고객가치기반 온라인 비즈니스 모델 및 전략 : 재사용 의도에 영향을 주는 고객가치요인을 중심으로 (The Model and Strategy of Online Business Based on Customer Value: Value Factors Affecting Customer's Reuse Intention)

서지정보

· 발행기관 : 한국경영학회
· 수록지 정보 : 경영학연구 / 33권 / 4호 / 1157 ~ 1184페이지
· 저자명 : 주재훈

초록

본 연구는 온라인 비즈니스의 고객가치 요인을 도출하고, 인터넷 쇼핑몰 모델과 인터넷 포털 서비스 모델에서 고객이 기대하는 가치수준과 실제 제공 가치수준 간에는 차이가 존재하는지를 살펴보고, 고객가치와 비즈니스 가치의 관계를 고찰하고자 하였다. 온라인 비즈니스의 고객가치 요인은 경제적 가치, 편리성･신속성 가치, 개인화 가치, 커뮤니티 가치, 감성･오락 가치, 신뢰･응대 가치로 구성된다. 두개의 비즈니스 모델에 대한 설문조사를 통해 다음의 연구결과를 제안하였다. 첫째, 인터넷 쇼핑몰 모델에서는 경제적 가치가 중요한 요인이 되지만, 포털 서비스 모델에서는 중요한 요인으로 작용하지 못한다. 또한 인터넷 쇼핑몰 모델에서는 신뢰･응대성 가치가 다른 가치 요인과 재구매 의도 간의 매개변수로서 역할을 하지만 인터넷 포털 서비스 모델에서는 그러하지 않다. 둘째, 고객에게 편리성･신속성 가치를 제공하는 것이 온라인 비즈니스 모델의 공통적인 성공전략이지만 인터넷 쇼핑몰 모델에서는 신뢰･응대 가치와 경제적 가치를 높이는 전략이 요구된다. 한편 인터넷 포털 서비스 모델에서는 커뮤니티 가치와 감성･오락 가치를 높이는 전략이 요구된다.

영어초록

Customer value is the source of competitive advantages of online business and various researches have been conducted. Yahoo offered service on the Internet at 1994. In Korea, Interpark opened Internet shopping mall at 1996. Online business based on the Internet is still in its infancy, but marks steady growth after overcoming a bubble crisis. It is necessary to provide strategic guidelines for online businesses through the study on the components of customer value and the relationships between customer value and business value by business models.This paper aims to drive customer value factors of online business, to analyze the difference between the expectation level and the service level for customer value of online business classified as Internet shopping mall and Internet portal service model, and to identify the relationship between customer value and business value measured by reuse intention.Six customer value factors such as economy, speed & convenience, personalization, community, emotion & entertainment, and trust & responsiveness are derived from this study on online business. In order to achieve the goal of this study, we propose a total of 34 research hypotheses which are composed of 17 hypotheses on the Internet shopping mall model and 17 hypotheses on the portal service model. In each business model, because each customer value factor is corresponding to one hypothesis, six hypotheses on the difference between the importance of the customer value and the current service level are proposed. Eleven hypotheses for each business model are derived from the relationship between customer value factors and repurchase intention.
In order to test the hypotheses, 615 samples of questionnaire survey for the Internet shopping mall model and 702 samples for the portal service model are collected from users who had purchase experience or visited the portal site. The hypotheses on the difference between the expectation level and the service level are tested by t-statistics. The hypotheses on the relationship between customer value factors and reuse intention are tested by a structural equation model.
The empirical research results are as follows. According to online business models, the importance of customer value factors was different. In case of the Internet shopping model, the expectation level of customer values such as economy, speed & convenience, and trust & responsiveness is high. The customer value factor marked the lowest service level is trust & responsiveness. In case of the portal service model, the expectation level of customer value such as speed & convenience and community is high. The difference between the expectation level and the service level for all customer value factors except economy significantly exists in both business models. However, there is no difference between the expectation level and the service level for the economy value in the portal service model while the difference exists in the shopping model. Economy was a critical value factor in the shopping mall model while it was not significantly important in the portal service model. The trust & responsiveness factor played a mediating role among other value factors and reuse intention in the shopping mall model while it did not play a role as the mediating factor in the portal service model. Finally, the common successful strategy for both business models is to enhance the speed & convenience value for customers. However, the shopping malls need to improve the trust & responsiveness value, and economy value for customers while the portal services need to do the community and emotion & entertainment values.

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