옴니채널환경에서 제품구색통합 및 가격통합이 쇼핑혜택에 미치는 영향: 웹루밍 vs 쇼루밍 (The Impact of Product Assortment Integration and Price Integration on Shopping Benefits under Omni-Channel Environment : Webrooming vs Showrooming)

서지정보

· 발행기관 : 한국유통학회
· 수록지 정보 : 유통연구 / 26권 / 3호 / 27 ~ 61페이지
· 저자명 : 이천희, 전달영

초록

최근 다양하게 진화된 옴니채널환경에서 소비자들은 혜택을 최대화하고 비용을 최소화하기 위해 온‧오프라인을 오가며 쇼핑활동에 참여한다. 이러한 소비자의 행동은 웹루밍 또는 쇼루밍의 형태로 행해지며 점차 증가하는 추세를 보이고 있다. 웹루밍과 쇼루밍은 서로 다른 쇼핑동기와 구매의사결정과정을 보이기 때문에 옴니채널환경에서 이들이 추구하는 쇼핑혜택과 소매업체 애호도에 대해 구분하여 살펴보는 것이 필요하다. 본 연구에서는 첫째, 옴니채널환경에서 제품구색과 가격 측면의 채널통합이 쇼핑혜택과 소매업체 애호도에 미치는 영향을 살펴본다. 둘째, 옴니채널의 대표적인 쇼핑행동인 웹루밍과 쇼루밍에 따른 차별적인 영향을 검증한다. 셋째, 체리피킹 성향이 강한 극단적 웹루머, 극단적 쇼루머를 도출하여 이들간의 쇼핑혜택과 소매업체 애호도 차이를 분석하여 전략적 시사점을 제시하고자 한다.
이러한 연구목적을 달성하기 위해 국내 대표적인 전자제품 소매기업 전국 8개 지점을 방문하여 812명의 쇼핑객으로부터 자료를 수집한 후 삼원분산분석, 군집분석 및 t-검정을 실시하여 연구가설들을 검증하였다. 분석결과 옴니채널환경에서 웹루밍의 경우 제품구색 전체통합과 가격 전체통합에서 모든 쇼핑혜택과 소매업체 애호도를 높게 평가하는 것으로 나타났고, 쇼루밍의 경우 제품구색 비대칭통합과 가격 비대칭통합에서 금전 혜택, 편리성, 소매업체 애호도를 높게 평가하는 것으로 나타났다. 또한 극단적 웹루머의 경우 제품구색 전체통합과 가격 전체통합에서 위험성을 낮게 평가하는 것으로 나타났고, 극단적 쇼루머의 경우 제품구색 비대칭통합과 가격 비대칭통합에서 금전혜택, 편리성, 소매업체 애호도를 높게 평가하는 것으로 나타났다. 연구 결과를 종합해 볼 때 전체적인 웹루밍 응답자와 비교하여 극단적 웹루머는 추구하는 쇼핑혜택에 차이가 있었는데, 극단적 웹루머는 위험성의 심리적 혜택을 더욱 추구하는 집단이라 할 수 있다. 반면 전체적인 쇼루밍 응답자와 극단적 쇼루머가 추구하는 쇼핑혜택은 동일하였는데, 이들 모두 금전혜택의 실용적 혜택과 편리성의 심리적 혜택을 추구하는 집단이라 할 수 있다. 또한 옴니채널환경에서 소비자들의 애호도 확보와 기업성과를 위해서는 실용적 혜택 뿐 아니라 심리적 혜택도 함께 고려해야 함을 알 수 있다. 본 연구에서는 시간과 기회비용만으로 측정되지 않는 소비자의 다양한 심리적 혜택을 추가하여 합리적 소비행위의 원인을 규명하였으며, 옴니채널 소비자들을 세분화하여 소매기업의 유통 및 채널 전략을 제시하였다는 점에서 학문적 및 실무적 의의가 있다.

