[논문]VMD혜택이 방문의도에 미치는 영향에 있어 소비자의 조절초점 역할 연구

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doi:10.29214/damis.2014.33.1.014

VMD혜택이 방문의도에 미치는 영향에 있어 소비자의 조절초점 역할 연구
The effects of consumers' regulatory focus on the relationship between visiting intention and VMD benefits 원문보기

경영과 정보연구 = Management & information systems review, v.33 no.1, 2014년, pp.263 - 278

초록
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상품 품질의 격차가 줄어들면서 소비자의 쇼핑경험을 결정하는데 점포 VMD가 핵심 차별요소가 되고 있다. 기존 점포 VMD연구가 점포관리자에게 많은 전략적 통찰력을 제공하고 있지만 같은 점포환경에서도 소비자마다 쇼핑경험이 다르게 나타나는 원인에 대한 해답을 제공하지 못하고 있다. 본 연구는 기존 연구의 갭을 해소하여 소비자 조절초점 이론을 적용하여 쇼핑환경과 소비행동간 관계를 규명하는데 초점을 맞추고 있다. 실증연구결과, 향상초점 성향의 소비자는 VMD의 실용적 혜택보다는 쾌락적 혜택이 점포방문의도에 더 많은 영향을 미치는 것으로 나타났다. 이에 반해 예방초점 소비자는 VMD의 쾌락적 혜택보다는 실용적 혜택이 점포방문의도에 더 민감하게 반응하는 것으로 조사되었다. 본 연구결과는 점포관리자의 VMD 전략이나 포지셔닝 전략을 수립하는데 실무적 시사점을 제공한다.

Abstract ▼ AI-Helper

The purpose of our research was to understand the effect of consumers' regulatory focus (i.e., promotion focused vs. prevention focused) on their evaluation of clothing store's VMD and store visiting intention. The results showed that the hedonic and utilitarian benefits of store VMD have significantly a positive impact on visiting intentions. In addition, the relationship between perceived hedonic benefits and store visiting intention was significantly different for PO and PE groups; hedonic benefits explained significantly more of the variance in store visiting intention for promotion-focused group than prevention-focused group. Conversely, utilitarian benefits explained significantly more of the variance in store visiting intention for PE than PO group. These results supported both hypotheses and showed that consumers with a promotion focus have stronger visiting intention toward the VMD with hedonic benefits compared with VMD with utilitarian benefits. Conversely, consumers with a prevention focus have stronger visiting intention toward the VMD with utilitarian benefits compared with VMD with hedonic benefits.

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문제 정의

In this questionnaire, it is focused on finding how participants feel about a store VMD after its shopping in a casual wear store. In the following pages, it will be read about the questions that describes your needs, attributes of a store VMD, and subsequent visiting intention.
The aim of this study is to prove that it is sufficient if the store VMD benefits match the consumers’ regulatory focus to influence their store visiting intention.
Thus, the purpose of our research was to understand the effect of consumers’ regulatory focus (i.e., promotion focused vs. prevention focused) on their evaluation of clothing store’s VMD and store visiting intention.

가설 설정

Hypothesis 1: Both VMD utilitarian benefits and hedonic benefits will have a positive influence on visiting intention with the store.
Hypothesis 2: For promotion-focused consumers, VMD hedonic benefits will have a stronger influence on visiting intention with the store than will VMD utilitarian benefits.
Hypothesis 3: For prevention-focused consumers, VMD utilitarian benefits will have a stronger influence on visiting intention with the store than will VMD hedonic benefits.

