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온․오프라인 채널사용과 소비자 의사결정스타일간의 영향관계에 관한 연구: 혁신성 조절효과를 중심으로

A Study of the Effect of Consumer Decision-Making Styles on the Choice of On·offline Channels: A Focus of Moderating Effect of Innovativeness

박영아
한국기업경영학회 (Korean Corporation Management Association)|2013.02|기업경영연구 (Korean Corporation Management Review)|제20권 제1호|pp. 179-197

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참고문헌

키워드

혁신성Innovativeness온라인 채널Online ChannelOffline Channel소비자 의사결정 스타일오프라인 채널채널선택Consumer Decision-Making StylesChannel Choice
주제분류경영학

초록

최근 스마트 폰의 확대와 보급은 모바일을 이용해 펼쳐질 새로운 마케팅 활동에 기회를 제공하고 있으며 이에 따른 소비자들의 구매행동에도 영향을 미치고 있다. 소비자 의사결정스타일은 쇼핑과 구매에 대한 정형화된 정신적․인지적 지향으로 소비자선택에 지속적으로 영향을 미치며 많은 학자들에 의해 관심을 받아왔다. 본 연구는 소비자들의 온․오프라인 채널선택이 소비자 의사결정 스타일에 영향을 미치는지 알아보고 또한 개인의 혁신성이 온․오프라인 채널선택과 의사결정 스타일간의 영향관계에 조절변수로써의 역할을 하는지 조사하고자 하였다. 본 조사를 위해 대구경북 지역의 대학의 대학생을 대상으로 편의표본추출 방법을 바탕으로 2012년 8월 27일～9월 3일 동안 설문조사가 이루어졌으며 총 378부가 최종 분석에 사용하였다. 본 연구의 결과에 따르면 첫째, 의사결정 스타일 중 완벽⋅품질추구형, 상표추구형, 유행추구형, 혼동성향 스타일 등이 온․오프라인 채널선택에 따라 차이가 있는 것으로 나타났으며 특히 이들 스타일은 오프라인에서 좀 더 뚜렷하게 나타나는 것으로 밝혀졌다. 둘째, 개인의 혁신성은 선택혼란형의 의사결정스타일을 가지는 대학생들의 온․오프라인 채널선택에 있어서 조절변수로써의 유의미한 영향을 미치는 것으로 나타났으며, 특히 온라인 채널 사용시 좀 더 뚜렷하게 나타나는 것으로 조사되었다. 본 연구 결과는 온․오프 두 채널이 차별화된 경쟁우위를 가지고 서로 발전할 수 있는 마케팅전략을 수립하는데 유용한 정보를 제공하고 소비자들의 쇼핑행동과 성공적인 마케팅전략을 수립하는데 시사점을 제공하고자 한다. 마지막으로 연구의 이론적⋅실무적 시사점과 한계점이 논의되었다.

Abstract

The rapid penetration of smartphones to the mobile market provides a mobile marketer with a new marketing opportunity. Thus, concomitant with the rapid growth of the Internet, consumers’ shopping activities on the Internet are becoming more significant every year and consumers’ shopping behavior online is becoming a major research topic. Previous studies showed that channel characteristics influence the consumer decision making process and purchasing behavior. Consumer decision making styles have received a great attention from contemporary researchers as factors influencing consumers’ purchasing behaviors. As one of the factors influencing consumers purchase behavior, decision-making styles are crucial for understanding consumer shopping behavior and for developing successful marketing strategies. Despite the fact that most studies reveal that consumer purchase behavior is different online compared to offline due to different channel characteristics, little research is focused on decision-making styles of consumers when shopping online. The purpose of this study are; to investigate whether on/offline channel choice influence consumer decision-making style; to examine whether there is a moderation effect of innovativeness on the relationship between channel choice and consumer decision making styles. The 400 questionnaires were distributed to university which is located in Daegu and Gyengbuk area. Excluding missing data, 378 usable data were analyzed. The results from the study are as follows: first, there was a significant differences exist between channel choice and consumer decision-making styles in terms of perfectionism/quality consciousness style, brand consciousness style, fashion consciousness, and choice-confusion style; second, the results of this study showed that innovativeness played a moderating role in the relationship between channel choice and choice-confusion style. Theoretically, first, this study sheds light on the under-researched area of decision-making styles, in particular, the conceptualization of the concept; second, it helps to provide knowledge and variability of the relationship between online decision-making styles and channel type. The theoretical and managerial implications of this study were discussed. Practically, first, marketers need to understand their target consumers’ decision-making styles across channel factors to improve their strategic marketing activities and develop effective communication to support consumer decisions; second, marketers need to continuously observe consumers’ decision-making styles and capture emerging new styles since the studies show that macro-environmental change in shopping environments might require changes to the developed dimensions; third, marketers can utilize consumer offline and online decision-making styles for segmenting, targeting, and positioning consumers according to the given context; finally, personalization and customization in terms of addressing individual differences in shopping styles might be necessary to reinforce loyalty of online and offline customers. Finally, the overall findings, limitations of the studies, and agenda for future research were discussed.

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