초록 열기/닫기 버튼
최근 많은 소비자들이 충동구매를 빈번히 하는 것으로 보고되고 있으며, 특히 패션상품 구매에서 충동구매가 차지하는 비중은 매우 높다. 그동안 충동구매에 관한 많은 선행연구들이 비합리적 의사결정과정으로 인한 부정적인 결과에만 집중하는 반면, 본 연구는 반복적으로 충동구매를 하는 소비자 행동을 이해하기 위해 패션상품의 충동구매상황에서 발생하는 긍정적인 감정이 충동구매 후에도 긍정적인 감정으로 이어지는 과정에 대해 설명하고자 하였다. 이를 위해 구매 후 인지적 효용평가의 매개변수로서의 역할을 검증하였으며, 충동구매 만족이 높은 소비자 특성을 규명하기 위해 지속적 정보탐색과 내적귀인 2가지 변수를 포함하였다. 연구결과, 구매 시 긍정적 감정이 구매 후 긍정적 감정에 미치는 직접적 영향력과 함께 구매 후 인지적 효용평가의 매개적 역할이 유의함이 검증되었다. 즉, 쇼핑 시 긍정적 감정과 같은 쾌락적 가치를 획득함으로써 구매 후의 인지적 평가과정에서 시간과 노력과 같은 비금전적 비용을 적게 지각하게 되며, 이런 소비자는 구매 후에 긍정적 감정을 느낄 가능성이 높았다. 또한, 지속적 정보 탐색량이 많고 구매결과에 대한 내적귀인을 많이 하는 소비자일수록 구매 후 인지적 평가와 감정형성에서 보다 긍정적임이 검증되었다. 본 연구결과를 바탕으로 점포환경 내에서의 쾌락적 가치 제공의 중요성과 함께 소비자가 구매결정에 확신을 갖고 긍정적인 인지적 효용평가를 할 수 있도록 지속적인 브랜드 정보를 제공하는 것이 중요함을 제안하였다.
Recently, lots of consumers are reported to have experience of impulsive purchase, especially when they are exposed to fashion products. While negative outcomes of impulsive purchase behaviors have been the primal issue of lots of studies, this study focuses on how positive shopping emotions shape and influence consumers’ positive consumption emotions, with the mediating role of post-purchase utility evaluation. This study intended to contribute to understanding consumers’ repetitive impulsive buying behavior, by suggesting the compositive role of consumers’ emotions and reasoning in the process of purchase and consumption. Also, ongoing information search and internal attribution were included to more closely examine satisfied impulsive buyers’ characteristics. A questionnaire survey was performed in order to verify hypotheses. The survey questionnaire included a series of filtering questions measuring respondents’ level of impulsiveness in purchase behavior, and finally the data from 404 female consumers at least 20 years of age was used for statistical analysis. Measurement scales for shopping emotions, consumption emotions, post-purchase utility evaluation, ongoing information search, and internal attribution were modified from previous studies. Consistent with our prediction, it was found that positive shopping emotions would have an indirect impact on positive consumption emotions mediating post-purchase utility evaluation as well as have a direct effect. However, fashion consumers’ positive post-impulsive purchase emotions were mainly shaped by mediating role of post-purchase utility evaluation rather than by direct effect of purchase emotion. That is to say, consumers’ impulsive buying behavior may persist by going through post-purchase reasoning process. Impulsive buying consumers’ positive shopping emotions achieved as a hedonic shopping value, affected consumption emotions by lowering consumers’ level of cognitive shopping cost perception, and subsequently affected positive consumption emotions. Moreover, the more a consumer practices ongoing information search and attributes purchase result to internal causes, the more he or she is likely to form positive post-purchase emotions. A major contribution of this research is the identification of the role of post-purchase utility evaluation in maintaining consumers’ positive emotions from purchase through consumption. Furthermore, this study contributes to expanding studies on consumers’ hedonic shopping behavior and impulsive buying, by extending the research focus from purchase to consumption. I proposed some marketing suggestions and thoughts based on the findings of this study. Marketing strategies stimulating consumers ongoing information search and promoting consumers’ instore decision making process were discussed.
Recently, lots of consumers are reported to have experience of impulsive purchase, especially when they are exposed to fashion products. While negative outcomes of impulsive purchase behaviors have been the primal issue of lots of studies, this study focuses on how positive shopping emotions shape and influence consumers’ positive consumption emotions, with the mediating role of post-purchase utility evaluation. This study intended to contribute to understanding consumers’ repetitive impulsive buying behavior, by suggesting the compositive role of consumers’ emotions and reasoning in the process of purchase and consumption. Also, ongoing information search and internal attribution were included to more closely examine satisfied impulsive buyers’ characteristics. A questionnaire survey was performed in order to verify hypotheses. The survey questionnaire included a series of filtering questions measuring respondents’ level of impulsiveness in purchase behavior, and finally the data from 404 female consumers at least 20 years of age was used for statistical analysis. Measurement scales for shopping emotions, consumption emotions, post-purchase utility evaluation, ongoing information search, and internal attribution were modified from previous studies. Consistent with our prediction, it was found that positive shopping emotions would have an indirect impact on positive consumption emotions mediating post-purchase utility evaluation as well as have a direct effect. However, fashion consumers’ positive post-impulsive purchase emotions were mainly shaped by mediating role of post-purchase utility evaluation rather than by direct effect of purchase emotion. That is to say, consumers’ impulsive buying behavior may persist by going through post-purchase reasoning process. Impulsive buying consumers’ positive shopping emotions achieved as a hedonic shopping value, affected consumption emotions by lowering consumers’ level of cognitive shopping cost perception, and subsequently affected positive consumption emotions. Moreover, the more a consumer practices ongoing information search and attributes purchase result to internal causes, the more he or she is likely to form positive post-purchase emotions. A major contribution of this research is the identification of the role of post-purchase utility evaluation in maintaining consumers’ positive emotions from purchase through consumption. Furthermore, this study contributes to expanding studies on consumers’ hedonic shopping behavior and impulsive buying, by extending the research focus from purchase to consumption. I proposed some marketing suggestions and thoughts based on the findings of this study. Marketing strategies stimulating consumers ongoing information search and promoting consumers’ instore decision making process were discussed.
키워드열기/닫기 버튼
impulsive purchase behavior, shopping emotions, consumption emotions, post-purchase utility evaluation, internal attribution, ongoing information search