무인매장특성과 고객경험이 고객인게이지먼트에 미치는 영향: 언택트성향의 조절효과를 중심으로 (The Effect of Unmanned Store Characteristics and Customer Experience on Customer Engagement)

서지정보

· 발행기관 : 한국유통학회
· 수록지 정보 : 유통연구 / 25권 / 2호 / 69 ~ 98페이지
· 저자명 : 정옥경, 박철

초록

최근 유통산업 전반에 무인화 트렌드가 확산되고 있으며, 2019년 창업키워드가 무인이라 할 만큼 이 분야는 핵심이슈로 주목받고 있다. 많은 대기업들은 비용 절감과 효율적인 운영을 위해 IT를 기반으로 한 매장 내 기술을 적극적으로 도입하고 있고, 차별화된 고객경험을 제공하기 위해 많은 노력을 하고 있다. 이에 본 연구는 무인매장에서 고객경험에 영향을 줄 수 있는 매장 내 특성들을 도출하고, 무인 매장 내 어떤 특성들이 고객경험과 고객인게이지먼트에 영향을 미치는 가를 실증하고자 한다. 또한 이러한 관계에서 언택트 성향에 따른 조절효과를 검증하고자 한다. 연구결과 매장 내 기술의 사용 용이성은 인지적, 정서적 고객경험에 영향을 주었으며, 공간 배치와 기능성은 감각적, 정서적 고객경험에 영향을 주었고, 다른 고객과의 유사성은 정서적, 사회적 고객경험에 긍정적인 영향을 주는 것으로 나타났다. 고객경험 차원 중 인지적, 정서적 경험은 고객인게이지먼트에도 긍정적인 영향을 주는 것으로 나타났다. 한편, 감각적, 사회적 고객경험은 고객인게이지먼트에는 별다른 영향을 주지 않는 것으로 나타났다. 마지막으로 언택트 성향은 사용 용이성이 인지적, 정서적 고객경험에 미치는 영향을 강화하는 것으로 나타났다. 이를 토대로 전략적 시사점을 제시하고 향후 연구방향과 한계점을 제시하였다.

영어초록

The unmanned trend is spreading throughout the distribution industry. This field is attracting attention as a key issue in distribution as the 2019 startup keyword is unmanned. Many companies are actively adopting IT-based in-store technologies for cost reduction and efficient operation, and are working hard to provide differentiated customer experiences. In this study, we derive the characteristics of stores that can affect customer experience in unmanned stores, and demonstrate what characteristics of unmanned stores affect customer experience and customer engagement. We also test the moderating effects of Untact(Low vs High) between ease of use and cognitive and emotional experience.
The purpose of this study is as follows. First, the characteristics of in-store that can affect the customer experience in unmanned stores are derived through previous studies. Second, the customer experience dimension in unmanned stores is derived based on prior research. Third, it tests what characteristics of unmanned stores affect customer experience dimension and customer engagement. Fourth, this study examines the moderating effects of Untact(Low vs High) between the characteristics of unmanned stores and customer experience.
In this study, the following hypotheses were established based on previous studies.
The model of this study is as follows.
H1: Ease of use in unmanned stores will enhance the customer's cognitive experience.
H2: Ease of use in unmanned stores will enhance the customer's emotional experience.
H3: Spatial layout and functionality of unmanned stores will enhance the customer's sensory experience.
H4: Spatial layout and functionality of unmanned stores will enhance the customer's emotional experience.
H5: Similarity with other customers in unmanned store will enhance the customer's emotional experience.
H6: Similarity with other customers in unmanned stores will enhance the customer's social experience.
H7: The stronger the cognitive experience of the customer, the more positive it will be for customer engagement.
H8: The stronger the sensory experience of the customer, the more positive it will be for customer engagement.
H9: The stronger the emotional experience of the customer, the more positive it will be for customer engagement.
H10: The stronger the social experience of the customer, the more positive it will be for customer engagement.
H11: Untact will enhance the impact of ease of use on cognitive experience.
H12: Untact will enhance the impact of ease of use on emotional experience.
Investigation procedures and analysis methods The questionnaire was revised based on the results of the first preliminary survey. The survey was conducted through online links and offline for about 2 weeks from July 7 to July 20, 2019. A total of 132 copies were collected, and a total of 113 copies were used for analysis, excluding false responses. For statistical processing of the data, frequency analysis, reliability analysis, etc. were performed using SPSS20.0, and the hypothesis was tested through a Amos20.0 structural equation model (SEM).
The results are as follows.
In this study, in-store characteristics that affect customer experience were derived from unmanned stores. And they wanted to test what factors affect the customer experience dimension and consequently affect the customer engagement. Also, in this relationship, depending on the trend of untact, which has recently become an issue, the company wanted to test the moderating effect between the characteristics of unmanned stores and the customer's cognitive and emotional experiences.
The results of this study are as follows.
First, among the characteristics of unmanned stores, the ease of use of technology has been shown to have a positive impact on the customer's and emotional experiences. Second, Spatial layout and functionality have been shown to have positive effects on sensory and emotional experiences. Third, similarities with other customers at unmanned stores were found to have positive effects on emotional and social experiences. Fourth, it was shown that the customer's cognitive and emotional experiences among the customer experience dimensions have a positive effect on the customer's engagement. Fifth, among the customer experience dimensions, the customer's sensory and social experience did not have much impact on the customer's engagement. Finally, Untact has been shown to moderating the ease of use of technology with cognitive and emotional experiences.
The results showed that the ease of use of in-store technology influenced the cognitive and emotional customer experience. Spatial layout and functionality have affected sensory and emotional customer experiences. Similarity with other customers was found to have a positive effect on emotional and social customer experience. Among the customer experiences, cognitive and emotional customer experience did not have a positive effect on customer engagement.
On the other hand, sensory and social customer experiences did not significantly affect customer engagement. Lastly, Untact was found to enhance the effect of ease of use on cognitive and emotional customer experience.
Based on this, strategic implications were suggested and future research directions and limitations were suggested.
The theoretical implications of this study are as follows.
First, this study contributed to empirically testing the integrated model of customer experience in unmanned stores by organizing the customer engagement as a result of the customer experience and four dimensions of customer experience in unmanned stores. Second, it contributed to testing the influence of other customers in unmanned stores. Although similarities with other customers did not extend to customer engagement, similarities with other customers were found in unmanned stores to influence the customer's social experience. Third, this study empirically tested the recent issue of untact as a moderator variable.
This study has the following limitations.
First, the sample of this study is 113 parts, which makes it difficult to generalize the results. Therefore, it is necessary to collect and analyze more samples. Second, there is a need to test the model by discovering more prerequisites that affect the customer experience. Third, it is necessary to compare and analyze customer experience dimensions that can occur for each type of store.
Fourth, this study has unclear limitations on the logical basis of the hypothesis, excluding the influence of spatial layout and functionality on cognitive experience. Therefore, it is necessary to verify the impact of spatial layout and functionality on cognitive experience in future studies. Fifth, It is thought that there is a possibility of moderating effect of untact between spatial layout and functionality and customer experience. So in future studies, It is necessary to analyze the moderating effect of the untact between the spatial layout and functionality and the impact on customer experience of the customer.

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