[논문]의복충동구매와 쇼핑감정: 한국과 미국 간의 차이가 있는가?

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doi:10.5934/kjhe.2011.20.2.401

의복충동구매와 쇼핑감정: 한국과 미국 간의 차이가 있는가?
Apparel Impulse Buying and Shopping Emotion: Does It Differ between Korea and the US? 원문보기

한국생활과학회지 = Korean journal of human ecology, v.20 no.2, 2011년, pp.401 - 412

초록
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국가들 간의 차이는 국제적 소비자행동 연구의 근간이 되며 글로벌기업의 전략 구상에 중요한 변수로 작용한다. 본 연구에서는 의복충동구매에 대한 국가간 이해를 증진시키기 위해 한국과 미국의 대학생들을 대상으로 의복충동구매와 구매에 영향을 미치는 쇼핑감정에 차이가 있는지를 살펴보고 쇼핑감정이 의복충동구매에 어떠한 영향을 미치는지를 살펴보고자 한다. 선행연구를 바탕으로 질문지를 개발하였고, 한국(N = 412)과 미국(N = 290) 각각의 대도시에 위치한 대학교를 무작위 선정하여 정규강의시간 전후에 자원자들을 대상으로 자료를 수집하였다. 분석 결과, 미국대학생들에 비해 한국대학생들은 구체적 구매의도가 없는 상태에서 점포를 둘러본 후에 구매할 것을 결정하는 등의 계획적 충동구매나 다른 목적으로 점포에 들렀다가 계획에 없었던 필요한 것 혹은 기억나는 의류제품을 구매하는 등의 상기된 충동구매를 더 많이 하는 경향이 있었다. 그러나 미국 대학생들의 경우, 구매의도는 없었으나 새로운 스타일이나 최신 의류제품을 보았을 때 충동적으로 구매를 하는 패션지향적 충동구매가 한국대학생들에 비해 더 많이 나타나는 경향이 있었다. 또한 소비자들이 쇼핑할 때 느끼는 쇼핑감정 중 긍정적인 쇼핑감정은 미국대학생들이 한국대학생들보다 더 많이 느끼는 것으로 나타났다. 한국과 미국 대학생들은 모두 쇼핑과정에서 긍정적 감정을 느낄 때 여러 유형의 의복충동구매 가능성이 높게 나타났으나 부정적 쇼핑감정이 발생했을 때는 한국 대학생들만이 패션지향적인 충동구매를 하는 경향이 있었다. 이러한 결과는 의류제품을 쇼핑할 때 두 나라 대학생 모두에게 쇼핑감정 특히, 긍정적 감정은 구매의도를 자극하여 충동구매를 조장하는 중요한 역할을 담당함을 보여주었다. 이러한 연구결과는 의복충동구매와 쇼핑감정 간의 관계를 이해하고자하는 연구자들과 리테일러들에게 필요한 정보들을 제공해준다.

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문제 정의

In Korea, retailers should provide young consumers apparel items with a new style or that just came out for encouraging to buy impulsively apparel products. Overall, this study attempts to further develop our understanding the causes of apparel impulse buying, which may well stem from specific emotional states. The results from this study provide some insights into the retail marketing theory behind the emotional aspects of apparel impulse buying.
Overall, this study attempts to further develop our understanding the causes of apparel impulse buying, which may well stem from specific emotional states. The results from this study provide some insights into the retail marketing theory behind the emotional aspects of apparel impulse buying. The relationships between the apparel impulse buying and shopping emotion factors that trigger apparelimpulse buying seemed both logical and useful.
First, the sampling of students living at metropolitan areas and only two nations is an obvious limitation. Therefore, geographic locations other than the metropolitan areas and comparisons among other nations excluding or including Korea and America should be considered to replicate the findings of the study. Second, this study has attempted to examine the national differences between two nations in apparel impulse buying and shopping emotion, and the relationship between apparel impulse buying and shopping emotion.

