• 한국콘텐츠학회논문지
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• 제15권11호
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• pp.486-500
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• 2015

본 연구는 인터넷 쇼핑과 모바일 쇼핑에서 현재의 소비자들을 장기적으로 유지하는 문제 즉, 어떻게 이들로부터 고객충성도를 이끌어 낼 것인가를 연구하고자 한다. 구체적으로, 본 연구는 각각의 쇼핑 환경에서 고객충성도에 가장 영향력 있는 변수가 무엇인지를 비교, 규명하고자 한다. 수많은 선행연구들에서 고객충성도의 출발점은 우수한 서비스품질임을 강조하였다. 이에, 본 연구는 서비스품질을 고객충성도의 핵심 선행변수로 고려한다. 또 다른 선행변수로써 실용적 가치인 유용성과 쾌락적 가치인 즐거움을 제시한다. 마지막으로, 본 연구는 인터넷 쇼핑과 모바일 쇼핑의 각 집단에서 서비스품질 및 쇼핑가치가 고객충성도에 미치는 효과에 차이가 존재하는지를 분석한다. 실증분석 결과는 첫째, 인터넷 쇼핑 집단에서는 쾌락적 가치인 즐거움을 제외한 나머지 선행변수들 즉, 서비스품질 차원인 대응성과 공감성 그리고 실용적 가치인 유용성이 모두 고객충성도를 증가시키는 것으로 나타난 반면에, 모바일 쇼핑 집단에서는 즐거움만이 고객충성도에 유의하였다. 둘째, 서비스품질 및 쇼핑가치가 고객충성도에 미치는 효과는 인터넷 쇼핑 및 모바일 쇼핑에 따라 명백한 차이가 존재하는 것으로 나타났다. 이 결과는 각각의 쇼핑에 효과적인 고객충성도 관리방법이나 전략이 다를 수 있음을 시사한다.

• Journal of Information Technology Applications and Management
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• 제28권4호
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• pp.59-78
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• 2021

Mobile Grocery Shopping (MGS) has become the New Normal as the COVID-19 pandemic has changed the way consumers shop. Drawing on the framework of Customer Journey Map (CJM), this study explores consumers' MGS by identifying specific stages of Customer Journey and comparing consumers' satisfaction between PC-based online and mobile shopping experiences at each stage throughout the journey. This study collected 562 responses from subjects who have mobile and PC-based grocery shopping experiences at the major domestic e-Commerce platforms. Independent t-test analysis showed that differences in satisfaction between mobile and online shopping experiences exist in 5 main stages and 16 sub-stages of CJM. The results of service and technological innovation mentioned in the actual industry report were seen as empirical results leading to continued use of MGS as well as customer satisfaction. The findings of this study contribute to the research stream on Customer Journey by adopting the structure of CJM and analyzing specific stages of the journey in the context of MGS. Managerial implications for mobile-based business practitioners are also discussed.

• 대한가정학회지
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• 제40권5호
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• pp.53-62
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• 2002

The purposes of this study were to examine: 1)the dimensions of online store attitude; 2)the differences in the online store attitude by product category and store type; and 3)the effects of online store attitude on store satisfaction and store loyalty. Data were obtained from an online questionnaire survey to 850 online shoppers who were randomly selected from the panel of an online survey agency, and 615 responses were analyzed. Factor analysis extracted 5 dimensions of store attitude including: process and security; service; promotion and presentation; price and quality; and merchandise. MANOVA revealed a significant difference in the price and quality factor by product category and store type. Multiple regression showed that the effects of price and quality, service, and process and security on store satisfaction were significant. Also, price and quality had a significant direct effect on store loyalty which was also affected by store satisfaction.

