쇼핑성향이 패션 O2O 서비스 재이용 의도에 미치는 영향: 충동구매성향 조절효과를 중심으로 = Shopping Orientation Impacting Reuse Intention of O2O Services: Focusing on the Moderation of Impulse Buying Tendency

다국어 초록 (Multilingual Abstract)

Online to Offline(O2O), a new model of e-commerce, has been gradually recognized and accepted by consumers.
Electronic commerce has become diversified and O2O marketing is the new trend of e-commerce. The rapid popularization of mobile Internet and online shopping makes O2O service gets more attention. Although recently O2O service and O2O marketing get much attention, there is no much preceding research about the antecedents of mobile shopping of O2O market. The purpose of the study is to examine the effect of shopping orientation on intention to reuse O2O services and the moderating effect of impulse buying tendency. A total of 209 surveys were collected online in total for the data of the study. The key findings of this study are as follows: First, convenience seeking shopping orientation has a positive effect on the intention to reuse O2O service and brand seeking shopping orientation has, too. Second, impulse buying tendency positively moderated the relationship between hedonic seeking shopping orientation and intention to reuse O2O service, and negatively moderated sales seeking shopping orientation and intention to reuse O2O service.
The results of this study presented some implications for operators at O2O service area. Research findings and study limitations are discussed.

참고문헌 (Reference)

1 안주영, "할인추구성향, 가격지식, 브랜드충성도, 할인구매경험에 따른 내적준거가격과 준거할인이 소비자의 구매에 미치는 영향" 세종대학교 대학원 2014

2 양문희, "인터넷 쇼핑 충동구매성향과 개인성향의 관계 연구" 한국콘텐츠학회 16 (16): 710-719, 2016

3 박혜정, "인터넷 구매의도의 선행변수 - 충동구매, 마켓메이븐 성향, 온라인 상호작용 준비성, 온라인 소비자 연기 -" 복식문화학회 25 (25): 593-610, 2017

4 김애경, "옴니채널 쇼핑동기가 패션제품 구매의사결정단계별 소비자의 옴니채널 전략 소구에 미치는 영향 연구" 복식문화학회 26 (26): 109-124, 2018

5 주경원, "쇼핑성향, 패션 혁신성, 모바일 편의지각이 모바일 의복 구매에 미치는 영향" 한국패션디자인학회 15 (15): 147-164, 2015

6 박현희, "소셜커머스의 지각된 가치가 신뢰와 재이용의도에 미치는 영향: 성별의 조절효과를 중심으로" 한국전략마케팅학회 21 (21): 57-80, 2013

7 신수연, "소셜커머스에서 20~30대 남성의 재구매 의도와 구전 의도에 영향을 미치는 요인 연구 - 소셜커머스 특성과 소비자 개인 특성을 중심으로 -" 복식문화학회 25 (25): 1-15, 2017

8 이제원, "소비자특성에 따른 모바일 O2O이용경험과 태도형성 연구" 한국물류학회 27 (27): 89-100, 2017

9 지혜경, "소비자의 쇼핑성향과 충동구매성향이 인터넷 패션제품 쇼핑중독에 미치는 영향" 한국의상디자인학회 15 (15): 27-40, 2013

10 채진미, "모바일 패션 쇼핑 이용정도에 따른 소비자의 쇼핑성향과 지각된 가치" 복식문화학회 24 (24): 79-92, 2016

11 이청아, "모바일 지갑의 가치와 지속사용의도의 영향요인 : VAM 모형을 기반으로" 한국전자거래학회 20 (20): 117-135, 2015

12 박철, "모바일 쇼핑에서 충동구매와 후회감에 영향을 미치는 요인: 정보통제력, 가격민감도, 과잉확신을 중심으로" 한국인터넷전자상거래학회 14 (14): 201-217, 2014

13 박철, "모바일 쇼핑만족도에 영향을 미치는 고객특성에 관한 연구: 한국, 중국, 미국, 일본 4개국 비교" 한국국제경영학회 26 (26): 99-128, 2015

14 "Why Online2Offline commerce is a trillion-dollar opportunity"

15 Kim, K., "Trends and viewpoints of O2O(Online-To-Offline)" 26 (26): 590-595, 2014

16 Kim, S. H., "The relationships among shopping orientation, price perception, and purchase satisfaction of internet buying agent service users" Keimyung University 2009

