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- 저자 : 김영이 ( Youngei Kim ) (검색결과 2 건)
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A Study on The Relationship Between Customer Experience Management and Customer Value Creation
김영이 ( Youngei Kim ) 한국유통경영학회(구 한국유통정보학회) 2021 유통경영학회지 Vol.24 No.1
Purpose: The purpose of this study is to investigate online and offline development strategies in customer experience management by examining the effects of customer experience management in customer value creation, which can be referred to as touch point management. Research design, data, and methodology: Prior research on domestic and international customer experience management and customer value creation was utilized, as well as relevant data published by the government, academia, and related organizations. This research was not conducted by empirical analysis through research hypotheses, models, or questionnaires, but rather by the previous literature published related to this field of study. Results: The results demonstrated that it was important for consumers to choose their degree of shopping experience in order to create customer value through consumer experience. The emotional experience of customers during online and offline shopping enhanced their emotions in a positive way. Joyfulness from shopping came from experience of the five senses, and not practicality, being enhanced through the creation of a special store atmosphere or a creative display of products. Female customers showed more interest in application usage or promotions compared to their male counterparts. The higher the satisfaction the customers perceive through their shopping experience, the greater the creation was for customer value. Implications: The emotional reaction experienced during shopping was shown to have an important effect on customer value creation. In particular, it was seen that positive emotions of shopping had a greater influence on customer value creation than negative emotions. Thus, the higher the quality of experience perceived by the consumers, the greater their positive emotions were of this experience. In terms of the Practical Implications, this research shows the importance of a marketing strategy which will aid in providing a systemic service to satisfy the consumer’s experience management.
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빅데이터 분석을 통한 T-commerce 고객의 구매결정요인 연구
김영민 ( Youngmin Kim ),김영이 ( Youngei Kim ),도해용 ( Haeyong Do ),윤남수 ( Namsoo Yoon ) 한국유통경영학회(구 한국유통정보학회) 2021 유통경영학회지 Vol.24 No.3
Purpose: The purpose of this study was to analyze the characteristics of purchase behavior of consumers using T-commerce through big data analysis and prior research, and the relationship between purchase decision factors, trust, user satisfaction, and repurchase intentions. Then, strategic implications were suggested for the development of the T-commerce industry. Research design, data, and methodology: A survey was conducted on 210 consumers using T-commerce. An exploratory factor analysis and reliability analysis were performed to confirm reliability and validity. And mediated regression analysis was conducted to test hypothesis applying Hayes’s Model 4. Results: The results revealed that ease of use and enjoyment had a significant effect on trust for consumers, but economical efficiency and usefulness did not. Moreover, in terms of user satisfaction, it was shown that ease of use, enjoyment, economical efficiency, usefulness, and trust all had a significant effect. The mediating effect of trust was confirmed in the relationship between ease of use, enjoyment, and user satisfaction. For purchase intentions, ease of use, enjoyment, economical efficiency, usefulness and trust all had a significant effect, and the mediating effect of trust was confirmed only in ease of use and enjoyment. Implications: Since economical efficiency, ease of use, enjoyment, usefulness, and trust directly affect the purchase intention of T-commerce customers, it is necessary to establish a marketing strategy that can improve the perception of T-commerce customers about these purchasing decision factors. In particular, customer trust in T-Commerce directly or indirectly affects purchase intentions, so it is necessary to pursue various strategies to secure trust.
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