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The Effect of Psychological Disposition on Omni-Channel Shopping in the Age of Digital Convergence: Focusing on Extraversion-Introversion and Variety-Seeking Tendency

심리적 기질이 옴니채널 쇼핑 선호에 미치는 영향 연구: 외향성-내향성 및 다양성 추구 성향을 중심으로

  • Min, Dongwon (Dept. of Business Administration, Dankook University)
  • Received : 2015.11.03
  • Accepted : 2016.01.20
  • Published : 2016.01.28

Abstract

The technological environment is rapidly affecting the way of shopping. When consumers go about retail activities, they not only use a single channel (e.g., traditional stores, mobile) but also combine different channels. This research focuses on the factors which influence the favorableness toward omni-channel shopping. Specifically, this paper investigates the effect of extraversion-introversion on the omni-channel shopping favorableness. Moreover, the effect of variety-seeking tendency is examined as a mediator. The results of an experiment using PROCESS program find that when participants are more extravert, they show greater favorableness toward omni-channel shopping and variety-seeking tendency mediates the effect of extraversion-introversion. Based on the findings, this research proposes managerial implications and several directions for further research.

최근 디지털 융합이 가속화 되면서 쇼핑에 있어서도 전통적인 매장과 온라인 및 모바일 매장에서의 채널 경계가 모호해지고 있다. 특히 동일한 쇼핑에도 여러 채널을 동시에 이용해 정보 검색 및 구매 행위에 적극 활용하는 옴니채널 쇼핑이 급속히 가속화되고 있다. 이에 따라 마케팅, 경영정보, 컴퓨터 공학 등 다양한 분야에서 옴니채널 쇼핑에 대한 활발한 연구가 진행 중이나 아직까지 소비자의 심리적 기질 차에 초점을 두고 이것이 옴니채널 쇼핑과 어떻게 연관되는 지를 본 연구는 거의 없다. 본 연구는 실험을 통해 소비자가 더 외향적(vs. 내성적) 일수록 동일 제품의 쇼핑에 있어서도 보다 옴니채널 쇼핑방식을 선호함을 검증하였다. 그리고 이러한 현상이 외향성이 높이는 다양성 추구 성향에 의해 매개됨을 보였다. 이 같은 연구결과를 토대로 본 연구는 실질적인 연구 결과의 적용을 제안하였으며, 아울러 소비자의 독특함 추구 성향 및 구조화 욕구와 옴니채널 쇼핑이 연계되어 연구될 수 있는 방안을 제시하였다.

Keywords

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