소비자의 구매여정에 따른 속성평가가 쇼핑접점 선택에 미치는 영향-밀키트/ 주방가전 제품 비교를 중심으로- (A Effect of the Attribute Evaluation of Experience Process in Customer Purchasing Journey on Shopping Touchpoint Selection: Focus on Comparison by Meal Kit and Kitchen Appliances Product)

서지정보

· 발행기관 : 한국유통물류정책학회
· 수록지 정보 : 유통물류연구 / 11권 / 1호 / 123 ~ 148페이지
· 저자명 : 정광철, 조성찬, 이훈영

초록

최근 쇼핑의 디지털화 및 소셜미디어 혁명으로 고객 경험의 복잡성이 증가하여 고객 경험이 기업의 가치를 창출하거나 파괴하는 역할을 함에 따라 중요성이 확장되고 있어, 고객 경험이 발생하는 대상과 과정에 대한 패러다임 전환을 반영한 고객 경험 관리를 디자인하는 연구가 필요한 시점이다. 이에 본 연구에서는 고객경험이 상호작용하는 대상인 접점을 평가하고 선택하는데 있어서 중요하게 논의되는 구매 여정에서의 구매정보, 소매점포, 고객 참여가치의 경험과정별 속성들을 중심으로 모바일앱, PC 웹사이트, 소셜미디어& 라이브, 오프라인 점포의 쇼핑 접점에 대한 선택 수준과 영향 관계를 검증하고자 하였다. 연구 결과 첫째, 구매전단계의 구매정보 속성에서 상호작용성, 큐레이션 정보, 유용성 속성들은 밀키트와 주방가전 제품의 쇼핑 접점 선택에 영향을 미치는 것으로 나타났다. 둘째, 구매단계의 소매점포 속성에서는 소유 편의성, 유행성, 상품 다양성 속성들이 밀키트와 주방가전 제품의 쇼핑 접점 선택에 영향을 미치며, 가격경쟁력은 밀키트와 주방가전 제품의 쇼핑 접점 선택에 영향을 미치지 않는 것으로 나타났다. 셋째, 구매 후 단계의 참여 가치 속성에서는 관계 내부화, 상호작용 반응성, 참여의 유용성, 추천 보상 속성들이 밀키트와 주방가전 제품의 쇼핑접점 선택에 영향을 미치는 것으로 나타났다. 결론에서는 구매여정에서의 쇼핑 접점 선택에 미치는 영향 관계의 연구 결과를 기반으로 고객 경험의 패러다임을 전환하여 새롭게 디자인하고 관리하는 이론적, 실무적시사점을 논의하였다

영어초록

The importance of customer experience is expanding as it plays a role in creating or destroying corporate value withthe recent digitalization of shopping and the social media revolution. In addition, the increasing complexity of customerexperience plays an important role in changing the marketing paradigm from two perspectives. The first is a paradigmshift for the object where customer experience occurs. Second, it is a paradigm shift for the process by which customerexperience occurs. Therefore, this study aims to examine the level of selection for shopping touchpoints, focusing onpurchase information, retail stores, and customer engagement value, which are importantly discussed in explaining thecustomer experience process in which consumers evaluate and select touchpoints, and to verify the influence of majorattributes. As a result of comparing the attributes of each experience process and the influence of shopping touchpointsselection by product in the purchase journey, curation information, interactivity, and usefulness in the purchaseinformation attributes of the pre-purchase stage were found to have a significant effect on shopping touchpointsselection for both meal kit and kitchen appliances. And possession convenience, product assortment diversity, andfashion in the retail store attributes of the purchase stage were found to have a significant effect on shopping touchpointsselection for both meal kit and kitchen appliances. but price competitiveness has no effect on shopping touchpointsselection for both meal kit and kitchen appliances. In terms of engagement value attributes in the post-purchase stage,the usefulness of engagement, interaction responsiveness, relationship internalization, and recommendationcompensation significantly influenced the selection of shopping touchpoints for both meal kits and kitchen appliances,and customer knowledge sharing has no effect on shopping touchpoints selection for both meal kit and kitchenappliances. The implications of this study based on the results of this empirical analysis are as follows. First, it isnecessary to design a customer experience process model by shifting the paradigm from the existing purchase stage tothe perspective of designing and managing customer experience by considering the entire stage of the pre-purchase, purchase, and post-purchase experience processes. When selecting a shopping touchpoint in the pre-purchase stage, thecuration information has a significant influence on the touchpoint selection by both the product and the shopping timing,so it is important for companies to secure the ability to provide personalized information. Based on the core assets ofsuch curation information, it is necessary to design the basis of customer experience that can continuously communicatewith customers based on reliability and expand interactivity to enrich customer experience. In addition, when choosinga shopping touchpoints in the purchasing stage experience process of the purchase journey, the customer experienceshould be designed so that the possession convenience can be continuously expanded through fast and accurate deliveryservices. Second, the object of customer experience should be designed from touchpoint integration perspective,including social media that affects customer experience through intimacy or relationship behavior, and social andexternal ownened experiences.

참고자료

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