온라인 비관계의도 모형 개발 (The Development of Online Non-Relationship Intention Model)

서지정보

· 발행기관 : 한국소비자학회
· 수록지 정보 : 소비자학연구 / 21권 / 1호 / 33 ~ 53페이지
· 저자명 : 하홍열, 박영호, 박강희, 권은정

초록

기업의 마케팅 노력에도 불구하고 관계구축과 관련된 소비자의 평가는 상반적이다. CRM 기법의 발달에도 불구하고, 소비자가 평가하는 CRM의 부정적인 요인의 이해는 B2C(Business-to-Consumer) 부분의 중요한 이슈로자리 잡고 있지만, 아직도 그에 대한 연구는 특히 온라인상에서 제한적이다. 본 연구는 첫째, Noble and Phillips (2004)의 Journal of Retailing의 연구를 바탕으로 실증분석에 초점을 둔다. 둘째 Noble and Phillips(2004)의 모형이 4개의 테마로 구성된 Relationship Hinderance 모형을 구축한 것과 달리, 본 연구에서는 12개의 하위요인을 유지(upkeep), 단일테마로 구성된 시간 & 혜택(time & benefit), 개인적 손실(personal loss)과 같은3가지 테마를 중심으로 “비관계의도” 모형을 검증한다. 셋째, 이들 테마들은 오프라인에서 개발되었으나, 본 연구에서는 온라인 소비자의 비관계의도에 영향을 주는가를 분석한다.
연구결과 본 연구에서 제시된 3개의 테마로 구성된 비관계의도 모형은 신뢰성, 탐색적 요인분석, 확인요인분석을통해 제안된 모형의 타당성이 판명됨으로서 연구목적 1을 검증하였다. 또한 연구목적 2와 3의 문제와 관련된 실증분석을 통해, 본 연구에서 제시된 모형이 한국의 온라인 상거래에서 소비자의 “비관계의도”를 얼마나 잘 설명해 주는가를 측정하였다. 유지테마(upkeep themes)와 개인적 손실 테마(personal loss themes)는 본 연구의 모형과일치하는 방향으로 통계적인 유의성을 보였으나, 흥미롭게도 시간 & 혜택 테마는 통계적인 유의성을 보이지 않았다. 저자들은 본 연구결과를 바탕으로 이론적 기여와 실무적 시사점을 제공한다.

영어초록

CRM are expanding rapidly. As a result, CRM is a popular initiative within the marketing field largely because in the long run, customer retention costs significantly less as compared to new customer development, which in turn translates to enhanced profitability. Although numerous academic studies offer a positive portrait of the effect of customer relationship management on firm performance, some researchers have questioned its value in the context of online retailing. For example, Fournier, Dobscha, and Mick(1998) observed that practitioners fail to understand that many consumers are not interested in relational advances and actively seek to avoid building relationships with the companies who continue to blindly pursue them.
In line with this observation, a better understanding of negative relationship factors is essential for online B2C relationship, but unfortunately, such a research is still limited.
Based on the theoretical lack of online CRM, first, this study focuses on an empirical test of the non-relationship model proposed by Noble and Phillips(2004), Journal of Retailing.
Second, Noble and Phillips’ model have built the relationship hindrance model with four themes, whereas in this study the authors investigate the non-relationship intention model with a modified model that is made up upkeep, time/benefit, and personal loss themes. Finally,we test that such three themes affect non-relationship intention.
Four different business contexts were utilized for data collection because these business industries(clothing, book, electronic, and travel industries) are rated among the top five product or service categories purchased via the Internet. The data used in this study were collected in South Korea from real online purchasing consumers in 2009. Self-administered surveys were distributed to 250 online consumers and took park in 213 respondents. After accounting for sample bias and missing data, this study used a total of 201 questionnaires,which represent a 80.4% response rate.
The findings show that the proposed model with three themes is established for the validity of the proposed model through reliability, EFA, and CFA. The result indicates that the first research objective is successfully obtained. With respect to second and third questions,both upkeep and personal loss themes are statistically significant, but interestingly, time/benefit themes are insignificant.
In terms of second and third research objectives, more specifically, we test the non-relationship intention model as to how our proposed model explains consumers’ non-relationship intentions in the context of Korean e-commerce. Both upkeep themes and personal loss themes are statistically significant in this study, but interestingly, time & benefit themes are insignificant.
In line with this observation, the conclusions are arrived as follows. First, Korean online consumers do not want to have a relationship with a particular website, particularly when the website requires some vexatious and troublesome process. Second, consumers are reluctant to have a relationship with websites when a special issue is directly related to their personal loss. Third, consumers do not want to have any relationship with websites when they feel that the relationship requires a huge amount of time and offers unclear benefits. In particular,the last issue is critical when marketers plan to make a solid online CRM framework.
The primary contribution of the current study lies in the exclusion of time/benefit themes as a sub-dimension of non-relationship intention model. The empirical findings allow one to the similarities between non-relationship intention and its dimensions. Since Novel and Phillips(2004) propose four dimensions of relationship hinderance, research focusing on these proposed dimensions is in its stage of infancy. Accordingly, a mount of research is required to further reveal online consumer behavior, particularly in the context of online relationship formation.
Finally, these results, and their implications, along with avenues for further research are also elaborated in this research.

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