소비자의 시간관이 인터넷 쇼핑 행위에 미치는 영향

Abstract

The development of the Internet has led a variety of rapid changes in society, economy and culture, as well as in their uses and purpose as tools. In the initial stage of the Internet era, it was mainly used to search for information and make communications. Now, it has been cemented as a key element of all industrial sectors by accelerated industrial convergence of IT-based Internet. This study is on Internet shopping that has been popular as one of the three distribution channels in the distribution industry. This study examines the relationship between the consumer's time perspectives, a psychological side of consumer's characteristics. Especially, compared to existing studies mainly from the perspectives of on-line shopping malls and on-line companies, this focuses on the consumer's point of view. I tried to show how the time perspectives of consumers would have influence on Internet-shopping, which would give consumers an opportunity to think about their time perspectives and influences. For this, I conducted a survey of 650 consumers who are older than university students that have experienced on-line shopping. They were asked about their individual time perspectives, Internet-shopping addiction, their emotional state after shopping online and consumer loyalty of a certain product. ZTPI(Zimbardo Time Perspective Inventory) by Zimbardo was applied here to examine the individual time perspective and the subject was limited to present-oriented and future-oriented time perspectives. Out of 650, I carefully selected 271 questionnaires with diligent answers. The focus of the study was on Internet-shopping addiction, the emotional state after shopping on-line and consumer loyalty. The collected data was analyzed through the SPSS 17.0 statistical program to examine the main elements and their correlation. The results are summarized as below. First, pleasure-seeking consumers are more easily addicted to online- shopping than future-oriented ones. As predicted in the study "the characteristics of the pleasure-seekers and future-oriented consumers," the former who said they were not able to control themselves were easily carried away by impulse. Second, in terms of one's emotional state after online-shopping, the former is less satisfied with Internet-shopping than the latter because the present seekers tend to buy unnecessary items repeatedly. Therefore, they are regretful, shamed and disappointed, leading to lower satisfaction. Third, the future oriented customers have higher customer loyalty than the present seekers. The former sets goals and plans, and are able to control themselves, so the future-oriented search and buy the necessary goods mainly at their regular sites. On the other hand, the present-oriented consumers are so sensitive and impromptu that they are easily swept away by online commercial pop-ups or banners, leading to low customer loyalty. As we have seen the Internet-shopping industry has been rapidly developing, so have its related studies. Studies on the correlation of Internet-shopping and individual behavior with time perspective, however, have hardly been conducted so far. I sincerely hope that there will be better studies based on this.