온라인 선물하기 플랫폼에서 조절초점과 선물증여동기가 선물만족과 행동의도에 미치는 영향: 국내 대학생들을 중심으로

Abstract

Online gift-giving market has been experiencing unprecedented growth, along with the development of the platform industry and the rise non-face-to-face transactions after COVID-19. The domestic online gift-giving market has developed with the launch of the Kakaotalk gift- giving service. As competition has intensified in recent years as various online retailers have added the gift-giving function, it is very important for the growth of a company to understand which variables affect gift satisfaction and repurchase behavioral intentions. In this study, we analyzed how individual disposition and gift-giving motivation affect gift satisfaction and behavioral intention. The regulatory focus theory was applied to measure the individual's disposition, and the gift-giving motivation which is important variable in gift-giving situation was divided into voluntary and obligatory cases. As a result of multivariate analysis of variance (MANOVA), when the gift- giving motivation is voluntary, it has a positive effect on gift satisfaction and the interaction effect of the regulatory focus and gift-giving motivation on gift satisfaction and behavioral intention was found. In order to survive in the growing online gift-giving market, it is necessary for online gift service providers to understand that different satisfaction and behavioral intentions may appear depending on individual consumer characteristics and gift motivation.