목표와 환경의 상호작용에 의한 패턴추구에 대해 문헌들에서 많이 보고되어 왔으나, 쇼핑 패턴에 대한 명확한 연구들이 거의 존재하지 않는다. 이러한 연구의 부족을 인식하고, 인지연속체이론을 쇼핑 맥락에서 이론적 기반으로 한 본 연구는 새로운 이론, “쇼핑 일치”를 처음으로 제안한다. 본 이론은 쇼핑과제를 기반으로 사람들이 어떻게 쇼핑환경에 반응하는가를 설명한다. 본 연구는 실험적 필드조사에 의해 실제 상점 상황에서 쇼핑과제와 쇼핑환경 간의 쇼핑 일치가 해당 브랜드의 지각, 태도 및 구매의도에 미치는 영향에 대해 실증적 연구하였다. 가설과 일치하게, ANOVA 결과는 쇼핑과제의 의해 쇼핑환경의 영향을 받아 브랜드의 지각, 태도 및 구매의도에 영향을 미치는 것으로 나왔다. 가설과 같이, 본 연구결과는 관련 브랜드에 대한 인지적, 직관적 지각과 인지적 태도, 및 구매의도에 미치는 쇼핑일치의 영향을 확증하였다. 그러나, 감정적 태도에 미치는 쇼핑일치의 영향은 가설과 달리 미치지 않는 것으로 나타났다. 이 연구는 새로운 쇼핑이론으로, 패턴 추구 쇼핑행동인 쇼칭일치이론을 처음으로 제안하였다는 점에서 이론적으로 의미가 있다. 본 쇼핑일치이론은 쇼핑행동을 예측할 수 있고 마케터를 위한 관리적 적용의 방향성을 제시했다는 점에서 실무적으로 의미가 있다.
The pattern seeking by the interaction between goals and environments has been heavily reported in the literature, but studies about clearly investigating about the shopping pattern behaviors rarely exist. Recognizing the lack of the study, this study initially proposes a new theory, “shopping congruence” by using the Cognitive Continuum Theory (CCT) as a theoretical framework in the shopping context. Based on their shopping tasks, the theory explains how people react to shopping environments. The research empirically tested the impact of shopping congruence between shopping tasks and shopping environments on related brand’s perceptions, attitudes and purchase intentions in an actual store situation by experimental field research. Like the hypotheses, the ANOVA result found that there was a tendency of congruence on perception, attitude, and purchase intention toward store environments by shopping tasks. The results of the study assured the impact of shopping congruence on both cognitive and intuitive perceptions, on cognitive attitudes, and on purchase intentions toward brands in stores. However, unlike the proposed hypothesis, the impact of shopping congruence does not influence affective attitudes toward stores. This study is theoretically meaningful in that it initially proses a new shopping theory, shopping congruence, which is an adaptive theory about pattern-seeking shopping behaviors. The theory of shopping congruence is practically meaningful in that it provides a possibility to estimate shopper behaviors and managerial implication directions for marketers.
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