소비자의 제품 접촉욕구(Need-for-Touch) 성향이 온라인 구매경험에 미치는 영향 (The Influence of Consumer's Need-for-Touch on the Experience of Online Purchase)

서지정보

· 발행기관 : 한국마케팅학회
· 수록지 정보 : 마케팅연구 / 23권 / 1호 / 71 ~ 91페이지
· 저자명 : 성정연, 전선규

초록

소비자가 구매과정에서 경험하는 감각적 자극(sensory stimulus)은 소비자의 판단과 선택에 영향을 미친다. 그러
나 온라인 쇼핑 시장은 오직 모니터를 통한 시각과 청각이 가능할 뿐, 촉각, 미각, 후각 등의 감각적 자극의 제한이
있다. 본 연구의 목적은 온라인 쇼핑 시장에 내재하는 촉각의 제한이 소비자의 온라인 구매에 미치는 영향을 탐구하
는 데 있다.
본 연구에서는 소비자의 제품 접촉욕구(need for touch)가 온라인 구매경험에 미치는 부정적 효과와 그 경로
(mechanism)를 밝히고 있다. 즉, 제품 접촉욕구가 강한 소비자일수록 온라인 구매경험은 낮아지게 되는데, 제품 접
촉욕구와 온라인 쇼핑 빈도 간 관계는 소비자가 인식하는 온라인 쇼핑 시장의 실용적 가치(utilitarian value)와 감
각적 가치(hedonic value)에 의해 매개된다는 것을 주장하고 있다. 또한, 제품 접촉욕구에 따른 소비자 집단의 구분
과 차별적 마케팅전략의 필요성과 관련하여 본 연구에서는 제품 접촉욕구 측면에서 남녀 간 차이를 주장하고 있다.
연구결과, 남성보다 여성이 제품 접촉에 대한 욕구가 강한 것으로 나타났으며, 소비자의 제품 접촉욕구가 강할수
록 온라인 쇼핑 시장의 이용 빈도가 낮게 나타났다. 소비자의 제품 접촉욕구와 온라인 쇼핑 시장 이용 빈도 간 관계
는 소비자가 인식하는 온라인 쇼핑 시장의 실용적 가치에 의해 매개되는 것으로 나타났다.

영어초록

The sensory stimulus that consumers experience in the purchase process influences consumer's
judgment and choice. Online-shopping environment, however, allows only visual and aural
stimuli through a monitor but prohibits the presentation of textile and gustatory stimuli as well
as smell. The present study addresses the impact of the lack of opportunity for consumers to
touch a product on the online purchase.
The present study is interested in the effect of need-for-touch(NFT), referring to the
motivation or preference to touch an object through the haptic system(Peck and Childers
2003a; 2003b), on the experience of online purchase. The present study argues that NFT has a
negative effect on the frequency of online-purchase experience and that the negative effect is
mediated by the perceived utilitarian value and hedonic value of online shopping. It is also
argued that there is a gender difference in the NFT.
Specifically, in the present study, following hypotheses are developed and tested in the
context of Korean consumers. H1 predicts that NFT is stronger for females than males. H2
predicts that consumers who have a stronger NFT will experience online-purchase less
frequently. H3-1 predicts that the negative effect of NFT on the online-purchase experience is
mediated by the perceived utilitarian value of online shopping. H3-2 predicts that the negative
effect of NFT on the online-purchase experience is mediated by the perceived hedonic value of
online-shopping.
A field study was conducted for the online-purchase experience of 220 college students in
Seoul. Of the respondents, 44.5% are females and 55.5% are males. T-test was used to test the
gender difference in the NFT score, which was measured with five-point scales. The NFT of
female respondents is significantly greater than that of male respondents(3.43 vs. 3.11, t=3.76,
p<.001), supporting H1. For testing H2, regression analysis was conducted, where the
dependent variable is online-purchase experience and the independent variables are NFT and
online-shopping involvement, which is included to control the effect of involvement on the
purchase experience. The result shows that online-shopping involvement has a positive effect
on the online-purchase experience(t=5.56, p<.001) and that NFT has a negative effect on the
online-purchase experience(t=-3.28, <.001), supporting H2(TABLE 3). Further analysis was
conducted for the effect of NFT on the online-search experience in a sense that NFT should
have a negative influence on the purchase experience but not on the search experience through
the internet. It was found that the relationship between NFT and the frequency of online-search
experience is not statistically significant(t=-.10, p<.10).
When the perceived utilitarian value of online shopping, which was hypothesized to be a
mediating variable in H3-1, is added to the regression equation as an independent variable, the
negative effect of NFT on the online-purchase experience is reduced to the level of marginal
significance in a statistical sense(t=-1.97, p<.10, TABLE 4). Given the negative relationship
between NFT and the perceived utilitarian value of online shopping(t=-3.28, p<.001), the
regression result supports H3-1 at a traditional level of significance(p<.05). On the other hand,
the negative effect of NFT on the online-purchase experience is still statistically significant(t=-
3.30, p<.001) when the perceived hedonic value of online shopping is included as a mediating
variable(TABLE 5). Furthermore, the relationship between NFT and the perceived hedonic
value of online-shopping is a positive one, which is opposite to the hypothesized direction, at a
marginal level of significance(t=1.89, p<.10). Thus, H3-2 is not supported.
In sum, the present findings indicate that females have a stronger need for touch than males;
consumers who have a stronger need-for-touch experience online purchase less frequently; and
the relationship between need-for-touch and online-purchase experience is mediated by the perceived utilitarian value of online shopping. Given the mediating role of the perceived
utilitarian value of online shopping, the failure to find the mediating role of the perceived
hedonic value of online shopping implies that the main effect of NFT on the online-shopping
experience may be attributed to the effect of instrumental motive of NFT instead of the effect
of autotelic motive of NFT. The instrumental motive of NFT reflects the motivation for
outcome-directed touch with a salient purchase goal, whereas the autotelic motive NFT reflects
the motivation for touch as an end in and of itself(Peck and Childers 2003b). Further analysis
shows that the instrumental dimension of NFT has a negative relationship with the frequency
of online-purchase experience(r=-.21, p<.01) and that the autotelic dimension of NFT does
not have a significant relationship with the frequency of online-purchase experience(r=-.04,
ns).
The results imply that the instrumental dimension of NFT has a negative effect on the
online-purchase experience and that the effect is mediated by the perceived utilitarian value of
online shopping, which has a negative relationship with the instrumental dimension of NFT. It
is also suggested that the autotelic dimension of NFT does not directly influence the onlinepurchase
experience but has an indirect influence on the online-purchase experience in the
positive direction through its positive relationship with the perceived hedonic value of online
shopping. FIGURE 2 shows the revised model, which was tested using a structural equation
modeling. The model was found to fit at a moderate level of acceptance(χ2 = 4.4, p>0.10;
AGFI=0.94; NFI=0.98; RMR=0.20). Path coefficients give a support to the revised model in
general. However, the path coefficient between the instrumental dimension of NFT and onlineshopping
experience is still statistically significant, implying that the negative effect of NFT on
the online-shopping experience is not fully mediated by the utilitarian value of online
shopping.

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