쇼핑과정에서 발생하는 쾌락적 반응이 쇼핑객의 행동의도에 미치는 영향-만성적인 쾌락적 목적의 현저성 수준의 조절효과를 중심으로-
The Influence of Hedonic Responses on Behavioral Intentions in the Store-Focusing on Moderate Effect of the Salience of Chronic Hedonic Goal-
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초록
본 연구는 쾌락적 경험으로서의 쇼핑을 설명하기 위해 기존에 음악과 영화 같은 쾌락적 제품분야에서 연구가 되었던 쾌락적 반응 구성개념을 연구에 적용하였다. 즉 감정적 반응(즐거움, 각성)뿐 아니라 감각적 반응, 상상적 반응과 같은 쾌락적 반응이 장기체류의도와 재방문의도에 영향을 줄 것으로 가정하였다. 또한 쇼핑의 음악이나 영화와 같이 완전히 쾌락적 제품이나 서비스에 속하지는 않기 때문에, 쾌락적 반응의 영향은 쇼핑에 대해 가지는 쾌락적 목적의 현저성에 따라 그 강도가 달라질 것으로 보았다. 다중회귀분석과 조절회귀분석을 사용해 데이터를 분석한 결과, 부분적으로 가설을 지지하는 결과를 얻을 수 있었다. 즉, 장기체류의도에는 감각적 반응, 감정적 반응(즐거움), 상상적 반응이 긍정적 영향을 주지만, 재방문의도에는 오직 감정적 반응(즐거움, 각성)만이 영향을 미치는 것으로 나타났다. 그리고 만성적인 쾌락적 목적의 현저성은 감정적 반응(즐거움)과 상상적 반응이 장기체류의도에 미치는 영향과 감정적 반응(즐거움, 각성)이 재방문의도에 미치는 영향을 조절하는 것으로 나타났다. 이러한 연구결과는 쇼핑경험에 있어 감정적 부분만을 강조하였던 기존 연구를 확장하고, 쇼핑의 쾌락적 경험에 대한 시각을 넓힌다는 시사점을 가진다.
Abstract
This study attempts to suggest a model on the hedonic shopping experience in the store, based on the studies on hedonic responses. We propose a model that includes (1) the hedonic responses of shopping -sensory response, emotional response (pleasure, arousal), imaginal response - as independent variables, (2) long stay intentions in the store, revisiting intention to the store, as dependent variables. (3) the salience of (chronic)hedonic goal on shopping, as a moderating variable of relationship between hedonic responses and long stay intentions / revisiting intentions. To test the model, we analyze the data using multiple regression analysis and moderated regression analysis. The results of our analyses suggest that -sensory response, emotional responses (only pleasure), imaginal response influence long stay intentions, while only emotional responses (both of pleasure and arousal) influence revisiting intentions. Also, our findings indicate the salience of (chronic)hedonic goal on shopping partially moderates relationship between hedonic responses and long stay intentions / revisiting intentions. We conclude with a discussion of managerial implications, including the potential to advance understanding hedonic shopping experience.
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