Consumers’ Channel Selection Behavior Based on Psychological Distance Cue: Regulatory-Focus as Moderator

성정연,박상철 한국경영정보학회 2019 Asia Pacific Journal of Information Systems Vol.29 No.2

As merging online and offline channels into one single platform, individuals could easily and frequently switch between online and offline channels. In order for understanding such unique behaviors, this study attempts to explore why and how consumers choose their channels to search and purchase a product. We have drawn on multiple theories that have been used to explain individuals’ judgment and decision making (i.e., construal level theory and regula-tory focus theory) in order to develop and tested two-way ANOVA based models of how both regulatory focus (e.g., promotion vs. prevention) and product types (e.g., experience goods vs. searching goods) including the psychological distance cue separately and jointly affect individuals’ channel selection behavior (e.g., intention to use single channel vs. intention to use cross-channels). Our results have indicated that consumers with promotion-focus are more likely to use a single channel in experience goods rather than in searching goods when there exists the psychological cue. Based on our findings, the implication for both research and practice are discussed.

소비자의 지각된 가치와 컬래버레이션 제품반응에 대한 브랜드 신뢰성의 매개효과

성정연 한국디지털정책학회 2021 디지털융복합연구 Vol.19 No.12

O2O(Online to Offline)서비스 사업 형태에 따른 소비자 반응에 관한 탐색적 연구: 배달 서비스와 카셰어링 서비스 중심으로

성정연 한국디지털정책학회 2020 디지털융복합연구 Vol.18 No.1

This study examined the consumer response of the current O2O service between service types. Previous studies mainly focused on the quality factor of O2O service or Technology Acceptance Model or extended TAM, This study is different from the fact that there are differences in factors that consumers consider important and consumer reactions by service type. It is also significant that we compared between representative food delivery services and car sharing services that are actively used among O2O services. As O2O service is closely related to consumer's life, this study chose three factors that the issue of personal information security and trust of intermediary platform companies, and finally subjective norm based on individuals and groups who are aware of new O2O service. To test hypotheses, data were collected and analyzed for 301 samples, focusing on delivery and car sharing service, As a result, the delivery service among the O2O services was more positive to attitude toward service in the consumer group with lower personal information security, trust in platform, and subjective norm than car sharing service. Based on these results, implications and future research directions were presented 본 연구는 현재 O2O서비스의 소비자 반응을 서비스 사업 형태별로 구분하여 살펴보았다. 기존 연구들은 주로 O2O서비스의 품질요인이나 기술수용이론에 초점을 두고 연구를 하였다면, 본 연구에서는 서비스 사업 형태별로 소비자가 중요시 여기는 요인과 소비자 반응에 있어 차이가 있음을 살펴보았다. 또한 O2O 서비스 중에서도 활발하게 이용되고 있는 대표적인 음식배달 서비스와 카셰어링 서비스를 선정, 비교하여 살펴보았다는 점에 의의가 있다. O2O서비스는 소비자의 생활과 밀접한 서비스이므로 개인정보보안에 대한 이슈와 소비자와 플랫폼 업체 간의 발생되는 중개플랫폼의 신뢰성에 대한 소비자의 반응, 마지막으로 O2O서비스에 대해 인지하는 개인과 집단 간의 차이를 살펴보기 위한 사회적 규범을 주요 요인으로 살펴보았다. 301명을 대상으로 자료를 수집하였으며 연구문제를 검증하기 위해 분산분석을 실행하였다. 연구결과 O2O서비스 중 배달 서비스가 카셰어링 서비스보다 상대적으로 개인정보보안, 중개플랫폼의 신뢰, 사회적 규범이 낮은 소비자 집단에서 서비스태도에 더 호의적이었다. 다만 사회적 규범의 경우, 사회적 규범이 높은 소비자 집단에서 카셰어링 서비스가 더 호의적인 태도를 보였는데, 이러한 결과는 제공되는 서비스제품 유형(식품관련 서비스 vs. 자동차관련 서비스)이 다름에서 나타나는 현상으로 해석된다. 이와 같은 결과를 토대로 시사점과 향후 연구방향을 제시하였다.

인지감정이론과 감정인지이론을 이용한 물류 서비스 기업의 프라이버시 보호 정책에 대한 소비자의 반응 분석 : 택배 서비스를 중심으로

성정연,임세헌 한국산업경영학회 2016 한국산업경영학회 발표논문집 Vol.2016 No.-

증강현실 광고의 사용자경험에 대한 탐색적 연구

성정연,조재욱 한국디지털정책학회 2016 디지털융복합연구 Vol.14 No.8

TV 가상광고효과에 대한 소비자의 접촉욕구(Need-for-Touch)성향의 조절적 역할

성정연,박승배 한국광고학회 2012 광고학연구 Vol.23 No.1

라이브커머스의 특성과 위험지각이 소비자의 만족도에 미치는 영향: 소비자의 물질주의 성향을 중심으로

성정연 한국미용예술경영학회 2022 미용예술경영연구 Vol.16 No.4

Recently, it tried to explore consumers’ shopping tendencies and reactions through live-commerce, a new media commerce. The effect of the main characteristics and perceived risks of live-commerce, on consumer satisfaction was examined, and in particular, it tried to verify whether the materialism of consumers plays a moderating role in the relationship between the main characteristics of live commerce and satisfaction toward product. In this study, economic, informativity, and entertainment were examined as the main characteristics of live-commerce, and the effect of perceived risks on consumer satisfaction through live commerce was examined. For a total of 149 people, multiple regression analysis was performed on the relationship between the main characteristics of live-commerce, perceived risk and satisfaction, and hierarchical regression analysis was conducted to verify the moderating role of materialism. As a result, economic and entertainment were statistically significant, but informativity was not significant. Consumers’ perceived risk was significant at a marginal level. However, informativity does not directly affect satisfaction toward product, but among the characteristics of live-commerce, consumers who focus on informativity have a positive effect on product satisfaction through live-commerce as their materialism increases. In addition, as for the risk of shopping through live-commerce, the higher the materialism tendency, the more the perceived risk was alleviated, which had a positive effect on product satisfaction. These results are meaningful in that they attempted an exploratory study to find out that the influence of perceived value and risk on consumer satisfaction through live-commerce focusing on the role of materialism. It is expected to set out as a guideline for future research on live- commerce, and it can provide practical implications for developing marketing strategies to those in charge of the field.

