창의적 소비유형과 호기심, 혁신성에 따른 SNS 마켓 선택행동에 관한 연구

다국어 초록 (Multilingual Abstract)

This study classified consumers using social networking service (SNS) markets into creative consumption types and empirically analyzed the effects of curiosity and innovativeness on SNS market selection behavior and the differences according to the creative consumption types. The survey was conducted using a convenience sampling method among consumers in their 20s and 30s who had purchasing experience while using SNS markets. As a result, the creative consumption types were classified into four groups: The original flexibility consumption group, aesthetic consumption group, interest/new experience consumption group, and uniqueness consumption group. Curiosity, innovativeness, and SNS market selection behavior varied significantly according to the creative consumption group type. Stimulation-seeking curiosity affected the private market and group buying selection behavior positively, and deprivation sensitivity affected group buying selection behavior positively. Opinion leadership affected all the factors of market selection behavior positively, while novelty affected group buying selection behavior negatively. This result presented a theoretical basis for the psychological and behavioral characteristics related to the creative consumption of consumers using SNS markets. It will also contribute to the strategic approach of group buying, flea market, and private market and the revitalization of the SNS market.