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소비자성향과 채널선택행동간의 관계에 관한 탐색적 연구

Exploratory Study on Consumer Behavior and Their Choice of Shopping Channels

주형준|서현석
한국디지털무역연구소 (Korea Digital Trade Research Institute)|2016.05|디지털무역리뷰 (Digital Trade Review)|제14권 제2호|pp. 1-23|DOI 10.17255/etr.14.2.201605.1

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참고문헌

키워드

멀티채널소비자 성향채널선택 행동Multi ChannelConsumer DispositionsChannel Choice Behaviour

초록

연구목적: 소비자는 전통적 쇼핑채널뿐만 아니라 인터넷과 모바일을 이용해 다양한 쇼핑채널을 넘나들고 있다. 본 연구는 소비자의 성향에 따른 채널선택 행동을 제품의 탐색과 구매단계를 고려하여 소비자관점의 시각에서 밝혀보고자 한다. 논문구성/논리: 본 연구에서 독립변수인 소비자성향 변수는 우유부단성, 자기효능감, 혁신성 등 3가지 차원으로 구성했고, 종속변수인 채널선택행동은 탐색과 구매단계를 온라인/오프라인으로 유형화해 4가지 형태로 구성했다. 이를 통해 소비자성향과 채널선택행동의 주효과와 이들 사이에서 위험추구 정도에 따른 조절효과를 살펴보았다. 결과: 분석결과 전통적인 순수 오프라인형과 다른 채널유형과 비교해 볼 때 우유부단성과 자기효능감이 높을수록 리버스쇼루밍형, 쇼루밍형, 순수 온라인형을 선택할 가능성이 높게 나타났고, 혁신성이 높을수록 순수 온라인형을 선택할 가능성이 높게 나타났다. 반면 우유부단성이 높고 위험추구 정도가 낮을수록, 자기효능감이 높고 위험추구 정도가 높을수록 순수 오프라인형에 비해 리버스쇼루밍형, 쇼루밍형, 순수 온라인형을 선택할 가능성이 높았다. 그리고 혁신성이 높고 위험추구 정도가 높을수록 순수 오프라인형에 비해 순수 온라인형을 선택할 가능성이 높게 나타났다. 독창성/가치: 본 연구는 선행연구에서 사용되지 않았던 소비자의 채널선택행동을 4가지 형태로 유형화 시키고 소비자성향 변수를 접목했다는 점에서 기존의 연구와 차별화된다. 또한 최근 많이 언급되고 있는 리버스쇼루밍이나 쇼루밍현상을 전통적인 채널유형과 비교해보았다는 점에서 의미가 있다.

Abstract

Purpose: Consumers today not only use traditional shopping channels but also other social networking channels, such as Internet and mobile communications. The current study investigates how consumers choose their favorite channels depending on different dispositions they possess. Composition/Logic: The current study sets indecisiveness, self-efficacy, and consumer innovation as independent variables, while consumer behavior on channel choice is considered as the dependent one. The channel choice has been categorized into four types including on- and off-line purchase. Furthermore, the risk-taking behavior was considered as a moderator in the causal relationship between consumer dispositions and their channel choices. Findings: The results indicated that off-line channel retention showed significance on reverse-showrooming, showrooming, and online channel retention when test subjects are oriented toward indecisiveness and self-efficacy. However, when the test subjects showed high in innovation, they tend to choose online channel retention. On the other hand, when they showed high in indecisiveness with low risk-taking behavior, and high self-efficacy with high risk-taking behavior, they tend to choose reverse-showrooming, showrooming, and online channel retention. When they showed high innovation with high risk-taking behavior, they tend to choose online channel retention. Originality/Value: The current study suggestes four types of consumer’s choice of different channels, which no other previous studies tested. Add to that, reverse-showrooming and showrooming are recent trends, which our study compares with the traditional ones.

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