패션제품 충동구매에 관한 질적연구

국문 초록 (Abstract)

현대 사회에서 패션제품 충동구매가 빈번한 소비패턴으로 출현되고 있다. 이러한 충동구매는 특성상 개인의 심리적 요인에 따라 중요한 영향을 받는다. 하지만, 여러 연구에서 충동구매에 대하여 인지적 정보처리과정이 생략된 의사결정과정에 대한 부정적인 측면을 주로 다루어 왔고, 중요한 측면인 심리적인 부분에 대한 깊이있는 연구가 미흡한 실정이다. 따라서 이 연구에서는 패션제품 충동구매자들의 성향을 소비자의 심리적 부분에 초점을 맞춰 깊이 있게 알아보고자 한다.
연구방법으로는 참여자인 소비자에 대한 일상경험의 패턴과 내용을 통해 개인의 생각과 삶을 살펴 볼 수 있는 질적 연구방법 중 심층면접을 선택하였다. 심층면접방법을 통해 첫 번째로 소비자가 생각하는 충동구매의 의미에 대해 알아보고, 둘째로 패션제품 충동구매 단계에 따라 어떠한 요인이 영향을 미치는지 알아보았다. 마지막으로 충동구매 후 행동에 대해 알아보았다.
인터뷰는 2011년 4월부터 5월까지 두 달에 걸쳐 진행되었고, 인터뷰 내용은 녹화, 녹음을 한 후 문서화하여 정리하였다. 정보제공자는 평소 연구자와 가깝게 지내며, 패션제품 충동구매를 자주 한다고 언급한 남, 여 19명을 대상으로 진행되었다.
이 연구의 결과를 요약해 보면 다음과 같다.
소비자들은 충동구매에 대해 구매욕구 이상의 기분전환의 도구, 돈의 소비에 비해 자기만족의 가치를 더 크게 생각하는 자기만족을 위한 도구로 생각하고 있음을 알 수 있었고, 무의식 중에 발생하는 행동으로 생각하며, 충동구매의 중독성에 대해 크게 위험을 느끼고 있음을 알 수 있었다. 이로 인해 정보제공자들이 충동구매행동 자체에 대한 감정을 중요하게 생각하고 있음을 알 수 있었다.
다음으로 패션제품 충동구매 단계에 따라 영향을 미치는 요인에 대해 알아본 결과, 충동구매 전 단계와 충동구매 당시 상황에 따라 구분하여 알아볼 수 있었다.
충동구매 전 영향을 미치는 요인은 외적요인과 내적 심리적 요인으로 분류되었는데, 외적요인으로는 가격, 유통, 광고 요인 3가지 요인이 도출되었고, 내적 심리적 요인으로는 구매 필요성 합리화, 혁신성, 물질주의, 자아통제력, 관여도, 자아존중감, 감정상태, 압박감, 지각된 위험, 중독성 10가지 요인이 도출되었다. 이 중 정보제공자들은 감정상태에 영향을 많이 받는 것으로 나타났고, 구매행위에서 만족을 크게느끼고 있었고, 스트레스 해소를 하며 일시적인 기분전환을 느끼고 있었다.
충동구매 시 영향을 미치는 요인으로는 충동성, 정보탐색, 판매원 영향, VMD, 동행구매 5가지 요인이 도출되었다.
마지막으로, 패션제품 충동구매 후 행동으로는 크게 만족하는 경우와, 불만족 하는 경우로 나누어 볼 수 있었다. 두 가지 경우에서 또한 구매행위에서 오는 결과와 제품소유에서 오는 결과로 분류되어져 나타났는데 만족과 불만족 모든 상황에서 정보제공자들은 자기합리화과정을 거치고 있었다. 이는 정보제공자들이 스스로 무의식 중에 패션제품 충동구매에 대해 부정적인 관점을 가지고 있기 때문이라고 생각되었고, 자신의 행동에 대해 정당화를 하며 만족감을 큰 가치로 여기고 있음을 알 수 있었다.
패션제품 충동구매 행동에 대해 충동구매 행동 단계별. 내적, 외적요인으로 나누어 요인들을 도출해 내었는데, 충동구매 특성상 심리적인 요인이 크게 미치는 것을 알 수 있었다. 또한 감정 상태에 따라 영향을 많이 받게 되고, 그러한 충동구매의 결과에 따른 자기합리화과정을 대부분 정보제공자들은 거치고 있었다.
하지만 이러한 충동구매는 결국 어떠한 특정한 요인에 영향을 받아 일어나는 결과가 아닌 모든 소비자들은 이 연구에서 밝혀낸 내적 심리적 요인들을 잠재적으로 가지고 있는 상황에서 외적 자극요인들에 반응하는 정도에 따라 발생하게 된다고 볼 수 있다. 여러 가지 상황들과 요인들에 의해 통합 되었을 때 발생하는 결과이므로 향후에는 연구결과를 일반화하기에 적합한 정량적 연구방법을 함께 사용하여 결과를 뒷받침 해주고, 보다 폭넓은 측면에서의 깊이 있는 연구의 필요성이 제기된다.

