Journal of Digital Convergence (디지털융복합연구)

The Society of Digital Policy and Management (한국디지털정책학회)
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A Study on the Relationship between Consumer Characteristics and Consumer Emotion and Satisfaction during Online Shopping - Focusing on purchasing clothes

온라인 쇼핑시 소비자특성에 따른 소비자감정 및 만족 간 관계 연구 - 의류구매를 중심으로

  • Han, Dahye (Department of Consumer Science, Seoul National University) ;
  • Kim, Rando (Department of Consumer Science, Seoul National University)
  • 한다혜 (서울대학교 생활과학대학 소비자학과) ;
  • 김난도 (서울대학교 생활과학대학 소비자학과)
  • Received : 2021.10.29
  • Accepted : 2022.01.20
  • Published : 2022.01.28
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Abstract

This study tried to understand the structural relationship of consumer characteristics on consumer emotions and satisfaction in online shopping. First, consumer characteristics derived various tendencies through previous studies. Next, consumer emotion was defined as positive and negative emotions in the six purchasing processes from information search to use, and satisfaction was defined as the overall satisfaction of the purchasing experience. To this end, this study measured consumer satisfaction and positive/negative emotions in the six consumption processes in their 20s and 40s with online clothing shopping experience within the last month. Finally, structural equation modeling(SEM) was conducted. As a result, the model fit was good, and impulse purchase tendency, conspicuous consumption tendency, innovation tendency, and trendy shopping tendency only affected negative emotions. On the other hand, it was confirmed that information search tendency, hedonic shopping tendency, and economic shopping tendency directly affect positive emotions and indirectly affect consumer satisfaction. Through this, implications for improving the consumer experience in online shopping were presented by identifying consumer characteristics and enhancing consumer emotions.

본 연구에서는 온라인 쇼핑 상황에서 소비자특성이 소비자감정과 소비자만족에 어떠한 영향을 미치는지 그 구조적 관계를 파악하고자 했다. 먼저, 소비자특성은 선행연구를 통해 정보탐색성향, 물질주의성향, 충동구매성향 등을 포함한 다양한 소비성향을 도출하였다. 다음으로, 소비자감정은 정보탐색에서부터 사용에 이르는 6개의 구매과정에서의 긍정적·부정적 감정으로 정의하였으며, 소비자만족은 구매경험의 전반적 만족으로 정의하였다. 이를 위해 최근 1개월 이내 온라인 의류 쇼핑 경험이 있는 20-40대 소비자를 대상으로, 소비자특성과 긍정적·부정적 감정과 소비자만족을 각각 측정하여 구조방정식 분석을 실시했다. 그 결과, 모형 적합도는 양호했으며, 충동구매성향과 과시소비성향, 혁신성향, 유행추구적쇼핑성향의 경우 부정적감정에만 영향을 미쳤다. 반면, 정보탐색성향, 쾌락적쇼핑성향, 경제적쇼핑성향은 긍정적감정에 영향을 미치고, 소비자만족에도 간접적 영향을 미치는 것을 확인했다. 이를 통해 소비자특성 파악 및 소비자 감정의 증진으로 온라인 쇼핑에서의 소비자 경험을 향상시킬 수 있는 시사점을 제시하였다.

Keywords

Acknowledgement

본 논문은 서울대학교 생활과학연구소의 지원으로 수행되었음

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