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국문 초록 (Abstract)

기존 연구들이 주로 쇼핑행위가 유발하는 긍정적 결과를 다룬 것에 비해, 본 연구는 소비자 관점에서 쇼핑행위가 유발하는 부정적 결과에 초점을 맞추고 있다. 구체적으로 본 연구는 부정적...

기존 연구들이 주로 쇼핑행위가 유발하는 긍정적 결과를 다룬 것에 비해, 본 연구는 소비자 관점에서 쇼핑행위가 유발하는 부정적 결과에 초점을 맞추고 있다. 구체적으로 본 연구는 부정적 결과를 불필요 구매로 간주하여 쇼핑 시간, 쇼핑중독, 사전 구매계획 행동 등을 매개로 쇼핑 펀이 불필요 구매에 미치는 영향을 구조적으로 고찰하고 있다. 가설 검정을 위한 설문조사에는 서울시에 거주하는 20-55세 사이의 190명이 참여하였다. 연구결과 쇼핑 펀의 지각은 쇼핑시간의 양에 긍정적인 영향을 미치며, 쇼핑시간의 양은 불필요 구매에 긍정적인 영향을 미치는 것으로 나타났다. 또한 쇼핑 펀의 지각은 쇼핑중독에 긍정적인 영향을 미치며, 쇼핑중독은 다시 쇼핑 시간의 양에 긍정적인 영향을 미침으로써 결국 불필요 구매에 영향을 미치는 것으로 나타났다. 한편 쇼핑중독은 사전 구매계획 행동에 부정적인 영향을 미침으로써 불필요 구매를 유발하는 것으로 나타났다. 이러한 일련의 결과들은 쇼핑행위로부터 발생하는 긍정적 가치가 경우에 따라서는 부정적 결과를 도출할 수 있음을 시사하고 있다.

다국어 초록 (Multilingual Abstract)

