본문 바로가기
KERD
논문KCI 등재

터치가 소유를 이끈다: 디스플레이 화면크기와 입력방식이 온라인 쇼핑 행동에 미치는 영향

The Touch Leads Ownership: The Effects of Screen Size and Input Type on Online Shopping Behavior

신지연|김지호
한국소비자학회 (Korean Society Of Consumer Studies)|2016.02|소비자학연구 (Journal of Consumer Studies)|제27권 제1호|pp. 93-121

0

조회

0

다운로드

4

인용

0

참고문헌

키워드

스마트 기기online shopping온라인 쇼핑vividness생생함피부전도반응smart device화면크기촉각 정보galvanic skin responsescreen sizetactile information입력방식터치 입력방식촉각적 경험재input typetouch inputtactile experience goods
주제분류경제학

초록

정보의 제공과 구매의 편리함을 동시에 갖춘 온라인 쇼핑은 태블릿 PC 및 스마트폰과 같은 여러 형태의 스마트 기기들이 등장하면서 사용 형태가 다양화되고 있다. 이를테면 데스크탑 PC에서 쇼핑을 하는 소비자는 큰 모니터와 마우스를 이용해 쇼핑을 하고, 작은 화면의 스마트폰을 손가락으로 터치하며 쇼핑을 즐기기도 한다. 여기서 화면크기와 입력방식은 쇼핑을 하고 있는 소비자에게 직접적으로 인식되는 요소는 아니지만, 기존 연구에 따르면 소비자의 지각 및 정서적 반응에 영향을 줄 수 있는 환경적 요소로 분류될 수 있다. 본 연구에서는 선행 연구를 바탕으로 하여 화면크기와 입력방식이 소비 행동 및 제품 반응에 직접적인 영향을 미칠 수 있는지 확인하고자 하였다. 따라서 실제 온라인 쇼핑에 사용되는 컴퓨터 모니터, 태블릿 PC, 스마트폰을 대상으로 하여 연구를 진행하였으며, 참가자를 마우스를 사용하는 집단과 터치 입력방식을 사용하는 두 집단으로 나누어 입력방식에 따른 차이를 살펴볼 수 있도록 하였다. 또한 제품 유형을 촉각이 중요한 촉각적 경험재와 비교적 촉각의 중요성이 적은 탐색재로 나누어 그 효과를 세밀하게 알아보았다. 연구 결과 화면크기는 제품에 대한 생생함을 더 높여주며, 입력방식은 실질적인 구매 행동에 긍정적 영향을 주는 것으로 확인되었다. 이러한 효과는 제품 유형에 따라 달라질 수 있는데, 촉각적 경험재에서 터치 입력방식의 효과가 더 두드러지게 나타나는 것을 확인할 수 있었다. 이는 대상을 만지는 행위는 대상에 대한 지각된 가치를 높여준다는 보유효과 이론이 터치 입력방식에서도 적용될 수 있음을 시사하며, 촉감과 같은 속성이 중요한 제품일수록 시․촉각적 효과가 더 크게 작용한다는 것을 확인할 수 있었다. 본 연구는 기기의 특성에 따라 소비자의 반응이 달라질 수 있으며, 따라서 온라인 쇼핑 사이트나 앱의 제작 및 판촉이 제품 유형 및 기기의 유형에 따라 다르게 나타나야 한다는 시사점을 함의한다.

Abstract

Nowadays online shopping is a major way for product purchase beyond offline shopping. With the rapid growth in technology, consumers are granted with many options on how they can shop from home. With the advent of tablets and smartphones, consumers in today's world now can shop on such devices by swiping and touching. In other words environmental factors of online shopping have varied since the advent of smart devices ― display size and input type. For instance, Consumers use not only a desktop pc with a large display size using mouse input, but also a smart phone with a small size using touch input. Although screen sizes and input types are not the elements of product that comsumer can easily notice, Previous studies found that Both factors affect their perception and affective response. Therefore, this study examined the direct impacts of screen size and input type on consumption behavior and response according to products. So the current experiment adopted a 3(screen size: PC monitor(23.6") vs. tablet computer(11.6") vs. smartphone(5.5")) × 2(input type: mouse vs. touch) × 2(product type: haptic experience goods vs. search goods) mixed factorial designs. Screen size and product type are within-subjects factor, and input type is a between-subjects factor. The result of experiment shows that When shopping online, participants preferred touching and inputting using a large and small size devices. However, on bigger sized screen devices, participants felt uncomfortable. In consumer responses according to products, large screen size enhance vividness of a product image and touch input devices have a positive effect in purchase behavior. It shows that endowment effect―physical contact influences valuations positively― is also applicable in touch display. Besides, these effects are apparent when participants see tactile experience goods. These results suggest that marketers have to consider device's attributes and product type when they select a way to promote, designs of online shopping sites, and applications.

