소비자로서 소상공인의 역할행동과 자기 효능감, 소비생활 만족에 관한 경로분석 연구: 2022년 한국의 소비자 역량 조사결과를 바탕으로

This study aims to understand the impact of consumers’ role behavior on consumption life. This study targets small enterprise as consumers and examines the impact on consumer satisfaction through self-efficacy, which is a belief in one’s abilities. In consumer life, all individuals exist as consumers, and similarities shared by a specific group can also affect consumption. Therefore, we would like to examine the relationship between role behavior as a consumer and satisfaction with consumer life depending on the group. This will be effective in understanding the consumption life and environment of segmented consumer groups. In this study, we focused on small business owners as consumers and focused on the process of performing role behaviors related to consumption. Specifically, we sought to understand the impact of customer participation behavior and customer citizenship behavior on consumer life satisfaction through self-efficacy, which is a belief in an individual’s abilities. This study conducted a path analysis using a total of 655 survey data targeting small business owners from the Korea Consumer Agency’s 2022 Consumer Capability Survey in Korea. The results of the study showed that both customer participation behavior and customer citizenship behavior had a positive impact on satisfaction with consumer life through self-efficacy. In addition, the direct influence on role behavior was compared through direct and indirect analysis. As a result, the direct and indirect effects of customer citizenship behavior were significant. On the other hand, customer participation behavior was found to be significant in the path of consumer life satisfaction only through self-efficacy. This study was conducted for the purpose of understanding the path to consumer life satisfaction according to the role behavior of small enterprise as consumers. By identifying the influence relationships of variables that predict behavioral performance, such as self-efficacy, the need for a strategic approach according to consumers’ role behavior was suggested.