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소비자의 주요 구매 결정 요소를 중심으로 한 지역 기반 쌀 판매 플랫폼 서비스 디자인 제안
이재선 ( Jaesun Yi ),김서영 ( Seo-young Kim ),전인송 ( Insong Jeon ),이혜림 ( Hye-rim Lee ) 한국디자인트렌드학회 2021 한국디자인포럼 Vol.26 No.1
Background In opposition to the increased rate of purchasing rice online, the dissatisfaction of rice consumers has been increased year by year, but existing studies have failed to provide consumer-centered solutions because they were conducted from the perspective of producers and local governments. Methods This study seeks to apply the service design methodology to identify key factors that affect the satisfaction of rice purchasing experience from a consumer's perspective. To this end, literature surveys and customer interviews have been used to derive problems and solutions that consumers experience. After producing the prototype, the usability evaluation was conducted. Result Involvement of the brand is low when customers buy rice, however, the freshness of rice is the most crucial factor for customer’s satisfaction. Therefore, this study proposes a region-based rice sales platform - with the offline store, online App/Kiosk - to reduce price and time of carrying, as solving other in-satisfactions regarding quality, saving, checking information, and delivery of rice. Conclusion A region-based rice sales platform has been designed to meet key factors in consumer purchasing decisions. It is meaningful that this study has increased consumer satisfaction by applying service design methodology, based on the consumer's perspective, to propose a new consumer-oriented rice purchase platform.
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