소비자의 구매 망설임 변화에 영향을 미치는 요인에 관한 연구 - 액션카메라와 아동용 카시트를 중심으로
Research on the Factors that Influence Consumers Shopping Hesitancy - take the sports cameras and the child safety seats for example
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초록
소비자는 제품을 구매할 때 서로 다른 강도의 망설임을 겪는다. 이는 구매 의사 결정 결과에 큰 영향을 미치므로 소비자의 망설임에 대한 심도 있는 연구가 필요하다. 본 연구 이전, 선행연구를 통해 제품별 소비자의 망설임 강도에 따른 시기별 추이를 파악했고, 그 결과 망설임 강도가 가장 높은 액션카메라와 아동용 카시트가 특징적인 의미가 있음을 확인하여 본 연구 대상으로 삼았다. 본 연구의 목적은 망설임 강도가 가장 높은 액션카메라와 아동용 카시트를 대상으로 소비자의 망설임에 영향을 미치는 요인을 규명하여 망설임의 영향을 감소시키는 것이다. 본 연구 방법은 먼저 문헌 검색을 통해 망설임에 영향을 미치는 요소를 추출한 후, 망설임에 영향을 미치는 모델을 기반으로 가설을 수립한다. 이후, 설문 조사를 통해 데이터를 수집하여, 회귀분석을 통해 가설을 검증한다. 본 연구 결과는 액션카메라를 구매할 경우, 첫째, 사용성, 성능, 사회적 가치 및 환경 요인은 소비자의 구매 망설임 등은 유의미하지 않았다. 둘째, 개인 정보 보호, 보안은 구매 망설임에 긍정적인 영향을 미쳤다. 셋째, 외관, 브랜드, 위험 인식, 인식 과부하는 구매 망설임에 부정적인 영향을 미쳤다. 두 번제 재품인 아동용 카시트를 구매할 경우, 첫째, 사용성과 가격은 카시트 구매 망설임 등은 유의미하지 않았다. 둘째, 성능, 인지 결함, 아이의 사용 태도, 부상, 세대 간 관계, 사회규범 등은 카시트 구매 망설임에 유의미한 부정적인 영향을 미치는 것으로 나타났다. 연구 결론은 액션카메라 소비자는 의사 결정 시 자신의 경험적 느낌을 더 중시하는 반면, 유아용 카시트 소비자는 의사 결정 시 주로 외부 인식의 영향을 받아 구매를 망설이는 것으로 나타났다.
Abstract
Consumers experience hesitation of varying intensity when purchasing products. This has a significant impact on decision-making outcomes, so it is necessary to study consumer hesitation in depth. Previous studies have identified trends in consumer hesitation intensity over time by product, and as a result, we found that sports cameras and child safety seats with the highest hesitation intensity are representative. so we targeted them for this study. The purpose of this study is to reduce the impact of hesitation by identifying factors that influence consumer hesitation for sport cameras and child safety seats with the highest hesitation intensity. The research methodology firstly that extract the factors affecting hesitation through literature search, and then formulate hypotheses based on the model affecting hesitation. Then, data is collected through a survey and regression analysis is performed to test the hypotheses. The results of the study show that, firstly, usability, performance, social value, and environmental factors do not significantly affect consumers' purchase hesitation when purchasing sports cameras. Privacy and security had a significant positive effect on purchase hesitation. Appearance, brand, risk perception, and cognitive overload had a significant negative impact on purchase hesitation. Secondly, when consumers purchase child safety seats, usability and price do not have a significant effect on child safety seats purchase hesitancy, but performance, cognitive deficits, child's attitude toward use, faulty injury theory, intergenerational relationships, and social norms have a significant negative effect on car seat purchase hesitancy. The study concludes that sports cameras consumers are more likely to rely on their own experiential feelings when making decisions, while child safety seats consumers are primarily influenced by external perceptions when making decisions.
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