전자상거래 시장에서 상호작용성이 충동구매에 미치는 영향 - 중국 핀둬둬 기업의 공동구매를 대상으로 -
The Effect of Interactivity on Impulse Purchase in China’s E-commerce Market - Examination of Pinduoduo’s Group Purchasing Service -
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초록
2015년 9월에 설립된 핀둬둬(拼多多)는 공동구매 방식을 활용해 중국의 최대 전자상거래 기업으로 성장했다. 시간과 공간의 제약을 받지 않는 온라인 쇼핑은 소비자를 지속적으로 자극하며 충동구매를 유도한다. 본 연구는 핀둬둬의 공동구매를 대상으로, 핀둬둬의 상호작용성이 소비 자의 감정을 자극해 충동구매를 유도하는 과정을 설문조사를 통해 실증분석했다. 분석 결과, 소비자-소비자, 소비자-모바일 앱, 소비자-고객센터간 상호작용성이 높을수록 소비자가 느끼는 기쁨과 각성의 감정 수준이높은 것으로 나타났다. 그리고 소비자의 기쁨 및 각성은 충동구매로 연결되는 것으로 확인됐다. 따라서 전자상거래 기업은 소비자-소비자, 소비자-모바일 앱, 소비자-고객센터 간 상호작용이 높아질 수 있는 방향으로 모바일 앱을 개선해야 할 것이다. 또한 기쁨과 각성 등 소비자의 감정이 매개효과를 보이는 것으로 분석됨에 따라 모바일 앱의 구조가 소비자의 감정을 자극할 수 있는 방향으로 개선되야 할 것이다.
Abstract
Pinduoduo, Founded in 2015, has rapidly grown and becomes the largest e-commerce company in China. Online shopping continuously stimulates consumers and induces them to make impulse purchases. This study empirically analyzes the effect of Pinduoduo’s interactivity on impulse purchases. The empirical results show that the higher the interactivity between consumers and consumers, between consumers and mobile app, and between consumers and contact center, the higher the level of pleasure and arousal. This study also finds that the emotion of pleasure and arousal have the mediating effect between the interactivity and impulse purchase. Therefore, e-commerce companies should improve interactivity with consumers and develop the e-commerce mobile apps in a way that stimulate consumers’ pleasure and arousal.
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