Journal of Digital Convergence (디지털융복합연구)

The Society of Digital Policy and Management (한국디지털정책학회)
권호 표지
DOI QR코드

DOI QR Code

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
Download PDF
⟨ Previous Next ⟩

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

References

  1. Brynjolfsson, Erik, Yu Jeffrey Hu, and Mohammad S. Rahman, "Competing in the Age of Omnichannel Retailing," MIT Sloan Management Review, May 21, 2013.
  2. Korea Internet and Security, 2014 Internet Statistics Report, 2014.
  3. Haugtvedt, Curtis P., Richard E. Petty, John T. Cacioppo, "Need for Cognition and Advertising: Understanding the Role of Personality Variables in Consumer Behavior," Journal of Consumer Psychology, Vol. 1, No. 3, pp. 239-260, 1992. https://doi.org/10.1016/S1057-7408(08)80038-1
  4. Rigby, Darrell, "The Future of Shopping," Harvard Business Review, December, 2011.
  5. Eysenck, H. J., "Biological Dimensions of Personality," In Handbook of Personality: Theory and Research, L. A. Pervin (Ed.), New York: Guilford Press, pp. 244-276, 1990.
  6. Furnham, Adrian and Kathlyn Allass, "The Influence of Musical Distraction of Varying Complexity on the Cognitive Performance of Extraverts and Introverts," European Journal of Personality, Vol. 13, pp. 27-38, 1999. https://doi.org/10.1002/(SICI)1099-0984(199901/02)13:1<27::AID-PER318>3.0.CO;2-R
  7. Hoyer, Wayne D. and Deborah MacInnis, Consumer Behavior, 5th ed. Mason, OH: South-Western Cengage, 2010.
  8. Ratner, Rebecca K. and Barbara E. Kahn, "The Impact of Private Versus Public Consumption on Variety-Seeking Behavior," Journal of Consumer Research, Vol. 29, No. 2, pp. 246-257, 2002. https://doi.org/10.1086/341574
  9. Seetharaman, P.B. and Hai Che, "Price Competition in Markets with Consumer Variety Seeking," Marketing Science, Vol. 29, No. 3, pp. 516-525, 2009.
  10. Zhang, Z. John, Aradhna Krishna, and Sankay K. Dhar, "The Optimal Choice of Promotional Vehicles: Front-Loaded or Rear-Loaded Incentives?" Management Science, Vol. 46, No. 3, pp. 348-362, 2000. https://doi.org/10.1287/mnsc.46.3.348.12062
  11. Kahn, Barbara E. and Rebecca K. Ratner, "Variety for the Sake of Variety? Diversification Motives in Consumer Choice," in Inside Consumption: Consumer Motives, Goals, and Desires, S. Ratneshwar and David Glen Mick, eds. New York: Routledge, pp. 102-121, 2005.
  12. Baumgartner, Hans and Jan-Benedict E.M. Steenkamp, "Exploratory Consumer Buying Behavior: Conceptualization and Measurement," International Journal of Research in Marketing, Vol. 13, No. 2, pp. 121-137, 1996. https://doi.org/10.1016/0167-8116(95)00037-2
  13. Kim, Hyeongmin, "How Variety-Seeking Versus Inertial Tendency Influences the Effectiveness of Immediate Versus Delayed Promotions," Journal of Marketing Research, Vol. 50, No. 3, pp. 416-426, 2013. https://doi.org/10.1509/jmr.12.0011
  14. Hawkins, del I and David L. Mothersbaugh, Consumer Behavior: Building Marketing Strategy, McGraw-Hill, 2014.
  15. Soong, Roland, "Variety-Seeking Behavior in Product Choice in TGI Colombia Study," ZonaLatina.com, 2001.
  16. Preacher, Kristopher J. and Andrew F. Hayes, "Asymptotic and Resampling Strategies for Assessing and Comparing Indirect Effects in Multiple Mediator Models," Behavior Research Methods, Vol. 40, No. 3, pp. 879-891, 2008. https://doi.org/10.3758/BRM.40.3.879
  17. Yim, Myung-Seong and Min-Soo Park, "An Exploratory Research on Individual Differences of Technostress: In Convergence Age," Journal of Digital Convergence, Vol. 13, No. 3, pp. 137-153, 2015. https://doi.org/10.14400/JDC.2015.13.3.137
  18. Jeong, Tae-Seong, "A Study on the Relationship between Customer and Supplier Network and Innovation Performance: Focused on Mediating Effect of T-Shaped Skill," Journal of Digital Convergence, Vol. 13, No. 1 pp. 93-110, 2015. https://doi.org/10.14400/JDC.2015.13.1.93
  19. Moon, Hye-Mi, Kyeong-Rak Lee, and Sang-Joon Lee, "The Effects of the Social Risk on the Resistance of Purchase in Mobile Shopping," Journal of Digital Convergence, Vol. 12, No. 12 pp. 93-106, 2014.
  20. Neuberg, Steven L. and Jason T. Newsom, "Personal Need for Structure: Individual Differences in the Desire for Simple Structure," Journal of Personality and Social Psychology, Vol. 65, No. 1, pp. 113-131, 1993. https://doi.org/10.1037/0022-3514.65.1.113