인터넷 쇼핑에 있어 성별에 따른 감정적 반응의 종단적 연구

국문 초록 (Abstract)

인터넷 쇼핑과 관련된 기존의 연구들이 주로 인지적, 기술적 요인들에 초점을 두었다면 본 연구에서는 이러한 요인 외에 인터넷 쇼핑에서 경험하는 감정적 요인에 초점을 두고 있다. 특히 감정적 반응은 성별에 따라 많은 차이를 보일 것이며 또한 시간의 경과에 따라 감정적 반응을 야기시키는 선행변수와 결과변수와의 관련성에 있어서도 성별에 따라 차이가 있을 것이다.기존 선행연구들이 시간에 대한 고려 없이 이들 변수들간의 관련성을 검증하고 있지만 본 연구는 변수들간의 관련성이 시간이 경과된 후 소비자들이 실제 쇼핑몰 재방문을 결정하는 시기에도 동일한 관련성을 가지는가에 대해 검토하고자 한다.이것의 실증적 검증은 관리적 관점에서 상당한 의미를 가질 수 있는데, 즉 시간의 경과에 따라 성별로 어떠한 쇼핑몰 특징이 어떠한 감정적 반응에 영향을 미치며, 그리고 어떠한 감정이 어느 정도 고객행동에 영향을 미치는가를 파악할 수 있다면, 장기적 관점에서 남녀 고객행동에 영향 미치는 감정적 반응을 유발시키는 쇼핑몰 특징들을 선별하고 이를 조절하기 위한 전략적 방안 수립에 도움이 될 수 있기 때문이다.연구결과 시간의 경과에 따라 성별로 감정적 반응에 영향 미치는 쇼핑몰 특징요인에 차이를 보였으며, 남성의 경우 주로 목적달성을 위한 쇼핑몰 특징(컨텐츠, 제품, 보안 및 결재)이 감정적 반응에 영향 미치는 것으로 나타났고, 여성의 경우 관계관련 쇼핑몰 특징(신뢰성, 고객서비스, 상호작용성)이 감정적 반응에 영향 미치는 것으로 나타났다. 또한 시간의 경과에 따라 성별로 재방문의도에 영향 미치는 감정적 반응들에 차이를 보였으며, 남성의 경우 긍정적 감정이, 여성의 경우 부정적 감정이 시간이 경과함에 따라 재방문 결정에 영향을 미치는 것으로 나타났다.

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