자아존중감, 의류제품의 가격, 판매촉진유형이 인터넷 상의 의류 제품 충동구매 행동에 미치는 영향

다국어 초록 (Multilingual Abstract)

ABSTRACT

The Effects of Self-Esteem, Prices of Appare Products, and Types of Sales Promotions on Consumers' Impulse Buying Behavior at Internet Shopping


Kim, Hyun Seo
Dept. of Fashion Marketing
Sungkyunkwan University


The purpose of this study was to investigate the impacts of self-esteem, prices of appare products, and types of sales promotions on consumers' acts of impulse purchase for appare products at Internet shopping malls. The experiment design contained three factors including 2(self-esteem: high vs low) x 2(prices of apparel products: high vs low) x 2(types of sales promotions: price discount promotion vs vale added promotion).
The subjects of this study were total 400 women in their twenties or thirties who lived in Seoul or Gyeonggi Province and had an experience of purchasing clothes online. Their scores on the items about tendencies for impulse buying behavior were obtained. As a result, 113 in top 28.5% were put in the high self-esteem group, while 113 in the bottom 28.5% were put in the low self-esteem group for analysis. For data analysis, factor analysis, T-test, three-way ANOVA, simple correlation analysis, and simple main effects analysis were applied

The research findings were as follows:
First, self-esteem, prices of appare products, and types of sales promotions each had significant main effects on the subjects' acts of impulse purchase at the time of purchasing appare products online. To elaborate, the high self-esteem group showed a greater tendency towards impulse buying behavior than the low self-esteem group. The subjects also demonstrated a greater tendency towards impulse buying behavior when purchasing low-priced brand T-shirts such as Uniqlo than high-priced brand ones such as Polo. In addition, their tendency towards impulse buying behavior was greater when the type of sales promotion was 30% discount, which is a price discount, than bundle sale, which is a value added promotion.
Second, there were significant differences in the influences of self-esteem on impulse buying behavior according to prices when consumers were trying to buying behavior a appare product online. That is, both the high and low self-esteem group showed a greater tendency towards impulse buying behavior when purchasing low-priced brands such as Uniqlo than high-priced ones such as Polo.
Third, there were also significant differences in the impacts of self-esteem on impulse buying behavior in case of online apparel shopping according to the types of sales promotions. That is, both the high and low self-esteem group had an impulse for buying behavior when there was a price discount promotion than a value added promotion(bundle sale 1+1).
Fourth, significant differences were also found in the effects of prices of appare products on impulse buying behavior during online apparel shopping according to the types of sales promotions. That is, both a value added promotion(bundle sale 1+1) and price discount promotion led to a greater tendency towards impulse buying behavior with low-priced brand T-shirts such as Uniqlo than high-priced ones such as Polo.
Finally, there were no three-way interaction effects among self-esteem, prices of appare products, and types of sales promotions on consumers' acts of impulse buying behavior during online apparel shopping.
Those findings imply that Internet shopping malls need to differentiate their marketing strategies according to consumers' self-esteem, prices of appare products, and types of sales promotions for sales purposes.

국문 초록 (Abstract)

논문요약


자아존중감, 의류제품의 가격, 판매촉진유형이
인터넷 상의 의류 제품 충동구매 행동에 미치는 영향


이 연구의 목적은 자아존중감, 의류제품의 가격 그리고 판매촉진유형이 인터넷 쇼핑몰의 의류 제품 충동구매 행동에 미치는 영향을 알기 위해 실험설계로 연구하였다. 이 연구의 실험설계는 2 (자아존중감 : 고 vs 저) × 2 (의류제품의 가격 : 고가 의류제품 vs 저가 의류제품) × 2 (판매촉진유형 : 가격할인형 vs 부가가치제공형)의 3원 혼합 요인 설계이다.
이 연구는 인터넷 의류 제품 구매 경험이 있는 서울, 경기지역에 거주하는 20~30대 여성을 대상으로 총 400명을 대상으로 하였다. 이 중 충동구매성향에 따른 집단을 분류하기 위하여 충동구매성향 문항을 채점·합산하여 상위 28.5%, 하위 28.5%로 자아존중감이 높은 집단 113명과 자아존중감이 낮은 집단 113명이 본 조사분석에 포함되었다. 자료분석은 요인분석, T-test, 삼원변량분석, 단순 상호작용 분석, 단순 주효과 분석을 사용하였다.

