판매원의 커뮤니케이션 요인과 소비자 학습유형이 소비자 구매의사결정 유형에 미치는 영향 (How do Communication Factors and Consumers’ Learning Style Influence Consumers’ Decision-Making Style?)

서지정보

· 발행기관 : 사단법인 인문사회과학기술융합학회
· 수록지 정보 : 예술인문사회 융합 멀티미디어 논문지 / 6권 / 7호 / 349 ~ 359페이지
· 저자명 : 강은아, 김세범

초록

백화점에서 의복을 구매하는 소비자를 대상으로 학습유형과 구매의사결정 유형 분류 후, 판매원의 커뮤니케이션 요인과 소비자 학습유형이 소비자의 구매의사결정 유형에 미치는 영향을 알아보려고 한다. 분석결과 첫째, 소비자 학습유형은 ‘활동적·실제적’과 ‘분석적·신중한’으로 분류되었다. 둘째, 소비자의 구매의사결정 유형은 ‘브랜드 의식·브랜드 충성’, ‘고품질 의식’, ‘과다선택물에 의한 혼동’, ‘패션의식’, ‘유희적 쇼핑’, ‘다양성 추구’, ‘충동구매’로 구분되었다. 셋째, 소비자의 학습유형에 영향을 주는 판매원의 커뮤니케이션 요인 중 ‘언어’는 작을수록, ‘의사언어’는 클수록 ‘활동적·실제적’성향을 드러내었으며, ‘신체언어(표정 및 시선)’는 클수록 ‘분석적·신중한’성향을 드러내었다. 넷째, 소비자 구매의사결정 유형에 영향을 주는 판매원의 커뮤니케이션 요인 중 ‘언어’가 클수록 ‘패션의식’ 특성을 보였으며, ‘신체언어(자세)’가 클수록, ‘공간적 행위’가 작을수록 ‘충동구매’ 특성이 높은 것으로 보였으며, ‘의사언어’가 높을수록 ‘고품질의식’, ‘유희적 쇼핑’, ‘다양성 추구’ 특성이 높은 것으로 나타났다. 다섯째, 소비자의 학습유형에 영향을 받는 구매의사결정 유형을 살펴보면 ‘활동적·실제적’성향이 작을수록 ‘브랜드 의식·브랜드 충성’특성이 높으며, 클수록 ‘유희적 쇼핑’특성이 높은 것으로 보였다. 그리고 ‘분석적·신중한’성향이 클수록 ‘브랜드 의식·브랜드 충성’, ‘고품질 의식’특성이 높게 나타나 보였다.

영어초록

This study attempts to find out the impacts of salespersons’ communication according to the learning style, systematically, in order to understand the basic characteristics of consumers’ learning styles and the types of their purchasing decisions and to understand their purchasing decisions.
As a result of an analysis: first, the learning styles of the consumers who use clothing shops in department stores are divided into ‘active/practical' type and 'analytical/cautious' type. Second, consumers’ decision-making style was divided into ‘brand consciousness/brand loyalty’, ‘high-quality consciousness’, ‘confusion by overly selected products’, ‘fashion consciousness’, ‘playful shopping’, ‘variety seeking’, and ‘impulse buying’. Third, of salespersons’ communication factors influencing consumers’ learning style, as ‘language’ was low and ‘paralanguage’ was high, ‘active/practical’ tendency appeared, and as ‘body language (facial expression and eye-contact)’ was high, ‘analytical/careful’ tendency appeared. Fourth, of salespersons’ communication factors influencing consumers’ decision-making style, as ‘language’ was high, ‘fashion consciousness’ appeared, and as ‘body language (posture)’ was high and ‘proxemics' was low, ‘impulse buying’ was high. In addition, as ‘paralanguage’ was high, ‘high-quality consciousness’, ‘playful shopping’ and ‘variety seeking’ were high. Fifth, looking at decision-making style influenced by consumers’ learning style, as ‘active/practical’ tendency was low, ‘brand consciousness/brand loyalty’ was high, and as ‘active/practical’ tendency was high, ‘playful shopping’ was high. In addition, as ‘analytical/careful’ tendency was high, ‘brand consciousness/brand loyalty’ and ‘high-quality consciousness’ were high.

참고자료

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