패션제품 충동구매행동에 대한 쾌락적 소비의 매개효과 - 서울시내 백화점 판매 데이터를 이용한 실증분석

Mediating Effects of Hedonic Consumption on Impulse Buying Behavior for Fashion Products

  본 연구에서는 패션제품의 충동구매행동에 대한 패션관여와 브라우징 그리고 쾌락적 소비의 관계를 연구 모형으로 도출하여 쾌락적 소비의 충동구매행동에 대한 매개효과를 실증적으로 검증해 보고자 하였다. 검증된 구조 모형에 의하면, 패션제품 충동구매행동에 대한 선행구성개념으로 패션관여, 점포, 내에서의 브라우징, 쾌락적 소비가 확인되었으며, 이 중 쾌락적 소비는 패션관여, 브라우징과 충동구매 행동 사이를 중재해 주는 매개변수임이 확인되었다. 본 연구 결과는 패션제품의 충동구매행동에 대한 개념적 틀을 구성하는데 도움이 될 기초 모형을 제공해 주었다.

&nbsp;&nbsp;Consumers buy products for a variety of non-economic reasons, such as fun, fantasy, and social or emotional gratification. Impulse buying is not always viewed negatively by consumers, but represents a rational alternative to more time-consuming search behaviors. Once hedonic components are added to the equation, impulse buying can be viewed as a valued pastime rather than just a means of acquiring goods. The purposes of this study were 1) to examine the causal relationships among fashion involvement, browsing, hedonic consumption and impulse buying behavior, and then 2) to investigate the mediating effect of hedonic consumption on impulse buying behavior of fashion products.<BR>&nbsp;&nbsp;A questionnaire was developed from a literature review and measured on a 7-point rating scale (1 = strongly disagree, 7 = strongly agree). Data were obtained from students attending universities in Busan (N = 413). The self-administered questionnaire was given during a scheduled class. SPSS 12.0 and LISREL 8.53 were used to analyze data and test the proposed model.<BR>&nbsp;&nbsp;Using structural equation modeling, the results indicate that the proposed model of this study is appropriate to explain the mediating effect of hedonic consumption on impulse buying behavior of fashion products. The model shows that fashion involvement and browsing are important as antecedents of hedonic consumption, and then consumers with high hedonic consumption would tend to increase the likelihood of experiencing impulse buying behavior related to fashion products. That is, hedonic consumption plays an important mediating role in triggering impulse buying behavior of fashion products. The results from this study provide some insights into development of full model supporting the trait and behavioral aspects of impulse buying related to fashion products.