[논문]모바일 소셜커머스 이용자의 충동구매에 영향을 미치는 요인

문정근; 곽나연; 이중정

doi:10.14400/jdc.2019.17.2.113

초록
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모바일 소셜커머스는 최근 모바일 쇼핑의 빠른 확산 중에서도 가장 빠르게 성장하는 유통채널이다. 따라서 경쟁이 심화되는 모바일 소셜커머스 시장에서 지속적으로 성장하기 위해 모바일 소셜커머스에서의 고객 구매행동에 대한 이해가 중요하다. 이에 본 연구는 모바일 소셜커머스 시장에서 소비자 태도 실증을 위해 온라인 쇼핑에서 고객 행동 관련 연구에서 다수 활용된 충동구매(Impulsive buying behavior)가 모바일 쇼핑에서 어떻게 적용되며, 충동구매에 영향을 미치는 요인이 무엇인지 확인했다. 연구는 모바일 소셜커머스 경험자를 대상으로 진행한 설문 중 총 280부의 데이터를 Smart PLS 3.0을 통해 분석하여 진행했다. 결과적으로 개인적 특성 중 소비자의 혁신성과 구매경험이 모바일 소셜커머스에서 충동구매에 영향을 미치고, 제공되는 정보의 속성 중 희소성메세지가 충동구매에 영향을 미치는 것을 확인했다. 본 연구를 통해 기존 온라인 쇼핑에서 많이 활용된 고객 행동 관련 변수인 충동구매를 모바일 쇼핑으로 확장하여 살펴보았다는데 이론적 시사점이 있으며, 실무적으로 모바일 소셜커머스 시장에서의 고객 전략 수립에 유효한 시사점을 제공할 것이다.

Abstract ▼ AI-Helper

Mobile social commerce is one of the fastest growing distribution channels in recent years. Therefore, it is important to understand customer's buying behavior in mobile social commerce in order to continuously grow in the competitive mobile social commerce market. To achieve the purpose of this stu...

Mobile social commerce is one of the fastest growing distribution channels in recent years. Therefore, it is important to understand customer's buying behavior in mobile social commerce in order to continuously grow in the competitive mobile social commerce market. To achieve the purpose of this study is to investigate how impulsive buying behaviors are applied in mobile shopping and how factors affect impulse purchasing in online shopping. In order to verify the hypothesis, we surveyed the customers who have experiences of using mobile social commerce and analyzed 280 valid data by Smart PLS 3.0. As a result, it was confirmed that consumers' innovation and purchasing experience influenced impulse purchase in mobile social commerce, and scarcity messages among information attributes affect impulse buying. Through this study, impulsive buying behavior which is a frequently analyzed variable in an online shopping context will be extended to the mobile shopping context. and it will provide practical implications for customer strategy establishment in mobile social commerce market.

주제어

표/그림 (11)

그림 Fig. 1. Research model
표 Table 1. Literature review on online impulsive buying behavior
표 Table 2. Sample characteristics
표 Table 3. Survey items of research construct
그림 Fig. 2. Path coefficient
표 Table 4. Reliability and Convergent validity
표 Table 5. Discriminant validity and Correlation
표 Table 6. Path coefficient
표 Table 7. Comparison of path coefficients : Innovativeness
표 Table 8. Comparison of path coefficients : Scarcity message
표 Table 9. Comparison of path coefficients : Purchase experience

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문제 정의

Second, the study analyzes to see the causal differences between different reasons for mobile social commerce customer’s stimuli. Identifying the factors which related to impulsive buying behavior in mobile social commerce is a major contribution of this research. The finding of this research will help practitioners design the effective marketing strategy.
Identifying the factors which related to impulsive buying behavior in mobile social commerce is a major contribution of this research. The finding of this research will help practitioners design the effective marketing strategy.
The purpose of this research is to identify the antecedents of the influencing impulse buying behavior in social commerce and differences among shopping trigger. In this study, to find out what factors affect impulse buying of social commerce, and to see the moderating effect of the motive of social commerce, the shopping trigger behind social commerce use was divided into three groups and compared among comparison groups.
First, Mobile social commerce market has been spreading rapidly, but its characteristics are different between existing online social commerce market. Therefore, it is necessary to conduct a study on mobile context. Thus, this study have a significance that identified factors affecting impulsive buying behaviors of social commerce users in mobile context.
We reviewed personal factors and market environment factors related to impulsive buying behavior. This study will focus on those factors to buy impulsively. Therefore, the purposes of this study are as follows: First, the study aims to investigate the antecedent of impulsive buying behavior in mobile social commerce.
Therefore, it is necessary to conduct a study on mobile context. Thus, this study have a significance that identified factors affecting impulsive buying behaviors of social commerce users in mobile context. Second, it is turned out through the inter-group analysis that the effect of personal traits and information attributes on impulsive buying behaviors could be different by shopping trigger so it have been identified as important factor

