모바일쇼핑에서 제품 디스플레이가 소비자의 상품정보유용성 평가에 미치는 영향
The Impact of Product Display on Consumers' Evaluation of Usefulness of Product Information in Mobile Shopping
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본 연구는 모바일쇼핑 이용 상황이 온라인쇼핑과는 근본적으로 다르다는 인식하에, 소비자의 상황적 동기에 따른 정보처리의 목표의 변화를 항목화 이론을 통해 설명하고자 한다. 또한 정보처리목표에 따른 소비자의 상품정보유용성 평가 및 구매 후 반응에 미치는 영향력을 제품 디스플레이의 형태 즉, 제품 제시 방법의 형태가 조절할 수 있음을 검증하였다. 그 결과 모바일쇼핑 상황에서 소비자는 인지적 노력을 최소화 하려 하며, 자신이 현재 처한 쇼핑상황에 따른 정보처리목표의 설정이 두드러짐을 확인했다. 또한 제품 디스플레이 형태에 따라서 소비자의 상품정보유용성 평가가 구매 후 반응에 미치는 영향이 서로 다르게 나타나게 됨을 확인했다.
Abstract
The purpose of this research is to investigate the impact of product display on consumers' evaluation of the usefulness of product information in mobile shopping situation, in terms of the mobile shopping consumers may be influenced by situational factors such as usage time or place more frequently rather than online shopping consumers. For the purpose of this research, we designed the 3 types of product display as an experimental stimulus, and measured following subjects' responses that there goals of information processing, usefulness of product information and post-purchase responses. The results of path analysis show that the consumers' goals of information processing and its effects can be varied by the types of product display in mobile shopping situation. These results suggested that the consideration of mobile shopping situation is necessary to achieve positive consumers' reponses.
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