본문 바로가기
KERD
논문KCI 등재

구매유형(체험구매 vs. 물건구매)이 소비자의 행복감에 미치는 영향에 관한 연구 : SNS 구매인증의 조절효과를 중심으로

A Study on The Effect of Purchase Type(Experiential Purchase/Product Purchase) on Consumer Happiness: Focusing on The Moderating Effect of SNS Purchase Authentication

0

조회

0

다운로드

1

인용

0

참고문헌

키워드

주제분류경영학

초록

COVID-19 팬데믹 상황의 장기간 지속에 따라 전세계적으로 이동 및 off-line 접촉에 극심한 제한을 받고 있다. 반면 AI 기술을 비롯한 컴퓨터 기술의 급속한 발전은 이러한 행동제약에 대한 탈출구로서의 역할과 다양한 분야에서 새로운 기회를 제공하고 있다. 많은 선행연구에 따르면 가처분 소득의 증가에 따라 인간의 욕구는 물질적 소유를 통해서보다는 삶의이벤트나 체험을 통해서 더 높은 차원의 만족과 행복을 느끼는 것으로 입증되었다(Van Boven, L. and Gilovich, T. 2003). 본 연구에서는 물질적 풍요로움과 인위적 행동의 제약이공존하는 오늘날의 소비환경에서 SNS 구매인증을 통해 정보교환 뿐만 아니라 온라인상에서의 소비자간 공감과 교류를 통한 새로운 마케팅방안을 제안하고자 하였다. 특히 SNS 구매인증의 효과는 상대적 이점이 제한된 물건구매의 경우보다 개인적 편익이 상대적으로 큰 체험구매의 경우에 더 큰 이점이 있음을 검증하였다. 이에 따라 기업의 입장에서는 체험구매의편익을 극대화하기 위해 SNS 구매인증에 따른 다양한 혜택과 서비스를 제공하는 다양한 마케팅 방안이 필요할 것이다

Abstract

Due to the prolonged continuation of the COVID-19 pandemic, there are severe restrictions on movement and off-line contact worldwide. On the other hand, the rapid development of computer technology, including AI technology, serves as a way out of these behavioral restrictions and provides new opportunities in various fields. According to a number of previous studies, it has been proven that with the increase in disposable income, human needs feel a higher level of satisfaction and happiness through life events or experiences than through material possessions (Van Boven, L., and Gilovich, T. 2003). In this study, in today's consumption environment where material affluence and constraints of artificial behavior coexist, we tried to propose a new marketing method through social sympathy and exchange between consumers as well as information exchange through SNS purchase authentication. In particular, it was verified that the effect of SNS purchase authentication has a greater advantage in the case of experiential purchases with relatively large personal benefits than in the case of material purchases with limited relative benefits. Accordingly, cooperates will need a marketing plan that provides various benefits and services according to SNS purchase authentication in order to maximize the benefits of experience purchasing.

참고문헌 (93)

