소비자는 상업적 정보원천을 신뢰하지 않는가? : 구매 채널별 상업적 정보원천 활용도 차이를 중심으로

오혜영(Oh Hye young) 한국상품학회 2016 商品學硏究 Vol.34 No.1

구전과 관련된 다양한 선행연구들에서 정보원천의 상업적 특징은 소비자의 정보 신뢰와 그 영향력에 있어서 부정적이라고 밝혀져 왔으나 소비자의 적극적인 정보탐색 행동과 함께 정보생성 및 전파에 있어서의 주도적 역할이 커지면서 상업적 정보원천의 성격은 점차 모호해 지고 있다. 최근 상업적 정보원천의 역할은 단순히 제품 판매신장을 위한 소비자 설득에 초점을 둔 홍보나 마케팅으로부터 한걸음 더 나아가 사용방법과 제품 특성에 대한 설명 등 제시되어야 할 정보의 폭과 깊이에 있어 전혀 다른 역할을 포괄하는 방향으로 진보하고 있으며, 이에 상업적 정보원천의 영향력이 구체적으로 구매상황에서 어느 정도의 영향력을 발현하게 되었는가를 확인할 필요가 있다. 본 연구는 일반적으로 소비자 관여도가 높고, 정보 탐색도 활발하게 이루어지는 제품군으로 사적 네트워크에 기반 한 사전 정보탐색이 매우 중요하다고 알려진 6개 가전제품군 구매자를 대상으로 구매의사결정에 가장 큰 영향을 미친 정보원천을 확인하고 구매 채널별 영향력을 비교하였다. 연구 결과, 구매채널에 상관없이 상업적 정보원천의 영향력이 평균 50% 이상으로 매우 높게 나타났으며, 특히 대면채널 구매 소비자의 경우, 상업적 정보원천의 영향력이 79.4%에 이르는 것으로 나타나, 채널에 따라 상업적 정보원천의 영향력이 확연하게 달라지며, 특히 대면채널에서의 구매의사결정에 있어 상업적 정보원천으로부터 영향을 받을 가능성이 높다는 것을 밝혔다. 채널별로 대면채널의 경우, 기능적 특징을 중심으로 제품을 선택하는 소비자들이 감성적 제품 선택 소비자 대비 상대적으로 상업적 정보원천에 대한 영향을 더 많이 받는 것으로 나타났는데, 이러한 결과는 대면채널 구매 소비자들이 상업적 정보원천을 신뢰할 수 있는 정보로서 이해한다고 판단할 수 있다. 이에 반해 비대면 채널 구매자의 경우, 기능적인 제품 선택 기준을 가진 소비자들은 상대적으로 소비자주도 정보원천에 대한 의존도가 감성적 제품 선택 기준을 가진 소비자 대비 상대적으로 더 높게 나타났다. 이러한 결과는 구매시점에서 가장 합리적인 정보원천에 대한 판단이 채널별로 달라질 수 있고, 이러한 변화는 구매 의사결정의 시점에서 소비자가 활용할 수 있는 정보의 종류와 원천이 달라질 수 있음을 시사한다. 본 연구를 통해 정보원천의 특성과 구매채널별 특징을 소비자의 제품 선택 기준에 따라 비교분석한 결과 채널별로 대면 채널에서는 상업적 정보원천의 영향력이 높고, 비대면 채널에서는 소비자 주도적 정보원천의 영향력이 높다는 점과 소비자의 제품 선택 기준에 따라 채널 별 상업적 정보원천에 대한 영향력이 다르게 작용할 가능성을 제시하였다. 이러한 결과를 토대로 마케터들은 기업이 제시하는 상업적 정보원천에 대한 소비자 활용도를 높이고 보다 구체적으로 구매의사결정에 영향을 미칠 수 있는 활용도와 영향력 높은 정보의 제공을 위한 접근을 통해 보다 효과적으로 소비자 설득과 마케팅 활동을 이끌어 낼 수 있는 방안을 모색할 수 있을 것으로 기대한다. Lots of previous researches focused on the WOM(Word-Of-Mouth) as per consumer driven information resources against commercial information resources. There are many differences between consumer driven information resources and commercial information resources. Especially different effectiveness and credibility from a receiver's point of view affected consumers' purchase decision making where they select purchase channel. So, the aimof this study was to examine effectiveness of commercial information resources by purchase channel between face to face channels and non-face to face channels. Data collected by online panel survey and 567 consumers who had experience to purchase electronic home appliances within past a year participated. Results of the study indicate that commercial information resources strongly affected to purchase decision making then consumer drivenWOM and especially the effectiveness of commercial information resources was 79.4% at the channel of face to face. By the purchase channels, the commercial information resources affected strongly at the face to face channels but the consumer drivenWOMaffected more at the non-face to face channels. It reveals that the degree of usage commercial information resources is higher than previous researches at the face to face purchase channels. Based on the consumers' selection criterion, the consumers which have functional selection criterion were more affected by commercial information resources in the face to face purchase channels and It means these consumers accepted commercial informations as per trustful resources. Reversely the consumers which have emotional selection criterion were more affected by consumer drivenWOMin the non-face to face purchase channels. These results described that consumers have different information selection criterion based on the purchase channels and in the face to face purchase channels, commercial information resources affectedmore as per trustful functional informations. There are some limitations and guidelines for further studies. This study conducted in online panel survey based on the participants' past experience memories. Thus it should replicate experimental conditions with different product variations. Also future research for commercial information resources should consider different kind of depth andwidemore.

