디지털융복합연구 (Journal of Digital Convergence)

  • 제15권10호
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  • Pages.183-191
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  • 2017
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  • 2713-6434(pISSN)
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  • 2713-6442(eISSN)
한국디지털정책학회 (The Society of Digital Policy and Management)
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옴니채널 서비스 특성이 실용적·쾌락적 쇼핑가치 지각과 재이용의도에 미치는 영향

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

  • 신종국 (부산대학교 경영대학 경영학과) ;
  • 오미옥 (부산대학교 경영대학 경영학과)
  • Shin, Jong-Kuk (Dept. of Business Administration, Pusan National University) ;
  • Oh, Mi-Ok (Dept. of Business Administration, Pusan National University)
  • 투고 : 2017.08.29
  • 심사 : 2017.10.20
  • 발행 : 2017.10.28
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초록

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.

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.

키워드

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