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온라인 쇼핑 구매 시점에서 제시되는 사회적 단서의 긍정적 효과: 구매 불확실성과 지불고통의 완화를 위한 전략적 접근

Positive effects of social cues presented at the point of purchase in online shopping: A strategic approach to alleviate purchase uncertainty and payment pain

유동호|박태희|안정태
한국소비자·광고심리학회 (Korean Society For Consumer And Advertising Psychology)|2024.11|한국심리학회지: 소비자·광고 (The Korean Journal of Consumer and Advertising Psychology)|제25권 제4호|pp. 425-445|DOI 10.21074/kjlcap.2024.25.4.425

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참고문헌

키워드

online shopping구매의도온라인 쇼핑사회적 규범social norms제품유형product type사회적 단서지불고통social cluespain of payment
주제분류심리과학

초록

온라인 쇼핑 환경에서 소비자들은 제품에 대해 긍정적으로 평가했음에도 불구하고, 구매를 주저하는 경우가 있다. 이는 제품에 대한 긍정적인 평가에도 불구하고 여전히 구매 후 결과에 대한 불확실성과 제품 구매 시 발생하는 지불고통을 지각하기 때문이다. 따라서 본 연구는 오늘날 온라인 쇼핑 환경에서 빈번히 제공되는 타인의 구매 정보가 사회적 단서로서 소비자에게 미치는 영향을 실증 데이터를 통해 분석하고, 추가 실험을 통해 이러한 사회적 단서가 사회적 규범으로서 어떤 역할을 하는지 매개검증을 통해 확인하였다. 이를 위해 우선, 기업이 그들의 온라인 쇼핑 플랫폼에서 사회적 단서를 활용하기 전과 후의 실증 데이터를 비교하였다. 분석결과, 소비자들의 구매 시점에서 제시된 사회적 단서는 제품의 구매량과 구매금액에 긍정적인 영향을 미치는 것으로 나타났다. 이후 실험에서는 사회적 단서가 소비자의 구매에 긍정적인 영향을 미치는 것으로 확인되었으며, 이는 사회적 단서가 구매 의사결정 과정에서 소비자가 지각하는 불확실성과 지불고통을 낮춘 결과인 것으로 확인되었다. 실험2에서는 사회적 단서효과가 극대화되는 상황을 살펴보기 위해 제품 유형을 중심으로 살펴본 결과 사회적 단서의 긍정적 효과가 탐색재보다 경험재에서 더 크게 나타난다는 것을 확인하였다. 이러한 연구 결과를 바탕으로 학문적, 실무적 시사점을 제안한다.

Abstract

In an online shopping environment, consumers sometimes hesitate to purchase a product even if they evaluate it positively. This is because the product still causes consumers to perceive uncertainty and feel the pain of paying when purchasing the product. This study examined how social cues provided in the online shopping environment affect consumers' purchases. To this end, the authors conducted an field study and two experimental studies. First, we compared data when companies did and did not use social cues on their online shopping platforms. The analysis results show that social cues presented to consumers at the time of purchase have a positive effect on the overall purchase quantity and payment amount of the product. And the results of two experimental studies both show that social cues have a positive effect on consumers' purchases. This is because social cues reduce the uncertainty and pain of paying that consumers perceive in purchasing decisions. Study 2, which investigated the role of product type, shows that the positive effect of social cues is greater for experience products than for search products. Based on these research results, we suggest academic and practical implications.

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