개인적 특성이 DIY체험과 지속의도에 미치는 영향에 관한 연구
A Study on the Influence of Personal Characteristics on DIY Experience and Intention to Continue
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초록
최근 DIY에 대한 소비자의 관심이 증가하고 관련 산업이 발달하면서, DIY에 대한 이론적 관심도 점차 증가하고 있지만 깊이 있는 연구는 부족한 편이다. 특히 DIY를 마케팅적 관점에서 접근한 연구가 부족하며 더욱이 DIY 참여하는 개인들의 특성이 주는 영향은 거의 연구되지 않았다. 따라서 본 연구는 개인특성이 DIY 체험과 지속의도에 주는 영향을 살펴봄으로써 이러한 기존 연구의 한계점을 보완하는 것을 목적으로 하였다. DIY 체험에 영향을 주는 개인특성으로서 감성강도, 인지욕구, 자기효능감을 제안하고, 이들 변수가 감각, 감정, 인지, 행동, 관계 등의 DIY체험에 주는 영향, DIY체험이 DIY 지속의도에 미치는 영향을 가정하였다. 다양한 분야의 DIY를 체험한 소비자를 대상으로 231부의 데이터를 분석하였으며, 그 결과는 다음과 같다. 예상대로, 감성강도는 감각체험과 감정체험에 인지욕구는 인지체험, 자기효능감은 행동체험, 관계체험에 긍정적 영향을 주는 것으로 나타났으며, 모든 DIY 체험은 지속의도에 긍정적 영향을 주는 것으로 나타났다. 본 연구는 DIY 소비자 개인특성의 영향을 확인하고 포괄적인 체험의 관점에서 DIY에 접근함으로써 기존 연구의 한계점을 보완하고, 전략적 시사점을 제공하고 있다.
Abstract
Recently, as consumer interest in DIY increases and the industry develops, theoretical interest in DIY is also gradually increasing, but in-depth research has hardly been conducted. In particular, research on DIY marketing from a marketing perspective is lacking, and moreover, the influence of the characteristics of individuals participating in DIY has hardly been studied. Therefore, the purpose of this study is to supplement the limitations of these existing studies by examining the effect of individual characteristics on DIY experience and intention to continue. We propose affect intensity, need for cognition, and self-efficacy as personal characteristics that influence DIY experience. In addition, we hypothesized the effects of these variables on the DIY experience such as sense, feel, think, act, relate, and the effect of the DIY experience on intention to continue DIY. We analyzed 231 copies of data for consumers who have experienced DIY in various fields, and the results are as follows. As expected, it was found that affect intensity positively influenced sense and feel, need for cognition had a positive effect on think, and self-efficacy had a positive effect on act and relate. As expected, it was found that affect intensity had an effect on sense and feel, need for cognition had an effect on think, and self-efficacy had a positive effect on act and relate. And it was confirmed that all DIY experiences had a positive effect on the intention to continue DIY. This study provides theoretical and strategic implications by confirming the influence of personal characteristics of DIY consumers and approaching DIY from the perspective of a comprehensive experience.
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