쇼핑 피로감이 소비자의 후속 구매 행동에 미치는 영향

초록

This study empirically investigates how accumulated shopping fatigue influences consumers’ subsequent purchase behavior. While prior research has primarily relied on surveys or experiments to examine subjective fatigue perceptions and purchase intentions, this study utilizes large-scale behavioral panel data based on actual card transactions to capture real shopping activities over time. Weekly shopping records were constructed for each consumer, and prior weekend shopping expenditure, offline store visits, and online shopping frequency were employed as proxy measures of shopping fatigue. A panel regression model with individual and time fixed effects was applied to estimate the dynamic effects on subsequent weekend shopping participation. The results show that higher prior shopping expenditure significantly reduces the likelihood of future shopping, whereas offline store visits and frequent online shopping increase subsequent purchase participation. These findings suggest that shopping fatigue does not uniformly suppress consumption but exerts dual effects depending on consumption intensity and experience type. The study provides behavioral evidence on the temporal dynamics of shopping fatigue and offers implications for understanding consumer decision-making over time.

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