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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

권호기사

권호기사 목록 테이블로 기사명, 저자명, 페이지, 원문, 기사목차 순으로 되어있습니다.
기사명 저자명 페이지 원문 목차
보험사의 윤리경영과 보험 상품속성이 텔레마케팅 보험판매인의 불완전판매에 미치는 영향 이호택 pp.129-156

사업형 프랜차이즈 시스템에서 관계품질이 지식 공유태도와 행동에 미치는 영향 김지혜, 김상현 pp.1-29

인터넷 쇼핑의 소비와 관련된 감성 척도의 개발 김종훈, 박은하, 오이영 pp.31-63

유통업체 브랜드명 제시성이 제품유형에 따라 제품평가에 미치는 영향 : 인지욕구와 제품지식의 조절역할 박효현, 정강옥 pp.65-99

거래가치가 관계가치 및 성과에 미치는 영향에 관한 연구 : 거래가치와 복합적 관계의 상호작용 효과를 중심으로 김향미, 주경희, 이소영, 서정치 pp.101-128

참고문헌 (76건) : 자료제공( 네이버학술정보 )

참고문헌 목록에 대한 테이블로 번호, 참고문헌, 국회도서관 소장유무로 구성되어 있습니다.
번호 참고문헌 국회도서관 소장유무
1 Atmospheric Affect as a Tool for Creating Value and Gaining Share of Customer 네이버 미소장
2 On the evaluation of structural equation models 네이버 미소장
3 Yielding to Temptation: Self‐Control Failure, Impulsive Purchasing, and Consumer Behavior 네이버 미소장
4 A Dynamic Model of Customers' Usage of Services: Usage as an Antecedent and Consequence of Satisfaction 네이버 미소장
5 The Impact of Feelings on Ad-Based Affect and Cognition 네이버 미소장
6 The Effect of Service Quality on Customer's Emotional Response and Impulse Buying in the Fast Fashion Stores 소장
7 Website attributes that increase consumer purchase intention: A conjoint analysis 네이버 미소장
8 Childers, Terry L., Christtopher L. Carr, Joann Peck and Stephen Carson(2001), “Hedonic and Utilitarian Motivations for Online Retail Shopping Behavior,” Journal of Retailing, 77(4), 511-535. 미소장
9 Choi Seung-Man(2007), Impact of Customer Perception of the Physical Environments of Hotel Restaurants on Customer Satisfaction, Repurchase Intention and Recommendation Intention, Sejong University Graduate Thesis for a Doctorate. 미소장
10 Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 네이버 미소장
11 Gardner, Meryl Paula and Dennis W. Rook(1988), “Effects of Impulse Purchase on Consumers’ Affective States,” Advance in Consumer Research, 15(1), 127-130. 미소장
12 Hair Jr, Joseph F., Anderson Rolph E. Tatham Ronald L. and William C. Black(1998), Multivariate Data Analysis with Reading, 5th Edition, New Jersey: Prentice-Hall. 미소장
13 Perspectives on consumer decision making: An integrated approach 네이버 미소장
14 Consumption experience of impulse buying in Indonesia: Emotional arousal and hedonistic considerations 네이버 미소장
15 The Effect of Apparel Customer's Product, Price Attributes and Shopping Values on Internet Shopping Satisfaction 소장
16 Transactions : Effect of Apparel Merchandise on Experienced Emotion for Apparel Shopping and Attitude toward the Internet Store 소장
17 Personnel Service, Consumption Emotion, and Patronage Intention in Department Stores 네이버 미소장
18 Hoyer, Wayne D. and Doborah J. MacInnis (2007), Consumer Behavior, New York:Boston. 미소장
19 Izard, Caroll E.(1977), Human Emotions, New York; Plenum. 미소장
20 Izard, Caroll E.(1989), Studies of Development of Emotion-Cognition Relations, in Development of Emotion-Cognition Relations, ed., Carroll E. Izard, New York: Plenum Press, 257-266. 미소장
21 Jacoby, Jacob and Jerry C. Olson(1997), “Consumer Response to Price: An Attitudinal, Information Processing Perspective,” American Marketing Association, 73-86. 미소장
22 Research Articles : Role of Emotional Responses in Arts Tourism: Focused on Performing Arts Experiences 소장