  1. 고정애, "SNS 브랜드 상황에서 브랜드 경험이 라포, 재이용의도, 구전의도에 미치는 영향", 유통경영학회지, 24(4), pp.125~142 (2021), 한국유통경영학회
  2. 구선영, "모험관광객의 체험이 플로우, 만족, 심리적 행복감 및 삶의 질에 미치는영향연구", 박사, pp.2018
  3. 김지영, "온라인 구전커뮤니케이션: 사용 후기 평가에 미치는 댓글의 영향에 관한 실험 연구", 한국방송학보, 24(1), pp.7~45 (2010), 한국방송학회
  4. 김창섭, "소셜 네트워크 서비스에 의한 공연예술 마케팅 효과 연구", 석사, 공연예술매니지먼트학, pp.2010
  5. 김하연, "패션제품 개인화 서비스가 소비자의 행복감에 미치는 영향", 박사, pp.2018
  6. 라선아, "소비자의 행복한 공간경험에 대한 탐색적 연구: 내러티브 분석을 통한 소비자장소 경험의 진화 모형 도출", 소비자학연구, 28(5), pp.25~70 (2017), 한국소비자학회[DOI]
  7. 류기상, "Dinescape, emotions and behavioral intentions in upscale restaurants", 박사, pp.2005
  8. 박수진, "외식정보를 제공하는 SNS 특성이 관계몰입과 관계유지의도에 미치는 영향에 관한 연구: 외식정보 이용자를 대상으로", 관광연구저널, 29(6), pp.213~231 (2015), 한국관광연구학회
  9. 박정숙, "기술수용모델(TAM)을 활용한 SNS특성이 고객만족과 이용의도에 미치는 영향 연구 : 호텔외식사업부 SNS이용자 중심으로", 박사, 호텔관광학과, pp.2013
  10. 박정식, "현대통계학" (2010), 다산
  11. 성혜진, "외식정보 SNS특성이 사용자 만족 및 지속적 이용의도에 미치는 영향: 자기효능감의 조절효과 중심으로", 관광레저연구, 24(8), pp.201~218 (2012), (사)한국관광레저학회
  12. 신동인, "SNS 사회적 자본이 여론형성 과정에 미치는 영향: 사회적 거리감의 조절효과와 조절된 매개효과 중심으로", 경영학연구, 50(2), pp.467~504 (2021), 한국경영학회[DOI]
  13. 오왕규, "외식상품의 소셜네트워킹서비스 특성이 지각된 사용 용이성․유용성과 온라인 구전의도에 미치는 영향", 한국식품영양학회지, 29(6), pp.1050~1057 (2016), 한국식품영양학회
  14. 윤성욱, "Effects of fun-factor of physical activity class and self-actualization on psychological happiness in korean university: Examining the mediating role of exercise adherence intention", 박사, pp.2015
  15. 이지혜, "이미지기반 SNS의 특성이 외식업체 브랜드에 대한 구전, 태도, 방문, 구매에 미치는 영향 연구: 인스타그램을 중심으로", 석사, pp.2016
  16. 이훈영, "(이훈영 교수의)마케팅 조사론" (2013), 청람
  17. 임재문, "SNS에 게시된 관광지 사진유형에 따른 세대별 광고효과에 관한 연구", 디지털융복합연구, 19(7), pp.71~77 (2021), 한국디지털정책학회[DOI]
  18. 장영혜, "SNS에 대한 부정적 감정의 영향요인과 결과요인에 관한 연구", 마케팅논집(Journal of Marketing Studies), 29(1), pp.22~38 (2021), 한국전략마케팅학회[DOI]
  19. 정삼식, "국내 외식기업의 서비스 중요도에 관한 연구", 외식산업경영연구, 11(2), pp.2.5~21 (2016)[DOI]
  20. 정철호, "The Effects of Social Commerce Characteristics on Satisfaction and Reuse Intention", 한국지식정보기술학회 논문지, 10(2), pp.221~229 (2015), 한국지식정보기술학회
  21. 채서일, "사회과학조사방법론" (2005), 비앤엠북스
  22. 최창열, "SNS를 활용한 마케팅 커뮤니케이션 채널의 활용에 대한 연구", e-비즈니스연구, 22(3), pp.111~126 (2021), 국제e-비즈니스학회
  23. "한국인터넷 진흥원" (2012)[URL]
  24. 한승진, "대학생의 여가 능력과 행복감 증진을 위한 여가교육 프로그램 개발 및 효과 검증", 박사, 체육교육, pp.2009
  25. The issue of establishing relationships with customers in service companies: When are relationships feasible and what form should they take?, "Barnes, J. G", Memorial University of Newfoundland, ~ (1994)
  26. Barasz, Kate, "The Role of (Dis)Similarity in (Mis)Predicting Others’ Preferences", Journal of Marketing Research, 53(4), pp.597~607 (2016)
  27. Boyd, D. M., "Social network sites: Definition, history, and scholarship", Journal of Computer-Mediated Communication, 13(1), pp.210~230 (2008)
  28. BUI THI, L. C., "SNS 광고속성과 프라이버시 우려가 베트남 소비자의 광고태도에미치는 영향 연구", 석사, pp.2021
  29. Caprariello, P. A., "To do, to have, or to share? valuing experiences over material possessions depends on the involvement of others", Journal of Personality and Social Psychology, 104(2), pp.199~215 (2013)
  30. Carter, T. J., "The relative relativity of material and experiential purchases", Journal of Personality and Social Psychology, 98(1), pp.146~159 (2010)
  31. Carter, T. J., "I am what I do, not what I have : The differential centrality of experiential and material purchases to the self", Journal of Personality and Social Psychology, 102(6), pp.1304~1317 (2012)
  32. Chen, Y., "Herd behavior in purchasing books online", Computers in Human Behavior, 24, pp.1977~1992 (2008)
  33. Chan, C., "Experiential gifts foster stronger social relationships than material gifts", The Journal of Consumer Research, 43(6), pp.913~931 (2017)
  34. Chu, W., "The effect of the dispersion of review ratings on evaluations of hedonic versus utilitarian products", International Journal of Electronic Commerce, 19(2), pp.95~125 (2015)
  35. Cunningham, M. R., "Does happiness mean friendliness", Personality and Social Psychology Bulletin, 14, pp.283~297 (1988)
  36. Cunningham, M. R., "What do you do when you’re happy or blue? Mood, expectancies, and behavioral interest", Motivation and Emotion, 12, pp.309~331 (1988)
