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모바일 의류쇼핑에서 충동구매와 만족에 영향을 미치는 요인에 관한 연구

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Alternative Title
A Study on the Factors Affecting Impulsive Buying and Satisfaction in Mobile Apparel Shopping: Moderating Effect of Self-Control
Abstract
The purpose of this study is to investigate the influence of mobile and consumer characteristics on impulsive buying and to analyze post-purchase emotion. This study also was conducted to investigate the moderating effect of self control which is thought to prevent various damages caused by excessive impulse purchase. I used variables such as instant connectivity and localization, which are characteristics of mobile environment that can be distinguished from traditional offline shopping characteristics and PC-based Internet shopping characteristics. In addition, consumers in various social network services (Facebook, Instagram, Twitter, etc.) share various contents with other people by uploading posts in order to express themselves. Also, in uploading posts, impulsive buying and its related words are hashed Tag, so I got a hint and noticed it. They have justified their impulse buying through a variety of contents such as products, services, and travels they have experienced. It has been found that the act of posting and sharing posts has positive emotions rather than negative feelings about impulse purchase. The progress of the study is as follows.
First, among the various consumer propensity of consumption, I focused on ostentation, face sensitivity, price sensitivity, and orientation to pleasure and classified them by exploratory factor analysis.
Second, i conducted a study on impulse purchase based on Stern 's impulse purchase type (pure impulse purchase, suggestion impulse purchase, planned impulse purchase).
Third, it is part of the moderating effect of self control. Impulse buying by various stimuli does not always have a positive aspect. Consumers can control their consumption habit through self control. Although the products purchased through impulse purchases are satisfactory, excessive consumption and overly emotional purchasing behavior that exceed the consumer's economic level have negative aspects. These negative aspects can have an adverse effect on the consumers' surroundings and even on society as a whole. Self control that allows consumers to control their behavior will prevent such negative aspects. Therefore, consumers' impulse buying behaviors can be changed according to self control level.
A total of 351 questionnaires were collected and used for the research. Empirical analysis was conducted using SPSS 18.0 and AMOS 20.
The results of this study are as follows.
First, instant connectivity has positive effects on suggestion impulse purchase and planned impulse purchase, but it does not have a statistically significant effect on suggestion impulse purchasing.
Second, localization has no significant effect on pure impulse purchase, suggestion impulse purchase, and planned impulse purchase.
Third, consumers' ostentation has a positive effect on pure impulse purchase, suggest impulse purchasing. and planned impulse purchase.
Fourth, face-sensitivities have a positive effect on pure impulse purchase and suggestion impulse purchase, but it does not have a statistically significant effect on planned impulse purchase.
Fifth, price sensitivity affects only planned impulse purchase positively, and has no statistically significant effect on pure impulse purchase and suggestion impulse purchase.
Sixth, orientation to pleasure had a positive effect on pure impulse purchase, suggestion impulse purchase, and planned impulse purchase.
In the relationship between impulse purchase and satisfaction, pure impulse purchase and planned impulse purchase have a positive effect on satisfaction, but it does not have a statistically significant effect on suggestion impulse purchase.
Self control plays a moderating role in the following relationships: instant connectivity-suggestion impulse purchase, instant connectivity-planned impulse purchase, ostentation-pure impulse purchase, ostentation-suggestion impulse purchase, ostentation-suggestion impulse purchase, price sensitivity-pure impulse purchase, price sensitivity-suggestion impulse purchase, price sensitivity-planned impulse purchase.
As a result of the above research, managers should implement differentiated marketing strategies based on mobile shopping characteristics and consumer characteristics. It is necessary to distinguish customer 's psychological characteristic, demographic characteristic, usage behavior characteristic rather than integrated customer management. Also it is necessary to pay attention to self - control which can prevent excessive impulse buying. Excessive impulse buying can lead to personal and social problems. Cooperative efforts are needed not only by consumers themselves but also by businesses and governments in order to improve self-control that can prevent excessive impulse buying.
In summary, this study verifies the causal relationship between impulse buying and satisfaction by using mobile shopping characteristics and consumer psychological characteristics, and suggests various implications.
Author(s)
양성목
Issued Date
2019
Awarded Date
2019. 2
Type
Dissertation
URI
http://dcoll.jejunu.ac.kr/common/orgView/000000008893
Alternative Author(s)
Yang, Sung Mok
Affiliation
제주대학교 대학원
Department
대학원 경영학과
Advisor
김형길
Table Of Contents
Ⅰ. 서 론 1
1. 문제의 제기 및 연구목적 1
1) 문제의 제기 1
2) 연구 목적 4

2. 연구의 방법 6

3. 논문의 구성 7
Ⅱ. 이론적 배경 9
1. 모바일 쇼핑 9
1) 모바일 쇼핑의 개념 10
2) 모바일 쇼핑의 특성과 선행연구 14


2. 충동구매 24
1) 충동구매의 개념과 특성 24
2) 충동구매의 유형 33
3) 의류제품에서 충동구매 37
4) 충동구매 관련 선행연구 40
3. 소비자특성 50
1) 과시성 51
2) 체면민감성 58
3) 가격민감성 63
4) 쾌락지향성 66

4. 소비자만족 72
1) 소비자만족의 개념과 특성 72
2) 소비자만족과 충동구매 74
5. 자기통제감 77
1) 자기통제감의 개념과 특성 77
2) 자기통제감과 충동구매 79
Ⅲ. 연구 설계 82
1. 연구모형의 설계 82
2. 연구가설 83
1) 모바일 쇼핑 특성과 충동구매와의 관계 83
2) 소비자 특성과 충동구매와의 관계 84
3) 충동구매와 만족과의 관계 87
4) 자기통제감의 조절효과 88

3. 측정변수의 조작적 정의 91
1) 모바일 쇼핑 특성 91
2) 소비자 특성 93
3) 충동구매 96
4) 자기통제감 98
5) 소비자만족 99

4. 자료의 수집 및 분석방법 100
1) 자료의 수집 100
2) 분석방법 100

Ⅳ. 실증분석 102
1. 표본의 특성 102

2. 타당성과 신뢰성 분석 111
1) 탐색적 요인분석 및 신뢰도 분석 111
2) 확인적 요인분석과 타당성 분석 116

3. 가설 검증 120
1) 연구모형의 적합도 120
2) 모바일 쇼핑 특성과 충동구매 간 가설검증 121
3) 소비자 특성과 충동구매 간 가설검증 124
4) 충동구매와 만족 간 가설검증 128
5) 자기통제감의 조절효과 검증 132
4. 추가분석 139
1) 성별의 조절효과 139
2) 월 소득의 조절효과 142
3) 모바일을 통한 쇼핑횟수의 조절효과 144
4) 의류제품 유형에 따른 조절효과 146
5) 허용 가능한 충동구매 금액에 따른 조절효과 148
Ⅴ. 결 론 150
1. 연구결과 요약 150
2. 연구의 시사점 156
1) 이론적 시사점 156
2) 실무적 시사점 159

3. 연구의 한계점 및 향후 연구방향 162

* 참고 문헌 165
* 설 문 지 186
Degree
Doctor
Publisher
제주대학교 대학원
Citation
양성목. (2019). 모바일 의류쇼핑에서 충동구매와 만족에 영향을 미치는 요인에 관한 연구
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