온라인 소비자의 상품 광고매체 이용행태 연구

이영원 ( Young Won Lee ) 한국지역언론학연합회 2006 언론과학연구 Vol.6 No.2

본 연구는 온라인 소비자들의 상품 정보탐색과 함께 정보탐색과정에서 광고매체를 포함한 다양한 상품 정보채널을 어떻게 이용하고 있으며, 상품 정보채널 이용에 있어 상품별로 어떠한 차이가 있는가를 살펴보았다. 정보추구 이론을 중심으로 소비자의 내적 탐색과 상황적 요인들의 효과를 온라인 구매 상황에 적용하여 살펴보았으며, 연구 결과 온라인 구매 경험, 온라인 구매 위험(risk), 온라인 구매 관여도 등은 소비자들의 전반적인 상품 정보탐색에는 긍정적 영향을 미쳤으나, 정보채널 이용 면에서는 상품별로 영향력에 차이를 나타냈다. 또한 온라인 구매 경험이 많은 소비자들은 온라인 정보채널 이용이 많았으나, 온라인 구매 위험이 높은 소비자들은 오프라인 매체의 상품광고나 입소문(word-of-mouth)에 의존하는 경향이 높은 것으로 나타났다. This study is to explore online consumers` information search process and use of product information channels including advertising in mass media, articles related to the product, and word-of-mouth. Applying Information Processing Theory to online purchase situation, this study attempts to test the effects of internal search process and situational variables on information search in online purchase. Considering the online purchase situation, online purchase experience was adopted as one of the determinants of information search in online purchase. The study results indicated the effects of online purchase experience, online purchase risk, and online purchase involvement were positive on overall information search, but it showed the different patterns in terms of use of information channels across product categories. The fact that even those who have more online purchase experience are more likely to search information implies the importance of product information in online purchase. In relation to information channel, while those who have less online purchase experience tend to use less online channels and rather tend to use more offline channels including advertising in mass media and word-of-mouth, those who have more online purchase experience tend to use more online channels for product information. This means that those who are used to online purchase are more likely to rely on online channels, and it suggests that customized online advertising including product information can be efficient to online shoppers in terms of marketing strategy. As increasing online purchase risk, online consumers tend to use more offline channels including advertising and word-of-mouth rather than using online channels across product categories. In addition, the higher online purchase involvement, the higher use of offline advertising and online channels. In product comparison, the digital camera group and laptop computer group indicated the similar patterns in using of information channels, whereas the plasma TV group showed the higher use of online channels in accordance with increasing product experience. It may reflect the limited information channels, in case of a plasma TV, due to the low product distribution.

