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심야스케이프가 심야소비의 쾌락적 동기와 확장의도에 미치는 영향

The Impact of Late-night scapes on Hedonic Motives and Extension Intent

정윤희
한국소비자·광고심리학회 (Korean Society For Consumer And Advertising Psychology)|2016.11|한국심리학회지: 소비자·광고 (The Korean Journal of Consumer and Advertising Psychology)|제17권 제4호|pp. 895-927|DOI 10.21074/kjlcap.2016.17.4.895

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참고문헌

키워드

서비스스케이프Servicescape쾌락적 동기심야소비심야스케이프소비확장의도Late-night consumptionLate-night scapeHedonic motivesExtension intent
주제분류심리과학

초록

야행성 소비자들이 증가하고 다양한 서비스들이 늘어나며 심야소비에 대한 관심이 증가하고 있지만, 이론적 연구가 부족하다. 또한 심야소비는 쾌락적 소비 분야를 많이 포함되어 있음에도 불구하고 대부분의 연구가 실용적 관점에서 심야소비에 접근하고 있다는 한계를 가진다. 따라서 본 연구에서는 심야소비를 쾌락적 관점에서 접근하여 심야소비의 쾌락적 동기를 밝히고, 쾌락적 동기가 심야소비의 확장에 어떠한 영향을 주는 지를 보여주고자 하였다. 또한 감정적 부분이나 평가 만족에 강한 영향을 주는 것으로 알려진 서비스스케이프라는 개념을 활용하여, 심야시간이 가지는 환경적 특성을 ‘심야스케이프’로 명하고 심야스케이프의 특성들을 밝히고자 하였으며, 심야스케이프가 심야소비의 쾌락적 동기에 영향을 주고, 이는 다시 심야소비의 확장의도에 영향을 줄 것으로 가정하였다. LISREL 분석 결과, 조명심미성, 공유 분위기, 문화 독특성은 모험적, 유희적, 사회적, 아이디어 동기와 같은 쾌락적 동기에 긍정적 영향을 주는 것으로 밝혀졌으며, 위험성은 모험적 동기를 제외한 쾌락적 동기에 부정적 영향을 주는 것으로 밝혀졌다. 또한 예상한 바대로 쾌락적 동기는 확장의도에 긍정적 영향을 주고 있어 심야소비의 확장에 쾌락적 동기가 중요한 부분이 될 수 있음을 확인하였다. 이러한 결과는 심야소비를 실용적 관점에서만 접근하던 기존 연구의 한계점을 보완하며 심야스케이프와 심야소비자의 쾌락적 동기에 대한 이론적 실무적 관심을 이끄는 역할을 할 것이다.

Abstract

Although late-night consumption are now developing an interest in extending late-night market, there have been few studies in this area. Especially late-night consumption is closely related to hedonic consumption, but most studies have tended to study it with utilitarian view. To suggest the model of late-night consumption with hedonic view, this study attempts to explain the hedonic motives and extension intent Also, we suggest ‘late-night scapes’ which show environmental attributes of late-night. based on servicescape in service marketing. The model which we present in this study includes late-night scapes(independent variable), hedonic motives(Intervening variable), extension intent(dependent variable). Late-night scapes consist of light aesthetics, sharing mood, culture uniqueness, danger factors. The hedonic motives of late-night consumption consist of adventure motive, gratification motive, social motive, idea motive. Through reviewing previous studies, we expect that these late-night scapes effect hedonic motives, in turn, hedonic motives effect extension intent. Survey research is employed to test hypotheses involving late-night scapes(light aesthetics, sharing mood, culture uniqueness, danger), hedonic motives(adventure motive, gratification motive, social motive, idea motive), extension intent. Previous researches, such as service marketing, night shopping, night market, leisure, travel, have been referenced to measure constructs. We collected data involving various late-night consumer, and used 283 respondents to analyze these data using LISREL structural modeling. All internal consistency measures are greater than .70, which is above the level set by Nunnally(1978) of .70, so the scales demonstrate internal reliability. In the measurement model, the fit indices for the model are as follows:(=141.26(df=48), p<0.01), GFI=0.93, NNFI=0.93, CFI=0.95, AGFI=0.88, RMR=0.052; =361.60(df=142), p<0.01), GFI=0.90, NNFI=0.89, CFI=0.91, AGFI=0.87, RMR= .054). Given the size of the sample, it is not surprising that the statistic is significant. Therefore, the fit indices indicate satisfactory model fit. The proposed model was a good fit with the data(= 51.89 (df=10, p<.01); GFI= 0.96), NFI= 0.92, CFI= .93, AGFI= .82, RMR= .048), the hypothesized relationships were statistically significant(p< .05). Light aesthetics had positive effects on adventure motive(.31), gratification motive(.24), and social motive(.30). Also sharing mood had positive effects on adventure motive(.29), gratification motive(.27), social motive(.34). On the other hand, sharing mood didn’t have a signigicant effect on idea motive, unlikely the prediction. Culture uniqueness had positive effects adventure motive(.25), gratification motive(.20), and idea motive(.45). And danger had negative effects on gratification motive, social motive, idea motive. Also, we tested the effects of the hedonic motives. As a result, all hedonic motives(adventure motive, gratification motive, social motive, idea motive) had positive effects on extension intent. In the final section, we discussed several limitations of our study and suggested directions for future research. We concluded with a discussion of managerial implications, including the potential to advance understanding late-night consumers and implying an enhanced ability to satisfy target consumers of late-night service

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