  37. Diener, E., "Very happy people", Psychological Science, 13(1), pp.81~84 (2002)
  38. Diener, E., "Why people are in a generally good mood", Personality and Social Psychology Review, 19(3), pp.235~256 (2015)
  39. Diener, E., "Very happy people", Psychological Science, 13, pp.81~84 (2002)
  40. Fiske, S. T., "Social cognition" (1991), McGraw-Hill
  41. Eggleston, Casey M., "Predicting What We Will Like: Asking a Stranger Can Be as Good as Asking a Friend", Organizational Behavior and Human Decision Processes, 128, pp.1~10 (2015)
  42. Frederick, S., "Well-being: The foundations of hedonic psychology", pp.302~329 (1999), Russell Sage Foundation
  43. Gilovich, T., "A wonderful life : Experiential consumption and the pursuit of happiness", Journal of Consumer Psychology, 25(1), pp.152~165 (2015)
  44. Goodman, J. K., "When consumers prefer to give material gifts instead of experiences : The role of social distance", The Journal of Consumer Research, 45(2), pp.365~382 (2018)
  45. Goodman, Joseph K., "Celebrate or Commemorate? A Material Purchase Advantage When Honoring Special Life Events", Journal of the Association for Consumer Research, 1(4), pp.497~508 (2016)
  46. Grewal, D., "The effects of wait expectations and store atmosphere evaluations on patronage intentions in service-intensive retail stores", Journal of Retailing, 79(4), pp.259~268 (2003)
  47. Hayes, A. F., "Introduction to mediation, moderation, and conditional process analysis" (2018), Guilford Press
  48. Hennig-Thurau, T., "Electronic word of mouth via consumer opinion platforms : what motivates consumers to articulate themselves on the Internet", Journal of Interactive Marketing, 18(1), pp.38~52 (2004)
  49. Howell, R. T., "The mediators of experiential purchases : Determining the impact of psychological needs satisfaction and social comparison", Journal of Positive Psychology, 4, pp.511~522 (2009)
  50. Holder, M. D., "The contribution of social relationships to children’s happiness", Journal of Happiness Studies, 10, pp.329~349 (2007)
  51. Howell, R. T., "Momentary happiness : The role of psychological need satisfaction", Journal of Happiness Studies, 12(1), pp.1~15 (2011)
  52. Kahneman, D., "Choices, values and frames", pp.673~692 (2000), Cambridge University Press
  53. Kim-Prieto, C., "Integrating the diverse definitions of happiness : A time-sequential framework of subjective well-being", Journal of Happiness Studies, 6(3), pp.261~300 (2005)
  54. Kumar, A., "Talking about what you did and what you have:Differential story utility from experiential and material purchases" (2014)
  55. Kumar, A., "Questioning the "I" in experience:Experiential purchases foster social connection" (2014)
  56. Kumar, Amit, "Some ‘Thing’ to Talk About? Differential Story Utility from Experiential and Material Purchases", Personality and Social Psychology Bulletin, 41(10), pp.1320~1331 (2015)
  57. Kumar, A., "To do or to have, now or later? the preferred consumption profiles of material and experiential purchases", Journal of Consumer Psychology, 26(2), pp.169~178 (2016)
  58. Kumar, A., "Waiting for merlot : Anticipatory consumption of experiential and material purchases", Psychological Science, 25(10), pp.1924~1931 (2014)
  59. Lee, C. H., "The cornea: Third edition, gilbert smolin", JAMA Ophthalmology, 115(3), pp.439~ (1997)
  60. Li, C., "Groundswell" (2008), Harvard Business School
  61. Loewenstein, G., "Anticipation and the valuation of delayed consumption", The Economic Journal, 97(3) (1987)
  62. Lucas, R. E., "Reexamining adaptation and the set point model of happiness : Reactions to changes in marital status", Journal of Personality and Social Psychology, 84(3), pp.527~539 (2003)
  63. Lyubomirsky, S., "A measure of subjective happiness : Preliminary reliability and construct validation", Social Indicators Research, 46(2), pp.137~155 (1999)
  64. Mehl, M. R., "Eavesdropping on happiness : Well-being is related to having less small talk and more substantive conversations", Psychological Science, 21, pp.539~541 (2010)
  65. Mills, M., "Binocular vision and ocular motility: Theory and management of strabismus, G. K. von noorden, MD", JAMA Ophthalmology, 115(3), pp.440~ (1997)
