모바일 쿠폰에 대한 소비자 심리 반응의 구조적 관계와 종이 쿠폰과의 비교 연구 (Consumers’ Psychological Responses to Mobile Coupons and the Comparison with Paper Coupons)

서지정보

· 발행기관 : 한국경영학회
· 수록지 정보 : 경영학연구 / 44권 / 1호 / 27 ~ 53페이지
· 저자명 : 정성민, 조성도, 김상희

초록

스마트폰과 같은 모바일 기기가 활성화 되어 모바일 쿠폰 사용이 증가하면서 모바일 쿠폰 사용자의 심리적 구조에 대한이론적 연구의 필요성이 대두되고 있다. 기존 모바일 쿠폰 연구는 기술 수용 모델을 바탕으로 모바일 쿠폰 수용에 영향을미치는 요인들에 대한 실증 연구에 초점을 맞추었다. 이러한 연구들은 획득용이성, 사용편리성과 같은 인지적 변수에 기초를 두고 있다. 하지만 모바일 쿠폰 사용 상황을 고려할 때 수용 단계를 넘어 모바일 쿠폰 사용을 촉진하는 심리적 요인들의 관계를 분석할 필요가 있다. 본 연구는 기존 쿠폰 연구에서 핵심적인 심리변수로 고려된 획득가능성, 사용편리성,절약혜택, 현명한 소비자 느낌, 유희성, 체면민감성이 모바일 쿠폰 상황에서 어떤 구조적 관계를 나타내며 모바일 쿠폰사용의도에 미치는 영향을 실증 분석하였다. 추가적으로 종이 쿠폰과 비교하여 차이점을 분석하였다. 설문조사를 통해 자료를 수집하여 공변량 구조모형 분석을 실시하였다. 분석 결과에 따르면 모바일 쿠폰에서 절약혜택, 현명한 소비자 느낌,체면민감성, 유희성은 모바일 쿠폰 사용의도에 유의한 영향을 미쳤다. 그리고 기술 수용 이론의 획득용이성은 절약혜택에유의한 영향을 주지 않고 유희성에만 영향을 주었다. 사용편리성은 절약혜택, 현명한 소비자 느낌, 유희성에 유의한 영향을 주었다. 그리고 절약혜택과 현명한 소비자 느낌은 체면민감성을 유의하게 감소시키지 않았다. 그리고 실험을 통해 현명한 소비자 느낌과 체면 민감성에 대하여 모바일 쿠폰과 종이 쿠폰을 비교하였는데 체면민감성은 종이 쿠폰보다 모바일쿠폰에서 적은 것으로 나타났으며 현명한 소비자 느낌은 쿠폰 종류에 따라 차이가 없었다. 이러한 결과는 모바일 쿠폰의특성 때문이라고 볼 수 있다.

영어초록

As mobile devices such as smart phones and tablet PC have become popular more and moreconsumers tend to be using the mobile internet in many places. Therefore, mobile commercialmarkets are becoming larger and marketing managers have been introducing diverse mobilecoupons that have the similar characteristics to traditional coupons. Furthermore, the firm’sspending on mobile coupons has increased. These are because rational consumers are seekingthe optimal price and utility through mobile coupons. Mobile coupons have a promising futurein terms of providing customized information and being combining with discount benefits.
Previous paper coupon research elaborated on not only initial adoption but also the process bywhich social and psychological phenomena such as perceived saving benefits, feelings of smartshopper, susceptibility to social face and enjoyment would take place when consumers woulduse coupons. Financial, psychological and social benefits were addressed together. However, inmobile coupon research coupon users’ psychology-related constructs have not been dealt with indetail. Previous research on mobile coupons just focused on factors such as perceived ease ofacquisition and ease of use, that influence the adoption of mobile coupons based upon thetechnology acceptance model. Therefore, the structural relationships of mobile coupon-relatedpsychological constructs need to be delineated empirically. In fact, mobile coupons could reducepaper coupons’ inconveniences such as cutting, organizing and redeeming. Also mobile couponusage behavior could be different from paper coupon usage behavior.
In the context of the above research needs, the purpose of this study is to reveal the structuralrelationships of mobile coupon-related psychological constructs on the basis of prior coupon-relatedconstructs like perceived ease of use and ease of acquisition, and to draw theoretical and managerialimplications from the results. Furthermore, the differences between mobile coupons and papercoupons are empirically tested in terms of feelings of smart shopper and susceptibility to socialface. In order to achieve these research goals, this research has suggested fifteen hypotheses.
This study could theoretically and managerially give significant meanings to marketing scholarsand managers.
This study conducts a survey to collect data from 20s through 30s coupon users. We contacted350 mobile coupon users and 350 paper coupon users. After unusable questionnaires are removed326 mobile coupon questionnaires and 318 paper coupon questionnaires are used for testinghypotheses. In order to test reliability and validity we use Cronbach a test, exploratory andconfirmatory factor analyses. Cronbach a’s values are above .7 and all items are loaded on theappropriate factor. All loadings are greater than .5. This shows an adequate level of convergentvalidity. Also the AVE (average value extracted) values for constructs are above .5 and greaterthan the shared variances of constructs. It means discriminant validity is acceptable. Basedupon this good measurement we estimate the theoretical model through the structural equationmodel. The results indicate that the overall fit of the model is good: Chi Square=46.26 on 7degrees of freedom, GFI=.96, CFI=.95 and SRMR=.067. With this good fit we test hypotheses.
Except for H1, H8, H9 other hypotheses are accepted. Additionally we conduct an experimentto test that feelings of smart shopper and susceptibility to social face differ between mobilecoupons and paper coupons. According to the results the types of coupon media susceptibility tosocial face significantly decreases in mobile coupons whereas feelings of smart shopper don’tdiffer between mobile coupons and paper coupons. Therefore, H14, H15 are accepted.
We can draw theoretical and managerial meanings and implications from the results. First,In the case of mobile coupons susceptibility to social face independently affects coupon usageintention without being significantly influenced by saving benefits and feelings of smart shopper.
This means that other psychological constructs could be related to susceptibility to social faceof mobile coupon behavior. Second, mobile coupon users’ psychological constructs such as feelingsof susceptibility become weaker in mobile coupons than paper coupons.

참고자료

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