쇼핑 가치 추구 성향에 따른 쇼핑 목표와 공유 의도 차이에 관한 연구

近年来，享乐和功利属性之间的相互作用被认为具有特殊 的意义。消费产品应被视为一种促进双方感受和认识的经验，而不是单纯的产品或服务。 本文以先前对享乐与功利的利益的研究，调节点理论，客户满意度为基础来讨论两个问题： （1）在购买时，购物目标不同于购物价值吗？ （2）使用后的顾客忠诚度与购物价值和购物目标不同吗？ 我们对在最近六个月内购买过电子产品的345人进行调查。本研究涉及两类购物价值：享乐型和功利型。那些追求享乐型购物价值的顾客比起产品本身，他们更注重愉快的购物经验。他们更注重购物的氛围，购物体验中获得的快感。与先前的研究相一致，我们用“享乐”来指他们的审美，体验和享受有关的价值。相反，那些更倾向于功利型消费的顾客更有可能进行理性购买。这可能更具有功能性。与以前的研究相一致，我们用“功利”来指具有功能性，工具性和实用价值的消费产品。 霍尔布鲁克（1999）指出，消费者价值是一个来自各种利益的消费经验。在手机为例，手机的电池寿命和音量是功利效益，而美观的形状和颜色是享乐利益。同样，如果是汽车，燃料经济性和安全是功利利益，而天窗和豪华内饰则是享乐利益。 根据自我调节点理论，购物目标包括提升调节点目标和防御调节点目标。提升调节点的特征是关注理想的自身，因为他们关注于理想和愿望。他们对希望和成就更敏感。相反，防御调节的个体的目标取向是责任，安全。防御调节点的个体往往更倾向避免风险。 我们想测试购物价值，购物目标和客户忠诚度之间的关系。顾客相对于购买时的期望水平所表现出积极或消极的情感。如果结果大于预期，顾客可能会有积极的感觉，例如高兴或满意，他们希望与其他人分享他们的感觉。他们希望在未来继续购买这些产品。 具有不同种类目标的消费者期望获得产品享乐层面的满足和期望获得产品功利层面的满足不同(Chernev 2004)。具体来说，消费者在功利层面期望实现产品防御目标，而在享乐层面期望实现提升目标(Chernev 2004; Chitturi, Raghunathan, and Majahan 2007; Higgins 1997, 2001)。 根据调节点理论，防御目标是应该被满足的。防御目标的实现可以显著减少甚至消除产品消费中痛苦的经历的概率。从而使消费者拥有自信和安全的消费情绪。 相反，提升目标的实现是人们渴望自己看起来很酷或很成熟的要求被满足。在产品消费的背景下，提升目标的实现可以显著增加愉快的经历的概率。提出的概念框架分别讨论享乐和功利的购物价值之间的关系以及提升和防御的购物目标之间的关系。 对功利和享乐价值是否实现而产生的结果的分析是具有理论价值的。同时也具有实践意义。因&#2002

The interplay between hedonic and utilitarian attributes has assumed special significance in recent years; it has been proposed that consumption offerings should be viewed as experiences that stimulate both cognitions and feelings rather than as mere products or services. This research builds on previous work on hedonic versus utilitarian benefits, regulatory focus theory, customer satisfaction to address two question: (1) Is the shopping goal at the point of purchase different from the shopping value? and (2) Is the customer loyalty after the use different from the shopping value and shopping goal? We surveyed 345 peoples those who have bought the electronic-goods within 6 months. This research dealt with the shopping value which is consisted of 2 types, hedonic and utilitarian. Those who pursue the hedonic shopping value may prefer the pleasure of purchasing experience to the product itself. They tend to prefer atmosphere, arousal of the shopping experience. Consistent with previous research, we use the term `hedonic` to refer to their aesthetic, experiential and enjoyment-related value. On the contrary, Those who pursue the utilitarian shopping value may prefer the reasonable buying. It may be more functional. Consistent with previous research, we use the term `utilitarian` to refer to the functional, instrumental, and practical value of consumption offerings. Holbrook(1999) notes that consumer value is an experience that results from the consumption of such benefits. In the context of cell phones for example, the phone`s battery life and sound volume are utilitarian benefits, whereas aesthetic appeal from its shape and color are hedonic benefits. Likewise, in the case of a car, fuel economics and safety are utilitarian benefits whereas the sunroof and the luxurious interior are hedonic benefits. The shopping goals are consisted of the promotion focus goal and the prevention focus goal, based on the self-regulatory focus theory. The promotion focus is characterized into focusing ideal self because they are oriented to wishes and vision. The promotion focused individuals are tend to be more risk taking. They are more sensitive to hope and achievement. On the contrary, the prevention focused individuals are characterized into focusing the responsibilities because they are oriented to safety. The prevention focused individuals are tend to be more risk avoiding. We wanted to test the relation among the shopping value, shopping goal and customer loyalty. Customers show the positive or negative feelings comparing with the expectation level which customers have at the point of the purchase. If the result were bigger than the expectation, customers may feel positive feeling such as delight or satisfaction and they would want to share their feelings with other people. And they want to buy those products again in the future time. There is converging evidence that the types of goals consumers expect to be fulfilled by the utilitarian dimension of a product are different from those they seek from the hedonic dimension (Chernev 2004). Specifically, whereas consumers expect the fulfillment of product prevention goals on the utilitarian dimension, they expect the fulfillment of promotion goals on the hedonic dimension (Chernev 2004; Chitturi, Raghunathan, and Majahan 2007; Higgins 1997, 2001) According to the regulatory focus theory, prevention goals are those that ought to be met. Fulfillment of prevention goals in the context of product consumption eliminates or significantly reduces the probability of a painful experience, thus making consumers experience emotions that result from fulfillment of prevention goals such as confidence and securities. On the contrary, fulfillment of promotion goals are those that a person aspires to meet, such as `looking cool` or `being sophisticated.` Fulfillment of promotion goals in the context of product consumption significantly increases the probability of a pleasurable expe