Past research has suggested that the hedonic value from shopping has a positive effect on shopping satisfaction, store satisfaction, quality evaluation and revisit intention respectively (e.g., Babin et al. 1994: Carpenter 2008). But, this study assumes that the value doesn`t always create positive consequences. In some cases, negative consequences can result from the value. Based on the assumption, this study explores effects of shopping fun considered as one of the hedonic value from shopping on the unnecessary purchase, especially from a consumer perspective. Here, the unnecessary purchase is defined as the action to buy products not positively necessary or to buy necessary products beyond what`s needed. The study only considers an offline situation. This is because of two reasons. First, old consumers are expected to have few opportunities to purchase products online because they are not accustomed to the Internet environment. Second, consumers have difficulty in enjoying enough fun from the online shopping because they can not touch, wear, or taste products and can not feel the atmosphere of the store which consists of light, fragrance, music and so on, compared to the offline shopping. Therefore, the study excludes the case of the online shopping. To accomplish the purpose of the research, this study uses the structural equation model including the constructs such as the amount of shopping time, shopping addiction, and advance purchase-planning behavior as well as the shopping fun and the unnecessary purchase. This study defines the shopping addiction as the personal tendency to pursue intentionally the relief of negative emotions or the acquisition of positive emotions by shopping although earlier works have focused only the relief dimension. The advance purchase-planning behavior is considered in the study as the behavior to plan what to purchase and where to purchase products or brands before the actual shopping. Based on past literature, a total of six hypotheses are addressed in the study. Concretely, Hi and P12 predict that the perceived fun from shopping would have a positive effect on the amount of the shopping time which in turn enhance the unnecessary purchase. These hypotheses stem from the opponent process theory and the shaping theory(Mowen and Minor 2001). In terms of the relationship among the shopping fun, the shopping addiction, and the amount of the shopping time, H3 and H4 expect that the perceived fun from shopping would have an indirect positive effect on the amount of the shopping time, which is mediated by the shopping addiction. As a route from the shopping addiction to the unnecessary purchase, H5 and H6 suggest that the shopping addiction would decrease the advance purchase-planning behavior which in turn cause the unnecessary purchase. The survey research was conducted to test the hypotheses on the last week in July, 2010. A total of one hundred and ninety respondents living in Seoul were interviewed by ten well-trained surveyors. The sample population was 40 percent male and included members in the age groups 20s, 30s, and 40·50s. The proportion in their 20s was approximately 40 and those in their 30s and 40·50s comprised approximately 30 percent respectively. The mean age of the sample was 34.1. Each construct in the study was measured by three seven-point scale items. An exploratory factor analysis of all items yielded five factors using the criteria of the eigenvalue of .9, with each factor explaining from 6.51 to 29.03 percent of the variance. Each item had a factor loading above .40. The α-value of each construct was between .70 and .84. The factor analysis and the α-values provided the evidence of construct validity. All multi-item scales were averaged for further analysis. That is, each exogenous and endogenous construct in research model was represented by a single indicator using the averaged scale. The proposed model was tested by using the AMOS program. As a result, it was shown that all fit indices indicated a reasonably fit of the proposed model (χ2=6.51 (df: 4, p>.05), GFI=.91, AGFI=.88, NFI=.90. CFI=.90. RMR=.08). Tests of the hypotheses were conducted by a maximum-likelihood estimation procedure using the same program. Results show that the perceived shopping fun has a positive effect on the amount of the shopping time which in turn enhances the unnecessary purchase(path coefficient: .47, t=5.20, p<.001: path coefficient: .33, t=5.57, p<.001, respectively). Also, the fun contributes positively to the shopping addiction which has positive influence subsequently on the amount of the shopping time(path coefficient: .12. t=2.04, p<.05: path coefficient: .38, t=4.72. p<.001. respectively). It is also found that the shopping addiction decreases on the advance purchase-planning behavior which has in turn a negative effect on the unnecessary purchase (path coefficient: -.14, t=2.10, p<.05: path coefficient: -.31, t=4,82, p<.001, respectively). In addition, the female consumers are shown in the study to perceive the shopping fun higher than the male and the age has a negative relationship with the perception of the shopping fun. From a theoretical or a practical perspective, there are some implications in the study. First, the study suggests, on a consumer level, that the shopping fun can cause the unnecessary purchase by the increasing the shopping time or the decreasing the behavior of purchase planning before actual shopping. There is quite a possibility that the same would be applied to playing a game or drinking for the fun. Considering past works have focused only on the positive consequences from the shopping fun, we can find a differentiated contribution from the finding. Second, as for companies, they have to bear in mind that strategically fostering shopping fun would not be always positive. Companies would be confronted with an unexpected resistance of consumer groups such as their criticism for destroying a healthy consumption culture or even no-buy campaign if a bond of sympathy about the relationship between shopping fun and unnecessary purchase developed among people. Third, this study implicates that companies have to pay special attention to CSR(Corporate Social Responsibility) because, in some cases, the shopping fun promoted by them does harm to consumers` purchase activities as suggested. This study has limitations in several ways. First, the results are on the basis of data from a general shopping situation. For the validity of them, further research should test the hypotheses under a specific situation such as department stores, discount stores, or convenience stores. Second, as a measure of the amount of shopping time, this study used self-report time. For the generation of results, applying absolute shopping time to the research model is needed in further research. Third, our sample was limited to one population group such as consumers in Seoul, which also lower the generality of the study`s results. Therefore, future research is necessary to explore negative consequences from the shopping fun by including other population groups and get the confirming results. In spite of the limitations, the findings in the study are expected to contribute to the existing theory and marketing practices.

참고문헌 (Reference)

1 이승희, "패션상품 쇼핑중독에 대한 영향요인-일반 쇼핑과 인터넷 쇼핑의 비교-" 한국의류학회 31 (31): 269-279, 2007

2 박은주, "패션관여, 쾌락적 소비가 충동구매에 미치는 영향-한국과 미국 소비자의 비교-" 한국의류학회 30 (30): 1413-1422, 2006

3 오영심, "판매촉진이용성향에 따른 쇼핑가치 지각 및 소비자만족에 관한 연구" 26 (26): 1066-1077, 2002

4 이경옥, "청소년의 충동구매행동 및 관련 요인분석 - 의류구매행동을 중심으로" 한국소비문화학회 9 (9): 23-43, 2006

5 서정희, "청소년 소비자의 물질주의 가치와 소비지향적 태도가 과시소비성향에 미치는 영향" 36 (36): 131-156, 1998

6 이은진, "인터넷 쇼핑에서의 플로우 경험과 실용적가치 지각이 패션상품 구매의도에 미치는 영향" 중앙대학교 2005

7 이현정, "인터넷 쇼핑몰에서의 의류의 충동 구매에 관한 연구" 복식문화학회 14 (14): 917-931, 2006

8 이승희, "인터넷 쇼핑 중독구매에 관한 연구 모형: 인터넷 중독의 매개효과를 중심으로" 한국의류학회 29 (29): 167-176, 2005

9 리대룡, "인구통계학적 특성과 쇼핑행동에 따른 구매충동과 강박구매" 34 : 127-137, 1997

10 박영신, "의복중독 구매 성향에 따른 의복구매 여부 영향 변수들의 연구" 복식문화학회 11 (11): 352-344, 2003