영어초록

With the advent of digital era and mobile channel, a number of retailers have expanded omni-channel for product distribution. The shopping trends of consumers have been more complicated as well. The consumers have participated in decision making processes to purchase shopping items across on and offline channel under the omni-channel environment. Recently this kind of consumer behavior has been called as showrooming or webrooming. Retailers have evolved into omni-channel that has various forms of product assortment and price integration to provide consumers with seamless shopping experience and consistent brand association. Since both webroomers and showroomers have different shopping motivations and decision making processes in omni-channel environment, it is necessary to study what type of omni-channel form is preferred by webroomers and showroomers and how consumers feel their shopping benefits.
This study simultaneously examined the impact of product assortment integration(such as full integration and asymmetrical integration) and price integration(such as full integration and asymmetrical integration) on consumer’s shopping benefits moderated by shopping behaviors like webrooming and showrooming. Specifically, it examined the differences of omni-channel shopping behaviors such as webrooming and showrooming to generate shopping benefits and retailer loyalty with the combination of assortment and price integration. This study also investigated the differences how to perceive shopping benefits and retailer loyalty by consumer segments such as extreme webroomers and extreme showroomers who show heavy cherry picking shopping tendency.
The eight shopping scenarios were made to illustrate how to purchase a printer through webrooming or showrooming at electronics store that is operating in both online and offline.
In addition, each shopping scenarios was made as a video clip to help respondents understand. Respondents were randomly assigned to eight shopping scenarios. In webrooming(or showrooming) videos, they had shopping experiences from online search(or offline search) to offline purchase(or online purchase). After watching the video for about a minute, they were asked to respond to the shopping benefits they experienced. To obtain the data needed for this study, eight branches of leading electronics retailer in Korea were selected. A total of 812 questionnaires were collected by conducting self-report surveys from consumers who visited the store.
We first analyzed the characteristics of samples through descriptive statistics. Then, factor analysis and reliability analysis were performed to validate the scales. We conducted three-way ANOVA to verify proposed hypotheses and t-test to compare the means between groups. In addition, cluster analysis was employed to identify unique omni-channel groups based on shopper’s cherry-picking tendencies. That was turned out to be extreme cherry-pickers, called as extreme webroomers and extreme showroomers.
The results of this study were summarized as follows. First, under the omni-channel environment, the impacts of channel integration such as product assortment integration and price integration on shopping benefits were shown to vary according to shopping behaviors. In both webrooming and showrooming situations, omni-channel condition like product assortment full integration, which means the same product assortment on the on/offline channel significantly influenced perceived shopping benefits. Therefore, offering more product assortment to one-side on the omni-channel rather reduces the possibility of consumer choices. In terms of price integration, however, webrooming and showrooming indicated conflicting empirical results. In webrooming, the omni-channel which has the same price on the on/offline channel(that is, full price integration), highly percieved shopping benefits.On the other hand, in showrooming, the omni-channel which has a lower price on the online channel(that is, asymmetric price integration), highly perceived shopping benefits.
Second, the study examined the interaction effects between product assortment integration and price integration on shopping benefits and retailer loyalty under omni-channel environment. These effects had been shown to vary depending on consumers’ shopping behaviors. In webrooming, product assortment and price full integration, which indicates the same product assortment and price on the on/offline channel significantly affected not only perceived utilitarian benefits such as money savings and variety but also psychological benefits such as risk and convenience. Meanwhile, in showrooming, asymmetrical product assortment and asymmetrical price integration which indicates more product assortment and lower price on online channel showed highly perceived risk as well as money savings and convenience. This leads to enhanced retailer loyalty.
Third, this study further investigated the differential effects of heavy cherry picking groups(called, extreme webroomers and extreme showroomers) on shopping benefits and retailer loyalty by utilizing cluster analysis. In case of extreme webroomers, the omni-channel, which has the same product assortment or price on the on/offline channel(full product assortment or full price integration), reduced risks. This could be interpreted as lowering perception of risks because the same product assortment or price on the on/offline channel strengthens perception of right purchases. On the other hand, in case of extreme showroomers, the omni-channel, which has more product assortment and lower price on the online channel(called, asymmetrical product assortment or asymmetrical price integration), highly perceived financial benefits and convenience. As a result, both extreme webroomers and extreme showroomers are cherry pickers who seek rational consumption. But extreme webroomers are cherry pickers that seek more psychological benefit such as risk, while extreme showroomers are cherry pickers that seek both utilitarian benefits such as money savings and psychological benefit such as convenience.
Practical implications could be suggested like the followings. Both showroomers and extreme showroomers equally perceived financial benefits, convenience, and retailer loyalty. On the other hand, differences were shown in shopping benefits between webroomers and extreme webroomers. In other words, webroomers highly perceived all shopping benefits, while extreme webroomers only perceived risks. Especially, extreme webroomers should be given utilitarian benefits such as financial benefits and variety in addition to psychological benefits, which lead to increased retailer loyalty. It is also important to strengthen customer management programs for extreme showroomers to foster more credible relationships. Under omni-channel environment, channel integration in terms of assortment and price should be well managed to enhance retailer performance for webroomers and showroomers to perceive more shopping benefits.

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