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온라인 쇼핑몰의 사용자 특성과 정보프라이버시가 구매의도에 미치는 영향에 대한 연구
양재민(Jaemin Yang),현병환(Byunghwan Hyun) 한국인터넷전자상거래학회 2020 인터넷전자상거래연구 Vol.20 No.6
Buying clothing from Internet shopping malls is a very natural routine, and transactions have exploded recently. However, research on the existing integrated technology acceptance model and privacy concerns have been conducted on all online shopping malls, but there is a lack of research on online shopping malls that sell clothing products. In particular, since clothing products require more information, such as physical information, in addition to basic information, research on concerns about information privacy is needed for clothing products. The purpose of this study is to find out how privacy concerns affect purchasing intentions, and to derive implications by applying an integrated technology acceptance model to test the direct impact of Internet shopping mall characteristics and user characteristics on purchasing intentions, as well as the mediating effects and causality of information privacy concerns and perceived usefulness. Based on the theoretical study, the research model was set and the data of 500 people collected in the survey were analyzed using stata 13.0 and AMOS 18.0. As a result of empirical analysis, the impact on purchasing intention was influenced by product quality, self-efficacy, and individual innovation among independent variables. In addition, there were no mediated effects on perceived information privacy concerns, and perceived usefulness was shown to have mediated effects. Studies have shown that innovative shopping contents or processes are needed, efforts should be made to recognize that they are not vulnerable to privacy along with the development of functions and performance, and that database construction and technology development should be carried out to improve product quality. However, this study requires in-depth research by matching the ratio of general characteristics such as gender and age, considering various types of shopping malls, and supplementing survey questions. In addition, the hypothesis of information privacy concerns needs to be studied in depth in the future to follow up on what variables may have resulted from.
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노인소비자의 디지털 서비스 활용 유형 연구: 인터넷 이용자를 중심으로
이진명 ( Lee¸ Jin-myong ),김수연 ( Kim¸ Suyeon ),백지연 ( Baek¸ Jiyeon ),양재민 ( Yang¸ Jaemin ),임정 ( Lim¸ Jeong ),장혜원 ( Jang¸ Hye-won ) 한국소비자학회 2021 소비자학연구 Vol.32 No.2
본 연구는 디지털 사회를 살아가는 주요 소비자집단으로서 노인의 중요성에 주목하여 사용확산모형을 기반으로 디지털 서비스 활용에 따라 노인소비자 유형을 구분하고 유형별 차이를 분석하였다. 이를 통해 노인소비자 특성에 대한 이해를 높이고 유형별 맞춤화된 교육적, 실무적 제언을 도출하는 것을 연구의 목적으로 한다. 본 연구는 인터넷 접근성이 확보된 60대 이상의 노인들을 연구대상으로 선정하였으며, 구조화된 질문지를 이용한 온라인 설문조사를 통해 311명의 유효 자료를 수집하였다. 자료는 SPSS 24.0 프로그램을 이용하여 기술통계분석, K-평균 군집분석, 다항 로지스틱 회귀분석, 분산분석 등을 통해 분석하였다. 연구의 주요결과는 다음과 같다. 디지털 서비스에 대한 사용량과 사용다양성을 기준으로 군집분석을 실시한 결과, ‘열성적 활용형(29.9%)’, ‘관계중심 활용형(27.3%)’, ‘기능중심 활용형(25.1%)’, ‘제한적 활용형(17.7%)’의 네 가지 노인소비자 유형이 도출되었다. 사용확산의 선행변수인 정보 자기효능감, 정보 활용의지, 인구통계학적 특성이 노인소비자의 디지털 서비스 활용 유형에 미치는 영향력 및 유형별 사용확산의 결과변수인 삶의 만족도, 디지털소비환경 성숙도, 기술스트레스, 정보기술 소외감의 유의한 차이가 규명되었다. ‘열성적 활용형’은 디지털 서비스를 통해 정보를 능동적으로 탐색하고 이용하는 얼리어답터의 성향이 강하므로 이들의 의견을 반영한 노인특화 서비스의 개발이 요구되며, ‘관계중심 활용형’은 인간관계를 유지하고 확장하기 위해 디지털 서비스를 이용하는 ‘인사이더’ 집단으로서 실질적인 업무를 처리하고 생활편의서비스를 잘 활용할 수 있도록 디지털 역량을 강화하는 것이 필요하다. ‘기능중심 활용형’은 정보 효능감이 높은 비교적 젊은 노인들로서 정서적, 관계지향적 속성의 디지털 서비스 활용을 촉진하여 삶의 만족이 높아질 수 있도록 해야 할 것이다. ‘제한적 활용형’은 소비자정책과 교육의 측면에서 표적 집단이라고 볼 수 있는데, 이들이 소외감을 느끼지 않도록 정보화 역량과 의지를 높이는 교육을 확대하는 것이 필요하다. 본 연구는 노인소비자 특성을 고려하여 사용확산모형을 적용함으로써 인터넷에의 접근격차가 해소된 노인소비자들의 다양한 디지털 서비스 활용패턴을 파악하고 그 특징과 맞춤화된 전략을 제시했다는 점에서 실무적, 학문적 의의를 가진다. This study focused on the importance of the elderly as a major consumer group in the digital society, and classified the types of elderly consumers according to the digital service use pattern based on the use-diffusion model and analyzed the differences by type. Through this, the purpose of this study is to improve understanding of the characteristics of elderly consumers and to derive customized educational and practical recommendations for each type of elderly consumers. Elderly consumers over 60 who can access the Internet were selected as a sample, and data of 311 elderly consumers were collected through an online survey using a structured questionnaire. The data were analyzed through descriptive analysis, K-means cluster analysis, multinomial logistic regression analysis, and ANOVA using the SPSS 26.0 program. The main results of the study are as follows. As a result of cluster analysis based on the amount and diversity of digital service use, four types of elderly consumers were derived: enthusiastic use group (29.9%), relationship-oriented use group (27.3%), function-oriented use group (25.1%), limited use group (17.7%). The influence of the preceding variables such as self-efficacy of information, willingness to use information, and demographic characteristics on the types of elderly consumers was identified. In addition, significant differences in life satisfaction, digital consumption environment maturity, technology stress, and information technology alienation, which are the outcome variables for each elderly consumer type, were analyzed. Enthusiastic use group tends to be an early adopter who actively searches and uses information through digital services, so the development of specialized services for the elderly that reflects their opinions is required. Function-oriented use group is a relatively young senior with high information efficacy, and should promote the use of emotional and relationship-oriented digital services to increase their satisfaction in life. For the relationship-oriented use group, it is necessary to strengthen information capabilities so that they can actively use digital services to process practical tasks and increase the convenience of life. Limited use group is a group with low income and education level and high age, and is the group that should focus most in terms of consumer policy and education. The limited use group is the group with low income and education level, high age, and the lowest information efficacy and willingness to use. In addition, it is characterized by low life satisfaction and feeling alienated from information technology. Therefore, it is necessary to focus consumer policy and education on this group to raise positive awareness of technology and provide education to enhance practical digital service utilization ability. This study is meaningful in that it categorizes the elderly according to the use of digital services and presents their characteristics and customized strategies, rather than simply viewing the elderly as information vulnerable groups.
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