Journal of Convergence for Information Technology (융합정보논문지)

Convergence Society for SMB (중소기업융합학회)
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The Effect of Consumer's Interpersonal Anxiety on Shopping Addiction: Focusing on Multi-parallel Mediation Effect of Self-Control and Public-Consciousness and Moderating Effect between Men and Women

소비자의 대인 불안이 구매중독 성향에 미치는 영향: 자기 통제력과 타인 의식성의 다중 병렬매개효과와 남녀 간의 조절 효과를 중심으로

  • Park, Ok-Hee (Dept. of Smart Convergence Consulting, Hansung University) ;
  • Jeong, Jo-Hee (Dept. of Republic of Korea Army, Ministry of National Defense) ;
  • Lee, Seok-Kee (Dept. of Computer Engineering, Hansung University)
  • 박옥희 (한성대학교 대학원 스마트융합컨설팅학과) ;
  • 정조희 (대한민국 국방부 육군본부) ;
  • 이석기 (한성대학교 컴퓨터공학부)
  • Received : 2019.11.25
  • Accepted : 2020.02.20
  • Published : 2020.02.28
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Abstract

Living in the modern world, we can easily access large marts and outlets, and live convenient mobile shopping and same-day and early morning shipping. It is called 'shopping addiction' when the purpose of such shopping is not to be attributed to the original purpose of the goods, but to be purchased by an irresistible impulse. According to past studies, 5.8% of American adults and 15.5% of Korean college students were found to be purchase poisoning[3]. The study identified the relationship between interpersonal anxiety, public-consciousness and self-control among the various factors leading to purchase addiction and confirmed their impact on consumers internal psychology. The study found that although Interpersonal anxiety did not directly affect purchasing addiction, it was influenced by self-control and public-consciousness that increased the tendency to purchase addiction. The results of the group comparison between men and women showed that the self-control of men and the public-consciousness of women has increased their purchasing addiction. Such differences in psychology between men and women suggested related implications, such as the need to apply purchase addiction prevention management and treatment methods differently.

현대를 살아가는 우리는 대형마트와 아웃렛을 쉽게 접할 수 있고 편리한 모바일 쇼핑과 당일·새벽배송시대를 살고 있다. 이러한 쇼핑의 목적이 재화 본연의 목적에 기인하지 않고 스스로 조절할 수 없는 충동에 의해 구매하는 상태에 이르는 것을 '쇼핑중독' 이라고 한다. 과거 연구에 따르면 미국 성인의 5.8%, 한국 여대생의 15.5%가 구매중독으로 조사[3]되었다. 이 연구는 소비자가 구매중독에 이르는 다양한 요인 중 대인 불안, 타인 의식성, 자기 통제력과의 관계를 파악하여 소비자의 내적 심리에 미치는 영향에 관하여 확인하였다. 연구결과 대인 불안은 구매중독에 직접적인 영향을 미치지 않았으나 자기 통제력과 타인 의식성에 영향을 받아 구매중독 성향을 높이는 것으로 나타났다. 남녀 집단비교 결과 남성은 자기 통제력, 여성은 타인 의식성에 의해 구매중독 성향이 높아지는 것을 확인할 수 있었다. 이러한 남녀 심리의 차이에 따라 구매중독 예방관리와 치료방식을 달리 적용해야 하는 등 관련 시사점을 제시하였다.

Keywords

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