참고문헌 (75)

  1. 김지호, "휴대용 기기의 터치 디스플레이 크기가 정서적 반응과 수행에 미치는 영향: 시거리와 시야각을 중심으로", 한국심리학회지: 소비자·광고, 15(3), pp.501~522 (2014), 한국소비자·광고심리학회[DOI]
  2. 김지호, "광고의 크기와 위치, 부분 겹침단서가 소비자의 시각행동에 미치는 영향: 아이트래커를 활용하여", 한국심리학회지: 소비자·광고, 8(3), pp.399~422 (2007), 한국소비자·광고심리학회
  3. 2015 모바일 트렌드 전망, "디지에코", 디지에코, ~ (2015)
  4. 안재림, "사용용도 및 화면방향을 고려한 최적 스마트폰 디스플레이 사이즈 결정에 관한 연구", 대한인간공학회 2015 춘계학술대회, pp.58~62 (2015)
  5. 양윤, "百觸不如一見? 百見不如一觸?: 감각단서, 접촉욕구, 정보처리유형이 인지반응과 제품평가에 미치는 영향", 한국심리학회지: 소비자·광고, 12(2), pp.329~347 (2011), 한국소비자·광고심리학회
  6. 이승조, "방송 영상물에 사용된 슬로모션이 수용자의 정서 및 인지 반응과 선호도에 미치는 영향", 한국방송학보, 22(4), pp.237~276 (2008), 한국방송학회
  7. 이정우, "스마트폰몰입이 모바일웹과 PC웹기반의 의류쇼핑몰에서의 구매의도에 미치는 영향", 한국의류산업학회지, 15(3), pp.393~405 (2013), 한국의류산업학회
  8. 주예군, "모바일 쇼핑 애플리케이션 인터페이스 디자인 사용성 평가 - 인터넷면세점을 중심으로 -", 디지털디자인학연구, 14(3), pp.63~72 (2014), 한국디지털디자인학회
  9. 차태훈, "온라인 쇼핑몰의 감각정보 제시가 지각된 품질 및 구매의도에 미치는 영향 : 후각 정보와 미각 정보를 중심으로", Information Systems Review, 8(2), pp.155~172 (2006), 한국경영정보학회
  10. 통계청, "2014년 유통채널별 연간 매출액", ~ (2014)
  11. 2014 모바일인터넷이용실태조사 최종보고서, "한국인터넷진흥원", 한국인터넷진흥원, ~ (2015)
  12. 허소은, "인터넷 쇼핑몰 인터페이스에서 배경색상이 상품의 가격인지 및 구매에 미치는 영향", HCI 2015, pp.388~395 (2014)
  13. Abhishek, S., "Role of haptic touch in shopping", Decision, 40(3), pp.153~163 (2013)
  14. Ackerman, J. M., "Incidental haptic sensations influence social judgments and decisions", Science, 328(5986), pp.1712~1715 (2010)
  15. Atkinson, J., "‘Preferential looking’ for monocular and binocular acuity testing of infants", British Journal of Ophthalmology, 66(4), pp.264~268 (1982)
  16. Basdogan, C., "An experimental study on the role of touch in shared virtual environments", ACM Transactions on Computer-Human Interaction(TOCHI), 7(4), pp.443~460 (2000)
  17. Bettman, J. R., "Effects of prior knowledge and experience and phase of the choice process on consumer decision processes: A protocol analysis", Journal of consumer research, 7(3), pp.234~248 (1980)
  18. Brasel, S. A., "Tablets, touchscreens, and touchpads: How varying touch interfaces trigger psychological ownership and endowment", Journal of Consumer Psychology, 24(2), pp.226~233 (2014)
  19. Broniarczyk, S. M., "Decision difficulty in the age of consumer empowerment", Journal of Consumer Psychology (2014)
  20. Bruijn, D. D., "The influence of screen size and text layout on the study of text", Behaviour & Information Technology, 11(2), pp.71~78 (1992)
  21. Card, S. K., "Evaluation of mouse, rate-controlled isometric joystick, step keys, and text keys for text selection on a CRT", Ergonomics, 21(8), pp.601~613 (1978)
  22. Chae, M., "Do size and structure matter to mobile users? An empirical study of the effects of screen size, information structure, and task complexity on user activities with standard web phones", Behaviour & information technology, 23(3), pp.165~181 (2004)
  23. Chiang, K. P., "Factors driving consumer intention to shop online: an empirical investigation", Journal of Consumer Psychology, 13(1), pp.177~183 (2003)
  24. Citrin, A. V., "Consumer need for tactile input: An internet retailing challenge", Journal of Business research, 56(11), pp.915~922 (2003)
  25. Codispoti, M., "Arousal and attention: Picture size and emotional reactions", Psychophysiology, 44(5), pp.680~686 (2007)
  26. Coll, R., "A comparison of three computer cursor control devices: pen on horizontal tablet, mouse and keyboard", Information & management, 27(6), pp.329~339 (1994)
  27. Individual differences and internet shopping attitudes and intentions, "Crisp, C. B.", University of Texas, ~ (1997)
  28. Degeratu, A. M., "Consumer choice behavior in online and traditional supermarkets: The effects of brand name, price, and other search attributes", International Journal of Research in Marketing, 17(1), pp.55~78 (2000)
  29. Fitzsimons, G. J., "Non-conscious influences on consumer choice", Marketing Letters, 13(3), pp.269~279 (2002)
