비탐색품 재구매의도 형성과정에서 소비정서 차원의 매개적 역할에 관한 연구 - 관계 마케팅 수단으로서의 판매자 - 구매자간 상호작용성을 중심으로 -

The Mediating Role of Consumption Emotion Dimensions in Repurchase Intention Formation of Unsought Goods - Focused on the Buyer - Seller Interactivity as Relationship Marketing Means -

Consumption emotions play important role when buyers are in the situation to repurchase unsought products such as life insurance. Sometimes, those emotions are more important than cognition to understand why they buy. Therefore, it is became critical task to business firms to understand and control the consumption emotions to not only sell more but also build better relationship with customers. This study attempts to identify the role of interactivity influencing positive and negative consumption emotions. We suggest 'customer participation' and 'personalization' as primary factors of interactivity because they are typical way that customers and firms use to interact each other in unsought goods industry like life insurance. As a result, we can clarify the fact that these interactivity factors can affect customer's emotions. Also, this research makes it clear that two separated dimensions of emotions can affect potential repurchase intention.