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인터넷 구매의도를 결정하는 요인들:융합 Flow-TPB(Theory of Planned Behavior) 모델

Determinants of Online Purchasing Intention: Converged Flow-TPB(Theory of Planned Behavior) Model

조창환|강재원
한국지역언론학회 (Korean Regional Communication Research Association)|2006.03|언론과학연구 (Journal of Communication Science)|제6권 제1호|pp. 5-42

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참고문헌

키워드

태도Attitude플로우Flow인지된 행동 통제Perceived Behavioral Control인터넷 구매Internet Purchasing
주제분류신문방송학

초록

본 연구는 실용적인 동기이외의 요인인 플로우(flow)가 어떻게 소비자의 인터넷 구매의 결정과정에 영향을 미치는지에 대해 밝히고자 했다. 이를 위해 본 연구는 플로우(flow) 모델과 기존의 계획된 행위 이론(Theory of Planned Behavior; TPB)을 결합, 새로운 융합 Flow-TPB 모델을 제안했다. 구조방정식모델 접근을 통해, 여러 가지 모델들을 검증했고 마침내 최종 수정 모델을 얻었다. 이 수정 모델은 인지적인 즉 실용적인 동기뿐만이 아니라 감정적인 무드(mood)인 플로우 역시 인터넷 이용자들의 인터넷 구매의도에 영향을 미치고 있음을 보여준다. 따라서 본 연구는 두 가지 주요 결과를 얻었다. 첫째, 인터넷 구매행위는 플로우라는 독특한 속성과 밀접한 관련성을 갖고 있으며, 이러한 속성은 타 비상점(non-bricks-and- mortar store) 구매행위와는 구별된다. 둘째, 인지적인 태도가 플로우라는 감정적 측면의 영향을 구체적인 인터넷 구매의도로 전달해 주는 매개 역할을 하고 있다.

Abstract

This study aimed to reveal how the non-utilitarian variable of “flow” affects a consumer's decision-making process of online purchasing behavior. To achieve this purpose, the study attempted to refine and modify the established theory of planned behavior (TPB) with the flow model. Through a structural equation modeling approach, several models were tested, resulting in a final revised TPB model. From this revised model, it was suggested that a consumer is influenced not only by cognitive or utilitarian motivations, but also by a feeling occurring while active on a medium in itself. In other words, the unique mood, i.e., the flow “as actual feelings,” which a consumer has experienced on the Web in the past, was found to affect indirectly his or her intent to make purchases on the Web. The study has two primary findings: (a) online purchasing behavior has a unique attribute (i.e., the flow “as actual feelings”) distinguishable from other medium-mediated or physical store purchasing experiences, i.e., online purchasing behavior has not simply an extrinsic, motivation-oriented aspect, but an intrinsic, affective aspect as well; (b) the motivation-oriented aspect of online purchasing behavior mediates the effects of the flow on the online purchasing intention.

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관련 논문AI추천

Flow를 이용한 소비자 구매의도에 관한 연구박종원, 윤성준, 최동춘한국마케팅과학회 · Journal of Global Scholars of Marketing Science(마케팅과학연구)2003 · 제12호인터넷쇼핑몰에서 Flow가 소비자 구매의도에 미치는 영향에 관한 연구박종원, 안운석한국품질경영학회 · 품질경영학회지2004 · 제32권 제2호계획된 행동이론에 예기정서를 적용한 인터넷 구매행동: 성차를 중심으로박희량한국소비자·광고심리학회 · 한국심리학회지: 소비자·광고2010 · 제11권 제4호계획적 행동이론을 적용한 소비자들의 온라인 쇼핑행동 분석김경자, 최자영한국소비자학회 · 소비자학연구2003 · 제14권 제4호인터넷 쇼핑에서 인터넷 자기효능감의 역할권남경, 이호배한국마케팅학회 · 아시아마케팅저널2006 · 제8권 제2호Effects of the Flow of an Internet Shopping Mall upon Revisit Intention and Purchase Intention윤명길, 이광근, Hyung-Deok Kim, Seong-Ho Ahn한국유통과학회 · Asian Journal of Business Environment2014 · 제4권 제4호

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