역외구매자(Outshopper)의 특성에 관한 연구: 개인적 특성과 심리적 특성을 중심으로

Abstract

Significant changes in consumer behavior have been triggered by recent developments in transportation and commercial infrastructure in conjunction with changes in the marketing environment. New spaces for shoppers have emerged. By creating innovative ways to enjoy the shopping experience, the appearance of complex, large-scale shopping areas have led to the increase in the number of outshoppers that visit these facilities. Outshopping can be defined as the act of forgoing the convenience of shopping inside one’s residential area and traveling out to purchase goods. Currently, the amount of research documenting the trends and characteristics of the growing population of outshoppers is insufficient in two ways. First, previous research was not conducted using a domestic outshopper sample. Therefore, the results from western studies can’t be applied directly to explain the characteristics of domestic consumers. Second, since these studies were conducted thirty years ago, their validity can be questioned. Following the dramatic changes in the shopping environment and consumer characteristics during the last thirty years, the nature or outshopping should also have undergone significant change. This study, therefore, focuses on examining the distinguishing characteristics of the outshopper population versus the inshopper population through an assessment of statistical figures in connection with demographic analysis, psychographics analysis of lifestyle, and the mental and psychological propensities experienced while shopping (shopping motives). Demographic variables include age, gender, income, the number of children, and marital status. Lifestyle variables include factors considered to be relevant to outshopping behavior such as fashion orientation, culture orientation, goal orientation, family orientation and digital orientation. Shopping motives, an area that has been actively researched since Tauber (1972), have yet to be investigated in the context of outshopping. The values consumers seek to fulfill through shopping are no longer limited to simply buying products, but encompass various motives. In this aspect outshoppers are expected to differ from inshoppers in the aspect of shopping motives. This research classifies shopping motives into personal motives, social motives, and knowledge motives. Through analyzing the different motives held by outshoppers and inshoppers, it is sought to identify the shopping motives that store developers need to provide to attract outshoppers. To conduct this study, 337 random individuals were surveyed. The interviewed subjects consist of a random sample of 193 outshoppers who traveled 1-2 hours outside of their residential areas and 144 inshoppers who stayed within their local community to visit various shopping facilities. The results show that on the demographic side, age is no longer a factor that systematically differs between outshoppers and inshoppers(=3.04; p>.1). Likewise, marriage(=.920;p>.1) and gender(=.467; p>.1) no longer differ significantly, providing evidence that outshopping has become a familiar shopping experience to men and women of all ages. But the results shows that the outshopper group has a higher income level(=11.59; p<.01) and fewer children(=8.22; p<.05) than the inshoppers, and this has known from previous studies. Second, on the psychographic side, outshoppers exhibit a higher level of interest in fashion trends(t=5.246, p<.001), cultural enrichment(t=5.292, p<.001), and digital-oriented lifestyle (t=4.328, p<.001) than inshoppers. Reflecting a lifestyle relevant to personal and knowledge motives, this finding is in line with the results for shopping motives. Compared to inshoppers,outshoppers exhibit a lifestyle laden with personal abundance in terms of culture, fashion,and digital technology. Third, social, knowledge and personal motives were identified as shopping motives. And outshoppers were shown to be more influenced by personal motives(t=2.805, p<.05) and knowledge motives(t=3.214, p<.01) in comparison to inshoppers, similar to the context of psychographics. Based on the results, outshopping is not engaged in the context of buying or exchange, but to enjoy a variety of shopping experiences. Therefore, in order to attract outshoppers, a shopping space can bring change to people’s moods and provide new experiences. The research, however,does not find a distinction in the social motives between the two groups. This is due to the fact that various social motives can be met through local shopping. This study focuses on providing informative, and distinct personal and psychological characteristics of the outshopper. The findings of this study will be useful in the development of strategies to attract shoppers from long distances, and to motivate them to expand their shopping spaces outside of their local residential community.