23 The Effect of Customers’ Cognitive and Emotional Responses to Restaurant Service Encounter on Formation of Service Loyalty 소장
24 The Influence of Culture on Consumer Impulsive Buying Behavior 네이버 미소장
25 The Effects of Decision Making Delay on Experienced Emotion for Internet Shopping and Internet Shopping Mall Satisfaction 소장
26 The role of etail quality, e-satisfaction and e-trust in online loyalty development process 네이버 미소장
27 Development of an Emotion Scale relating to the Consumption of Tourism Products 소장
28 Relationship among emotional communication, experienced emotion, and quality at service encounter in tourism industry 소장
29 Tourism management 네이버 미소장
30 Factors Influencing Buyers' Choice of Online vs. Offline Channel at Information Search and Purchase Stages 소장
31 Effect of the Perceived On-line Coupon Benefit on Consumption Affect, Brand Attitude and Re-visit Intention 소장
32 A Study on the Effects of the Characteristics of Internet Shopping Shopping Values and Customer Retention 소장
33 Korean Statistical Information Service(2012), 2011 Full Year and Fourth Quarter e-Commerce and Cyber-Shopping Trends. 미소장
34 Laverie, Debra A., Robert E. Kleine and Susan Schultz Kleine(1993), “Linking Emotions and Values in Consumption Experiences,”Advances in Consumer Research, 20, 70-75. 미소장
35 Lee Dong-Il and Hyung-Jun Kim and Chul Park and Chang-Soo Son and Im Il(2006), Online Retail Market Evolution, Samsung Economic Research Institute. 미소장
36 Lee, Haksik and Ji-Hoon Lim(2001), “Structural Relationships between Consumption Emotion, Satisfaction, and Product Attitudes,” Korean Management Review, 30(4), 1115-1142. 미소장
37 Lee, Haksik and Ji-Hoon Lim (2002), “Measuring the Consumption-Related Emotion Construct,” Journal of the Korean Marketing Association, 17(3), 55-91. 미소장
38 Lee, Haksik and Ji-Hoon Lim(2011), Structural Equation Modeling with AMOS 18.0/19.0, Seoul : JypHyunJae Publishing Co. 미소장
39 온라인 의류시장의 경쟁구조 소장
40 Virtual travel communities and customer loyalty: Customer purchase involvement and web site design 네이버 미소장
41 Internet Shopping Orientation Segments: An Exploration of Differences in Consumer Behavior 네이버 미소장
42 Mehrabian, Albert and James A., Russell (1974), An Approach to Environmental Psychology, Cambridge, MIT Press. 미소장
43 Montoya-Weiss, Mitzi M., Glenn B. Voss and Dhruv Grewal(2003), “Determinants of Online Channel Use and Overall Satisfaction with a Relational Multichannel Service Provider,” Academy of Marketing Science Journal, 31(4), 448-458. 미소장
44 Novak, Thomas P., Donna L. Hoffman and Yiu-Fai. Yung(1998), “Measuring the Flow Construct on Online Envionments:A Structural Modeling Approach.,”Marketing Science, 19(1), 22-42. 미소장
45 Nunnally, Jum C. and Ira H. Bernstein(1994), Psychometric Theory, New York:Mcgraw-Hill. 미소장
46 A Study of the Relationships between Cognitive Appraisals and Consumption Emotions 네이버 미소장
47 Effects of Shopping Value, Fashion Shopping Mall Attributes, Emotions and Purchasing Intention on Purchasing Behavior in Internet Fashion Shopping Malls 네이버 미소장
48 A structural model of fashion-oriented impulse buying behavior 네이버 미소장
49 Apparel product attributes, web browsing, and e-impulse buying on shopping websites 네이버 미소장
50 Effects of Internet Shopping Interest, Shopping Mall Attribute, and Emotions on Impulse Buying Behavior for Fashion Products in Internet Shopping Mall 소장
