모바일 거래 환경에서 지각된 관계혜택이 지속적 이용의도에 미치는 영향 : 모바일 거래 능숙도의 조절효과 (The Study on the Effect of Relational Benefits on Satisfaction, trust and Intention to use in Mobile Commerce : Focusing on the Moderating Effect of Mobile Transaction Proficiency)

서지정보

· 발행기관 : 한국유통학회
· 수록지 정보 : 유통연구 / 23권 / 2호 / 81 ~ 104페이지
· 저자명 : 이나예, 박정은

초록

IT기술의 발달로 기업의 유통채널이 다양화됨에 따라 소비자의 선택의 폭이 넓어졌다. 기업은 치열해진 경쟁에서 살아남기 위해 소비자와 지속적인 관계를 유지해야만 한다. 본 연구에서는 모바일을 이용하여 기업과 거래관계를 형성하는 소비자가 증가함에 따라 기업이 제공하는 다양한 혜택이 소비자에게 어떠한 영향을 미치는지에 대해 알아보고자 하였다. 모바일에서 나타나는 관계혜택을 구성하는 주요 요소를 규명하고, 신뢰와 만족의 매개역할을 통한 지속적 이용의도에 미치는 영향을 탐구하고자 한다. 더불어 모바일 거래 능숙도의 조절효과에 대한 실증적 규명을 하고자 한다. 이를 위해 모바일을 이용한 소비자를 대상으로 총 322의 유효 표본을 사용하였다. 분석결과, 지각된 관계혜택 가운데 편의적 혜택, 경제적 혜택, 고객화 혜택이 만족에 긍정적인 영향을 미치고, 신뢰에는 편의적 혜택과 고객화 혜택이 긍정적인 영향을 미치는 것으로 나타났다. 만족과 신뢰가 지속적 이용의도에 긍정적 영향을 미치는 것으로 나타났으며, 모바일 거래 능숙도의 조절효과는 통계적으로 유의하지 않은 것으로 나타났다. 본 연구는 모바일 거래환경에서 나타나는 혜택과 모빙ㄹ 거래 능숙도에 대해 정의하고자 하였으며, 소비자와 지속적 관계를 유지하기 위해 기업이 제공하는 서비스에 대한 전반적인 고찰을 하고자 하였다.

영어초록

In the face of fierce competition, many companies are unable to maintain their competitive advantage by simply offering products or services, as they have in the past. Companies need constant effort to survive in the market. Due to the development of IT, companies provide variety of distribution channels. As a result of these changes in the market environment, companies have become more important to their relationship with customers. As consumers purchase products by mobile, the purpose of this study is to investigate the effect of relational benefits offered by company to intention of continuous.
In the process of forming a relationship between customers and companies, one of the main concepts of relationship marketing is perceived relational benefits. Relational benefits consist of convenience benefits, economic benefits, customization benefits and informational benefits. In the case of convenience benefits. For convenience benefits, unlike traditional distribution channels, this is a benefit seen in mobile commerce environments.
The various benefits that companies offer have a positive impact on consumers and long-term relationships. In other words, the relational benefits are ultimately an important factor in generating corporate profits. Benefits should not be provided by companies, but by consumers creating satisfaction and trust through them. This is an important factor in the formation of a long-term transaction relationship. Also, traditional offline transactions have been facilitated without special devices or abilities. Mobile transactions, on the other hand, can lead to follow-up actions only after a certain degree of empathy and belief. Therefore, according to the special circumstances of mobile, the proficiency of transactions will affect the formulation of consumers.
In this study, we sought to explore in depth the resulting factors of satisfaction and trust with the ongoing uses intention in mobile transaction relationships. We also wanted to define the concept of mobile transaction proficiency and how it affects consumers ' satisfaction and trust.
Hypothesis consisted of 5 divided into the effects of relational benefits, satisfaction, trust, the intention of continuous use and the influence of mobile transaction proficiency.
To explore the idea, we have chosen study participants customers who have prior exposure in mobile commerce. A valid 322 questionnaire data were collected and used for analyses. Regression analysis was used to measure the relationship between variables the following results were obtained through analysis.
Among the perceived relational benefits, convenience benefits economics benefits, and customization benefits have a positive effect on satisfaction, and trust has a positive effect on convenience benefits and customization benefits. Therefore, Hypothesis1 and Hypothesis2 were partially adopted. The hypothesis2-2 was rejected. Consumers believe that there is a high correlation between the quality and that selling products at a low price or giving them financial benefits can affect the building trust of the consumer. Also, contrary to expectations, the hypothesis 1-4 and 2-4 were rejected. Excessive corporate information provision and unnecessary information may have a negative effect on consumers ' satisfaction and trust. Hypothesis3 and 4 were adopted that satisfaction and trust will affect the intention of continuous use will have a positive effect. The moderation effect of mobile transaction proficiency was not statistically significant and Hypothesis5 was rejected.
The implications of this study are as follows. The relational benefits defined in the context of mobile commerce and the convenience benefits are analyzed based on the special benefits of the mobile transaction environment. It also analyzed the intent of perceived satisfaction, trust, and continuous use of mobile commerce in mobile benefits.
Building on these implications, companies need to provide benefits to form a long-term relationship with consumers using mobile, especially when emphasizing the importance of convenience benefits. In addition, it is based on consumer satisfaction and trust in mobile transactions. If companies provide more benefits to consumers based on continuous feedback from consumers on services companies provide, it will be a special corporate strategy.
The limitation of this study and future research directions are as follows. First, the benefits of mobile transaction will be more diverse than the benefits presented in this study. Therefore, the benefits should be presented in a more diverse factors and additional research will be needed because all hypotheses about information benefits are rejected. In addition, based on the demographic analysis, the respondents in their twenties have the highest responses. So, it needs further research is needed to compensate these factors.

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