revisit intention of pedestrian environment empirically. Therefore, the study collected the data about safety, continuity, convenience, amenity, activity, openness and revisit intention which are the representative factors of pedestrian environment and carried out the correlation analysis, the factorial analysis and structural equation. Especially, if there are the subjects who seek for complicate decision making like pedestrians, Structural Equation Modeling(SEM) which can consider the indirect effect was built. The analytical result of structural equation has found to be order of openness(0.735), safety(0.359), continuity(0.351), comfort(0.322), convenience(0.288) and landscape(0.147). The interesting result which was drawn from the one to develop models in the study has found that openness (Local image, architectural design and enough cultural space) which was not considered in the precedent studies is the very important influence factor. And it is also judged that each influence factors have the effect on revisit intention of the industrial ways.