Purpose – The purpose of this study is to investigate the relationship between customer trust and intention to return to the traditional market by using empirical analysis.
Research design, data, and methodology – For the empirical analysis of this study, questionnaires were conducted for adults and over 20s. A total of 200 questionnaires were distributed to consumers with experience in traditional markets, and 163 of them were used for empirical analysis. In order to analyze the relationship between customer trust and return visit intention by consumers visiting the traditional market, variables were selected through 10 constructive concepts and revised based on previous studies. The SPSS for win 18.0 was used for data analysis. Results – In order to clarify the relationship between consumer's visit to traditional market and customer's trust, it was found that the tolerance values of both the visiting factors and the consumers' perceptions of traditional markets were higher than .01. In the relationship between visitor's visit to traditional market and customer's trust, price was positively related to customer trust at 0.1% level. Image, product quality and freshness of traditional market were 5% Positive effects were found. These results show that consumers who visit traditional markets gain customer's trust in price, image, product quality and reliability of traditional market. Conclusions – In this study, the results of this study are as follows: First, the effect of customer trust on customer satisfaction is affected by the image (emotion) consumers feel about traditional market, the trust level about the price of goods offered by the market, The confidence level of freshness, the reliability of consumers' connection with the local economy, the consumer's traditional marketplace, and the level of awareness of the service (kindness) of the variables on the independent variables. As a result of the analysis, it was found that among the influence variables of customer trust used in this study, consumers had a high level of confidence about the price of commodities offered by the market, quality of goods, and freshness, The same relationship, market environment such as hygiene or cleanliness, connection with a local economy, service (kindness) of traditional market did not affect consumers' trust in traditional markets.

Abstract
 1. 서론
 2. 이론적 배경
  2.1. 전통시장
  2.2. 고객신뢰(Customer Trust)와 관계(Relationship)
  2.3. 고객신뢰(Customer Trust)와 품질(Quality)
  2.4. 브랜드 신뢰(Brand trust)
  2.5. 브랜드 태도 (Brand Attitude)
  2.6. 브랜드 이미지(Brand Image)
  2.7. 구전 의도(Mouth-to-mouth Intention)
  2.8. 재이용 의도(Reuse Intention)
 3. 가설 설정
  3.1. 설문문항 및 응답자 특성
  3.2. 측정모형의 분석
  3.3. 연구 가설설정 및 변수의 조작적 정의
 4. 실증분석
  4.1. 전통시장 방문요인과 고객신뢰 간의 관계분석
  4.2. 고객신뢰와 전통시장 재방문의도의 관계검증
  4.3. 연구가설의 경로분석결과
 5. 결론
  5.1. 연구의 요약
  5.2. 전략적 시사점
  5.3. 연구의 한계점 및 향후 연구 방향
 References

• Pan-Jin Kim(Professor, Department of Business Administration, Chodang University, Korea) | 김판진