Journal of the Korea Convergence Society (한국융합학회논문지)

Korea Convergence Society (한국융합학회)
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A Study on the Determinants of Acceptance of Beacon as an O2O Marketing Media: Focusing on the Difference between Beacon Accepter and Non-accepter

O2O 마케팅 수단으로서 비콘의 수용에 영향을 미치는 요인에 관한 연구: 비콘 수용자와 비수용자의 차이를 중심으로

  • Choi, Min-Wook (Dept. of Advertising & Public Relations, Namseoul University)
  • 최민욱 (남서울대학교 광고홍보학과)
  • Received : 2019.02.13
  • Accepted : 2019.05.20
  • Published : 2019.05.28
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Abstract

This study tries to grasp the factor that affects the acceptance of beacon as an O2O marketing tool. This study examined whether there is a difference between beacon accepter as a means of marketing communication and non-accepter in terms of related variables. As a result, there were significant differences between beacon perceiver and non-perceiver in 'smartphone usage' and 'brand consciousness'. In order to understand the predictive variables influencing beacon acceptance as a means of marketing communication, this study used 'perceiving beacon as a marketing communication media' as a dependent variable to perform logistic regression analysis. As a result of the analysis, it was found that 'smartphone usage' and 'brand consciousness' were the predictive variables affecting beacon perceiving. This study tried to analysis the results in the viewpoint of perceived usefulness and ease-of-use which were insisted by TAM.

본 연구에서는 O2O 마케팅 수단으로서 비콘의 수용에 영향을 미치는 요인의 파악을 시도하였다. 구체적으로 관련 변인들에서 마케팅 커뮤니캐이션 수단으로서 비콘의 수용자와 비수용자 사이에 차이가 있는지 검증하였다. 연구결과 '스마트폰 이용량'과 '브랜드 인식'에서 인지자와 비인지자 사이에 유의미한 차이가 발견되었다. 또한 마케팅 커뮤니케이션 수단으로서 비콘의 수용 예측 변인을 파악하기 위하여 '마케팅 커뮤니케이션 수단으로서 비콘의 수용'을 종속변인으로 로지스틱 회귀분석을 실시하였다. 연구결과 '스마트폰 이용량'과 '브랜드 인식' 모두 마케팅 커뮤니케이션 수단으로서 비콘의 수용에 영향을 미치는 예측변인임이 검증되었다. 본 연구 결과를 TAM에서 주장되는 지각된 유용성과 지각된 사용 용이성 관점에서 분석하였다.

Keywords

Table 1. Difference between perceiver and non-perceiver on beacon as marketing communication media

OHHGBW_2019_v10n5_125_t0001.png 이미지

Table 2. Difference between beacon app down experiencer and non-experiencer

OHHGBW_2019_v10n5_125_t0002.png 이미지

Table 3. Logistic analysis on perceiving beacon as marketing communication media

OHHGBW_2019_v10n5_125_t0003.png 이미지

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