충동구매의 심리적 측면에 관한 연구 = A Study on the Psychological Aspects of Impulse Buying

국문 초록 (Abstract)

본 연구의 목적은 충동구매의 심리적 측면으로서의 의복관여도와 의류판매 웹사이트 상에서의 충동구매행동간의 관계를 알아보기 위한 것이다. 인터넷 설문지를 통한 데이터 수집을 384부가 본 연구에 사용되었다. 가설검증 전에 의복관여 요인을 분류하기 위해 요인분석을 실시한 결과 의복관여가 세가지 요인으로 분류되었다. 첫번째 요인은 의복의 상징적 가치이고 두번째는 쾌락적 가치, 그리고 마지막 요인은 의복관심으로 분류되었다. MANOVA를 통한 통계분석 결과 충동구매 집단이 비충동구매집단보다 의복관여의 상징적 가치, 쾌락적 가치, 의복관심의 세가지 측면 모두에서 유의하게 높게 나타났고 충동구매집단의 충동구매성향과 의복관여도의 세가지 측면이 모두 정적인 상관관계를 가지는 것으로 나타났다. 그 결과 가설 1, 2, 3 모두가 검증되었다. 본 연구의 결과를 통해 의복관여의 세가지 심리적 측면 (의복의 상징적 가치, 의복관심, 쾌락적 가치) 모두가 의류판매 웹사이트 상에서의 충동구매행동과 밀접한 상관이 있는 것으로 나타났다. 본 연구는 온라인 충동구매에 있어서 의복관여의 역할이 무엇인지를 검증하는데 의의가 있으며 충동구매의 심리적 이유와 의미를 파악하는데 도움을 주고자 하였다.

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