제안 방법

For practical reasons, the goal was to identify the top 5 most influential attributes that offer hedonic benefits and the top 5 most influential attributes that offer utilitarian benefits to construct the stimuli for the experiment. To accomplish this, we asked more than 100 participants to rate all the attributes in terms of importance and impact on the store choice.
The first part, Chow’s test1) was used to test the difference between the results of the regression for PO and for PE samples.
The objective was to construct more realistic stimuli while retaining the level of control that is needed to test the research problem. Tow pretests were conducted to accomplish this objective.
To test hypothesis 1, the regression analysis is conducted, with VMD benefits as independent variable and visiting intentions as dependent variable(Table 2). It is found that hedonic and utilitarian benefits of store VMD have significantly a positive impact on visiting intentions.
To test our research objectives, we needed to construct stores’ VMD stimuli that had a group of attributes that was primarily hedonic and another group that was primarily utilitarian in terms of the benefits offered.

대상 데이터

We used a store’s VMD benefits (hedonic versus utilitarian) shopper’s regulatory (promotion focus versus prevention focus). A total of 220 undergraduate students participated for a gift. The participants were randomly assigned to each group.

데이터처리

Chow’s test was used to test the difference between the results of the regression for PO and PE groups.
The second part, Fisher’s z-test was used to test the difference of the regression coefficients for PO and PE samples.

이론/모형

The measurement of store VMD benefits is used the HED/UTI scale developed by (Voss, Spangenberg, & Grohmann, 2003).
The sample was divided in two based upon participants’ regulatory focus using the median split method.

성능/효과

Conversely, prevention-focused consumers is preferred the functional-oriented VMD store to the hedonic-oriented VMD one and in turn have more visiting intention about the functional-oriented VMD store than the hedonic-oriented VMD one. We suggest the following research questions; (a) for promotion-focused consumers, VMD hedonic benefits will have a stronger influence on visiting intention with the store than VMD utilitarian benefits, and (b) for prevention-focused consumers, VMD utilitarian benefits will have a stronger influence on visiting intention with the store than VMD hedonic benefits.
Conversely, the results showed that the relationship between hedonic benefits and visiting intention (z = -3.21, p < .01) was significantly different for promotion-focused [PO] and prevention-focused [PE]; utilitarian benefits explain significantly more of the variance in visiting intention for prevention-focused shoppers than promotion-focused ones.
Hypothesis 2 and 3 predicted that the relationship between the store VMD benefits and visiting intention is moderated by shoppers’ regulatory focus.
The regression analysis was run on each group which is classified with promotion-focused group [PO] and prevention-focused group [PE]. The results showed that for both promotion-focused and prevention-focused group VMD benefits empathic concern decreased the ability of sales volume incentives to motivate salespeople to be sales-oriented. The standardized coefficient for hedonic benefits was =.
The results showed that the hedonic benefits were positive influences for both the promotion-focused[PO] group and the prevention-focused[PE] group. In addition, the utilitarian benefits were positive impacts for both the promotion-focused group and the prevention-focused group.
Conversely, utilitarian benefits explained significantly more of the variance in store visiting intention for PE than PO group. These results supported both hypotheses and showed that consumers with a promotion focus have stronger visiting intention toward the VMD with hedonic benefits compared with VMD with utilitarian benefits. Conversely, consumers with a prevention focus have stronger visiting intention toward the VMD with utilitarian benefits compared with VMD with hedonic benefits.

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연합인증

VMD혜택이 방문의도에 미치는 영향에 있어 소비자의 조절초점 역할 연구
The effects of consumers' regulatory focus on the relationship between visiting intention and VMD benefits 원문보기

초록
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Abstract ▼ AI-Helper

주제어

AI 본문요약
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문제 정의

가설 설정

제안 방법

대상 데이터

데이터처리

이론/모형

성능/효과

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VMD혜택이 방문의도에 미치는 영향에 있어 소비자의 조절초점 역할 연구 The effects of consumers' regulatory focus on the relationship between visiting intention and VMD benefits 원문보기

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문제 정의

가설 설정

제안 방법

대상 데이터

데이터처리

이론/모형

성능/효과

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VMD혜택이 방문의도에 미치는 영향에 있어 소비자의 조절초점 역할 연구
The effects of consumers' regulatory focus on the relationship between visiting intention and VMD benefits 원문보기

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