Journal of Digital Convergence (디지털융복합연구)

The Society of Digital Policy and Management (한국디지털정책학회)
권호 표지
DOI QR코드

DOI QR Code

Effects of Omni-channel Service Characteristics on Utilitarian/Hedonic Shopping Value and Reuse Intention

옴니채널 서비스 특성이 실용적·쾌락적 쇼핑가치 지각과 재이용의도에 미치는 영향

  • Shin, Jong-Kuk (Dept. of Business Administration, Pusan National University) ;
  • Oh, Mi-Ok (Dept. of Business Administration, Pusan National University)
  • 신종국 (부산대학교 경영대학 경영학과) ;
  • 오미옥 (부산대학교 경영대학 경영학과)
  • Received : 2017.08.29
  • Accepted : 2017.10.20
  • Published : 2017.10.28
Download PDF
⟨ Previous Next ⟩

Abstract

This study tries to explain the relationships among omni-channel service characteristics, utilitarian/hedonic shopping value, and reuse intention. We derive instant connectivity, localization, consistency, integration, privacy risk as omni-channel service characteristics from previous studies and collect data from 190 omni-channel service users. The major findings are as follows. First, localization, consistency, and privacy risk have a significant effect on utilitarian shopping value but no significant effect on hedonic shopping value. Second, instant connectivity and integration have a positive effect on both utilitarian and hedonic value. Third, utilitarian and hedonic shopping value have a positive effect on reuse intention. This study extends the scope of omni-channel consumer behaviors by focusing on multi-dimensionality of shopping value. The results of this research can provide useful implications for practitioners to build successful strategies on omni-channel service.

본 연구는 옴니채널 서비스 특성 요인들과 소비자의 실용적 쾌락적 쇼핑가치 지각 및 재이용의도와의 관계를 규명하고자 시도되었다. 이를 위해 선행연구에 대한 고찰을 바탕으로 즉시접속성, 상황기반 제공성, 일관성, 통합성, 프라이버시 위험을 옴니채널 서비스 특성 변수로 도출하여 구조모형을 수립하고 옴니채널 서비스 이용 경험자 190명을 대상으로 설문조사를 실시하여 검증하였다. 분석 결과, 상황기반 제공성, 일관성, 프라이버시 위험은 쾌락적 쇼핑가치에는 유의적인 영향을 미치지 않지만 실용적 쇼핑가치에는 유의적인 영향을 미치며, 즉시접속성 및 통합성은 쾌락적 실용적 쇼핑가치 모두에 유의적인 영향을 미치고, 쾌락적 실용적 쇼핑가치 지각은 재이용의도에 정의 영향을 미치는 것으로 확인되었다. 본 연구는 쇼핑가치를 다차원으로 구성하여 옴니채널 서비스 특성 변수들의 차별적 영향력을 검증하였다는 데 학문적인 의의가 있으며 이를 토대로 옴니채널 서비스 도입으로 고객가치 제고를 꾀하는 실무자들에게 전략적 시사점을 제시하였다.