멀티채널 환경에서 스마트폰 구매시 소비자의 채널선택에 영향을 미치는 요인에 관한 연구 - 소비자의 쇼핑성향을 중심으로

김정아,구자영 한국디지털정책학회 2020 디지털융복합연구 Vol.18 No.6

This paper aims to analyze the factors influencing consumer’s choice of smartphone purchase channel in multichannel environments. Recently, smartphone purchase channels are becoming more complex and diverse. A smartphone with a short purchase cycle is a product applying advanced technology, the research of this topic would be significant. The major findings of this study are as follows. First, depending on the consumer’s shopping orientation, the consumer group was classified into three groups of preference 1. Active shopping, 2. Convenient shopping, and 3. Rational shopping. Second, it was analyzed that the consumer’s shopping orientation influenced the decisions of the information search channel and the purchase channel. Third, there was a significant difference between the search and purchase channels in the three groups. Finally, in the channel experience, there was a significant difference in price satisfaction by group. The results of these studies are expected to provide practical implications for establishing a customized multi-channel strategy. This study provides a desirable model for research on smartphone purchase channels. 본 연구는 멀티채널 환경에서 소비자들이 스마트폰 구매채널 선택에 영향을 미치는 요인에 대해서 분석하고자 한다. 최근 들어 스마트폰 구매 채널이 더욱 복잡하고 다양해지고 있다. 또한, 스마트폰은 교체주기가 짧고 최신 기술이 적용되기 때문에, 소비자 채널선택 요인은 매우 중요한 연구의 주제이다. 본 연구의 결과를 요약하면 첫째, 쇼핑성향을 기준으로 적극적 쇼핑, 편의성추구, 가격과 합리성추구 소비자집단이 유형화 되었다. 둘째 쇼핑성향에 따른 특징이 정보탐색과 구매채널 선택에 영향을 미치는 것으로 분석되었다. 셋째, 3개의 집단 별 정보 탐색 채널과 구매 채널에 대해서 유의미한 차이가 나타났다. 넷째 채널 경험에서는 가격만족도에서 집단 별로 유의한 차이가 나타났다. 이러한 연구의 결과가 스마트폰 소비자 집단 별 맞춤형 멀티채널 전략 수립에 있어 실무적인 시사점을 제공해 줄 것으로 기대한다. 또한 본 연구를 통해 스마트폰 구매채널 연구에 바람직한 연구의 모형을 제시했다는 데 그 공헌점이 있다.

MZ세대의 패션상품 구매채널여정 유형화와 특징 비교

이정우,김미영 복식문화학회 2022 服飾文化硏究 Vol.30 No.5

The purpose of this study is to reveal and compare the differences in the types and characteristics of purchase channel journeys of MZ generation consumers. In this study a survey was conducted on the purchase channel journey of 20 women in the MZ generation using the ethnographic method of in-depth interviews and observations. As a result, three purchase channel journeys were identified: mobile, multi-channel, and offline. These were variously subdivided according to the characteristics of the MZ generations. Gen Z’s journey was categorized into types: fashion platform app, Youtube, multi-channel supplement, multi-channel non-planned store visit, offline loyalty store, and impulsive offline store. Gen M’s journey was categorized as: an online community bond, portal site, online loyalty store, multi-channel brand involvement, multi-channel efficiency, a multi-channel conversion, offline efficiency and offline task. The difference in mobile journey between generations was found in the time and length of the purchase. Gen M recognized both online and offline search processes to be tiring, while Gen Z enjoyed the search process using the online path. In the offline journey Gen Z began with their own intention to purchase, while Gen M sometimes recognized that purchasing fashion products necessary for work was a cumbersome task.

온라인 채널에서의 패션 소비에 관한 구매위험의

안상희,안상희 복식문화학회 2019 服飾文化硏究 Vol.27 No.5

The purpose of this study was to create a theoretical structure for the concept of purchasing risks by identifying the structure of purchasing risks that lead to obstacles in the purchasing decisions of consumers in fashion consumption via online channels. This was a secondary research using books, articles, prior researches, and academic journals on the five topics of “characteristics of fashion consumption,” “the concept of purchasing risks,” “purchasing risks by product types,” “purchasing risks by channel types,” and “purchasing risks of fashion consumption on online shopping channels.” According to the arguments of prior researches, the study divided the purchasing risks of fashion consumption through online shopping into four categories : (1) fundamental purchasing risks including financial risk and time loss risk pertaining to any product or channel, (2) online channel purchase risks, which include risks in payment, Information leaks, and delivery and return/exchange risk, (3) fashion product risk related to product quality or experience of other people, which includes social risks and risks associated with quality, and (4) the online channel×fashion product risks, which include the aesthetic and psychological hazards especially amplified in online channels. The four risk factors were then described with a concept map to systemize the multidimensional and stereoscopic psychological structure of purchasing risks. Of the four risk factors, consumers placed the most emphasis on the online channel×fashion product risks, hence, reducing this risk factor is of utmost priority for marketing of online shopping channels.