51 The Effect of Positive and Negative Emotions on Shopping Value and Approach Behaviors of the Internet Apparel Shopping Site 소장
52 Park, In-Jo and Kyung-Hwan Min(2005), “Making a List of Korean Emotion Terms and Exploring Dimensions Underlying Them,” Korean Journal of the Social and Personality psychology, 19(1), 109-129. 미소장
53 Park, Jihye and Changhwan Oh(2010), “Affect Transfer: from the Interpersonal Relationship to the Place and the Retail Store,” Journal of the Korean Marketing Association, 25(4), 25-53. 미소장
54 A Study on Internet Shopping Mal Image, Satisfaction, and Revisit Intentions -Comparison Between Meta-Mall and Open-Market- 소장
55 A Study on the Effects of e-Store Attributions on Web Site Loyalty 소장
56 If I touch it I have to have it: Individual and environmental influences on impulse purchasing 네이버 미소장
57 Plutchik, Robert(1980), Emotion: A Psycho-Evolutionary Synthesis, New York:Harper and Row. 미소장
58 Measuring Emotions in the Consumption Experience 네이버 미소장
59 Measuring the Restaurant Service-related Psychological Response Construct 소장
60 The meaning of emotion 네이버 미소장
61 A Classification of Internet Retail Stores 네이버 미소장
62 Song, Ji-Jun(2011), Methods of statistical analysis SPSS/AMOS [thesis writing required], Gyeonggi: 21C Book. 미소장
63 Suh, Hyunsuk(2011), “The Effect of On-line Fashion Shopping Store’s Attributes on Consumer’s Purchase Satisfaction - Controlling on the Consumer Shopping Styles,” Korea Internet e-Commerce Association, 11(1), 255-273. 미소장
64 Shopping Motives, Information Search and Behavioral Intentions of Internet Fashion Consumers 소장
65 Suh Moon Soo and Sae Woon Park and Chul Shin(2009), “The Influences of Shopping Motives and e-Store Attributes of Chinese Consumers on Re-purchase Intention,”Korea Industrial Economics Association, 22(3), 1487-1511. 미소장
66 The Effect of Consumer`s Emotion Experienced during Internet Shopping According to Gender 소장
67 Suh, Mun Shik and Sang Hee Kim(2002), “A Study on the Relationship of Internet Shopping Mall Characteristics and Emotional Responses,” Journal of the Korean Marketing Association, 17(2), 113-145. 미소장
68 Online purchase intentions: A multi-channel store image perspective 네이버 미소장
69 Spent Resources: Self‐Regulatory Resource Availability Affects Impulse Buying 네이버 미소장
70 Web aesthetics effects on perceived online service quality and satisfaction in an e-tail environment: The moderating role of purchase task 네이버 미소장
71 Development and validation of brief measures of positive and negative affect: the PANAS scales. 네이버 미소장
72 Yoo, Changjo(1996), “The Empirical Aspects of the Shopping Behavior: Feel the Mood or Emotion when Shopping in-Store Attitude and a Study on the Impact on the Purchase Decision,” Journal Of Consumer Studies, 7(1), 51-73. 미소장
73 Study of the Effects of Shopping Experiences on Behavioral Intention in Internet Shopping Mall 네이버 미소장
74 Effects of Store Characteristics and In-Store Emotional Experiences on Store Attitude 네이버 미소장
75 Measuring the Involvement Construct 네이버 미소장
76 effects of internet shopping motivation on information searching intention, customer satisfaction and purchase intention 소장

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