중국 직구 사이트에서의 새로운 소비 문화: 테무 쇼핑중독 행동 연구

Purpose – This study aimed to establish and empirically validate a research model for a systematic understanding of TEMU, a recently popular overseas direct purchase site. The research conceptualized TEMU's shopping behavior as a form of addictive consumer behavior. Design/Methodology/Approach – The study delineated TEMU's characteristics into three core elements: destructive price, gambling-style gamification, and repetitive exposure stimuli. Consumer shopping orientations were categorized into hedonic and utilitarian groups. Comparative analyses were conducted between these six groups. Additionally, a two-way analysis of variance (ANOVA) was employed to examine the relationship between marketing strategies and shopping addiction. Findings – Results showed that the hedonic-oriented group exhibited the highest level of TEMU shopping addiction in response to gambling-style gamification. The utilitarian-oriented group also showed high levels of TEMU shopping addiction in response to destructive pricing. TEMU effectively attracts utilitarian consumers with low pricing strategies while fostering heightened addiction in hedonic consumers through gamification techniques. Research Implications – This study provides an in-depth examination of how Chinese cross-border sites like TEMU influence consumer shopping addiction. It highlights the importance of developing marketing strategies that utilize these insights, suggesting that tailored approaches based on consumer shopping orientations play a crucial role in shopping addiction for e-commerce sites like TEMU. The research contributes to understanding the mechanisms of online shopping addiction and offers valuable insights into e-commerce marketing strategies.