소셜커머스 제품 구매행동에서 자아조절자원과 충동성의 역할
The Role of Self-Regulatory Resource and Impulsiveness in Social Commerce Product Purchase Behavior
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초록
소셜커머스의 등장은 소비자의 소비생활에 큰 변화를 주었음에도 불구하고 이에 대한 실증 연구는 미미한 실정이다. 따라서 본 연구는 소비자 행동적 관점에서 소셜커머스 제품의 태도 및 구매의도에 영향을 주는 변수로 소비자의 개인적 특성인 충동적 구매성향 및 상황적 특성인 인지적 자아조절자원의 고갈효과를 살펴보았다. 그 결과, 충동적 구매성향이 낮은 그룹은 자아조절자원의 고갈효과가 나타나지 않았으나 충동적 구매성향이 높은 그룹은 자아조절자원이 고갈될수록 더욱더 소셜커머스 제품에 대한 태도 및 구매의도가 높게 나타났다. 이는 충동적 성향이 높은 소비자가 자아조절자원이 고갈되면 충동구매의 가능성이 높다는 것을 보여주는 것이다.
Abstract
Although social commerce had a hugh impact on consumer behavior, less empirical research has been done so far. Thus, this research examined, in consumer behavior perspective, the role of self-regulatory resource and impulsiveness in social commerce product purchase behavior. The results revealed that compared with low impulsive condition, in high impulsive condition, participants with self-regulatory resource depletion showed more favorable attitudes toward the social commerce product than those with no self-regulatory resource depletion. Also, compared with low impulsive condition, in high impulsive condition, participants with self-regulatory resource depletion showed higher purchase intention than those with no self-regulatory resource depletion. Thus, this research demonstrated that the self-regulatory resource and impulsiveness influenced the purchase behavior of social commerce product and suggested potential implications in consumer behavior perspective.
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