소비자들의 판매원 상담 동기가 구매의도에 미치는 영향 : 판매원 매력성과 소비자의 통제위치 조절효과를 중심으로
The Effect of Motivation of Salesperson Consultation on Purchase Intention: The Moderating Effect of Salesperson Attractiveness and Locus of Control of Consumers
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초록
본 연구는 온라인 매장의 높은 경쟁력에도 불구하고 오프라인 매장에서만 경험할 수 있는 판매원의 상담 행동과 그 영향에 관한 연구이다. 판매원과의 상담 동기가 판매원과의 상담 참여, 지각된가치 및 구매행동에 미치는 영향과 판매원 매력성과 소비자의 통제위치가 판매원과의 상담 동기가 상담 참여에 미치는 영향을 조절하는 효과를 검증하였다. 최근 2주 이내에 백화점을 방문한소비자들을 대상으로 405개의 샘플을 모집하여 SPSS 18.0과 AMOS 21.0을 이용하여 분석하였다. 그 결과로 첫째, 판매원과의 상담 동기 중 구매 불확실성, 쇼핑 즐거움, 관계 강도는 판매원과의상담 동기에 정(+)의 영향을 미치며 판매원과의 상담 동기는 지각된 가치에, 지각된 가치는 구매에 정(+)의 영향을 미치는 것으로 나타났다. 둘째, 판매원 매력성은 판매원과의 상담 동기 중에관계강도가 판매원과의 상담 참여에 미치는 영향을 조절하는 것으로 나타났으나, 소비자의 통제위치의 조절효과는 유의하지 않은 것으로 나타났다. 본 연구의 시사점은 판매원에 의한 설득 전략 없이도 소비자에 의한 판매원과의 상담 참여가 구매의도에 유의한 영향을 줄 수 있으며 이러한 상담 참여 경험에서 판매원 역할의 중요성이다.
Abstract
This research is to investigate salesperson consultation which can experience only in off-line stores in spite of the emergence of on-line stores and its effect. We examine the effect of motivations of salesperson consultation on motivation of salesperson consultation, perceived value and purchase intention and the moderating effect of salesperson attractiveness and locus of control of consumers on the relationship between the motivation of salesperson consultation and participation of salesperson consultation. The data were gathered from 405 consumers that had visited department stores within 2 weeks and analyzed with SPSS 18.0 and AMOS 21.0. As a result, purchase uncertainty, shopping pleasure and relationship strength have a positive influence on participation of salesperson consultation. In addition, salesperson attractiveness moderates the relationship between relationship strength and participation of salesperson consultation but the moderation effect of locus of control of consumers is not significant. The implications of the research are that salesperson consultation initiated by consumers have a significant impact on purchase intention and the role of salesperson is important in the consultation experience.
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