모바일 상거래 서비스 특성이 충동구매와 후회에 미치는 영향: 소비자 지식의 조절효과를 중심으로 = The Effects of Mobile Commerce Service Characteristics on Impulse Buying and Regret: Moderating Role of Consumer knowledge

국문 초록 (Abstract)

스마트 폰 사용이 활성화 되면서 스마트폰을 이용한 모바일 쇼핑의 규모가 급증하고 있다. 모바일 쇼핑은 기존쇼핑에 비해 편리하고, 즉각적으로 반응이 가능하다는 장점이 있어 소비자들이 급속히 수용하고 있는 구매행위가되고 있다. 그러나 간편하고 빠른 모바일 상거래 서비스 환경은 소비자의 충동구매를 더 유발할 수 있고, 이는 구매후회로 이어져 소비자의 복지를 하락시킬 수 있다는 우려도 있다. 본 연구에서는 편의성, 반응용이성이라는 모바일상거래 서비스 장점요인과 통제성이라는 제약요인이 충동구매에 미치는 영향과 모바일 충동구매가 구매후회에 미치는 영향을 검증하였다. 그 결과 사용편이성, 반응성의 모바일 상거래 서비스 특성이 충동구매에 유의한 영향을 미치고, 이는 후회에 영향을 미친다는 가설을 지지되었으나 통제성의 효과는 기각되었다. 또한 소비자 지식에 따라 이영향정도는 달라졌다. 즉, 모바일 상거래 서비스 특성들이 충동구매에 미치는 영향은 지식이 낮은 소비자에게는 유의했으나, 지식이 높은 소비자 그룹에서는 그렇지 않았다. 이는 모바일 구매에서 소비자간 지식격차 효과로 보았으며, 이에 대한 시사점을 소비자 교육과 정책적인 면에서 제시하였다.

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