돈에 대한 태도와 시간압박이 2-30대 소비자의 쇼루밍과 역쇼루밍 행동에 미치는 영향

• 영문명: A Study on the Effects of Money Attitude and Time Pressure on the Showrooming and Reverse-Showrooming Behavior of Consumers
• 발행기관: 충북대학교 생활과학연구소
• 저자명: 곽재근(Kwak, Jae Geun) 김은경(Kim, En-Kyung) 박지혜(Park, Ji-Hye) 이예슬(Lee, Ye-Seul) 유현정(Yoo, Hyun Jung)
• 간행물 정보: 『생활과학연구논총』생활과학연구논총 제20권 제2호, 121~141쪽, 전체 21쪽
• 주제분류: 자연과학 > 생활/식품과학
• 파일형태: PDF
• 발행일자: 2016.12.30

영문 초록

Multichannel choice behavior stems from the wish to make the most efficient use of limited resources, and the most important resources for consumers are money and time. It will be thus worthwhile to investigate the effects of money and time on their multichannel choice behavior. The purpose of this study was to investigate the effects of money attitude and time pressure on the multichannel choice behavior of consumers mainly in their twenties. For that purpose, the investigator conducted a survey with showrooming consumers in their twenties or thirties to understand the impacts of money attitude and time pressure on their multichannel choice behavior, commissioning Macromil Embrain, a specialized survey agency, to do the survey. The major findings were as follows: First, the study looked into the real state of showrooming and reverse-showrooming(multichannel choice behavior) consumers and found that consumers in their twenties or thirties were active with showrooming and reverse-showrooming acts with more consumers doing showrooming than reverse-showrooming. Secondly, the universal characteristics of Korean people, who are largely influenced by the viewpoints of others and work hard not to lose their face, were reflected in the money attitude of consumers. In addition, they had difficulties with active product information search due to time shortage. Finally, the study examined the effects of money and time attitude on their multichannel choice behavior and found that their multichannel choice behavior was affected by means of being recognized, means of fulfilling emotions, and stinginess and distrust in the area of money attitude and by time pressure for information search, time pressure for purchase, and overall time pressure in the area of time attitude.

키워드

Money Attitude Multichannel Choice Behavior Showrooming Reverse-Showrooming Time Pressure