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논문 기본 정보

자료유형
학술저널
저자정보
저널정보
한국유통과학회 산경연구논집 산경연구논집 제10권 제5호
발행연도
2019.1
수록면
49 - 58 (10page)

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Purpose - Consumer behaviors or decision-making process has been changing recently as the consumer environment, including mobile everyday life, has changed. In view of this changing consumer smart environment, this study aims to investigate structural relation about the influence omni-channel propensity and regulatory focus on consideration set formation. Research design, data, and methodology - In order to proceed with this study, we review previous studies and setting hypotheses. The hypothesis was verified through a survey that was conducted for university students with experience in purchasing in less than three months. With reference to previous studies, operational definition was made for the questionnaire design. From 2018 Nov. to 2019 Feb. Survey was conducted on the panel consumers who purchase item within that period. 315 collected survey data were used to verify hypotheses except the data that had incorrect values. This data were used for SPSS/AMOS for confirm hypothesis which developed by researcher. Results - The results of this study are as follows. First, Consumers were considering a more heterogeneous alternatives if they were more omni-channel propensity in the process of forming consideration set. Second, Consumers were more conscious of the price if they were more omni-channel propensity Third, Consumers were considering a more newness alternatives if they were more omni-channel propensity in the process of forming consideration set. Meanwhile, The results of the study on regulatory focus and consideration set relationships are as follows. Consumers were considering a more heterogeneous alternatives if they were more promotion focus tendency in the process of forming consideration set. Second, Prevention focus tendency were more conscious of the price in the process of considering alternatives. Third, Consumers were considering a more newness alternatives if they were more promotion focus tendency. Conclusions - Depending on the changing consumer environment, the omni-channel propensity was shown to influence the formation of the consideration set. Also, Regulatory focus of consumers significantly influence to formation of consideration set. this study also contributes to the development of the theory as well as the practical approach with understanding consumer decision process on smart(mobile) environment.

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참고문헌 (38)

참고문헌 신청
Avnet, T. / 2006 / How Regulatory Fit Affects Value in Consumer Choices and Opinions / Journal of Marketing Research 43(1):1~10 google schola Bodur, H. O. / 2008 / When Do Consumer Prefer More Choice? Moderating Effects of Regulatory Focus / Advances in Consumer Research 35:787~788 google schola Brockner, J. / 2002 / Regulatory Focus and the Probability Estimates of Conjunctive and Disjunctive Events / Organizational Behavior and Human Decision Processes 87(1):5~24 google schola Chakravarti, A. / 2003 / The influence of macro-level motives on consideration set composition in novel purchase situations / Journal of Consumer Research 30(2):244~258 google schola Chatterjee, P. / 2010 / Multi-channel and Cross-channel Shopping Behavior Role of Consumer Shopping Orientations / Marketing Intelligence & Planning 28(1):9~24 google schola

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