Asia-Pacific Journal of Business (아태비즈니스연구)

KNU The Institute of Management & Economy Research (강원대학교 경영경제연구소)
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Structuralization of Consumer's Emotional Responses in Online and Offline Environments: Focusing on Mixed Emotions

온·오프라인 환경에서 소비자 감정 반응의 추출 및 구조화: 혼합감정을 중심으로

  • Lee, Eun-Kyoung (Division of Business Administration, Pukyong National University) ;
  • Jeon, Jung-Ok (Division of Business Administration, Pukyong National University)
  • Received : 2022.05.30
  • Accepted : 2022.06.29
  • Published : 2022.06.30
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Abstract

Purpose - This study reestablished the concept of mixed emotions experienced in online and offline shopping environments, and structuralized emotional responses which manifest mixed emotions in each channel, and developed a method of measuring overall mixed emotions in consideration of the asymmetry of emotions. Design/methodology/approach - This study conducted a focus in-depth interview based on phenomenological research and exploratory preliminary survey using questionnaires. In addition, a survey was conducted as a quantitative survey. Findings - Qualitative and quantitative researches were conducted to derive major emotional responses items which manifest mixed emotions in online and offline shopping environments and determine differential emotional structure in each channel. As a result, it was confirmed that mixed emotions consisted of 5 factors in each channel and 21 emotional responses. In addition, a method of measuring overall mixed emotions considering the asymmetric of emotions was developed to prove the difference in behavioral responses. Research implications or Originality - This study is meaningful in that it helps companies efficiently manage and understand customer responses to their products by classifying and systemizing the emotional responses experienced by consumers in online and offline purchase and consumption situations according to the purchase environment.

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Acknowledgement

이 논문은 2019년 대한민국 교육부와 한국연구재단의 지원을 받아 수행된 연구임 (NRF-2019S1A5B5A07093702)

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