사용자 체험 후 태도 차이와 영향요인에 관한 연구 = A Study on Differences in Attitudes and Influencing Factors After User Experience

다국어 초록 (Multilingual Abstract)

Under the background of deep integration of digital economy and experience economy, the service industry, as a representative industry emerging in the era of experience economy, has become an important part of the economy and society. "Conventional" services to meet the needs of daily life tend to be saturated, homogeneous competition is serious, service conversion is happening at any time, and the research theme is gradually shifting from "attracting consumers" to "maintaining consumers". User experience has become an effective marketing tool for service enterprises to create special competitive advantages. Regarding the post-experience stage of consumers, the importance of Post-experience attitude and behavioral response has attracted increasing attention from researchers and managers. However, the existing research on post-experience attitudes is still relatively simple, mainly focusing on single-dimensional consumer behaviors, such as Loyalty after satisfaction and exit after dissatisfaction, complaint and other responses. However, there is a lack of systematic research and measurement framework for multi-dimensional attitude responses in which positive and negative attitudes may coexist after consumer experience, especially less attention is paid to "exploration attitude". Therefore, this paper studies the differences of attitude responses of different service types after consumer experience, using literature survey and empirical survey respectively.
Through the literature, this paper investigates the related theories of consumer attitude and the types of consumer behavior response, the evaluation factors that affect experience attitude and the reasons for exploring attitude after experience. This paper investigates the representative papers related to service experience evaluation, classifies the response types according to consumer satisfaction/dissatisfaction, service loyalty, service conversion and word-of-mouth communication, defines the post-experience attitude types in this paper, collects the evaluation factors of post-experience attitude, and establishes the difference comparative research model and the difference hypothesis cause model. Firstly, through literature and structured interviews, we investigated consumers' attitudes after experience, developed a standardized scale by exploratory factor analysis, covering six latitudes and 24 indicators, distinguished the attitude types, and constructed a six-latitude attitude model including absolute acceptance attitude, exploration attitude, passive acceptance attitude, demand modification attitude, dissatisfaction and strong dissatisfaction attitude. Secondly, the experimental survey extracted the collected post-experience attitude evaluation factors, including questionnaire survey of importance of evaluation factors and exploratory factor analysis, and finally extracted 8 factors including positive evaluation and negative evaluation. Thirdly, combined with the post-experience attitude types, service types and evaluation elements in the above survey contents, a research model is established. This study uses one-way ANOVA to analyze the related factors of attitude evaluation of different service types, focusing on the difference factors between different services under the same attitude.
Finally, summarize the above survey contents, conduct theoretical investigation and previous investigation on trust, pleasure, stress and post-experience exploration attitude, extract and sort out the reasons for the difference in exploration attitude between hotel (tangible) and online education (intangible) services, establish theoretical framework and hypothesis research model of influencing factors, use statistical analysis and regression analysis model to empirically test the questionnaire data, and explore the influencing factors on consumer exploration attitude paths and significant differences. This paper focuses on comparing the differences of influencing factors between the two kinds of services, and discusses the different influence mechanisms of different service attributes (tangible and intangible) on consumers' exploration attitudes.

목차 (Table of Contents)

• 제 1 장 서론 2
• 1.1. 연구 배경 2
• 1.2. 연구 필요성 5
• 1.3. 연구 목적 6
• 1.4. 연구 방법 및 범위 7
• 1.5. 연구 프로세스 8
• 제 2 장 이론적 고찰 11
• 2.1. 사용자 체험 11
• 2.2. 사용자 체험 후 태도 및 유형 16
• 2.2.1. 정서와 주관적 시간과의 관계 16
• 2.2.2. 정서와 주관적 시간과의 관계 19
• 2.3. 체험 후 탐색 태도의 관계 23
• 2.3.1 체험 후 탐색 태도 23
• 2.3.2 체험 후 탐색 태도의 관계 24
• 2.4. 서비스 유형 분류 27
• 제 3 장 사전 연구 30
• 3.1. 체험 후 태도 유형 구분 30
• 3.1.1. 체험 후 태도 유형에 관한 조사 30
• 3.1.2. 체험 후 태도 유형에추출 31
• 3.2. 체험 후 태도 평가 요소에 관한 연구 35
• 3.2.1. 체험 후 태도 평가 요소 수집 35
• 3.2.2. 체험 후 태도 평가 요소 추출 36
• 제 4 장 실증 연구 40
• 4.1. 실험 프레임 40
• 4.2 1단계 연구 41
• 4.2.1. 실험 설계 41
• 4.2.2. 연구 결과 분석 42
• 4.2.3. 소결 51
• 4.3 2단계 연구 52
• 4.3.1. 가설 설정 53
• 4.3.2. 실험설계 및 결과 분석 60
• 4.3.3. 가설 검증 62
• 4.4. 소결 64
• 제 5 장 연구 결론 67
• 5.1. 1단계 실험결론 67
• 5.1.1. 절대적 수용 태도에 따른 서비스유형의 차이분석 68
• 5.1.2. 탐색적 태도에 따른 서비스 유형의 차이분석 69
• 5.1.3. 수동적 수용 태도에 따른 서비스 유형의 차이 분석 74
• 5.1.4. 수정 요구 태도에 따른 서비스 유형 차이 분석 77
• 5.1.5. 불만태도에 따른 서비스 유형의 차이분석 80
• 5.1.6. 강한 불만족 태도에 따른 서비스 유형의 차이 분석 83
• 5.2. 2단계 실험결론 84
• 5.2.1. 호텔 서비스의 높은 신뢰에서 더 강한 탐구태도에 영향을 미치는 요인 분석 85
• 5.2.2. 호텔 서비스의 높은 즐거움에 따른 더 강한 탐구태도의 영향요인 분석 88
• 5.2.3. 호텔서비스 저 스트레스 시 더 강한 탐색태도의 영향요인 분석 91
• 5.3. 디자인 및 서비스 제안 93
• 5.4. 연구 주장 96
• 5.5. 연구한계 및 향후 연구 97
• 참 고 문 헌 99
• 설 문 지 111