  30. Hassanein, K., "Manipulating perceived social presence through the web interface and its impact on attitude towards online shopping", International Journal of Human-Computer Studies, 65(8), pp.689~708 (2007)
  31. Hopkins, R., "Measuring Psychological Responses to Media", pp.113~132 (1994), Lawrence Erlbaum
  32. Hornik, J., "Tactile stimulation and consumer response", Journal of Consumer Research, 19(3), pp.449~458 (1992)
  33. Hou, J., "Effects of screen size, viewing angle, and players’ immersion tendencies on game experience", Computers in Human Behavior, 28(2), pp.617~623 (2012)
  34. Iyengar, S. S., "When choice is demotivating: Can one desire too much of a good thing?", Journal of personality and social psychology, 79(6), pp.995~1006 (2000)
  35. Jetter, H. C., "Does (multi-) touch aid users' spatial memory and navigation in ‘panning’ and in ‘zooming & panning’ UIs?", Proceedings of the International Working Conference on Advanced Visual Interfaces (2012)
  36. Katz, D., "The world of touch" (1989), Rrlbaum
  37. Klatzky, R. L., "Stages of manual exploration in haptic object identification", Perception & Psychophysics, 52(6), pp.661~670 (1992)
  38. Kouchaki, M., "The burden of guilt: Heavy backpacks, light snacks, and enhanced morality", Journal of Experimental Psychology: General, 143(1), pp.414~ (2014)
  39. Lai, C. C., "Display and device size effects on the usability of mini-notebooks (netbooks)", ultraportables as small formfactor Mobile PCs, 2014, pp.45(4), 1106~1115
  40. Lang, P. J., "Looking at pictures: Affective, facial, visceral, and behavioral reactions", Psychophysiology, 30, pp.261~261 (1993)
  41. Lee, Y. E., "Interface design for mobile commerce", Communications of the ACM, 46(12), pp.48~52 (2003)
  42. Livingstone, M., "Segregation of form, color, movement, and depth: anatomy, physiology, and perception", Science, 240(4853), pp.740~749 (1988)
  43. Lombard, M., "Direct Responses to People on the Screen Television and Personal Space", Communication Research, 22(3), pp.288~324 (1995)
  44. Lombard, M., "At the heart of it all: The concept of presence", Journal of Computer-Mediated Communication, 3(2), pp.0~0 (1997)
  45. Mack, R., "A benchmark comparison of mouse and touch interface techniques for an intelligent workstation windowing environment", Proceedings of the Human Factors and Ergonomics Society Annual Meeting, 33(5), pp.325~329 (1989)
  46. Makovski, T., "Distributing versus focusing attention in visual shortterm memory", Psychonomic bulletin & review, 14(6), pp.1072~1078 (2007)
  47. Mandel, N., "When web pages influence choice: Effects of visual primes on experts and novices", Journal of Consumer Research, 29(2), pp.235~245 (2002)
  48. Maniar, N., "The effect of mobile phone screen size on video based learning", Journal of software, 3(4), pp.51~61 (2008)
  49. Meehan, M., "Physiological measures of presence in stressful virtual environments", In ACM Transactions on Graphics (TOG), 21(3), pp.645~652 (2002)
  50. Meyers-Levy, J., "Context effects from bodily sensations: Examining bodily sensations induced by flooring and the moderating role of product viewing distance", Journal of Consumer Research, 37(1), pp.1~14 (2010)
  51. Moon, J., "Culture, product type, and price influences on consumer purchase intention to buy personalized products online", Journal of Business Research, 61(1), pp.31~39 (2008)
  52. Nelson, P., "Advertising as information", The journal of political economy, 82(4), pp.729~754 (1974)
  53. Neumann, A., "Navigation in space, time and topic", XXII International Cartographic Conference (2005)
  54. Park, C. H., "Identifying key factors affecting consumer purchase behavior in an online shopping context", International Journal of Retail & Distribution Management, 31(1), pp.16~29 (2003)