다국어 초록 (Multilingual Abstract)

In our contemporary society, impulse buying of fashion goods emerges as an outstanding pattern of consumers. This impulse buying is susceptible significantly to personal psychological factors in nature. In fact, many existing studies have dealt primarily with negative aspects of decision-making process without any cognitive course of information processing in terms of impulse buying, but there are very few further studies focusing on such psychological aspects of decision-making process as working significantly in impulse buying. Therefore, this study focuses on psychological aspects of consumers to make further analysis on the actual propensities of purchasers who buy fashion goods on impulse.
Methodologically, this study adopted in-depth interview as a part of qualitative research method that deals with patterns and contents of daily experiences faced by consumers as participants so as to examine their personal ideas and life. Based on in-depth interview, this study sought to 1) examine such implications of impulse buying as thought by consumers, 2) determine which potential factors would be effective in each step of buying fashion goods on impulse, and 3) analyze personal behaviors after impulse buying.
As informants, all interviewees were asked to participate in interview for 2 months (April to May, 2011), and every conversation of interview was recorded on audiovisual media before documentation and edition. In this study, total 19 male and female informants were asked to participate in the in-depth interview with researcher, because they were closely acquainted with researcher as usual and mentioned that they often bought fashion goods on impulse.
As a result, this study came to the following findings as outlined below:
It was found that our consumers tended to think of impulse buying as a means of diversion beyond buying appetite and a means of self-contentment with more emphasis placed on value of self-satisfaction rather than consumption of money. Moreover, it was found that they tended to think of impulse buying as an unwitting behavior, but feel the significant risk of addiction to impulse buying. That is why our informants as consumers thought much of their emotions about behaviors of purchase on impulse itself.
Next, this study sought to determine potential factors on each step of buying fashion goods on impulse, so that it could identify potential factors before and at the situation of impulse buying.
It was found that potential factors before impulse buying were divided broadly into external factors and internal psychological factors: There were 3 external factors such as price, distribution and advertising, while there were 10 internal psychological factors such as rationalized buying needs, innovation, materialism, self-control, involvement, self-esteem, emotional state, pressure, perceived risk and addictiveness. Here, it was found that our informants were susceptible much to emotional state among others, felt significantly satisfied with behaviors of purchase, and felt momentarily relaxed with buying for diversion from stressful life.
It was found that impulse buying was affected by 5 potential factors such as impulsiveness, information search, salesperson's influence, VMD and purchase together with other persons.
Finally, personal behaviors after impulse buying fashion goods were divided broadly into two reactions such as significant satisfaction and dissatisfaction. And it was found that these two reactions were also divided broadly into those caused by purchase behavior and those caused by possession of goods, where our informants went through a process of self-rationalization in the situation of both satisfaction and dissatisfaction. The reason of these findings was possibly attributed to unwitting negative viewpoints of our informants about the impulse buying of fashion goods, and these findings indicated that they tended to justify their own behaviors of purchase and also placed a significant value on the sense of satisfaction.
This study sought to deduce potential internal and external factors on behaviors of buying fashion goods on impulse in each step of impulse buying behaviors. As a result, it was found that psychological factors had significant effects on impulse buying in its nature. In addition, our informants were susceptible to their emotional state in impulse buying and most of them went through a process of self-rationalization from their impulse buying.
However, it is concluded that such impulse buying is not any result of influence from certain factors, but occurs depending on the level of personal responses all consumers show to external stimulant factors in their personal situation with potential internal psychological factors as demonstrated in this study. The impulse buying is a result from a combination of various circumstances and factors. Hence, it will be necessary for follow-up studies to adopt any quantitative research method suitable for generalization of findings in support of findings and make further examinations into wider aspects.

목차 (Table of Contents)

• Ⅰ. 서 론 ··········································································· 1
• 1.1. 연구의 배경 및 목적 ·························································· 1
• 1.2. 연구의 범위 및 방법 ························································· 2
• Ⅱ. 이론적 배경 ·································································· 4
• 2.1. 충동구매 ·································································· 4
• 2.1.1. 충동구매의 개념 ······················································· 4
• 2.1.2. 충동구매와 비계획구매 ·················································· 7
• 2.1.3. 충동구매 연구 사례 분석 ·················································· 9
• 2.2. 충동구매에 영향을 미치는 요인 ············································· 12
• 2.2.1. 충동구매 전 영향을 미치는 요인 ········································· 12
• 2.2.2. 충동구매 시 영향을 미치는 요인 ········································· 18
• 2.2.3. 충동구매 후 행동·························································· 20
• Ⅲ. 연구방법 및 연구문제 선정 ·················································· 23
• 3.1. 연구 방법 ···································································· 23
• 3.1.1. 연구과정··································································· 24
• 3.1.2. 정보제공자 ································································ 24
• 3.2. 연구 문제····································································· 26
• Ⅳ. 분석결과 및 논의 ····························································· 27
• 4.1. 소비자에게 충동구매 의미···················································· 27
• 4.2. 패션제품 충동구매 과정······················································ 29
• 4.2.1. 패션제품 충동구매 전 영향을 미치는 요인 ······························ 29
• (1) 외부 자극요인····························································· 29
• 1) 가격 ······································································ 29
• 2) 유통 ······································································ 32
• 3) 광고 ······································································ 33
• (2) 내부 자극요인(심리적 요인) ·············································· 34
• 1) 구매 필요성 합리화 ······················································ 34
• 2) 혁신성 ···································································· 34
• 3) 물질주의 ·································································· 36
• 4) 자아 통제력 ······························································· 37
• 5) 관여도 ···································································· 37
• 6) 자아 존중감 ······························································· 38
• 7) 감정 상태 ································································ 39
• 8) 압박감 ···································································· 44
• 9) 지각된 위험 ······························································· 45
• 10) 중독성 ···································································· 45
• 4.2.2. 패션제품 충동구매 시 영향을 미치는 요인 ······························· 47
• 1) 충동성 ···································································· 47
• 2) 정보탐색 ··································································· 47
• 3) 판매원 영향 ································································ 48
• 4) VMD ·······················································