소비자의 저장강박이 제품유형(쾌락적/실용적)에 따른 구매의 도에 미치는 영향

Abstract

Purpose - The purpose of this study is to examine the influence of the compulsive hoarding behavior of consumers on the intention to purchase hedonic and utilitarian types of products.
 Design/methodology/approach - The online and offline survey was conducted and a total of 210 domestic data were collected. Simple and multiple regression analysis and ANOVA were conducted to analyze the data.
 Findings - First, the consumers’compulsive hoarding behavior had a significantly positive influence on the purchase intention. According to the analysis results of the sub-factors, however, only ‘Difficulty Discarding' had a significant influence on the purchase intention, while ‘Clutter' and ‘Acquisition' did not. Second, as the results of identifying the moderating effect by product type in the purchase intention in accordance with the consumers’compulsive hoarding behavior, their compulsive hoarding behavior had a significant influence on only the intention to purchase hedonic products but not on the intention to purchase utilitarian ones. Similarly, the results of analyzing the sub-factors showed that only‘Difficulty Discarding' significantly influenced the intention to purchase hedonic types of products, but ‘Clutter' and ‘Acquisition' were not significantly influential to both the hedonic and utilitarian types of products.
 Research implications or Originality - First, this study is meaningful in that it expanded the research discussion on compulsive hoarding behavior by conducting empirical research on this behavior in the general public, which is unlike the previous studies that focused on only severe pathological compulsive hoarding behavior. Second, it identified that the consumers’compulsive hoarding behavior could cause purchase behaviors that were different depending on the type of product by searching the purchase intention with divided types of products (hedonic and utilitarian).