제안 방법

For identifying dimensions of apparel impulse buying and shopping emotions, we preliminarily conducted exploratory factor analysis using principal component analysis with varimax rotation was conducted. Then, we performed a confirmatory factor analysis using LISREL 8 (Jöreskog & Sörbom, 2002) to assess the measurement properties as recommended by Gerbing and Anderson (1988).
Therefore, geographic locations other than the metropolitan areas and comparisons among other nations excluding or including Korea and America should be considered to replicate the findings of the study. Second, this study has attempted to examine the national differences between two nations in apparel impulse buying and shopping emotion, and the relationship between apparel impulse buying and shopping emotion. Apparel impulse buying may occur from several causes that include consumers’inner states, as well as specific short-term states and environmental stimuli.
Then, we performed a confirmatory factor analysis using LISREL 8 (Jöreskog & Sörbom, 2002) to assess the measurement properties as recommended by Gerbing and Anderson (1988). The criteria for evaluating the goodness of model fit used the chi-square value and alternative fit indices, such as Goodness of Fit Index (GFI), Normed Fit Index (NFI), Comparative Fit Index (CFI) and Root Mean Square Residual (RMR). In order to determine if the Korean and American students differ with respect to impulse buying behaviour and shopping emotion, mulitivariate analysis of variance (MANOVA) and univariate analysis were conducted for variables.
Questionnaire items were developed from the existing scales in the literatures. The instrument consisted of impulse buying behavior and shopping emotion encompassing positive and negative feelings. The questionnaire was developed in English version for American sample.
The instrument consisted of impulse buying behavior and shopping emotion encompassing positive and negative feelings. The questionnaire was developed in English version for American sample. The English questionnaire was double-back translated into Korean by a bilingual native speaker.
Specifically, the theory of collectivism and individualism holds important insights about consumer behavior that can help us to gain a better, more complete understanding of the apparel impulse buying. Therefore, further study should examine the cultural difference (collectivism and individualism) of apparel impulse buying, as well asthe nationalor ethnicity difference comparisons. These comparative cultural research not only helps business managers to better understand their foreign target markets where consumers may differ significantly from their domestic counterparts, but it also may enhance their understanding of their own culture.
To extend understanding of apparel impulse buying across nations, this paper examines the national differences of impulse buying and shopping emotion between Korean and the United States and investigates the relationships between impulse buying and shopping emotion in each group. These findings may help retailers manage consumers in each nation and encourage their purchase intentions of apparel products.

데이터처리

The criteria for evaluating the goodness of model fit used the chi-square value and alternative fit indices, such as Goodness of Fit Index (GFI), Normed Fit Index (NFI), Comparative Fit Index (CFI) and Root Mean Square Residual (RMR). In order to determine if the Korean and American students differ with respect to impulse buying behaviour and shopping emotion, mulitivariate analysis of variance (MANOVA) and univariate analysis were conducted for variables. For relationships of impulse buying behaviours and shopping emotion, regression analysis was conducted between two variables in each group

성능/효과

This study suggests evidence that national similarities and differences exist in apparel impulse buying and shopping emotion between Korea and the United States. The results show that the two groups differ in terms of planned impulse buying, reminded impulse buying, fashion-oriented impulse buying, and positive emotion in a shopping context. The Korean students are more likely to buy something while or after looking around a store,and to buy apparels that they need, want and look for before even though shopping for other purposes than American students.

후속연구

Apparel impulse buying may occur from several causes that include consumers’inner states, as well as specific short-term states and environmental stimuli. The effects of the consumer characteristics and specific stimuli that trigger specific episodes of impulse buying seemed both logical and useful, and is deserving of further study. Third, a further analysis should investigate the mediated variables between apparel impulse buying and shopping emotion, such as promotion, displays, shopping enjoyment, time pressure and amount of money.
The effects of the consumer characteristics and specific stimuli that trigger specific episodes of impulse buying seemed both logical and useful, and is deserving of further study. Third, a further analysis should investigate the mediated variables between apparel impulse buying and shopping emotion, such as promotion, displays, shopping enjoyment, time pressure and amount of money. Fourth, we should investigate the impulse buying of a specific product (e.

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