Journal of Families and Better Life (가정과삶의질연구)

Korean Home Management Association (가정과삶의질학회)
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Moderating Effect of Consumer Competency in Regards to the Influence of Interaction Style with Sales Man on Inappropriate Consumer Compliant Behaviors

판매자와의 상호작용 유형이 소비자들의 부적절한 불만행동에 미치는 영향에 대한 소비자역량 조절효과 분석

  • Lee, Youngae (Department of Consumer & Child Studies, Incheon National University) ;
  • Lim, Su-Ji (Department of Distribution Management, Jangan University)
  • Received : 2013.07.15
  • Accepted : 2013.09.05
  • Published : 2013.10.31
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Abstract

The purpose of this study is to examine the moderating effect of consumer competency associated with the influence of interaction styles with sales man on inappropriate consumer compliant behaviors. For the purpose, the survey questionnaire was administered to 1,050 consumers across country by the on-line survey. The research data are analyzed using four statistical methods: factor analysis, reliability analysis, multiple regression, and moderating regression analysis. The results are as follows: First, some demographic variables, for example, male, level of education, marital status, amount of monthly household income had significant effects on inappropriate consumer compliant behaviors such as rudeness of behavior and interference with business. Second, it is significant that two types of interaction with sales man(passive and assertive interaction) have positive effect on rudeness of behaviors, while assertive interaction only has positive effect on inference with business. Third, this research has been shown to be significant, based upon the findings on moderating effects of consumer competency in respect to consumers' level of inappropriate compliant behaviors. In particular, consumer competency has negative moderating effects between interaction styles with sales man and rudeness of behaviors. Practical implications were discussed in terms of effective customer management strategies and policy making related to consumer education.

Keywords

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