인터넷쇼핑몰과 디자인 환경 - 쇼핑목적을 중심으로 -
Internet shopping malls and design atmosphere - Focused on shopping motives -
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본 연구는 구매, 가격비교, 정보탐색, 쇼핑 즐거움 등 인터넷쇼핑몰의 쇼핑목적에 따라 그래픽, 색상, 메뉴 및 링크 등 인터넷쇼핑몰 사이트의 디자인 구성요인이 환기나 즐거움 등 소비자의 감정에 미치는 영향력과 이들 변수가 충성도에 미치는 영향력을 확인하고자 하였다. 본 연구는 주요 인터넷쇼핑몰에서 구매 또는 방문 경험이 있는 이용자를 대상으로 자료를 수집하였으며, SPSS 17.0 통계패키지를 이용하여 회귀분석으로 연구가설을 검증하였다. 연구결과는 다음과 같다. 구매목적 집단은 색상, 메뉴 및 링크가 소비자의 환기에 영향을 주었고 메뉴 및 링크는 즐거움에 영향을 주었으며, 가격비교집단은 그래픽, 메뉴 및 링크가 모두 환기, 즐거움에 영향을 주었고, 정보탐색집단은 그래픽은 환기, 즐거움에 영향을 주었지만, 메뉴 및 링크는 환기에만 영향을 주었다. 그러나 쇼핑 즐거움 집단은 어떠한 사이트 구성요인도 감정에 유의한 영향을 미치지 못하였다. 반면, 모든 쇼핑목적 집단에서 환기, 즐거움은 충성도에 유의한 영향이 있는 것으로 확인되었다.
Abstract
This paper is to identifies how design atmosphere of internet shopping mall such as graphics, colors, menu and link have an effect on arousal and pleasure and they, in turn, have influence on loyalty by shopping motives such like purchase, compare with price of products, search for information, and hedonic of shopping. A survey study was conducted to collect the data with consumers who have experience purchase or search on internet shopping malls. Analysis of regression with SPSS 17.0 was performed to test the research hypothesis. The results of the study are as follows: It was found that colors has influences on arousal but menu and link have an effect on both arousal and pleasure in the group who have shopping motive of purchase, and graphics, menu and link have influence on both arousal and pleasure in the group who have shopping motive of compare with price of products, and graphics have an effect on both arousal and pleasure but menu and link has only influences on arousal in the group who have shopping motive of search for information. While on the other, all components of design atmosphere of internet shopping mall have not influence on consumer's emotion such as arousal and pleasure in the group who have hedonic of shopping, but loyalty affect on arousal and pleasure in all group of shopping motives.
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