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논문 상세

소비자의 습관적 구매행동의 유형화에 관한 연구

A Study on the Taxonomy of Consumer’s Habitual Buying Behavior

초록

본 연구는 소비자의 습관적 구매행동에 대한 이해를 높이기 위해 습관의 본질적 특성에 기초하여 습관적 구매행동의 개념을 정립하고, 체화적 관점에서 접근하여 습관적 구매행동의 다차원적 유형을 확인하였다. 또한 습관적 구매행동의 유형화에 대한 타당성을 높이기 위해 각 유형에 따른 소비자 반응의 차별적 영향을 검증함과 아울러, 소비자의 개인적 성향에 따른 조절적 역할을 검토하였다. 주요 연구 결과는 다음과 같다. 첫째, 본 연구는 소비자의 습관적 구매행동을 체화적 관점에서 접근하여 습관적 구매행동의 다양한 형태를 탐색하였다. 그 결과 습관적 구매행동은 상황의존성과 행동 가치의 수준에 따라 순수습관구매, 유사습관구매, 가식적 습관구매, 가치지향적 습관구매와 같이 네 가지 유형으로 구분됨을 확인하였다. 둘째, 습관적 구매행동 유형에 따른 소비자 반응 차이를 살펴본 결과, 가치지향적 습관구매 소비자와 순수습관구매 소비자는 가식적 습관구매 소비자와 유사습관구매 소비자에 비해 지속이용의도는 높게 나타나고, 전환구매의도는 낮게 나타났다. 마지막으로, 습관적 구매행동 유형에 따른 소비자 반응에 있어 개인적 성향의 조절효과를 검증한 결과, 가격민감도가 높은 경우 대비 낮은 경우에 습관적 구매행동 유형에 따른 소비자의 지속이용의도와 전환구매의도의 차이가 더 크게 나타났다. 또한 불확실성회피성향이 높은 경우 대비 낮은 경우에 습관적 구매행동 유형에 따른 소비자의 전환구매의도의 차이가 더 크게 나타났으며, 지속이용의도에 대한 불확실성회피성향의 조절효과는 유의하지 않게 나타났다. 이와 같은 결과를 바탕으로 이론적 및 실무적 시사점과 향후과제를 제시하였다.

keywords
Habit, habitual buying behavior, types of habitual buying behavior, contextual dependence, behavior value, embedded cognition, price sensitivity, uncertainty avoidance, 습관, 습관적 구매행동, 습관적 구매행동 유형, 상황의존성, 행동 가치, 체화된 인지, 가격민감도, 불확실성회피성향

Abstract

This study empirically investigated into the multidimensional structure of habitual buying behavior by reestablishing the concept of the behavior based on the essential characteristics of habit and approaching the matter in terms of embedded cognition. Also, this study focused on identifying the differential influence of consumer responses based on the types of habitual purchase, and verified the moderating effect of personal characteristics. The results of the research can be summarized as follows. First, the exploration of various types of habitual buying behavior embracing consumer's consumption habit for specific product showed that habitual buying behavior can be divided into four types: value-oriented habitual purchase, pure habitual purchase, spurious habitual purchase, and quasi-habitual purchase according to the contextual dependence and behavior value. Second, an experiment was conducted to verify the differential influence of consumer responses based on the types of habitual purchase, and verified the moderating effect of price sensitivity and uncertainty avoidance. As a result, value-oriented and pure habitual purchase consumers showed higher continuous use intention compared with spurious and quasi-habitual purchase consumers. On the contrary, value-oriented and pure habitual purchase consumers showed lower switching purchase intention compared with spurious and quasi-habitual purchase consumers. Finally, upon verifying the moderating effect, it was found that the moderating effect of price sensitivity depending on types of habitual buying behavior is significant, and the moderating effect of uncertainty avoidance is partially significant. Based on these results, the study provided valuable theoretical and managerial implications and directions for future research.

keywords
Habit, habitual buying behavior, types of habitual buying behavior, contextual dependence, behavior value, embedded cognition, price sensitivity, uncertainty avoidance

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