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플랫폼 기반 P2P 재분배 협력소비에서 판매자 행동의 영향변수: 협력소비 맥락의 소비가치를 중심으로

Influencing Variables of Seller's Behavior in Platform-Based Peer-to-Peer Redistribution Collaborative Consumption: Focusing on Consumption Value in the Context of Collaborative Consumption

박미혜
한국소비자학회 (Korean Society Of Consumer Studies)|2024.10|소비자학연구 (Journal of Consumer Studies)|제35권 제5호|pp. 59-89|DOI http://dx.doi.org/10.35736/JCS.35.5.4

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키워드

플랫폼P2PPlatform소비가치Consumption ValuePeer-to-Peer영향변수재분배 협력소비판매자 행동Redistribution Collaborative ConsumptionSeller BehaviorInfluencing Variables
주제분류경제학

초록

본 연구의 목적은 플랫폼 기반 P2P 재분배 협력소비의 판매자 행동에 미치는 변수들의 직․간접적인 영향력을살펴보는 것이다. 이를 위해 P2P 중고거래 플랫폼인 ‘당근’에서 판매경험이 있는 20대에서 50대의 소비자를 대상으로 전국적인 인구비례 할당표집방법을 사용하여 온라인 설문조사를 실시하였다. 수집한 최종 502명의 유효한 자료에 대해 통계분석과 결과 해석을 하였다. 주요 결과는 다음과 같이 요약할 수 있다. 첫째, 일반적인 거래사항에 대하여 살펴본 결과, 판매횟수는 평균 14회였고, 거래기간은 33개월이었다. 판매와 구매의 이중 역할자가 대다수(83.7%)를 차지하였으며, 물품 전달방법은 주로 대면거래(56.0%)나 혼합한 방식(30.1%)으로 하고 있었다. 둘째, 판매자 행동에 미치는 독립변수들의 영향력을 살펴보면, 판매자 행동의 영역별로 영향력 있는 소비가치는 차이가 있었다. 계획행동은 사회적 편익가치, 재생가치, 비의도적 행동은 실용적 가치, 경제적 가치,전략행동에서는 재생가치, 실용적 가치가 유의하게 나타났다. 경제적 가치는 비의도적 행동 영역에서만 유의하게 나타났으며, 플랫폼의 습관적 사용, 물질주의는 모든 판매자 행동에 유의한 영향변수로 나타났다. 셋째, 플랫폼의 습관적 사용의 매개효과를 살펴보면, 직접적 영향이 없었던 오락가치와 계획행동 간의 관계에서, 검소함, 트렌드지향과비의도적 행동 간의 관계에서 완전매개효과를 보였다. 또한 판매자 행동의 각 영역에서 소비자간 신뢰, 플랫폼 품질인식, 검소함, 물질주의, 트렌드지향이 부분매개효과가 나타났다. 결론적으로, P2P 재분배 협력소비의 판매자 행동은 영역별로 소비자가 인지한 다양한 소비가치가 작용하고 물질주의, 트렌드지향과 검소함이 혼재되어 영향을 주는, 소비자가 현 시스템 내에서 제공하는 서비스를 보완적으로 활용하는 소비행동이라고 볼 수 있다. 본 연구는 협력소비 맥락에서 P2P 판매자 행동에 영향을 미치는 소비가치와 여러변수들을 포함한 이론적 모델을 설정하는데 기여할 수 있으며 소비자의사결정 과정을 확장하는데 함의를 갖는다.

Abstract

The purpose of this study is to examine the direct and indirect influence of variables onseller's behavior in platform-based P2P redistribution collaborative consumption. In regards tothe study, an online survey was conducted on consumers in their 20s to 50s with sales experienceon the P2P second-hand trading platform, ‘Daangn’ using quota sampling. Statistical analysisand result interpretation were performed on the collected valid data of the final 502 people. The main results can be summarized as follows:First, as a result of examining general transactions, the average number of sales was 14times, and the transaction period was 33 months. The majority(83.7%) of participants playeddual roles as seller and buyer, where the product delivery method was mainly face-to-face(56.0%) or mixed methods(30.1%). Second, looking at the influence of independent variableson seller behavior, there were differences in influential consumption values for each area of sellerbehavior. In planned behavior, societal benefit value and regenerative value were significant;in unintended behavior, practical value and economic value were significant; and in strategicbehavior, regenerative value and practical value were significant. Economic value was significantonly in the area of unintended behavior, while habitual platform use and materialism were significant variables influencing all areas of seller behavior. Third, when examining the mediatingeffect of habitual platform use, it showed a full mediating effect in the relationship betweenentertainment value and planned behavior, where there was no direct impact, as well as in therelationship between frugality, trend orientation, and unintentional behavior. Additionally, ineach area of seller behavior, consumer trust, platform quality perception, frugality, materialism,and trend orientation showed partial mediating effects. In conclusion, the seller behavior of P2P redistributed collaborative consumption can be seenas consumption behavior that complementally utilizes the services provided by consumers inthe current system, where various consumption values perceived by consumers act togetherwith a mix of materialism, trend orientation, and frugality affecting each area. This study cancontribute to establishing a theoretical model that includes consumption values and variousvariables that affect P2P seller behavior in the context of collaborative consumption, and hasimplications for expanding the consumer decision-making process.

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