Journal of the Korea Academia-Industrial cooperation Society (한국산학기술학회논문지)

The Korea Academia-Industrial cooperation Society (한국산학기술학회)
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The Effect of Online Consumer's Shopping Values on Consumer Satisfaction and Loyalty

소비자 쇼핑가치가 온라인 고객만족도와 충성도에 미치는 영향

  • Moon, Yun Ji (Department of Management Information Systems, Catholic University of Pusan)
  • 문윤지 (부산가톨릭대학교 경영정보학과)
  • Received : 2015.09.02
  • Accepted : 2016.01.05
  • Published : 2016.01.31
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Abstract

This study analyzed the influence of online consumers' shopping values on customer satisfaction and loyalty. The shopping values in this paper include the utilitarian-, hedonic-, and social engagement-shopping values. The hypothesized research model was proposed based on five main constructs: three shopping values, customer satisfaction, and customer loyalty. This study tested the hypothesized model using the data from 182 consumers who purchased accommodation products over the last six months. The findings showed that consumers' shopping values have a significant impact on customer satisfaction. In addition, the customer satisfaction has a significant influence on customer loyalty. Online accommodation booking sites need to make efforts to recognize the consumers' different shopping values and social influences to use a website as a tool for managing customer relationships.

본 연구의 목적은 온라인 숙박예약 웹사이트에서 소비자가 추구하는 쇼핑가치의 차이에 따라 이후 소비자의 만족도와 충성도가 어떻게 달라질 수 있는지에 대한 관계를 분석하고자 하는 것이다. 본 연구에서의 소비자 쇼핑가치는 크게 세가지인 실용적 쇼핑가치, 오락적 쇼핑가치, 그리고 사회적 관계추구 쇼핑가치로 구분된다. 이와 같이 3가지 쇼핑가치, 고객만족도, 고객충성도의 5가지 구성개념을 기반으로 연구모형이 제시되었으며, 연구모형은 온라인 숙박예약 웹사이트를 이용한 경험이 있는 182명의 소비자를 대상으로 구조방정식을 이용하여 검증하였다. 검증결과, 쇼핑가치는 고객만족도와 고객충성도에 유의적인 영향을 미쳤으며, 고객만족도와 충성도 간 관계는 유의한 것으로 드러났다. 결론적으로 온라인 숙박예약 업체는 웹사이트를 고객관계관리의 효과적인 수단으로 활용하기 위해서 어떠한 쇼핑가치를 지향하는 고객인지 성향을 파악함과 더불어 온라인 사회적 영향 효과를 함께 관리하는 노력이 필요할 것이다.

Keywords

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