  66. Müller-Trede, J., "The wisdom of crowds in matters of taste", Management Science, 64(4), pp.1779~1803 (2018)
  67. Nelson, Phillip, "Information and Consumer Behavior", Journal of Political Economy, 78(2), pp.311~329 (1970)
  68. Nicolao, L., "Happiness for sale : Do experiential purchases make consumers happier than material purchases", The Journal of Consumer Research, 36(2), pp.188~198 (2009)
  69. Oerlemans, W. G., "Why extraverts are happier : A day reconstruction study", Journal of Research in Personality, 50, pp.11~22 (2014)
  70. Olson, James M., "Validating Objective versus Subjective Judgments: Interest in Social Comparison and Consistency Information", Personality and Social Psychology Bulletin, 9(3), pp.427~436 (1983)
  71. Park, C., "Information direction, website reputation and eWOM effect: A moderating role of product type", Journal of Business Research, 62(1), pp.61~67 (2009)
  72. Park, O., "Interface effects of online media on tourists'attitude changes", Tourism Management Perspectives, 30, pp.262~274 (2019)
  73. Pchelin, P., "The hidden cost of value-seeking : People do not accurately forecast the economic benefits of experiential purchases", The Journal of Positive Psychology, 9(4), pp.322~334 (2014)
  74. Preacher, Kristopher J., "Asymptotic and Resampling Strategies for Assessing and Comparing Indirect Effects in Multiple Mediator Models", Behavior Research Methods, 40(3), pp.879~891 (2008)
  75. Rosenzweig, E., "Buyer's remorse or missed opportunity? differential regrets for material and experiential purchases", Journal of Personality and Social Psychology, 102(2), pp.215~223 (2012)
  76. Russell, J. A., "A circumplex model of affect", Journal of Personality and Social Psychology, 39(6), pp.1161~1178 (1980)
  77. Shakespeare, W., "Romeo and Juliet" (1985), Barron's
  78. Sherman, E., "Store environment and consumer purchase behavior : Mediating role of consumer emotions", Psychology & Marketing, 14(4), pp.361~ (1997)
  79. Smith, G., "Tagging: People-powered Metadata for the Social Web" (2007), New Riders
  80. Simonson, I., "Absolute value" (2014), Harper Business
  81. Solnick, S.,J., "Is more always better? A survey on positional concerns", Journal of Economic Behavior & Organization, 37(3), pp.373~383 (1998)
  82. Sparks, B. A., "The impact of online reviews on hotel booking intentions and perception of trust", Tourism Management, 32(6), pp.1310~1323 (2011)
  83. Steenkamp, Jan-Benedict E. M., "The Role of Optimum Stimulation Level in Exploratory Consumer Behavior", Journal of Consumer Research, 19(3), pp.434~448 (1992)
  84. Trope, Y., "Temporal construal", Psychological Review, 110(3), pp.403~421 (2003)
  85. Tully, Stephanie M., "Seeking Lasting Employment with Limited Money: Financial Constraints Increase Preference for Material Goods over Experiences", Journal of Consumer Research, 42(1), pp.59~75 (2015)
  86. Van Boven, L., "Stigmatizing materialism : On stereotypes and impressions of materialistic and experiential pursuits", Personality and Social Psychology Bulletin, 36(4), pp.551~563 (2010)
  87. Van Boven, L., "To do or to have? that is the question", Journal of Personality and Social Psychology, 85(6), pp.1193~1202 (2003)
  88. Van Trijp, H. C. M., "Why switch? product category-level explanations for true variety-seeking behavior", Journal of Marketing Research, 33(3), pp.281~292 (1996)
  89. Walker, J., "Cultivating gratitude and giving through experiential consumption", Emotion–Washington-, 16(8), pp.1126~1136 (2016)
  90. Weidman, Aaron C., "The Unsung Benefits of Material Things: Material Purchases Provide More Frequent Momentary Happiness than Experiential Purchases", Social Psychological and Personality Science, 7(4), pp.390~399 (2016)
  91. "Groupon"[URL]
  92. Xiang, Z., "Role of social media in online travel information search", Tourism Management, 31, pp.179~188 (2010)
  93. Zeithaml, V. A., "Consumer perceptions of price, quality, and value : A means-end model and synthesis of evidence", Journal of Marketing, 52(3), pp.2~23 (1988)

관련 논문AI추천

이 간행물의 다른 논문 (7건)