17 Baron, R. M., "The moderator-mediator variable distinction in social psychological research : Conceptual, strategic, and statistical considerations" 51 (51): 1173-1182, 1986

18 Donthu, N., "The internet chopper" 39 (39): 52-57, 1999

19 Park, H. J., "The effects of smartphone shopping orientation on purchasing satisfaction" Kyunghee University 2014

20 Hawkins Stern, "The Significance of Impulse Buying Today" SAGE Publications 26 (26): 59-, 1962

21 Dennis W. Rook, "The Buying Impulse" Oxford University Press (OUP) 14 (14): 189-, 1987

22 Choi, S. H., "Study of general values and clothing shopping orientationa for unmarried women" Ewha Womans University 1996

23 임한나, "SPA 브랜드의 VMD 유형이 소비자 태도와 충동구매에 미치는 영향에 관한 연구 : 감각추구성향의 조절효과" 홍익대학교 광고홍보대학원 2014

24 Parasuraman, A., "SERVQUAL : A multi-item scale for measuring consumer perceptions of the service quality" 64 (64): 12-40, 1988

25 Kim, H. M., "Qualitative study on impulse purchases of fashion products" Kookmin University 2010

26 Nunally, J. C., "Psychometric theory" Mc-Graw-Hill 1978

27 Fred D. Davis, "Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology" JSTOR 13 (13): 319-, 1989

28 Rook, D. W., "Normative influences on impulse buying behavior" 22 (22): 305-313, 1995

29 Kim, S. Y., "Naver focuses on delivery app logistics startups"

30 Ji, Y. S., "Ji, Y. S. (2016). The effects of consumer’s subjective perception of omnichannel commerce on shopping channel switching intention: Focused on the comparison between Seoul and China" Soongsil University 2016

31 David T. Kollat, "Is Impulse Purchasing Really a Useful Concept for Marketing Decisions?" SAGE Publications 33 (33): 79-, 1969

32 Chen, Y. C., "Improved precision recommendation scheme by BPNN algorithm in O2O commerce" 1 (1): 324-328, 2013

33 Hahn, J. H., "Female adolescents’ hedonic shopping orientation and the perceived store images as related to store patronage" Yonsei University 1999

34 Kim, J. K., "Exploring factors affecting the user adoption of O2O m-commerce" Yonsei University 2015

35 Kim, D. J., "Effects of consumer lifestyles on purchasing behavior on the internet : A conceptual framework and empirical validation" 12 (12): 35-47, 1999

36 Yum, M. J., "Effect of shopping orientation on impulse purchase - Focusing on vanity and price perception -" Ewha Womans University 2009

37 Hwang, Y. Y., "Effect of personal characteristics and characteristics of review perception on constant use of mobile markets" 26 (26): 2021-2041, 2013

38 Lichtenstein, D. R., "Distinguishing coupon proneness from value consciousness : An acquisitiontransaction utility theory perspective" 54 (54): 54-67, 1990

39 Lee, H. K., "An analysis of on-line shopping motivations, utilization of information through on-line reviews, and buying behavior based on on-line clothing shopping orientation" Dongduk Women’s University 2008

40 Na, S. J., "A study on user satisfaction and willingness to ongoing use according to mobile SNS’s characteristics: Focused on machinery industry workers" Hansung University 2012

41 Jung, Y. J., "A study on the factors that affect the user intention of O2O services" Yonsei University 2016

42 Hang, I., "A study on the effects of the factors on reuse intention in O2O market based on smartphone-centering on the O2O service of Wechat" Chonnam National University 2015

43 Sohn, J. G., "A study on the effects of O2O characteristics on attractiveness, trust and users’ intention: Focused on food service industry between Seoul and China" Kongju National University 2015

44 Cho, H. R., "A study on the brand identity strategies for online to offline service brand communication: Focused on the food & beverage smartorder services" Hongik University 2016

45 Kim, B. K., "A study on causal relations between shopping orientation for fashion goods, customer equity of internet shopping mall and purchase intention" Kyunghee University 2013

46 Howell, R. D., "A multivative examination of patronage model: The impact of values and life styles on shopping orientations" University of Alkansas 1979

47 Jacoby, J., "A model of multi-brand loyalty" 11 (11): 53-66, 1971

48 Soyeon Shim, "A Typology of Apparel Shopping Orientation Segments Among Female Consumers" SAGE Publications 12 (12): 73-85, 2016