본 연구의 목적은 소셜커머스의 구매상황특성이 소비자 의사결정과정에 어떠한 영향을 미치는지 알아보고자 하는데 있다. 구체적으로 파격적인 가격 할인과 시간제한, 수량한정 메시지가 소비자의 구매에 미치는 영향을 실증적으로 검증하고, 희소성 메시지의 효과에 대한 설명력을 높이고자 한다.
본 연구는 편의 표본 추출법에 의하여 서울 소재 대학교 여대생 및 여자 대학원생 200명을 대상으로 설문지법을 사용하여 연구를 진행하였다. 연구설계는 2X2 집단간 실험설계를 적용하여 희소성 메시지의 유형(수량한정/시간한정)에 따라 소비자의 구매의도와 제품태도, 브랜드태도가 어떻게 달라지는지 알아보았다. 이를 위해 총 4가지의 실험물이 제작되었다.
연구 결과를 요약하면 첫째, 구매의도는 희소성메시지의 구매압박 정도에 따라 차이가 나타났으며, 시간제한 메시지가 수량제한 메시지보다 구매의도에 더 많은 영향을 미친다는 것으로 나타났다. 둘째, 희소성 메시지의 유형별 제품 및 브랜드에 대한 태도는 구매할 수 있는 시간과 수량이 넉넉하지 않을 때 가장 높게 나타났으며, 시간압박이 수량압박보다 제품 및 브랜드 태도에 더 영향을 미치는 것으로 나타났다. 셋째, 제품태도와 브랜드 태도가 높을수록 구매의도가 높아짐을 확인 할 수 있었다. 넷째, 소셜커머스를 통한 패션명품 구매시 디자인, 가격, 남은 수량, 브랜드 명성, 남은 시간 순으로 중요하게 생각하는 것으로 나타났다.The purpose of this study is to investigate how could the characteristic of purchasing situations of social commerce affect on consumers’ process of decision making of purchase.
To be specific, effects such as extreme price off, time limits and limitation related to quantity of stock which could affect on consumers’ decision making were analyzed and the strength of the explanation on the effect of scarcity messages was also researched to improve itself.
In this study, quantitative research method was adapted and conducted based on convenience sampling method surveying 200 numbers of female students in BA and MA courses, Seoul. In terms of the structure of the experiments in this study, applying 2X2-grouping structure, it was investigated how could purchase intention, attitudes towards products and brands be changed through the sorts of scarcity messages (quantity and time limits). In order to conduct this study, total four numbers of means for experiments were prepared. To summarize, first, there were differences generated by the pressure of purchasing from scarcity messages and time limits had more strength to affect on purchase intention than the limitation of the product stock. Second, the attitudes on products and brands by sorts were highly affected by scarcity messages when consumers had not sufficient time and the quantity of product stock was not enough as well. Also, the pressure of time related more affected on consumers’ attitudes on products and brands than the pressure of stock related. Third, it was found that purchase intention was increased as high as the attitudes towards products and brands. Fourth, when consumers purchased prestige fashion items through social commerce, there was a priority regarded as significant in order: 1st was design, 2nd was price, 3rd was stock remained, 4th was the reputation of brand sand 5h was remained time.