SNS 뷰티 채널 이용실태와 인식이 구매의도에 미치는 영향 : 20대 여성을 대상으로

김혜지,임은진 대한미용학회 2022 대한미용학회지 Vol.18 No.1

Consumers make purchasing decisions based on the information produced by themselves on influentially-growing SNS, therefore SNS has had a strong ripple effect on the marketing field, and changes in the marketing field have also been observed. Therefore, the aim of this study is to identify the use status of SNS beauty channels and to determine the effect of the perception of beauty channels on purchase intention through conduct of a survey of women in their 20s with the highest beauty channel sensitivity. The use status of beauty channels showed that the primary reason for the main use of beauty channels was ‘getting the information you want quickly.’ In addition, the relationship between variables for the perception of beauty channels showed that usefulness, playfulness, and professionalism had a statistically significant positive relationship with purchase intention. The influence on consumers is increasing with the increasing use and influence of SNS. It appears that marketing will have to exert power in order to provide consumers the reliability of SNS beauty channels, given that they purchase the product because of its positive effect and that they do not purchase it because of its convincing advertisement. In addition, it appears that marketing will be in the limelight by highlighting the characteristics of SNS, including a rapid visual response, given that most consumers search for makeup products and make purchases on beauty channels.

구매채널에 따른 외식소비자의 경험적 가치가채널만족 및 채널충성도에 미치는 영향

강수민,정유경 한국관광학회 2013 관광학연구 Vol.37 No.8

Number of companies put effort to raise customers' loyalty and satisfaction by strengthening its customers' interaction and channel diversification. In order to increase customer satisfaction it is critical to monitor the customers' experience in each channel and determine what factors influence their satisfaction. Thus, this study is aimed to identify the customers' experiential value based on different purchase channels. Researches about how the key factors in customers' experience influence their channel satisfaction and loyalty were discussed. This study allowed to identify the experiential values of customers based on purchase channels and to investigate elements of values which influence channel satisfaction and channel loyalty of the catering and food service companies to gain competitive advantage. The current research suggests strategic guidelines and effective channel management planning for those companies delivering catering and food services through number of channels such as personal visits, phone calls and online orders. 본 연구에서는 다양한 구매채널에 따른 외식소비자의 행동을 연구함으로써 각 구매채널에서 중요하게 인식되는 소비자의 경험적 가치를 알아보고, 또한 외식소비자의 경험적 가치가 채널만족 및 채널충성도에 미치는 영향을 분석하는 것이 목적이다. 경험적 가치에 대한 요인분석 결과 유희적 가치, 효율적 가치, 기능적 가치, 경제적 가치, 정보적 가치의 다섯 가지의 요인이 도출되었다. 연구결과 첫째, 구매채널에 따라 외식소비자의 경험적 가치는 차이가 있을 것이라는 가설검증 결과 구매채널은 경험적 가치에 모두 유의한 차이가 있는 것으로 나타났다. 둘째, 구매채널에 따른 외식소비자의 경험적 가치는 전화주문으로 구입한 외식소비자들은 경제적 가치와 효율적 가치, 기능적 가치가 채널만족에 유의한 영향을 미쳤으며, 온라인 주문으로 구입한 외식소비자들은 경제적 가치, 유희적 가치가 채널만족에 유의한 영향을 미치는 것으로 나타났으며, 매장방문으로 구입한 외식소비자들은 경제적 가치, 기능적 가치가 채널만족에 유의한 영향을 미치는 것으로 나타났다. 셋째, 구매채널에 따른 외식소비자에서의 경험적 가치는 전화주문으로 구입한 외식소비자들은 효율적 가치, 경제적 가치가 채널충성도에 유의한 영향을 미쳤으며, 온라인 주문으로 구입한 외식소비자들은 효율적 가치, 경제적 가치가 채널충성도에 유의한 영향을 미치는 것으로 나타났다. 넷째, 모든 구매채널에서 채널만족이 채널충성도에 유의한 영향을 미치는 것으로 나타났다.

