모바일 환경에서의 상호작용성 구성요인이 고객관계 구축 및 구매의도에 미치는 영향에 관한 연구

국문 초록 (Abstract)

최근 들어 이동전화의 급속한 보급 및 모바일 인터넷의 확산으로 인하여 기존의 PC기반의 유선 인터넷으로 대표되는 온라인 환경에 이어 새로운 모바일 환경에서의 마케팅 활동에 대한 관심이 높아지고 있다. 언제 어디서나 시간과 공간의 제약없이, 정보 및 서비스가 필요한 상황에 맞춰 고객과의 상호작용이 가능한 모바일 환경이 현실화되고 있음에도 불구하고, 상호작용성 개념 및 구성요인에 대한 종합적 고찰이 이루어지지 못하고 있으며, 모바일 환경에서 상호작용성의 다차원적 구성요인이 구매의도에 미치는 영향에 관한 체계적 연구는 아직 이루어지고 있지 못한 실정이다. 이에 본 연구는 온라인과 모바일 환경의 상호작용성에 대한 통합적 접근을 통하여 상호작용성의 다차원적 구성요인을 규명함과 동시에 모바일 환경에서 상호작용성의 다차원적 구성요인들이 구매의도에 미치는 영향과정을 모델화하고 실증적 검증을 시도하고 있다. 연구결과 6가지 상호작용성 구성요인 중 유비쿼터스 접속성과 상황기반 제공성은 직접적으로 구매의도에 영향을 미치고 사용자 통제성, 반응성, 개인화, 연결성은 신뢰·관계몰입을 통해 간접적으로 영향을 미치는 것으로 나타났다. 또한, 모바일 환경에서는 기존의 온라인 환경에서 논의되어온 상호작용성 구성요인 이외에 유비쿼터스 접속성과 상황기반 제공성을 포함시켜 구매의도 형성을 설명하는 것이 타당하다는 것을 검증하였다. 모바일 환경에서 신뢰와 관계몰입에 영향을 미치는 상호작용성 구성요인이 다르게 나타났는데, 사용자 통제성, 반응성, 연결성은 모바일 인터넷 사이트에 대한 관계몰입에 긍정적 영향을 미치는 것으로 나타났다. 사용자 통제성이 관계몰입에 미치는 영향은 유의하지 않았다. 신뢰 및 관계몰입이 구매의도에 미치는 긍정적 영향도 확인되었다. 이러한 실증결과를 바탕으로 기존의 온라인, 오프라인 환경에 모바일 환경을 연계한 고객 커뮤니케이션 채널의 통합전략 및 U-커머스 등을 중심으로 한 새로운 마케팅 전략수립과 상황(context)에 초점을 둔 마케팅 커뮤니케이션 전략에 대한 관리적 시사점을 제시하였다.

다국어 초록 (Multilingual Abstract)

Mobile marketing is becoming one of the map, topics of interest for the marketing researcher and a key priority for many business organizations as we are entering an "always-on" society where people can interact "anytime" and "anywhere". Despite the importance of interactivity in mobile environments, this topic has been given little attention in the academic literature. And there has been little academic study on the comprehensive review of construct of "interactivity". In other to address this void, this study identifies multidimensional components of interactivity and explores the differential effects of components of interactivity on purchase intensions in mobile environments through developing comprehensive model and employing large sample empirical test. In this research, the components of interactivity are dichotomized according to the effect on purchase intentions into indirect response interactivity(user control, responsiveness, personalization, connectedness) and direct response interactivity(ubiquitous connectivity, contextual offer). The addition of the two direct paths(ubiquitous connectivity → purchase intentions, contextual offer → purchase intentions) improves the fit of the model. In addition, user control, responsiveness and connectedness are positively related to the trust in mobile internet site and personalization and connectedness have a positive effect on commitment to mobile internet site. But user control has no significant effect on commitment to mobile internet site. Finally, in mobil enevironments, ubiquitous connectivity and contextual offer have a signficant positive effect on purchase intentions. Trust and commitment are also positively related to purchase intentions. Based on these empirical results, this study suggests managerial implications for new marketing strategies, focusing on the integration of customer communication channels, U-commerce and context-based marketing communication.

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