감성의 중요성을 강조한 인터넷 쇼핑 분야 연구들 중에서 인터넷 쇼핑과 직접 관련된 감성의 구체적 내용을 측정하려고 시도한 연구는 찾아보기 힘든 실정이다. 본 연구는 인터넷 쇼핑 이용객을 대상으로 인터넷 점포 속성에 대하여 구분을 하고 인터넷 쇼핑과 관련된 감성의 체계적인 측정을 시도하고자 하였다. 따라서 본 연구는 인터넷 상황에서 소비자의 감성을 측정한 연구들이 단순히 감성을 긍정과 부정이라는 극성(valence)의 차원이 아닌 다양한 감성 유형으로 제시하고 있는 기존 연구와 다르게 체계적이고 차별화된 감성들을 자세하게 살펴보고자 하였다. 이를 위해 본 연구는 인터넷쇼핑 경험이 있는309명의 소비자를 대상으로 자료를 수집하여 분석하였다. 탐색적, 확인적 요인분석, 다차원분석을 사용하여 ISCES (Internet Shopping Consumption Emotion Scale) 척도가 개발되었다. 이 척도는 감성적 반응을 세부적 감성 차원으로 구분하여 측정하기 때문에 매우 풍부한 설명력을 갖는 것으로 나타났다.The Internet became an integral part of modern life as a communication tool and online shopping by consumers has shown a tremendous growth. Accordingly, academicians have shown a great level of attention to the Internet shopping behaviors of consumers. In consumer behavior, it is important to understand the aspect of emotion, because it plays a critical role in shaping the consumer’s value recognition and long-term loyalty. Recently, a number of studies in the areas of consumer behavior and marketing attempted to investigate the concept of emotion related to shopping and consumption (e.g,, Bolton and Lemon 1999; Choi 2007; Hoyer and MacInnis 2007; Jo 2006; Kim 2010; Lee and Lim 2002; Park, Oh 2010; Richins 1997). However, most of these studies were conducted in offline situations. The investigations about emotion in online shopping situations are rare. It is likely that consumer’s online shopping experience is different from that in an offline situation. Therefore, a measurement scale for emotion related offline consumption may not be directly applicable for the online consumption-experience context. Therefore, recognizing the need to fill the gap, we attempted to develop and introduce a measurement scale, in a systematic way, incorporating various dimensions of emotion related the consumption experience in Internet shopping. A multi-dimensional scaling (MDS) approach similar to Richins (1997) was utilized for this purpose. Data were collected from a survey of 309 consumers who experienced the Internet shopping recently. The measurement-scale items were developed for the Internet-shop attributes, and for emotional traits as well. The items for the shop attributes belonged to four dimensions: product, price, customer service, and design attractiveness. The scale to measure emotion was developed by four steps. At the first stage, the 125 scale items developed by Kim and Park (2013) were employed initially. Second, 55 items were selected with each item’s familiarity to respondents being evaluated. Third, the emotional dimensions were identified, and the scale reliability and validity were assessed. Finally, the ISCES (Internet Shopping Consumption Emotion Scale) was developed with the MDS analysis, and its quality was evaluated. To evaluate the reliability and validity of shop-attribute scales, exploratory factor analysis and confirmatory factor analysis were implemented. Product, price, customer service, and design attractiveness were identified as four dimensions of shop attributes. The fit of the measurement model looks appropriate (χ2=259.203, d.f.=129, p=0.000, χ2/d.f=2.009, RMR=0.038, GFI=0.914, AGFI=0,886, IFA=0.961, NFI=0.926, CFI=0.961, RMSEA=0.057). All Cronbach’s Alpha coefficients were larger than the conventional standard of 0.7 suggested by Nunnally and Bernstein (1994). The coefficients of composite reliability (CR) were bigger than 0.7, too. The values of average variance extracted (AVE) surpassed 0.5, which supported convergent validity (Fornell and Larcker 1981). In addition, the AVE extracted for each factor was larger than the square of the correlation coefficient with another factor (r²), which supported discriminant validity. Exploratory factor analysis was employed to identify the dimensions of emotion relating to Internet shopping. Two dimensions were extracted: positive emotion and negative emotion. The Cronbach’s Alpha coefficients were 0.952 and .946. The MDS technique was utilized to figure out the sub-dimensions of positive emotion and negative emotion. The result of MDS analysis for positive emotion items is shown in . The stress value was 0.22373, which is within the acceptable range of fit index ranging from 0 to 1. The value of RSQ of 0.82083 is higher than the conventional standard of 0.6, which indicates a good level of explanatory power of the model. $$ The result of MDS analysis for negative emotion items is shown in . The stress value became 0.24542, which is within the acceptable range, The RSQ value was 0.85149, which looked appropriate. $$ Based upon the results of MDS analyses, the ISCES (Internet Shopping Consumption Emotion Scale) scale was developed as shown in . The scale composed of seven dimensions: impressiveness, surprise, affection, joy, fullness, fun, and excitement. Four dimensions formed the negative emotion: anger, grief, sadness, and irritation. All Cronbach’s Alpha values of the eleven sub-scales were higher than 0.7. The quality of the ISCES scale was assessed by analyzing the relationship between cognitive evaluation of Internet shopping and emotional responses. Literature shows that the consumer’s cognitive evaluation about a product influences his or her emotional reactions (e.g,, Hansen 2005; Lee, Lim 2001; Nyer 1997). This relationship was also found to exist in the context of Internet shopping (Suh, Kim 2002; Terry, Christtopher, Joann and Stephen 2001). The results of data analysis proved the existence of such relationships in a more detailed manner. Impressiveness, surprise, affection, joy, fullness, fun, and excitement were associated with the good customer service in Internet shopping. It was also shown that positive product image resulted in excitement. In brief, the ISCES scale of this study should allow us to better understand the consumer emotion related Internet shopping experience, providing a rich picture about it.$$ : 원문참조
$$ : 원문참조