• 한국의류산업학회지
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• 제24권2호
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• pp.183-194
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• 2022

This study aims to understand the consumers' negative responses to communication failure of chatbots caused by their imperfections. Specifically, this study examines 1) the relationship among chatbot's communication failure, dissatisfaction, negative behavior (complaint, negative word-of-mouth (nWOM), and inertia); 2) the moderating effect of technostress on the relationship between chatbot's communication failure and dissatisfaction; 3) the differences in the negative responses between the generation MZ and the previous generations. Data were collected via an online survey. First, the participants interacted with the chatbot developed for this survey, to experience the chatbot's communication failure. Thereafter, they responded to a questionnaire. PLS-SEM was conducted using the R software environment to test the hypotheses. This study empirically identified that chatbot's communication failure positively affected dissatisfaction. In addition, the customers who were more dissatisfied with the chatbot's communication failures were more likely to complain than engage in nWOM. Compared to the generation MZ, chatbot's communication failure caused a higher level of dissatisfaction in previous generations. The results suggest that online shopping malls should carefully introduce an improved chatbot service after minimizing its communication failure rate. The chatbot developers of online shopping malls targeting middle-aged and elderly consumers should strive to develop and implement strategies to further alleviate consumers' dissatisfaction in the situation of chatbot's communication failure.

• 경영정보학연구
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• 제23권4호
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• pp.165-182
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• 2021

코로나19는 소비자의 소비패턴을 비대면 방식으로 전환시켰다. 소비패턴이 디지털화되면서 소비자는 자신이 스스로 해야 하는 일들이 수반되는 이른바 그림자노동을 수행하는 것이 일상이 되었다. 온라인 식료품 서비스 이용 과정에서 소비자가 그림자노동을 인식한다면, 이는 온라인 쇼핑 회피는 물론 다른 채널로의 전환에도 영향을 줄 수 있다. 이에 본 연구에서는 소비자의 그림자노동인식이 모바일 쇼핑회피와 채널전환의도에 어떠한 영향을 미치는지를 검증하고자 한다. 본 연구는 식료품 구독 서비스 경험이 있는 소비자 283명을 대상으로 온라인 설문조사를 통해 연구자료를 수집하고 PLS 분석을 통해 그림자노동인식에 대한 효과를 검증하였다. 분석결과, 사용자의 그림자노동인식은 모바일 쇼핑회피는 물론 채널전환의도에 긍정적인 영향을 미치는 것으로 나타났으며, 모바일 쇼핑회피 또한 채널 전환의도에 긍정적인 영향을 미치는 것으로 나타났다. 본 연구의 결과는 그림자노동 관련 연구와 모바일 쇼핑 서비스관련 연구분야에 학문적 기여가 가능하며, 플랫폼 및 큐레이션 기업에 실무적 시사점을 제안할 수 있다.

• 한국실내디자인학회논문집
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• 제25권5호
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• pp.111-120
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• 2016

Unlike the past, brick-and-mortar is no longer on the priority list for the shopping activity. Instead, it is replaced by various non-store shopping alternatives, such as Internet, TV, catalog, mobile, etc. As consumers engage digitally, they made fewer trips to stores. Especially, as mobile shopping made the price comparison possible while shopping in the store, new shopping trend of 'showrooming' came to the fore as the serious issue. In order to cope with the this crisis, many brick-and-mortar retailers utilize omni-channel strategy for their countermeasure. This research paper is to suggest the omni-channel strategy that is applicable for the brick-and-mortar retailers. The results are as follows. First, in order to set up the connected-channel shopping environment, consumers have to be exposed to the environment that can deliver the continuous brand experience under the same price policy, brand and store management, etc, as integrating the various purchasing channels into one. Especially, in-store environment needs to change for the place where consumer experience is stressed for the most as using virtual reality devices with augmented reality technology. Also, the online digital kiosk, and tablet that consumer can order the products through the online channel while shopping in-store Second, the barrier-free in-store environment should be offered in order to increase the consumer convenience. This change will allow consumer communicate with the store environment more effectively. Lastly, brick-and-mortar should extend the physical territory as utilizing the offline's advantage and disadvantage through setting up the digital interactive wall or pop-up store for increasing the opportunity of customer interaction with the store. Moreover, visiting service for the elderly, housewife with the baby, or disabled person will be one of the effective substitute.

