확장된 목표지향적 행동모형을 통한 관광객의 명품구매 의사결정과정의 이해 = Extending the Model of Goal-Directed Behavior to Understand Tourists' Decision-Making Process for Purchasing Luxury Goods

다국어 초록 (Multilingual Abstract)

The present study investigated the formation of tourists' intentions to purchase luxury fashion goods during overseas trips. An extended model of goal-directed behavior(EMGB) was developed by examining prior knowledge of overseas shopping. The study sample included tourists who had experienced purchasing luxury fashion goods during their international traveling. The data were collected using a web-based survey. An online research firm's system for survey was utilized. After excluding extreme outliers and eliminating responses not associated with luxury goods, 372 cases were selected for further analysis. Using confirmatory factor analysis, the measurement structure of our model was evaluated. Subsequently, the goodness- of-fit of the EMGB model was evaluated by using the structural equation modeling(SEM). Lastly, the hypothesized relationships were assessed. Our results indicated that the EMGB model contained a satisfactory fit to the data, and the desire among research constructs had the strongest effect on tourists' intention to purchase luxury goods while traveling abroad. Desire to purchase was found to be a significant function of subjective norm, positive anticipated emotion, perceived behavioral control, frequency of past behavior, and prior knowledge. The findings of the current study contribute to clearly understanding international shopping travelers' decision- making process and can be effectively utilized for inventing marketing strategy in the luxury- goods industry.

국문 초록 (Abstract)

본 연구에서는 관광객들이 해외여행 중 명품을 구매하고자하는 의도의 형성과정을 살펴보았으며, 해외에서의 명품쇼핑에 대한 사전지식의 개념을 도입함으로써 확장된 목표지향적 행동모형으로 발전시켰다. 본 연구의 대상은 지난 3년간 해외여행 중 패션관련 명품을 구매한 경험이 있는 자로써, 자료 수집은 2015년 3월 19일부터 26일까지 온라인 전문조사업체에 의뢰하여 온라인 패널 조사 방식에 따라 진행되었다. 명품브랜드에 해당하지 않은 응답과 이상치를 제거하고 총 372부가 최종분석에 사용되었다. 우선, 측정도구의 단일 차원성과 타당성 검증을 위하여 확인적 요인분석이 실시되었으며, 다음으로 확장된 목표지형 행동모형의 전체 구조모형에 대하여 최대우도법을 적용하여 연구모형의 적합도를 검증하고 마지막으로 가설검증을 실시하였다. 연구 분석 결과, 연구모형의 적합도는 양호한 것으로 분석되었으며, 열망이 해외에서의 명품구매에 대한 행동의도에 가장 큰 영향을 미치는 것으로 나타났다. 또한 주관적 규범, 긍정적 예기정서, 지각된 행동 통제감, 과거행동 빈도, 사전지식의 요인들이 열망에 통계적으로 유의한 영향을 미치는 것으로 나타났다. 본 연구의 결과는 관광객들의 명품쇼핑에 대한 의사결정과정을 이해하는데 기여하며, 명품업계에서 관광객을 대상으로 마케팅 전략을 수립하는데 활용될 수 있을 것이라 예상된다.

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