큐레이션 쇼핑이 온라인 구매행동에 미치는 영향 = The Impact of Curation Shopping on Online Purchase Behavior

다국어 초록 (Multilingual Abstract)

The increased online product variety ironically offset the previous advantage of low cost online shopping by requiring consumers to spend excessive time and efforts for searching the relevant information. Under this stressful shopping environment, we have examined various factors that can affect the online consumers’ decision to use the curation shopping instead of the traditional online shopping. Through empirical analysis, we found that the perceived convenience and efficiency of curation shopping can increase purchasing inten-tion via curation shopping. On the other hand, the perceived financial risks were found to be a significant negative factor. Furthermore, it was interesting to find that the degree of consumers’ fatigue in excessive information increases the intention to use the curation shopping. The results provide useful implications for practitioners, for example, the importance of customized shopping where com-panies can alternatively provide either the traditional or the curating shopping option based on the individual customer’s perception in benefits and risks of curation shopping, and fatigue level.

국문 초록 (Abstract)

온라인 매장을 통해 판매하는 제품들이 갈수록 다양해지고, 쇼핑 관련정보가 기하 급수적으로 증가하면서, 온라인 쇼핑의 장점이었던 검색 및 구매 비용의 감소가 오히려 이러한 과도한 정보 검색을 통해 상쇄되는 현상이 발생하고 있다. 본 연구는 이에 대한 대안으로 최근 빠르게 성장하고 있는 큐레이션 쇼핑을 온라인 소비자의 구매결정 프로세스 관점에서 살펴보았다. 실증분석을 통해, 큐레이션 쇼핑의 편의성과 효율성이 큐레이션 쇼핑을 통한 구매의사를 높일 수 있는 중요한 요인임을 확인하였으며, 반면에 여러 위험 요인 중 특히 소비자가 인지하는 재무적인 위험이 중요한 부정적 요인으로 작용할 수 있음을 알 수 있었다. 뿐만 아니라, 최근 관심이 높아지고 있는 소비자가 인지하는 쇼핑 피로도가 높을수록 큐레이션 쇼핑 이용의도가 높아짐을 알 수 있었다. 이러한 연구 결과는 경영자들에게 기존의 온라인 쇼핑과 큐레이션 쇼핑 중 개별 소비자의 특성을 고려한 맞춤형 구매방식을 제공할 필요성을 시사한다.

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