  55. Park, E., "Does panel type affect haptic experience? An empirical comparison of touch screen panels for smartphones", Journal on Multimodal User Interfaces, 8(4), pp.429~433 (2014)
  56. Peck, J., "To have and to hold: The influence of haptic information on product judgments", Journal of Marketing, 67(2), pp.35~48 (2003)
  57. Peck, J., "Individual differences in haptic information processing: The “need for touch” scale", Journal of Consumer Research, 30(3), pp.430~442 (2003)
  58. Peck, J., "The effect of mere touch on perceived ownership", Journal of Consumer Research, 36(3), pp.434~447 (2009)
  59. Peck, J., "It just feels good: Customers' affective response to touch and its influence on persuasion", Journal of Marketing, 70(4), pp.56~69 (2006)
  60. Peck, J., "In search of a surrogate for touch: The effect of haptic imagery on perceived ownership", Journal of Consumer Psychology (2012)
  61. Reeves, B., "How people treat computers, television, and new media like real people and places" (1996), CSLI Publications and Cambridge university press
  62. Reeves, B., "The effects of screen size and message content on attention and arousal", Media Psychology, 1(1), pp.49~67 (1999)
  63. Rogers, W. A., "Touch a screen or turn a knob: Choosing the best device for the job", Human Factors: The Journal of the Human Factors and Ergonomics Society, 47(2), pp.271~288 (2005)
  64. Rønne Jakobsen, M., "Sizing up visualizations: effects of display size in focus+context, overview+detail, and zooming interfaces", Proceedings of the SIGCHI Conference on Human Factors in Computing Systems (2011)
  65. Russell, J. A., "Affect Grid: A Single-Item Scale of Pleasure and Arousal", Journal of Personality and Social Psychology, 57(3), pp.493~502 (1989)
  66. Sallnäs, E. L., "Supporting presence in collaborative environments by haptic force feedback", Transactions on Computer-Human Interaction (TOCHI), 7(4), pp.461~476 (2000)
  67. Schlosser, A. E., "Experiencing products in the virtual world: the role of goal and imagery in influencing attitudes versus purchase intentions", Journal of consumer research, 30(2), pp.184~198 (2003)
  68. Simons, R. F., "Emotion processing in three systems: The medium and the message", Psychophysiology, 36(5), pp.619~627 (1999)
  69. Stelzer, E. M., "Pilots strategically compensate for display enlargements in surveillance and flight control tasks", Human Factors: The Journal of the Human Factors and Ergonomics Society, 48(1), pp.166~181 (2006)
  70. Tan, D. S., "Large displays enhance optical flow cues and narrow the gender gap in 3-D virtual navigation", Human Factors: The Journal of the Human Factors and Ergonomics Society, 48(2), pp.318~333 (2006)
  71. Thompson, M., "Effect of touch-screen size on game immersion", Proceedings of the 26th Annual BCS Interaction Specialist Group Conference on People and Computers, pp.280~285 (2012)
  72. Travis, C., "A comparative study of the usability of touch-based and mouse-based interaction", International Journal of Pervasive Computing and Communications, 10(1), pp.115~134 (2014)
  73. Wolfe, J. M., "Visual search in continuous, naturalistic stimuli", Vision research, 34(9), pp.1187~1195 (1994)
  74. Wu, F. G., "Direct-touch vs. mouse input for navigation modes of the web map", Displays, 32(5), pp.261~267 (2011)
  75. Zhong, C. B., "Washing away your sins: Threatened morality and physical cleansing", Science, 313(5792), pp.1451~1452 (2006)

이 간행물의 다른 논문 (7건)

대중화 단서가 구매의도에 미치는 영향: 제품 유형 및 자기 - 브랜드 연결의 조절효과와 타 소비자에 대해 인지된 유사성의 매개효과를 중심으로이인영, 김상훈pp. 1-25기업 브랜드 아우라 영향 요인과 소비자 구매의도에 관한 연구문윤정, 서용구, 김보영pp. 27-47The Spillover Effects of a Sports Celebrity’s Negative Publicity on Consumers’ Evaluations of a Sponsor and Its Product윤성욱, 신성연pp. 49-68한국어 언어분석 프로그램(KLIWC)을 이용한 온라인 기만 사용후기 연구유연재pp. 69-92추격 브랜드확장 평가허종호, 전성률, 박혜경pp. 123-138
원문 보기