Journal of Korea Society of Industrial Information Systems (한국산업정보학회논문지)

Korea Society of Industrial Information Systems (한국산업정보학회)
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The Effects of Body Esteem on Purchase Intention toward Online Fashion Products: The Moderating Role of Self Monitoring

소비자의 신체 존중감이 온라인 패션제품 구매의도에 미치는 영향: 자기 감시성의 조절적 효과

  • Received : 2015.01.23
  • Accepted : 2015.03.06
  • Published : 2015.04.30
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Abstract

Despite the growth of body-related industry has generated considerable interest in this topic among both academics and practitioners, there has been lack of studies that explore body esteem toward online fashion products leads to purchase intentions, which self-monitoring moderates the relationship between body esteem toward online fashion products and purchase intentions. To fill this gap, this study aim to propose a research model where body esteem influences on the purchase intentions, with self-monitoring as a moderator. In order to test hypotheses, response from 172 consumers were achieved, and the proposed model was estimated by using hierarchical moderated regression analysis. The empirical results showed that body esteem negatively related to purchase intentions toward online fashion products. Additionally, this study indicated that the moderating effects of self-monitoring exist between body esteem and purchase intentions toward online fashion products, thereby implying the importance of contingent role of self-monitoring in managing online channels.

외모와 신체에 대한 관심 증가로 인한 관련 산업들의 폭발적인 성장에도 불구하고 기존 연구들은 신체 존중감과 소비자의 구매의도 사이의 관계에 대한 일관적 결론에 도달하지 못하고 있다. 본 연구에서는 온라인 패션제품을 대상으로 신체 존중감과 소비자 구매의도 사이의 관계를 검토하고 이들 관계에서 존재하는 자기 감시성의 조절적 역할에 대해 살펴보았다. 172명의 소비자를 대상으로 위계적 조절 회귀분석을 실시한 결과, 신체 존중감은 온라인 패션상품에 대한 소비자의 구매의도 형성에 부정적 영향을 미치는 것으로 나타났으며, 자기 감시성은 신체 존중감과 온라인 패션제품에 대한 소비자의 구매의도와의 관계에서 긍정적인 조절 역할을 하는 것으로 나타났다.

Keywords

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