• Journal of Korea Trade
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• 제25권8호
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• pp.45-56
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• 2021

Purpose - This study examines the relationship between the global consumer's shopping value and the intent to purchase in many of today's emerging international malls. furthermore, the orientation of shopping will be examined to see if there is a significant mediating effect between the value of shopping and willingness to purchase in international shopping malls. Design/methodology - This study conducted a survey of Chinese travelers who had experience in visiting a shopping mall during their visit to Korea through an online panel research agency and received a total of 230 responses. To confirm the relationship with constructs, the structural equation model (SEM) was used to test hypothesis in this research. Findings - The study was to examine the relationship of the international consumers' shopping value to the purchase intention in shopping mall when they visit to other countries, and to find if there was any effect on the relationship between the shopping value of the shopping orientation and the willingness of the international shopping mall. Originality/value - By confirming the relationship between international consumers' shopping value and shopping orientation, this study proposed the theoretical implications for global consumers' shopping behavior. In addition, this result can affect the development of service programs for foreign consumers.

• 한국컴퓨터정보학회논문지
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• 제20권3호
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• pp.139-144
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• 2015

근래의 안경 산업은 고객들이 다양하게 선택함에 따라 외적 미모를 위한 개성 연출을 위한 도구로서 활용도가 다양화되고 급증하고 있는 추세이다. 특히, 온라인 쇼핑몰은 IT 기술 발전에 힘입어 다양하고 급속하게 성장하면서 온라인 쇼핑 업체들 사이에 경쟁은 더욱 가열되고 있다. 이로 인하여 온 오프라인에서 업체들의 차별화된 마케팅 전략과 특징이 절실하게 요구되며, 자체 경쟁력 확보를 위한 분석과 투자에 많은 노력을 기울이고 있다. 이에 본 연구에서는 계층별 구분하지 않고 다양한 계층에서 이용할 수 있는 개인 맞춤형 온라인 안경산업에 초점을 둔 사이트 구축에 관한 연구이다. 이를 위해서 기존의 대표적인 안경 산업의 특징과 산업 서비스 분석을 통해 차별화된 전략을 제시하고자 한다. 본 연구를 통해 서비스 개발과 실용적인 접목이 이루어진다면 비즈니스 모델의 새로운 가치를 도모할 수 있을 것으로 기대된다.

• 한국의류학회지
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• 제47권6호
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• pp.1157-1176
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• 2023

This study aims to verify the psychological evaluation that consumers undergo when accepting virtual fitting services while shopping online. The Theory of Interactive Media Effects (TIME) was applied to determine the impact of the perceived affordance of media on consumer response through immersion. An online survey was conducted targeting female consumers in their 20s and 30s, and 271 responses were collected and used for empirical analysis. The results of the analysis showed that interactivity and immediacy had a positive effect on telepresence. Telepresence, in turn, affected perceived usefulness and enjoyment, which then significantly affected purchase intention. In addition, some paths confirmed the moderating effect of consumer innovativeness. In consumers with high innovativeness, interactivity was found to have a greater influence on telepresence and perceived usefulness had a more significant influence on purchase intention than in consumers with low innovativeness. Conversely, in consumers with low innovativeness, perceived enjoyment was found to have a greater influence on purchase intention than in consumers with high innovativeness. The significance of this study is that it expands research on customer perception of virtual fitting services within online shopping platforms.

• 유통과학연구
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• 제19권12호
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• pp.23-32
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• 2021

Purpose: By integrating multiple separate online, offline distribution channels, omnichannel distribution has modernized and revolutionized the retailing sector. Omnichannel distribution supports firms by delivering seamless shopping experiences for customers throughout all touchpoints of the shopping journey. This paper aims at exploring the impact of channel integration quality on customer experience and patronage intentions in the omnichannel distribution context. Research design, data and methodology: An online survey was taken with 351 omnichannel experienced shoppers by utilizing the structured questionnaire. The partial least square-structural equation modeling (PLS-SEM) and Smart PLS software were employed to analyze and test proposed hypotheses. Results: The findings reveal that channel integration quality dimensions including breadth of channel-service choice, transparency of channel-service configuration, content consistency, and process consistency, play crucial roles in the customer shopping experience. The perceived compatibility has been influenced by the integrated interactions in which content consistency and process consistency. The findings also demonstrate the positive and direct impact of perceived compatibility on customer experience, and both factors have substantial effects on customers' patronage intentions. Conclusions: This study sheds light on the literature on channel integration quality, omnichannel retailing experience and customer patronage. In addition, this study provides practical implications for omnichannel retailers in enhancing customer experience and patronage.