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본 연구는 온라인 쇼핑 시 제품을 탐색하는 과정에서 소비자가 지각하는 통제감(perceived control)이 해당 제품 사이트에 대한 소비자의 평가에 미치는 영향을 실증적으로 살펴보고자 하였다. 구체적으로, 상호작용적인 3D 제품인터페이스를 통해 소비자가 지각하는 통제감은 감정적 반응(즐거움과 각성)과 웹사이트 진단가능성(perceived diagnosticity)을 매개로 하여 직, 간접적으로 제품 사이트에 대한 호의적인 태도를 이끌어낸다는 논제를 제시하고 이를 구조방정식모델을 이용하여 분석하였다. 분석결과, 통제감이 높다고 지각하는 경우 소비자는 웹사이트에 대해 더 긍정적인 평가를 내리고 있으며, 이러한 통제감의 영향력은 즐거움과 진단가능성을 통해 완전 매개(fully mediated)되는 것으로 나타났다. 통제감은 웹사이트에 대한 태도에 직접적으로 영향을 미치지는 않는 것으로 나타났으며, 매개변인으로서 각성의 역할 역시 통계적으로 유의미하지 않았다. 온라인 쇼핑환경에서 소비자들이 인식하는 통제감이 주요 마케팅 변수와 밀접하게 관련되어 있음을 보여주는 본 연구의 결과는 온라인 마케터들이 소비자가 느끼는 통제감을 높이는데 더 많은 노력을 경주해야 함을 시사한다.
This study investigates whether and how perceptions of control in an online shopping environment affect consumer responses to a product website. Specifically, the perception of control elicited by an interactive 3D product interface is predicted to foster a positive consumer attitude toward the website (Aws) both directly and indirectly through user emotional responses (i.e., pleasure and arousal) and the perceived diagnosticity of the website as a product evaluation tool. Structural equation modeling with latent composites indicates that perceived control was positively associated with Aws and notably, the influence of perceived control on Aws was completely mediated via pleasure and perceived diagnosticity. The mediating role of arousal, however, was not supported. Findings suggest that online marketers should put more effort into increasing perceptions of customer control since these perceptions are strongly related to outcomes that have critical importance for marketers.
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