이 연구의 결과는 다음과 같다.
첫째, 인터넷 의류 제품 구매 시 자아존중감, 의류제품의 가격, 판매촉진유형은 충동구매행동에 있어 각각 유의한 주 효과가 있는 것으로 나타났다. 이를 살펴보면, 자아존중감이 높은 집단보다는 낮은 집단이 더 충동구매성향이 높은 것으로 나타났다. 또한 의류제품의 가격이 낮은 유니클로 브랜드 티셔츠에 대해 고가인 폴로 브랜드 티셔츠보다 더 충동구매 성향을 보이는 것으로 나타났고, 판매촉진 유형에 있어서는 가격할인형 판촉유형인 30% 할인에 대해 부가가치형 판촉인 묶음 판매보다 더 충동구매성향을 보이는 것으로 나타났다.
둘째, 인터넷 의류제품 구매 시 자아존중감이 충동구매에 미치는 영향은 제품의 가격에 따라 유의한 차이가 있는 것으로 나타났다. 즉, 자아존중감이 높거나 낮은 집단 모두에서 고가의 의류제품 폴로보다는 저가의 의류제품 유니클로에 대한 충동구매성향이 높은 것으로 나타났다.
셋째, 인터넷 의류제품 구매 시 자아존중감이 충동구매에 미치는 영향은 판매촉진유형에 따라서 유의한 차이를 보이는 것으로 나타났다. 이는, 자아존중감이 높은 소비자 집단과 낮은 소비자 집단 모두에서 부가가치제공형(묶음판매 1+1)보다는 가격할인형 판매촉진을 진행할 때 충동구매를 느끼는 것으로 나타났다.
넷째, 인터넷 쇼핑몰 의류 구매 시 의류제품의 가격이 충동구매에 미치는 영향은 판매촉진유형에 따라서 유의한 차이를 보이는 것으로 나타났다. 즉, 부가가치제공형(묶음판매 1+1)판매촉진과 가격할인형 판매촉진 모두에서 고가의 폴로 티셔츠보다 저가의 유니클로 티셔츠에 대한 충동구매성향이 높은 것으로 나타났다.
다섯째, 인터넷 쇼핑몰 의류 구매 시 자아존중감, 의류제품의 가격, 그리고 판매촉진유형이 소비자의 충동구매에 미치는 영향에 있어 삼원 상호 작용 효과가 유의하지 않았다.
이 연구에서는 인터넷 쇼핑몰 업체는 제품 판매 시 소비자의 자아존중감, 의류제품의 가격, 그리고 판매촉진유형에 따라 마케팅 전략을 차별화해야 함을 시사한다.


주제어 : 인터넷 쇼핑몰 , 충동구매행동 , 자아존중감 , 의류제품의 가격, 판매촉진 유형

목차 (Table of Contents)

• 목 차
• Ⅰ. 서 론 ················································································ 1
• Ⅱ. 이론적 배경 ······································································· 4
• 1. 인터넷 쇼핑몰 ·········································································· 4
• 1. 1 인터넷 쇼핑몰의 특징 및 규모 ······································· 4
• 1. 2 인터넷 쇼핑몰의 유형 ······················································ 7
• 2. 인터넷 쇼핑에서의 충동구매성향 ········································ 11
• 2. 1 충동구매 개념 ··································································· 12
• 2. 2 충동구매 유형 ··································································· 13
• 2. 3 충동구매의 측정도구 ······················································· 14
• 2. 4 인터넷 상에서의 충동구매에 관한 선행연구 ················ 14
• 3. 자아존중감 ············································································· 21
• 3. 1 자아존중감의 개념 ·························································· 21
• 3. 2 자아존중감에 관련된 선행연구 ····································· 22
• 4. 의류제품의 가격 ······································································ 26
• 4. 1 가격의 개념 ······································································ 26
• 4. 2 인터넷 쇼핑몰의 마케팅적 가격 특성 ··························· 27
• 4. 3 의류제품 가격에 관련된 선행연구 ································ 28
• 5. 판매촉진 ··············································································· 32
• 5. 1 판매촉진 개념 ··································································· 33
• 5. 2 판매촉진 유형 ··································································· 34
• 5. 3 판매촉진에 관한 선행연구 ············································· 37
• Ⅲ. 연구 방법 ········································································· 43
• 1. 연구모형 ··············································································· 43
• 2. 연구가설 ··············································································· 44
• 3. 용어 정의 ·············································································· 45
• 3. 1 독립변인 ·········································································· 45
• (1) 자아존중감 ······································································ 45
• (2) 의류제품의 가격 ································································ 46
• (3) 판매촉진 ········································································· 47
• 3. 2 종속변인 ·········································································· 48
• (1) 충동구매 ········································································· 48
• 4. 실험절차 ··············································································· 49
• 4. 1 예비조사 ·········································································· 49
• 4. 2 본조사 ············································································· 50
• 5. 분석방법 ··············································································· 51
• Ⅳ. 연구분석 및 결과 ····························································· 52
• 1. 자아 존중감 척도 ····································································· 52
• 1. 1 탐색적 요인분석 ································································· 52
• 2. 변인의 조작 효과와 신뢰도 ···················································· 54
• 2. 1 의류브랜드에 따른 브랜드 호의도 ·································· 54
• 2. 2 신뢰도분석 결과 ································································· 55
• 3. 응답자의 인구통계학적 특성 ················································· 56
• 4. 실험 결과:
• 자아존중감, 의류제품의 가격, 판매촉진 요인에 따른 충동구 매성향 차이에 대한 분석 ···························································· 58
• Ⅴ. 결론 및 제언 ···································································· 69
• 참 고 문 헌 ······································································· 72
• 부 록 ······································································· 82
• ABSTRACT ········································································ 98