글로벌 전자상거래 활성화를 위한 온라인 쇼핑 소비자의 지불수단에 따른 가격민감도 차이에 관한 연구

Abstract

Globally, online shopping transactions are at an all-time high every year. The E-Commerce market has stimulated demand for online shopping and digital transactions due to COVID-19. These changes are affecting consumers' online shopping behavior and global companies' strategies. Therefore, this study can be a helpful indicator in understanding basic online shopping consumer behavior. In particular, we examined how consumers behave by introducing psychological variables such as price sensitivity, mental budget, and sense of control according to payment method in online shopping. First, it was confirmed that price sensitivity was low when the payment method was a credit card in an online shopping situation. Then, the mediating effects of the mental budgeting and mediated moderating effect of sense of control were analyzed. As a result, this study found that the price sensitivity increases as the degree of mental budget increases even though credit card payment situation. In addition, it shows that this moderating effect was mediated by the sense of control. These studies will help companies understand consumer behavior and establish strategies accordingly. In online shopping payment situations, consumers can induce the right value by allowing themselves to check their spending status and funding plans. And various stakeholders at the payment system level can expect to attract more consumers by linking these services with payment.