가설 설정

H1: Personal innovativeness of social commerce’ user will have a positive (+) impact on the impulsive buying of social commerce.
H2: Purchase experience of social commerce’ user will have a positive (+) impact on the impulsive buying of social commerce.
H3: Word-of-Mouth will have a positive (+) impact on the impulsive buying of social commerce.
H4: Scarcity Message will have a positive (+) impact on the impulsive buying of social commerce.
H5: App reputation will have a positive (+) impact on the impulsive buying of social commerce.
Scarcity messages in social commerce raise to purchase intention through emotional pressure by limited numbers[37]. Therefore, we hypothesize that the scarcity message in social commerce will have an effect on impulsive buying.
Therefore, based on current research and statistical data, we assume that Promotion, Recommendation of an acquaintance and willingness of window shopping is the trigger of customer's shopping intention in the social commerce context. we hypothesize that there are differences between the shopping trigger. This leads to the following hypothesis

제안 방법

Finally, we used Smart PLS to test hypotheses and in our data analysis was to examine the path significance and magnitude of each of our hypothesized effects and the explanatory power(R² value) of the proposed model.
Through this research, results can provide valuable marketing information on competitive advantage to social commerce company under recent extreme competition. For this study, we reviewed previous studies on impulse buying and online impulsive buying behavior, the factors that influence impulsive buying were selected to verifying the hypothesis. And the moderating effect of each shopping trigger group was verified.
The purpose of this research is to identify the antecedents of the influencing impulse buying behavior in social commerce and differences among shopping trigger. In this study, to find out what factors affect impulse buying of social commerce, and to see the moderating effect of the motive of social commerce, the shopping trigger behind social commerce use was divided into three groups and compared among comparison groups. Through this research, results can provide valuable marketing information on competitive advantage to social commerce company under recent extreme competition.
The six constructs of interest, which serve as predictors in our model, are: and personal trait consisting of innovativeness and purchase experience, Informational attributes of Social commerce consisting of word of mouth, app reputation and scarcity message. Our study posits direct effects driven from the six constructs to impulsive buying as dependent variables and examines the moderating effect of shopping trigger to the dependent variable in this study.
Second, the study analyzes to see the causal differences between different reasons for mobile social commerce customer’s stimuli.
The measurement model was checked using a confirmatory factor analysis in order to test for the reliability and the validity of the constructs by using PLS. Table 4 summarizes the results of the measurement model.

대상 데이터

They were generally young (129(46%) were below 20, 117(42%) were 21 to 30 years old, 34(12%) were to over40). All the respondents were well educated as mostly undergraduate and graduate students. They were generally familiar with social commerce, with 154(55%) of them having used social commerce for over one time per month on the average.
A total of 300 responses were collected and we separated them to 3 groups by shopping trigger. In total, 20responses were judged as invalid. Finally, valid 280 responses were coded for statistical analysis.
Also, we set a unit of analysis as individual level. The sample is collected from Open survey (http://www.opensurvey.co.kr), one of the biggest mobile market research firms in South Korea. This firm possesses more than 350 thousand panels.

성능/효과

The results of this study are detailed as follows. First, the innovativeness of consumer characteristics has a positive impact on impulse buying. And result that the among the three comparison groups, acquaintance recommendation group has more positive impact on the relationship between innovativeness and impulsive buying than sales promotion, window shopping groups was found.
It is thought that much more purchase experience reduce the perceived risk of purchasing products[47], and it can lead to impulsive buying. Third, Scarcity message of social commerce have a positive impact on impulse buying. And the result of comparing each group shows that the among the three comparison groups, window shopping has more positive impact on the relationship between innovativeness and impulsive buying than acquaintance recommendation groups The scarcity message about time limited sale, a limited quantity will increase the impulsive buying of the consumer.

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모바일 소셜커머스 이용자의 충동구매에 영향을 미치는 요인
Exploring Factors of Consumer's Impulsive Buying Behavior in Mobile Social Commerce 원문보기

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모바일 소셜커머스 이용자의 충동구매에 영향을 미치는 요인 Exploring Factors of Consumer's Impulsive Buying Behavior in Mobile Social Commerce 원문보기

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모바일 소셜커머스 이용자의 충동구매에 영향을 미치는 요인
Exploring Factors of Consumer's Impulsive Buying Behavior in Mobile Social Commerce 원문보기

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