인터넷 의류 쇼핑몰의 이미지 상호작용 기술에 따른 커뮤니케이션 기능 지각과 효과 (Effects of Image Interactivity Technology on Attitude and Word-of-Mouth)

서지정보

· 발행기관 : 한국소비자학회
· 수록지 정보 : 소비자학연구 / 21권 / 2호 / 417 ~ 441페이지
· 저자명 : 이지인, 이유리

초록

본 연구에서는 온라인 의류 쇼핑몰의 이미지 상호작용 기술 수준 간 실제 상호작용 수준 과 커뮤니케이션 기능의지각 차, 소비자 태도 및 구전 의도에 유의한 영향력을 미치는 지 알아보고자 하였다. 그 결과 상호작용의 놀이성,통제성, 개인화 요인이 3D 가상 모델을 도입했을 때 매우 높게 지각되었다. 둘째, 커뮤니케이션의 설명적, 교감적,감정적, 지시적 기능은 이미지 상호작용 기술이 전무하거나 줌인 및 썸네일 기술만을 도입했을 경우 낮게 지각되었으나 3D 가상 모델을 이용하였을 경우 매우 높게 지각되었다. 셋째, 커뮤니케이션 기능과 마찬가지로 3D 가상 모델을 이용했을 때 긍정적 태도와 구전 의도가 높게 지각되고 있음을 파악할 수 있었다. 마지막으로 경로 분석을 통해 커뮤니케이션의 지시적, 감정적, 미적 기능은 수준에 상관없이 태도를 통해 구전 의도에 유의한 영향력을 미치고있었으나 교감적 기능의 경우 줌인 기술 도입과 특정 기술이 도입되지 않았을 경우에만 태도를 통해 직, 간접적으로 구전 의도에 유의한 영향을 미치고 있음을 발견할 수 있었다. 이처럼 웹사이트-소비자 간 상호작용에 초점을 맞추어 정보 탐색 과정이 일련의 커뮤니케이션으로 소비자에게 미치는 영향을 알아보고자 하였으며 그 결과 도입된웹 기술 수준에 따라 상호작용과 커뮤니케이션 기능의 지각 수준, 소비자의 태도와 구전 의도가 달라짐을 알 수 있었다.

영어초록

According to expansion of online shopping malls, the most impressive service on them is the customized information service. For that reason, online shopping mall are trying to interact with customers more than before and provide specialized information based on the needs of customer individuals. To better understand impact of them, we examined whether the level of Image Interactivity Technology has a significant effect on customer’s attitude,word-of-mouth throughout the perception of communication functions. Image Interactivity Technology means image-based information technology needed for interactions with customers.
3D virtual model, Zoom-in and Thumbnail can be the good case of them. To reflect realistic buying environment, this study divided online shopping mall into three levels； none of technology, Zoom-in & Thumbnail, 3D Virtual model. respondents had to experience one of online shopping malls prior to answering the survey. There are significant differences with four factors of interactivity, except for a factor named Synchronism, among the level of technologies.
Particularly, the mean scores of the perception of Play, Control, and Personalization factor were significantly higher as respondents were supposed to using 3D virtual model as a tool.
customers can reflect their opinion and emotion through 3D virtual models by manipulating presentation of products on the virtual model. Like this, they rise the level of customization,having positive images to operate new contents. Secondly, there are significant differences with the perception of communication functions. The mean scores of Referential function,Phatic function, Emotive function, and Conative Function of communication were significantly Lower when respondents couldn’t use any of technology or when they only used Zoom-in or thumbnail technology. Although new web technology based on 2D image is introduced, customers are limited to reveal their emotion, because of the 2D tool’s limitation. In other word, 3D virtual models can improve web efficiency, helping customers express their opinion. Third,there are significant differences with customers attitude, word-of-mouth among the level of technologies. All of these variables were significantly highest when adopting 3D virtual mode.
3D technology can be a profitable element that caused customer’s positive attitude that lead to real purchase. Fourth, different relationships among three levels of Image Interactivity Technology were revealed with common relationships. Irrespective of technologies, conative function has the greatest effects on from attitude to word-of-mouth. From this result, with no reference to introduce image interactivity technologies, information have to be direct motivation of buying products. Furthermore, It also remarkably affects on intention of word-of-mouth directly. What is more, aesthetic function, emotive function of communication had signigicant indirect effects on willingness to word-of-mouth. In particular, in case of adopting specific Image Interactivity Technologies, such as zoom-in, Thumbnail based on 2D image, and 3D virtual models, it is proved that customer empathy and the level of artistic values have bigger influence on attitude and word-of-mouth. Therefore, online shopping malls that commercialize Image Interactivity Technologies should improve skill application to achieve customer’s private value as well as positive emotion. Phatic function had significant effects on word-of-mouth when respondents were supposed to not only use Zoom-in technology but use none of them. Most of all, this research implies the needs of high web skills based on 2D images. In consequence,this research minutely shopw marketer and retailers for online shopping malls both the effects of adopting new technology and communication parts that should be strengthened depending on adopted technology. Therefore, There are various implications for establishing marketing strategies for adopted web technologies on online shopping mall.

참고자료

· 없음