죽음에 대한 걱정 요소가 소비자의 인터넷 구매의도에 미치는 영향에 관한 연구
The Study on the Factors in Death Anxiety Affecting On-line Purchase Intention of Consumers
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연구목적: 본 연구는 소비자의 전자무역 구매의도에 영향을 미치는 사전적 요소에 대한 조사를 목적으로 하고 있다. 자세히 보면, TMT(공포관리이론)를 기반으로 전자상거래가 이루어지기 전 죽음과 관련된 인터넷 자극 요소에 발생한 죽음 걱정 요소가 소비자의 전자상거래 구매의도에 미치는 영향과 소비자의 자아해석의 조절적 역할을 연구하였다. 논문구성/논리: 1장에서는 서론과 연구의 목적 및 배경을 기술하였다. 2장 이론적 배경에서는 선행 연구를 고찰하였으며 3장에서는 선행연구를 기반으로 이를 통해 연구 모형 설계 및 연구 가설을 도출하였고 이를 바탕을 설문의 구성항목과 걱정 시나리오 디자인이 이루어졌다. 4장에서는 SPSS를 통한 가설의 검정이 이루어졌으며 마지막 5장에서는 연구를 바탕으로 연구 결과 요약과 앞으로의 시사점에 대한 논의를 기술하였다. 결과: 전자무역의 활용범위와 전자무역의 활용정도는 전자무역 활용수준의 하위요인으로써 고려가능하다. 즉, 이를 반영한 고차요인모델의 적합도가 양호하게 나타남으로써 추후 관련연구에 적용될 가능성을 높이고 있다. 아울러, IPA를 통해 마케팅 단계에서 전자무역의 활용수준이 낮음으로써 문제가 나타나고 있음을 지적하였다. 독창성/가치: 본 연구에서 다룬 죽음에 관한 걱정 요소는 현재 국내에서는 많이 이루어지지 않은 상황이며 따라서 테러, 자연 재해 등 전 세계적으로 전반적인 불안 분위기 속 기업은 다 국가적으로 발생하는 걱정 심리 반응을 파악하여 전자무역거래 및 시장에 대한 적합한 마케팅 전략을 세워 기업의 이윤과 소비자의 심리적 안정에 기여하고자 한다.
Abstract
Purpose: The purpose of this study is to investigate the primary factors that affect consumers e-Trade purchase intention. In detail, we focused on the effect of the anxiety(fear) related to death which was caused by Internet news prior to consumers’ e-trade purchase on their purchase intention based on TMT(Terror Management Theory). Composition/Logic: This study started with background and presented purpose of the study In chapters 1 and 2. We examined previous studies related to TMT. The ‘Purchase Intention’. in chapter 3, we proposed the research model and Hypothesis based on the theoretical background and showed the measurement tool. The empirical analyses was conducted in chapter 4. In chapter 5, we summarized the findings based on statistical analyses and discussed conclusions. The chapter 5 summarized the findings and discussed implications and future research. Findings: The results of the study showed that 'fear of dying process' had a greater positive effect on utilitarian product purchase intention as compared to hedonic product purchase intention. However, the 'fear of unknown’ affected positively on hedonic product purchase intention. The consumer’s self-construal acted as a moderator, between the causal pathway of the fear of dying process and the purchase intention. The 'fear of unknown' was not moderated. Originality/Value: Based on this study, the anxiety conditions such as world-wide terrorism and natural disasters should be take into considerations in understanding consumers’ anxiety reactions caused by negative events. This can help to establish marketing strategies for the e-trade and market place under conditions.
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