충동구매의 심리적 측면에 관한 연구
A Study on the Psychological Aspects of Impulse Buying
1
조회
0
다운로드
4
인용
0
참고문헌
키워드
초록
본 연구의 목적은 충동구매의 심리적 측면으로서의 의복관여도와 의류판매 웹사이트 상에서의 충동구매행동간의 관계를 알아보기 위한 것이다. 인터넷 설문지를 통한 데이터 수집을 384부가 본 연구에 사용되었다. 가설검증 전에 의복관여 요인을 분류하기 위해 요인분석을 실시한 결과 의복관여가 세가지 요인으로 분류되었다. 첫번째 요인은 의복의 상징적 가치이고 두번째는 쾌락적 가치, 그리고 마지막 요인은 의복관심으로 분류되었다. MANOVA를 통한 통계분석 결과 충동구매 집단이 비충동구매집단보다 의복관여의 상징적 가치, 쾌락적 가치, 의복관심의 세가지 측면 모두에서 유의하게 높게 나타났고 충동구매집단의 충동구매성향과 의복관여도의 세가지 측면이 모두 정적인 상관관계를 가지는 것으로 나타났다. 그 결과 가설 1, 2, 3 모두가 검증되었다. 본 연구의 결과를 통해 의복관여의 세가지 심리적 측면 (의복의 상징적 가치, 의복관심, 쾌락적 가치) 모두가 의류판매 웹사이트 상에서의 충동구매행동과 밀접한 상관이 있는 것으로 나타났다. 본 연구는 온라인 충동구매에 있어서 의복관여의 역할이 무엇인지를 검증하는데 의의가 있으며 충동구매의 심리적 이유와 의미를 파악하는데 도움을 주고자 하였다.
Abstract
The purpose of this study was to examine the relationship between online apparel impulse buying behavior and the three dimensions of apparel involvement. The data were collected using an online survey with a structured questionnaire. To recruit participants, e-mails were sent and a total of 384 college students were used in the study. To test the three proposed hypothesis, the factor analysis was first conducted to determine the constructs of apparel involvement. The results showed that apparel involvement was consisted of three factors (i.e., sign value, pleasure value, interest). The results of MANOVA showed that the impulse buyer group perceived the sign value, pleasure value, and interest of apparel involvement significantly higher than the non-impulse buyer group. Based on the results, all three hypotheses were supported. From the results of the present study, it is concluded that the three dimensions of apparel involvement are closely related to the impulsiveness of consumers’ online apparel buying behavior. This study is beneficial to researchers and marketers by identifying the possible roles of apparel involvement in college students’ online impulse buying behavior. Also, this study will benefit future researchers and marketers to find possible psychological reasons and meanings of impulse buying.
참고문헌 (43)
- Applebaum, "Studying consumer behavior in retail stores Journal of Mar- keting", pp.172~178 (1951)
- Bayley, G, "Impulse purchasing: A qualitative exploration of the phenomenon", 1(2), pp.99~114 (1998)
- Beatty, S. E, "Impulse buying: Modeling its precursors", 74(2), pp.169~191 (1998)
- Robertson, "Impulse buying varies by product Journal of Retailing", pp.77~92 (1978)
- Chang, E, "Gender differences in the dimen- sional structure of apparel shopping satisfac- tion among Korean consumers: The role of hedonic shopping value", 22(4), pp.185~199 (2004)
- Chen-Yu, J. H, "Adolescents’ clothing purchase motivations, information sources, and store selection criteria: A comparison of male", female and impulse, pp.2002, 31(1)[DOI]
- Clover, "Relative importance of impulse buying in retailing stores Journal of Marketing", pp.66~70 (1950)
- Cobb, "” Journal of Retailing", pp.384~409 (1986)
- Dittmar, "The social psychology of material possessions To have is to be" (1992), Martin’s Press
- Dittmar, H, "Objects, decision consideration and self- image in men’s and women’s impulse purchases", 93, pp.187~206 (1996)
- Dittmar, H, "Self-image ? is it in the bag? A qualitative comparison between ordinary and excessive con- sumers", 21, pp.109~142 (2000)
