온 · 오프라인 환경에서 소비자 감정 반응의 추출 및 구조화

• 영문명: Structuralization of Consumer's Emotional Responses in Online and Offline Environments: Focusing on Mixed Emotions
• 발행기관: 강원대학교 경영경제연구소
• 저자명: 이은경(Eun-Kyoung Lee) 전중옥(Jung-Ok Jeon)
• 간행물 정보: 『아태비즈니스연구』제13권 제2호, 197~207쪽, 전체 11쪽
• 주제분류: 인문학 > 문학
• 파일형태: PDF
• 발행일자: 2022.06.30

영문 초록

Purpose - This study reestablished the concept of mixed emotions experienced in online and offline shopping environments, and structuralized emotional responses which manifest mixed emotions in each channel, and developed a method of measuring overall mixed emotions in consideration of the asymmetry of emotions. Design/methodology/approach - This study conducted a focus in-depth interview based on phenomenological research and exploratory preliminary survey using questionnaires. In addition, a survey was conducted as a quantitative survey. Findings - Qualitative and quantitative researches were conducted to derive major emotional responses items which manifest mixed emotions in online and offline shopping environments and determine differential emotional structure in each channel. As a result, it was confirmed that mixed emotions consisted of 5 factors in each channel and 21 emotional responses. In addition, a method of measuring overall mixed emotions considering the asymmetric of emotions was developed to prove the difference in behavioral responses. Research implications or Originality - This study is meaningful in that it helps companies efficiently manage and understand customer responses to their products by classifying and systemizing the emotional responses experienced by consumers in online and offline purchase and consumption situations according to the purchase environment.

목차

Ⅰ. 서론

Ⅱ. 이론적 고찰

Ⅲ. 연구방법 및 연구결과

Ⅳ. 결론

References

키워드

Emotional Responses Emotional Responses in Online and Offline Environments Mixed Emotions Conceptualization of Mixed Emotions Online and Offline Environments Scale Development