성인 여성의 화장품 유통채널별 인식도와 구매의도에 관한 연구

황금빛누리 ( Geumvitnuri Hwang ),신세영 ( Sae Young Shin ) 한국패션비즈니스학회 2016 패션 비즈니스 Vol.20 No.1

Korean cosmetic distribution channels were formerly divided into sales visits and specialty shops, which made up the entire cosmetics market. However, recently the market and cosmetic distribution channels have become much more diversified. Thus, research for this study focused on the usage and purchase situations of cosmetic distribution channels depending on cosmetic type perception. This study also focused on the intent to purchase cosmetics by a cosmetic distribution channel in order to provide a precise cognitive background of consumers regarding cosmetic distribution channels. In doing so, the competitiveness of those channels could be procured and the causal relationships between these variables can be investigated. To achieve these purposes, the research model and hypotheses were derived through literature research on the cosmetics industry, cosmetic distribution channels, and consumers’ intent to purchase. A survey was implemented from September 1st to 14th, 2014 for empirical testing. and was given to female consumers in their 20s. 468 out of 500 surveys were collected; a total of 415 were used for analysis while the others were excluded due to with unreliable responses. The SPSS 21.0 program was used for analysis of materials. The overall conclusion of this study is that there is a relationship between perception of cosmetic distribution channels and intent to purchase. The above research results may stimulate establishment of marketing implications and research material when establishing marketing strategies to promote cosmetic distribution and consumption.

디지털유료방송가입자의 TV 홈쇼핑 채널의 시청행위와 구매동기가 반복 구매에 미치는 영향에 관한 연구

박정우(Jeong-Woo Park),이영주(Yeong-Ju Lee) 한국언론학회 2014 한국언론학보 Vol.58 No.3

As the real time-viewing of broadcasting channels decreases, scholars get more interests on the watching behavior of the home shopping channel as resources for sustainable profits of MVPD. With an easy access to home shopping channel of the subscribers, TV home shopping channel reinforces its presence as a program provider and a distribution channel. This study analyzes how hannel search pattern and viewing motivations of home shopping channel influence on viewing amount of home shopping channel, and then, influence of viewing amount and purchasing motives on the goods purchase in the middle of viewing home shopping channel. On-line survey was conducted to do this analysis. The results show that the elaborated type and the viewer who watch home shopping channel to buy some goods tend to watch home shopping program longer than any other types. The viewing motivations such as information seeking, entertaining factors, habitual viewing, have influence on average viewing amount. Secondly, the viewing amount of home shopping channel, purchasing motive for consumer convenience and purchase satisfaction have a positive influence on purchase frequency. In addition to increasing exposure to viewer by taking a channel between the terrestrial broadcasting channels, providing viewers with more detailed information and entertainment factors enables the home shopping channels to enhance the viewing motive and go to global market.

크로스채널 상거래 소비자의 심리적 소유감과 웹루밍 효과

박상철 한국유통경영학회 2020 유통경영학회지 Vol.23 No.1

Purpose: Nowadays, as consumers are likely to cross either online or offline channels, it is critical for retailers that the use of multichannel become important. The cross-over shopping behavior is consisting of showrooming behavior and webrooming behavior. While the showrooming could be threat to offline channels, webrooming is a threat to online channels. In these issues, the objective of this study is to examine the relationship between psychological ownership and intention to purchase in online channels. This study has also examined the mediating effect of webrooming in the relationship between the two variables. Research design, data, and methodology: This study has examined the role of webrooming in the relationship between psychological ownership and intention to purchase in online channels. In order to address the research questions, this study has employed a survey methodology. In this study, survey items were developed based on prior research regarding online/offline commerce context. Survey data collected from 380 customers who have prior experiences on webrooming were used to test the model using PLS (partial least squares analysis). The reason for using PLS is that the proposed model focuses on explanatory power of the research model, not the verification of the theoretical model. Results: Psychological ownership was found to have negative impact on webrooming. Webrooming was also found to have negatively significant impact on intention to purchase in online channels. Psychological ownership was found to have a positive influence on intention to purchase in online channels. This study also found that webrooming moderates the relationship between psychological ownership and intention to purchase in online channels such that the webrooming is much higher, the relationship becomes even weaker. Conclusions: This study could contribute to relevant research regarding psychological ownership and provide theoretical implications on webrooming shopping behavior. In particular, this study has verified the structural relationships among the psychological ownership as individual characteristics, the webrooming as a kind of unique shopping behavior, and intention to purchase. This study work could also offer online practitioners some of practical guidances on developing marketing strategies. From online retailers' standpoints, it is necessary to recognize how the psychological ownership is important for establishing service strategies.