- DuPont De Nemours & Company, "Consumer buying habits studies. Wilmington", DE: Du Pont De Nemours and Company
- Edwards, "The measurement and modeling of compulsive consumer buying behavior", pp.11~ (1992)
- Elliott, "Function and fragmentation in postmoder- nity ” Journal of Consumer Policy", pp.159~179 (1994)
- Faber, R. J, "In the mood to buy: Differences in the mood states experienced by compulsive buyers and other consumers", 13(8), pp.803~819 (1996)
- Field, A, "MANOVA using SPSS"
- Forrester Research, Inc, "NRF", Forrester online retail index, September3,2004, ~
- Friese, S., and Koenig, H, "“Shopping for trouble", pp.24~29 (1993)
- Ganesh, J, "Understanding the customer base of service providers: An examination of the differences between switchers and stayers", 64, pp.65~87 (2000)
- Goldsmith, "Journal of Business Research", pp.363~371 (1991)
- Hair, J. F, "Multivariate data analysis" (1998), NJ: Prentice Hall
- Han, "“Impulse buying behavior of apparel purchasers", pp.15~21 (1991)
- Hirschman, "“The consciousness of addiction Toward a general theory of compulsive consumption ” Journal of Con- sumer Research", pp.155~179 (1992)
- Holbrook, "“The experiential aspects of consumption ” Journal of Consumer Research", pp.132~140 (1982)
- Jeon, "An empirical investigation of the relationship between affective states University of Alabama" (1990), Unpublished doctoral dissertation
- and Laurent, "A new practical approach to consumer involvement ” Journal of Advertising Research", 86, pp.ement profiles (1985), 48~56
- Kim, H, "Apparel involvement and advertisement processing", 6(3), pp.277~302 (2002)
- & Willett, "Journal of Marketing Research", pp.21~31 (1967)
- Lee, K. H, "Antecedents and con- sequences of apparel involvement: A multi- attribute model. Unpublished doctoral dis- sertation" (2000), Iowa State University
- Malhotra, I, "Mar- keting research: An applied orientations" (1997), NJ: Prentice- Hall, Inc
- Mano, "Assessing the dimensionality and structure of the consumption experience Journal of Consumer Research", pp.451~466 (1993)
- Nguyen, T, "An exploratory investigation into impulse buying behavior in a transitional economy: A study of urban consumers in Vietnam", 5, pp.359~ (2002)
- Parasuraman, A, "Marketing Research. Boston" (2004), MA: Houghton Miflin Company
- Rook, "” Journal of Consumer Research"
- Rook, D, "Normative influences on impulsive buying behavior", 22(12), pp.305~313 (1995)
- Rook, "” Journal of Consumer Research", pp.23~27 (1985)
- Rothschild, "Advertising strate- gies for high and low involvement situa- tions Attitude research plays for high stakes", pp.74~93 (1984)
- Shim, S, "Profiling adolescent consumer decision-making styles: Effects of socialization agents and social- structural variables", 15(1), pp.50~59 (1997)
- Silverman, D, "Teeny boppers, big shoppers: Survey pegs burgeoning young market as “future” of Internet shopping", 12, pp.22~27 (2000)
- Stern, "“The significance of impulse buying today ” Journal of Mar- keting", pp.59~62 (1962)
- Tauber, "“Why do people shop?” Journal of Marketing", pp.46~59 (1972)
- West, "Results of two years of study into impulse buying Journal of Marketing", pp.362~365 (1951)
- Yurchisin, J, "Compulsive buying behavior and its relationship to perceived social status asso- ciated with buying, materialism, self-esteem, and apparel-product involvement", 32(3), pp.291~314 (2004)