온·오프라인 환경에서 소비자 감정 반응의 구조화와 측정에 관한 연구

This study extracted and classified the emotional responses that consumers feel in online and offline purchasing situations by channels, including online and offline channels, and comparatively analyzed them to structuralize consumers’ emotional responses manifested in each channel. This study conducted qualitative and quantitative research to derive major consumption emotional responses in online and offline channels and determine differential emotional structure in each channel. The key research results were as follows. In the first step, a panel diary survey and an expert survey were conducted to derive consumers’ emotional responses in online and offline channels, and to confirm the distinctive characteristics of each channel. As a result, it was confirmed that consumer emotional responses were consisted of 4 factors for each channel according to the degree of interaction with others in face-to-face and non-face-to-face situations. In the second step, an empirical investigation was conducted to refine the extracted emotional response items, and the validity and reliability of the emotional response structure were reviewed. As a result, it was confirmed that consumers’ emotional responses consisted of 4 factors for each channel and 45 consumer emotional response items according to the degree of interaction. This study has a significance in that it expanded the academic scope of related studies by structuring the emotional responses experienced by consumers in online and offline channels. By applying the results of this study, it would be possible to analyze various emotions induced in the overall flow of consumer behaviors and present marketing implications for more efficient management of customer experiences.