정적 사건 기법을 이용한 소비자의 블랙 프라이데이 쇼핑 경험에 관한 연구 - 미국 대학생 소비자의 응답을 중심으로 -
Understanding the consumer shopping experiences on Black Friday using critical incident technique - Focused on the responses of university students in the United States -
0
조회
0
다운로드
9
인용
0
참고문헌
키워드
초록
Black Friday, a biggest holiday shopping season in the United States, has been regarded as a great opportunity that fashion retailers can dramatically increase their sales. However, there has been a lack of attention to consumers’ shopping experiences on Black Friday from the consumer perspectives. The objective of this study is to explore consumer shopping experiences on Black Friday, in terms of consumer responses toward the experiences, shopping values, and any possible factors influencing the experiences. The method of critical incident technique was used with 198 critical incidents extracted from 165 responses of university students in the United States. As results, the shopping experiences on Black Friday were categorized into positive vs. negative shopping experiences. After that, the positive and negative experiences were respectively divided into two common themes: utilitarian shopping value vs. hedonic shopping value. In addition to the common themes, 12 categories were also emerged. Among positive experiences, utilitarian shopping experiences includes two categories of off-price shopping and shopping for expensive products, whereas hedonic shopping experiences includes three categories of impulse buying, holiday atmosphere, and shopping for the latest or luxury brand products. Among negative experiences, utilitarian shopping experiences includes four categories of modest discounts, out of stock, time-consuming queues, and fatigue of holiday shopping, while hedonic shopping experiences includes three categories of crowded environments, compulsive buying, and poorly managed stores. In conclusion, it is notable that consumer can undergo negative as well as positive shopping experiences on Black Friday. Implications and suggestions are also discussed.
Abstract
Black Friday, a biggest holiday shopping season in the United States, has been regarded as a great opportunity that fashion retailers can dramatically increase their sales. However, there has been a lack of attention to consumers’ shopping experiences on Black Friday from the consumer perspectives. The objective of this study is to explore consumer shopping experiences on Black Friday, in terms of consumer responses toward the experiences, shopping values, and any possible factors influencing the experiences. The method of critical incident technique was used with 198 critical incidents extracted from 165 responses of university students in the United States. As results, the shopping experiences on Black Friday were categorized into positive vs. negative shopping experiences. After that, the positive and negative experiences were respectively divided into two common themes: utilitarian shopping value vs. hedonic shopping value. In addition to the common themes, 12 categories were also emerged. Among positive experiences, utilitarian shopping experiences includes two categories of off-price shopping and shopping for expensive products, whereas hedonic shopping experiences includes three categories of impulse buying, holiday atmosphere, and shopping for the latest or luxury brand products. Among negative experiences, utilitarian shopping experiences includes four categories of modest discounts, out of stock, time-consuming queues, and fatigue of holiday shopping, while hedonic shopping experiences includes three categories of crowded environments, compulsive buying, and poorly managed stores. In conclusion, it is notable that consumer can undergo negative as well as positive shopping experiences on Black Friday. Implications and suggestions are also discussed.
참고문헌 (26)
- "11st., ‘Shocking Friday’ promotional event launched" (2014)[URL]
- Babin, B. J., "Work and", or fun : Measuring hedonic and utilitarian shopping value, 1994, pp.20(4), 644~656
- Ballard, P., "Customer experience is hot", New Media Age, 25~ (2011)
- Biedenbach, G., "The impact of customer experience on brand equity in a business-to-business services setting", Journal of Brand Management, 17(6), pp.446~458 (2010)
- "Media and retailers both built Black Friday" (2008)[URL]
- "The Korea chamber of commerce & industry is considering introducing ‘Korean version of Black Friday’" (2014)[URL]
- 최아영, "결정적 사건기법(CIT)을 이용한 소비자의 유통채널 이용경험에 대한 연구", 한국생활과학회지, 20(6), pp.1185~1198 (2011), 한국생활과학회
- Flanagan, J. C., "The critical incident technique", Psychological Bulletin, 15(4), pp.327~358 (1954)
- Gremler, D. D., "The critical incident technique in service research", Journal of Service Research, 7(1), pp.65~89 (2004)
- Grewal, D., "Customer experience management in retailing : An organizing framework", Journal of Retailing, 85(1), pp.1~14 (2009)
- Grewal, D., "Retail value-based pricing strategies : New times, new technologies, new consumers", Journal of Retailing, 88(1), pp.1~6 (2012)
- Jane Boyd, T., "An exploratory investigation of Black Friday consumption rituals", International Journal of Retail & Distribution Management, 39(7), pp.522~537 (2011)
- "Rapidly increasing purchases through international online shopping websites… Now buy marriage stuff directly from overseas retailers!" (2014)[URL]
- Lennon, S. J., "A perfect storm for consumer misbehavior : shopping on Black Friday", Clothing and Textiles Research Journal, 29(2), pp.119~134 (2011)
- Miles, M. B., "Qualitative data analysis: An expanded sourcebook" (1994), SAGE Publications
- "Americans gobbled up retailers' Thanksgiving weekend deals, according to NRF" (2013)[URL]
- "Holiday retail sales" (2014)[URL]
- "Holiday retail sales come in at NRF expectations" (2014)[URL]
- "Lotte department store’s ‘Black Friday’ on 14th" (2014)[URL]
- Puccinelli, N. M., "Customer experience management in retailing : Understanding the buying process", Journal of Retailing, 85(1), pp.15~30 (2009)
- 심수인, "의류 제품특성, 상황특성이 소비자의 인터넷 탐색 행동에 미치는 영향", 한국의류학회지, 32(7), pp.1046~1055 (2008), 한국의류학회
- Simpson, L., "An analysis of consumer behavior on Black Friday", American International Journal of Contemporary Research, 1(1), pp.1~5 (2011)
- Swilley, E., "Black Friday and cyber monday : Understanding consumer intentions on two major shopping days", Journal of Retailing and Consumer Services, 20(1), pp.43~50 (2013)
- Verhagen, T., "The influence of online store beliefs on consumer online impulse buying : A model and empirical application", Information & Management, 48(8), pp.320~327 (2011)
- Wang, Y. J., "Aesthetics and the online shopping environment : Understanding consumer responses", Journal of Retailing, 87(1), pp.46~58 (2011)
- "‘Korean version of Black Friday’ Lotte department store makes two hundred million sales just after two hours from the beginning of the promotional event" (2013)[URL]