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인터넷쇼핑몰 서비스품질이 소비감정과 플로우 경험에 미치는 영향에 관한 연구: PAD 모형을 활용한 Flow 이론 정교화 관점에서
이승인 ( Seungin Lee ),박윤서 ( Yoonseo Park ) 한국소비자학회 2013 소비자학연구 Vol.24 No.1
플로우(flow)란 ‘개인이 특정 대상에 완전히 몰입할 때 느끼는 정신적ㆍ신체적 흥분으로써 한 개인이 경험할 수 있는 최고의 경험’이라고 할 수 있다. 플로우(flow) 개념이 온라인에서의 소비자행동을 이해하는데 유용하다는 주장들이 제기되면서, 플로우(flow) 관련 연구는 많은 학자들에 의해서 지속적으로 연구되어 왔다. 플로우(flow) 관련연구는 온라인 소비자행동을 체계적으로 이해하는데 있어 많은 이론적-실무적 시사점을 제공해 왔다는 점에서 중요한 의의를 가지지만, 한편으로는 플로우(flow)에 대한 명확한 이론이 부족함에도 불구하고 이 개념을 그대로 수용하여 플로우(flow) 관련 연구를 무리하게 진행해 왔다는 비판적 시각 또한 존재한다. 이에 본 연구의 목적은 명확한 이론 부재라는 한계점을 가진 플로우(flow) 이론을 소비감정, 특히 PAD 감정척도를 활용하여 보다 정교화하고, 적절한 인과관계 모형을 제안하는 것이다. 연구목적을 달성하기 위하여, 본 연구는 ‘서비스품질-소비감정-플로우(flow) 경험’을 기반으로 하는 구조방정식모형(PAD-Flow 모형)을 제안하였다. 연구모형 검증을 위하여 인터넷쇼핑몰 이용고객을 대상으로 설문조사를 실시하였으며, 관련 데이터를 수집ㆍ분석하였다. 연구결과, 소비자들이 지각하는 인터넷쇼핑몰에 대한 서비스품질은 즐거움 감정, 환기 감정, 지배력 감정에 유의 적인 영향을 미치는 것으로 나타났다. 그리고 지배력 감정은 즐거움 감정과 환기 감정에, 환기 감정은 즐거움 감정에 유의적인 영향을 미치는 것으로 나타났다. 끝으로 즐거움 감정은 플로우(flow) 경험에 유의적인 영향을 미치는 것으로 나타났다. 본 연구의 실증분석 결과는 PAD-Flow 모형이 PAD 이론의 지배력 감정-환기 감정-즐거움 감정 등 세 가지 감정차원 사이의 관계를 통해서 기존의 플로우(flow) 채널모형을 설명하고, 더불어 플로우(flow) 이론을 정교화하는 적절한 인과관계 모형임을 보여주고 있다. 본 연구를 통해서 도출된 결과는 향후 플로우(flow) 이론을 활용한 연구에서 온라인 소비자행동의 전반적인 모습을 실증하고, 이론적-실무적 시사점을 도출하는데 일조할 수 있을 것으로 기대한다. Since Hoffman and Novak (1996) proposed the flow construct in hypermedia computermediated environments, it has received a lot of attention from academics and practitioners as one of the most important concepts for understanding consumer behavior in the cyber space. Although the flow construct was considered as one of the best theories explaining on-line consumer behavior, there are still some insufficiencies in the flow theory. In this paper, we will try to suggest an elaborate flow theory for understanding consumer behavior in the on-line environments by incorporating the Mehrabian and Russell(1974)’s PAD model used for measuring consumption emotions and the flow channel model used for representing the various patterns of congruence or incongruence of high and low skills and challenges. The main purpose of this study is first to gain a deep understanding of the flow experience process by using the PAD model and the flow channel model. Above all this study tries to develop a new framework of PAD-Flow model by integrating the PAD model into the flow model. Second, it aims to empirically grasp the structural relationships among internet shopping mall’s service quality, consumption emotions, and flow experience. Based on the literature review, a research model was proposed with seven hypotheses for this study as follows: 1) Internet shopping mall’s service quality is positively related to pleasure toward internet shopping mall. 2) Internet shopping mall’s service quality is positively related to arousal toward internet shopping mall. 3) Internet shopping mall’s service quality is positively related to dominance toward internet shopping mall. 4) Dominance is positively related to pleasure toward internet shopping mall. 5) Dominance is positively related to arousal toward internet shopping mall. 6) Arousal is positively related to pleasure toward internet shopping mall. 7) Pleasure is positively related to flow experience toward internet shopping mall. In order to verify the research model and test the proposed hypotheses, a set of data was collected from the undergraduate students having buying-experiences in internet shopping malls for recent 3 months. Total sample size was two hundred eleven originally, but after deleting data with many missing values, one hundred ninety-eight data were remained and used for testing the research model. For data analysis, SPSS 12.0 and Amos 18.0 were used to test the research hypotheses. Measurement items were brought from the previous literatures and they were modified for this research. To ensure data reliability and validity, Exploratory Factor Analysis[EFA], Cronbach’s Alpha test, and Confirmatory Factor Analysis[CFA] were conducted and a series of analysis results provided evidences of construct validity and reliability. The proposed model was tested by using the AMOS 18.0 program and the structural model presented showed adequate overall goodness-of-fit with observed data [X2=310.268(d.f.=128, p < .001), GFI=.842, AGFI=.788, CFI=.933, TLI=.920, RMSEA=.085]. The findings can be summarized as follows: First, service quality appeared to have a positive effect on pleasure, arousal and dominance. Second, dominance had a positive effect on pleasure and arousal. Third, arousal appeared to positively influence pleasure. Finally, the effect of pleasure on flow experience was positive. Based on these results, managerial implications and theoretical perspectives for comprehensive strategy of the flow theory in the web environments were discussed. Also, some limitations of this study and future research directions were suggested.
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플로우 경험이 휴대폰 서비스 이용에 미치는 영향에 관한 연구
박윤서(Yoonseo Park),이승인(Seungin Lee),이효선(Hyosun Lee) 한국경영과학회 2010 經營 科學 Vol.27 No.3
The purpose of this study is to segment the mobile phone users based on the flow types and to understand the differences in mobile phone usage behavior between the segmented groups. The 'flow' construct, which was introduced first in marketing by Hoffman and Novak[44], has been used as an important keyword for understanding consumer behavior on the World Wide Web. In this paper, we will try to use the flow aspect for the mobile market segmentation, which is one of the most fundamental tools for developing a successful marketing strategy on the mobile phone service market. We collected survey data from consumers and analyzed the data with the SPSS 12.0 package where we did x²-test, factor analysis, one-way ANOVA and cluster analysis. Main results of this study are as follow. First, the flow types of the mobile phone users were classified into five types, which are named as the 'Flow' type, 'Apathy' type, 'Anxiety' type, 'Boredom' type, 'Control' type. Second, most of the results related to the usage of mobile phone service showed statistically significant differences between flow types. These findings suggest that the mobile phone service marketers should consider the various flow types of users and work out effective market segmentation strategies based on these consumer flow types.
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