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대학생의 성격특질과 모바일 쇼핑의도의 관계: 프라이버시 염려와 지각된 가치의 매개효과

The Relationship between the Personality Traits and Mobile Shopping Intention: Parallel Mediating Effects of Privacy Concern and Perceived Value

양병화
한국융합학회 (Korea Convergence Society)|2022.02|한국융합학회논문지 (Journal of the Korea Convergence Society)|제13권 제2호|pp. 201-214|DOI https://doi.org/10.15207/JKCS.2022.13.02.201

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키워드

지각된 가치성격특질Perceived valuePersonality traitsMobile shopping프라이버시 염려모바일 쇼핑쇼핑의도Privacy concernShopping intention
주제분류학제간연구

초록

본 연구는 대학생의 개인성향으로서의 성격특질과 모바일 쇼핑의도의 관계성을 알아보고, 이들 관계에 영향을 주는 프라이버시 염려와 지각된 가치의 매개효과를 분석하였다. 이를 위해 스마트폰기반의 모바일 쇼핑에 익숙한 대학생 250명을 대상으로 설문조사를 실시하였고, 그 가운데 불성실 응답을 제외하고 모든 설문항목에 응답한 204명의 데이터를 타당한 자료로 분석하였다. 분석 결과, 5요인 성격차원 중 신경증 성향은 프라이버시 염려와 직접적인 정적 관계를 보였고 외향성 및 호감성은 프라이버시 염려와 직접적인 부적 관계를 나타냈다. 또한 외향성과 개방성은 지각된 가치와 직접적인 정적 관계를 보였으나 다른 성격차원의 효과는 통계적으로 유의미하지 않았다. 한편, 프라이버시 염려는 신경증 및 호감성과 쇼핑의도의 관계를 매개하였고, 지각된 가치는 개방성과 쇼핑의도의 관계를 매개하는 것으로 나타났다. 마지막으로 본 연구의 결과를 바탕으로 대학생 대상의 모바일 마케팅을 위한 5요인 성격차원에 따른 개인화된 마케팅 전략을 제안하였다.

Abstract

This study examined the relationship between young adults’ personality traits and mobile shopping intention, through mediation effects of privacy concern and perceived value of purchase based oh the mobile devices. For purposes of the study, data were collected from a convenience sample of 204 undergraduate students who participated in introduction to psychology and marketing at a large university in South Korea. To test the research model, this study used a path analysis with a maximum likelihood method and a regression analysis with a parallel mediation using bootstrapping procedures. The study results indicated that privacy concern can mediate the effects of neuroticism and agreeableness on mobile shopping intentions. Also, the relationship between openness and mobile shopping intention was mediated by the perceived value of mobile commerce. From these results, it suggests that mobile marketers should consider personality traits of young adults for customizing the personalized mobile marketing strategies.

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