Journal of the Korea Convergence Society (한국융합학회논문지)

Korea Convergence Society (한국융합학회)
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The Effects of Mobile Home Shopping's Characteristics and Personal Characteristics on Flow

모바일홈쇼핑의 특성과 개인성향이 소비자의 플로우에 미치는 영향

  • Ju, Seon-Hee (Division of Global Marketing, Konyang University)
  • 주선희 (건양대학교 글로벌프론티어학과)
  • Received : 2021.01.09
  • Accepted : 2021.05.20
  • Published : 2021.05.28
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Abstract

TV home shopping companies are not limited to TV channels and phone-ordering channels, but are making efforts to expand their channels through mobile phones. Beyond its interaction and ubiquity using the web, it is expanding its contact point with consumers through mobile live broadcasting. Interacting, ordering, doing their own broadcasts within mobile App, and interacting and enjoying them are likely to differ depending on consumers' personality, such as playfulness and impulsivity. In this study, the effects of Two-way communication, Synchronicity and Ubiquity, which are the characteristics of mobile home shopping, on consumers' flow, and the effect on consumers' flow on mobile home shopping will vary depending on individual preferences. Interacting, ordering, doing their own broadcasts within mobile devices, and interacting and enjoying them are likely to differ depending on consumers' personal preferences, such as play and impulsive tendencies. As a result of the study, Two-way communication was found to have not significant on flow, and Synchronicity was also found to have no significant effect on flow. It was found that ubiquity had a significant effect on flow. Among the individuality, people with high playfulness have a positive effect on flow, and people with high impulsivity also have a significant effect on flow. Flow has been shown to have a positive effect on the intention to using mobile home shopping.

TV홈쇼핑사들은 TV채널과 전화주문방식이라는 채널에 국한되지 않고 모바일을 통해 채널 확장에 노력을 기울이고 있다. 웹을 이용한 상호작용성과 편재성을 넘어서 모바일 라이브방송을 통해 더욱 소비자와의 접점을 확대하고 있다. 모바일을 통해 라이브톡을 통해 소비자와의 상호작용에 중요시하고, 모바일 내의 자체 방송을 한다. 이러한 상호작용을 중요시하는 활동은 놀이성향, 충동성향과 같은 소비자의 개인성향에 따라 소비자 플로우에 대한 차이도 있을 것으로 본다. 본 연구에서는 모바일홈쇼핑의 특성인 양방향성, 즉시성과 편재성이 소비자의 플로우에 미치는 영향을 살펴보고, 개인성향에 따라 모바일홈쇼핑에 대한 소비자의 플로우 상태에 미치는 영향은 차이가 있을 것으로 보고 연구하였다. 연구결과, 양방향성은 플로우에 유의하지 않는 것으로 나타났으며, 즉시성 역시 플로우에 유의미한 영향을 미치지 못하는 것으로 나타났다. 편재성은 플로우에 유의한 영향을 미치는 것으로 나타났다. 개인성향 중 놀이성향이 높은 사람은 플로우에 긍정적 영향을 미치는 것으로 나타났으며, 충동성향이 높은 사람 역시 플로우에 유의한 영향을 미치는 것으로 나타났다. 소비자의 플로우 상태는 모바일홈쇼핑을 이용하려는 의도에 긍정적인 영향을 미치는 것으로 나타났다.

Keywords

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