소비자성향과 채널선택행동간의 관계에 관한 탐색적 연구

초록

Purpose: Consumers today not only use traditional shopping channels but also other social networking channels, such as Internet and mobile communications. The current study investigates how consumers choose their favorite channels depending on different dispositions they possess. Composition/Logic: The current study sets indecisiveness, self-efficacy, and consumer innovation as independent variables, while consumer behavior on channel choice is considered as the dependent one. The channel choice has been categorized into four types including on- and off-line purchase. Furthermore, the risk-taking behavior was considered as a moderator in the causal relationship between consumer dispositions and their channel choices. Findings: The results indicated that off-line channel retention showed significance on reverse-showrooming, showrooming, and online channel retention when test subjects are oriented toward indecisiveness and self-efficacy. However, when the test subjects showed high in innovation, they tend to choose online channel retention. On the other hand, when they showed high in indecisiveness with low risk-taking behavior, and high self-efficacy with high risk-taking behavior, they tend to choose reverse-showrooming, showrooming, and online channel retention. When they showed high innovation with high risk-taking behavior, they tend to choose online channel retention. Originality/Value: The current study suggestes four types of consumer’s choice of different channels, which no other previous studies tested. Add to that, reverse-showrooming and showrooming are recent trends, which our study compares with the traditional ones

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