포스트 팬데믹에서 백화점 화장품 소비자 구매행동 변화가 백화점 화장품 판매직의 조직몰입에 미치는 영향

Abstract

Since the onset of the pandemic, there have been noticeable shifts in consumers’ purchase behaviors. These changes have had a significant impact on sales workers, especially in the department store cosmetics sector. Amidst these circumstances, cosmetic sales workers have been encountering challenges stemming from the shifts in consumers' purchasing behaviors. In this context, this study aimed to investigate the impact of sales workers' perceptions of these changes in consumers' purchasing behaviors after the pandemic on organizational commitment among department store cosmetics sales workers. Additionally, it sought to uncover the relationships that could influence these effects through the mediating role of cognitive flexibility. To accomplish this, a questionnaire survey was administered to 555 department store cosmetics sales workers between June 20 and July 20, 2023. To ensure the validity of the study, a research model was tested, using SPSS WIN 25.0. This study investigated whether changes in consumers' buying behavior (independent variable) affected department store cosmetics sales workers' organizational commitment (dependent variable), and whether cognitive flexibility played a mediating role in this relationship. The study found that shifts in consumers' purchase behavior had a statistically significant negative impact on organizational commitment. However, cognitive flexibility was identified as a mediator in the relationship between changes in consumers' purchase behavior and sales workers' organizational commitment. In other words, as sales workers become less aware of changes in consumers' purchase patterns and enhance their cognitive flexibility, their organizational commitment increases. These findings are expected to assist cosmetics businesses in swiftly adapting to new environments, while also enabling sales workers to enhance their organizational commitment by developing cognitive flexibility. Additionally, in the post-pandemic era, it is anticipated that cosmetics businesses will remain competitive and continue to grow by implementing customized strategies and leveraging the competence of their sales workers in response to rapidly changing business environments.