Keywords

References

  1. Verhoef, P., P. Kannan, and J. Inman, "From multi-channel retailing to omni-channel retailing: Introduction to the special issue on multi-channel retailing", Journal of Retailing, Vol.91, No.2, pp.174-181, 2015. https://doi.org/10.1016/j.jretai.2015.02.005
  2. Piotrowicz, W. and Richard C., "Toward omnichannel retailing: Introduction to the special issue on information technology in retail", International Journal of Electronic Commerce, Vol.18, No.4, pp.5-16, 2014. https://doi.org/10.2753/JEC1086-4415180400
  3. Sung, J. K., S. M. Park, S. Y. Sin, Y. B. Kim, and Y. K. Kim, "Deep learning based image retrieval system for O2O shopping mall platform service design", Journal of Digital Convergence, Vol.15, No.7, pp.213-222, 2017. https://doi.org/10.14400/JDC.2017.15.4.213
  4. Kim, H. Y. and S. R. Song, "A study of policy direction on O2O industry developing", Journal of Digital Convergence, Vol.15, No.5, pp.13-25, 2017. https://doi.org/10.14400/JDC.2017.15.4.13
  5. Min, D. W., "The effect of psychological disposition on omni-channel shopping in the age of digital convergence: Focusing on extraversion- introversion and variety-seeking tendency", Journal of Digital Convergence, Vol.14, No.1, pp.91-97, 2016. https://doi.org/10.14400/JDC.2016.14.1.91
  6. Beck, N. and D. Rygl, "Categorization of multiple channel retailing in multi-, cross-, and omni-channel retailing for retailers and retailing", Journal of Retailing and Consumer Services, Vol.27(November), pp.170-178, 2015. https://doi.org/10.1016/j.jretconser.2015.08.001
  7. Melero, I., F. J. Sese and P. C. Verhoef, "Recasting the customer experience in today's omni-channel environment", Universia Business Review, Vol.Second Quarter, pp.18-37, 2016.
  8. Huang, J. H., Y. R. Lin, and S. T. Chuang, "Elucidating user behavior of mobile learning: A perspective of the extended technology acceptance model", Electronic Library, Vol.25, No.5, pp.585-598, 2007. https://doi.org/10.1108/02640470710829569
  9. Yang, S. Y. Lu, and P. Y. K. Chau, "Why do consumers adopt online channel? An empirical investigation of two channel extension mechanisms", Decision Support Systems, Vol.54, No.2, pp.858-869, 2013. https://doi.org/10.1016/j.dss.2012.09.011
  10. Bendoly, E., J. D. Blocher, K. M. Bretthauer, S. Krishnan, and M. A. Venkataramanan, "Online/ in-store integration and customer retention", Journal of Service Research, Vol.7, No.4, pp.313-327, 2005. https://doi.org/10.1177/1094670504273964
  11. Featherman, M. S. and P. A. Pavlou, "Predicting e-services adoption: A perceived risk facets perspective", International Journal of Human-Computer Studies, Vol.59, pp.451-474, 2003. https://doi.org/10.1016/S1071-5819(03)00111-3
  12. Zeithaml, V. A., "Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence", Journal of Marketing, Vol.52, No.3, pp.2-22, 1989. https://doi.org/10.2307/1251446
  13. Babin, B. J., W. R. Darden, and M. Griffin, "Work and/or fun: Measuring hedonic and utilitarian shopping value", Journal of Consumer Research, Vol.20, No.4, pp.644-656, 1994. https://doi.org/10.1086/209376
  14. Mathwick, C., N. Malhotra, and E. Rigdon, "Experiential value: Conceptualization, measurement and application in the catalog and internet shopping environment", Journal of Retailing, Vol.77, pp.39-56, 2001. https://doi.org/10.1016/S0022-4359(00)00045-2
  15. Kim, H. Y. and J. W. Kim, "An empirical research on important factors of mobile internet usage", Asia Pacific Journal of Information Systems, Vol.12, No.3, pp.89-113, 2002.
  16. Jang, C. K., Y. S. Chi, M. Y. Kang, and K. S. Han, "The effects of consumer's perceived value and satisfaction of omni-channel commerce on shopping channel switching intention", Journal of Internet Electronic Commerce Research, Vol.16, No.4, pp.203-228, 2016.
  17. Park, H. J., J. H. Park, A. S. Oh, Y. H. Kim, and B. K. Park, "Analysis of relationship between tourism information search motivation, tourism omni-channel satisfaction: Considering the moderator effects of tourism experience and perceived risk", Journal of Digital Convergence, Vol.14, No.10, pp.147-158, 2016. https://doi.org/10.14400/JDC.2016.14.10.147
  18. Sirdeshmukh, D., J. Singh, and B. Sabol, "Consumer trust, value, and loyalty in relational exchanges", Journal of Marketing, Vol.66, No.1, pp.15-37, 2002. https://doi.org/10.1509/jmkg.66.1.15.18449
  19. Overby, J. and E. Lee, "The effects of utilitarian and hedonic online shopping value on consumer preference and intentions", Journal of Business Research, Vol.59, No.10/11, pp.1160-1166, 2006. https://doi.org/10.1016/j.jbusres.2006.03.008
  20. Chang, E. C. and Y. F. Tseng, "Research note: E-store image, perceived value and perceived risk", Journal of Business Research, Vol.66, No.7, pp.864 -870, 2013. https://doi.org/10.1016/j.jbusres.2011.06.012
  21. Lee, Y. H. and I. O. Jeon, "The effect of characteristics of ICT-based O2O service on user satisfaction: Focusing on the mediating effect of use safety", Journal of Digital Convergence, Vol.15, No.4, pp.157-169, 2017. https://doi.org/10.14400/JDC.2017.15.4.157
  22. Kim, C., R. D. Galliers, N. Shin, J. Ryoo, and J. Kim, "Factors influencing internet shopping value and customer repurchase intention", Electronic Commerce Research and Applications, Vol.11, No.4, pp.374-387, 2012. https://doi.org/10.1016/j.elerap.2012.04.002
  23. Kim, E. H., "Study on the difference in the social commerce use of Korea and China consumer: Consider factor, shopping value, purchase satisfaction and intention to revisit", Journal of Digital Convergence, Vol.13, No.11, pp.417-425, 2015. https://doi.org/10.14400/JDC.2015.13.11.417
  24. Rintamaki, T., A. Kanto, H. Kuusela, and M. T. Spence, "Decomposing the value of department store shopping into utilitarian, hedonic and social dimensions: Evidence from Finland", International Journal of Retail & Distribution Management, Vol.34, No.1, pp.6-24, 2006. https://doi.org/10.1108/09590550610642792
  25. Davis, L. and N. Hodge, "Consumer shopping value: An investigation of shopping trip value, in-store shopping value and retail format", Journal of Retailing and Consumer Services, Vol.19, No.2, pp.229-239, 2012. https://doi.org/10.1016/j.jretconser.2012.01.004
  26. Lee, Y. S., "The effects of consumer characteristics on the acceptance of mobile commerce", Journal of Digital Convergence, Vol.5, No.5, pp.173-187, 2017.
  27. Hong, H. Y. and K. J. Doo, "A study on the perception of credit cards' benefit and risk and the shopping value types among korean undergraduate consumers", Journal of Korean Family Resource Management Association, Vol.9, No.2, pp.145-161, 2006.