인터넷 쇼핑에 있어 성별에 따른 감정적 반응의 종단적 연구

While the previous studies on Internet shopping primarily focused on cognitive and technical factors, this study focuses on an emotional factor experienced during Internet shopping in addition to the cognitive factor. In particular, it seems that the emotional factor will vary greatly by the gender and that the relevance to both preceding and resultant variables causing an emotional response over time will also vary by the gender. The difference in emotional responses according to the gender can be found at the previous psychological papers, which have suggested through a demonstrative study the causes and types of emotional responses greatly varied by the gender. That seems to be because of cues and judgements used in the information-processing procedure, which vary remarkably by the gender in terms of consumption. For this reason, one can be interested in different shopping mall characteristics when visiting a shopping mall, have different shopping mall properties affect emotional responses, and have different emotional responses affect behaviors. While the previous studies tested relevance among these variables without consideration of the change of time, this study intends to examine if there will be the same relevance among the variables when consumers in practice decide to visit the shopping mall again over time. Since male and female are interested in different information and cues, the information and cues that caused the emotion to be formed can determine whether the effect of emotion on their intention to visit again will be temporary or long-lasting. Among* Associate Professor of Marketing, College of Business, Pusan National University.