The Impact of Consumer Perspectives on Judgments of Message Types in Loyalty Program

성정연 International Information Institute 2017 INFORMATION JOURNAL Vol.5 No.-

라이브커머스에서 소비자의 조절초점성향과 서비스애착 관계에 미치는 자아효능감의 조절효과에 관한 연구

성정연 사단법인 한국벤처혁신학회 2023 벤처혁신연구 Vol.6 No.4

라이브커머스 시장의 성장은 스마트폰만 있으면 언제, 어디서나, 편리하고 간단하게 라이브커머스를 시작할 수 있다. 스마트폰 서비스 이용은 지속적인 커뮤니케이션을 제공하며, 심리적 애착을 느끼면서 이용하게 되고, 더 나아가 심리적 애착과 소비자 자신과의 자아일치, 자아정체성까지 연결된다. 본 연구는 라이브커머스를 이용하는 소비자의 동기와 지각에 초점을 두고 살펴보고자 한다. 즉, 소비자의 개인적, 심리적 특성으로 조절초점성향과 자아효능감(self-efficacy)의 조절효과를 통해 서비스애착과의 관계를 살펴보려 한다. 다시 말해, 소비자의 동기와 목표에 따라 소비자의 행동 방향을 결정하게 되는 조절초점(regulatory focus)성향이 라이브커머스의 서비스애착에 영향을 미치고. 주어진 상황이나 과업에서 원하는 결과를 위해 스스로 계획하고 실행하여 목표를 달성할 수 있다는 개인적인 자신감 및 확신과 신념인 자아효능감(self-efficacy)이 이러한 관계를 조절할 것으로 본다. 분석결과, 예방초점을 높게 지각하는 소비자들은 부정적인 결과를 회피하고, 안전과 의무를 추구하는 경향이 강할수록, 개인적인 자신감과 신념인 자아효능감이 상쇄시켜 라이브커머스의 서비스에 대한 애착을 더 강하게 형성시켰다. 라이브커머스 서비스 이용 시, 정보획득에 대해 유익하다고 지각할수록, 자신의 신념인 자아효능감이 높아지므로 안전추구성향과 부정적 결과를 회피하려는 예방초점성향의 소비자들에게 인지적 경험뿐 아니라 감정적 경험인 서비스애착이 강하게 형성되는 것이다. 본 연구를 통해 라이브커머스의 서비스 이용에 대한 소비자의 심리적 행동을 이해하고, 이를 기반으로 라이브커머스에 진입하려는 기업 및 소상공인들에게 운영전략 및 관리에 도움이 되리라 본다. The growth of the live commerce market allows you to conveniently and simply start live commerce anytime, anywhere with a smartphone. The use of smartphone services provides continuous communication and is used while feeling psychological attachment, and it leads to psychological attachment, self-consistency with consumers themselves, and self-identity. This study focuses on the motives and perceptions of consumers using live commerce. In other words, we will examine the relationship with service attachment through the moderating effect of self-efficacy and control focus tendency as consumers' personal and psychological characteristics. In other words, the tendency of regulatory focus, which determines the direction of behavior of consumers according to their motives and goals, affects the service attachment of live commerce. We believe that self-efficacy, which is personal confidence and belief that you can plan and execute on your own for the desired outcome in a given situation or task, will control this relationship. As a result of this research, consumers who highly perceive prevention focus were more likely to avoid negative consequences and pursue safety and obligations. Their attachment to live commerce services was stronger, offsetting their confidence and self-efficacy. When using live commerce services, the more they perceive that information acquisition is beneficial, the higher their belief, and self-efficacy, so service attachment, which is an emotional experience as well as a cognitive experience, is strongly formed for consumers with a preventive focus to avoid safety-seeking and negative consequences. Through the present research results, we believe that it will be helpful in operating strategies and management for companies and small business owners who want to understand the psychological behavior of consumers in using live commerce services.

성별이 화장품 산업의 이종업계 컬래버레이션에 미치는 영향

성정연,조재욱 한국미용예술경영학회 2020 미용예술경영연구 Vol.14 No.3

Nowadays, collaboration between industries that were previously not related to each other has increased. Through collaboration with other industries, companies can attract consumers toward their products and services and capitalize on the increased word of mouth. Furthermore, collaboration affects brand attitude and product choice. Using exploratory research focused on collaboration, the present study investigated brand attitudes toward companies that collaborated across different industries. The study focused how the influence of gender differences on brand attitude and product choice varies. A total of 129 participants were subjected to selected stimuli based on gender differences, and their responses were recorded. The results indicated that the brand attitude toward collaboration products differed according to gender. For example, the brand attitude toward a sun cream, a collaboration product between the cosmetics industry and a flour manufacturer, was relatively stronger in males than females. However, there was no difference between males and females in the brand attitude toward the sun cream. The results were the same for purchase intention, which is dependent on product choice. This study is meaningful as it attempted an exploratory investigation of gender effects in collaboration between different industries, particularly in brand attitudes and product choice. As collaboration grows, related research is expected to increase in the future. This study can also proved practical implications to stakeholder by considering gender differences in collaborative marketing activities between different industries.