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服飾 = Journal of the Korean Society of Costume, v.65 no.5, 2015년, pp.74 - 87
김주현 (부산대학교 의류학과) , 이진화 (부산대학교 의류학과)
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It is common for popular products to sell out, and be out of stock. The purpose of this study is to examine the responses of consumers who have experiences of shopping online, and finding their desired products unavailable from being sold out. In order to carry out the study, in-depth interviews wer...
| 핵심어 | 질문 | 논문에서 추출한 답변 |
|---|---|---|
| 품절과 관계된 문제점의 사례로 어떠한 언론 기사가 있는가? | 이렇게 인터넷 쇼핑이 발전해가는 중에서 품절과 관계된 문제점은 하루가 다르게 커나가고 있는데, 언론 기사에서도 “코리아 블랙프라이데이, 치열한 타임세일로 소비자 불만”(Chosun-ilbo, 2014), “온라인몰의 갑질...걸핏하면 품절 핑계로 구매 취소”(Consumer-news, 2014), “인터넷쇼핑몰 주문 결제 후 일방적 취소”(Jeonbuk-ilbo, 2014) 등 인터넷 쇼핑 시 소비자 피해 사례를 자주 볼 수 있다. 또한 선행연구에서도 소비자들이 인터넷 쇼핑에서 위험을 지각하고, 그 중에 품절로 인한 위험을 높게 지각한다는 것이 연구되었다(Kim & Hwang, 2011). | |
| 소비자의 심리적 반응을 구하는 품절 비용의 추정이 복잡한 이유는 무엇인가? | 둘째는 품절상황을 접한 소비자가 외면적으로 표출하는 행동적 반응뿐만 아니라 내면에서 일어나는 심리적 반응에 대한 측정도 중요하다. 소비자의 심리적 반응을 구하는 품절 비용의 추정은 복잡한데, 예를 들어 불만족이나 부정적인 구전행위(word-ofmouth) 및 소비자의 자사 충성도 등 다양한 변수가 생김으로써 소매상이나 공급상에게 비용적인 부담을 줄 수 있기 때문이다(Fitzsimons, 2000; Zinn & Liu, 2001). 또한 쇼핑시의 품절상황 경험은 소비자에게 심리적 반발(psychological reactance)을 생기게 할 가능성이 있다는 점도 알고 있어야 한다(Clee & Wicklund, 1980). | |
| 품절 상황으로 인해 소비자들이 입는 피해는 무엇인가? | 위 사례를 살펴보면 예기치 않았던 품절 상황으로 인해 소비자들이몇 가지 피해를 입는다는 것을 볼 수 있다. 먼저 구매예정상품의 적시 사용성에 문제가 생길 가능성이 높고, 구매과정이 중간에 단절되게 하며, 구매행위 자체가 주는 즐거움이라는 감정이 소멸되게 된다. 또한 구매의사결정과정을 또다시 겪게 만들어 소비자의 시간, 감정 등을 낭비되게 하는 경향이 있다. 이렇듯 백화점, 대형마트 등의 오프라인 매장이 위주가되었던 소매유통채널에 인터넷쇼핑몰이 더해지면서 소매유통채널의 폭이 넓어졌고, 그로 인해 소비자들은 상품 구색의 다양성과 쇼핑의 편리함이라는 플러스요인을 얻었지만 그 반대급부로 품절, 느린 배송, 쇼핑몰 측의 일방적 청약철회 등의 인터넷 쇼핑의 부정적인 측면도 많이 노출되고 있다. |
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