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사용만족과 소비자 혁신성이 스마트폰 적극적 사용행동에 미치는 영향
추호정,윤남희 한국마케팅관리학회 2011 마케팅관리연구 Vol.16 No.4
The process of smartphone use begins with purchase of the hardware and continues as consumers use the embedded software as well as download, install and use more applications. In particular, users repeatedly and continuously explore new applications, and additionally purchase them to more actively use their smartphones. This study defines consumers' continuous explorations and additional purchase intentions of new applications as active use behavior; verifies how their use satisfaction and inherent innovativeness affect their active smartphone-use behavior, and how the levels of their relationship with smartphones influence their use satisfaction that affects active smartphone-use behavior. This study surveyed on-line consumer panels. Responses from 487 respondents in their 20s and 30s who own smartphones and had downloaded and used applications were analyzed to test hypotheses. The analysis results showed that continuous explorations of new applications strongly promoted the influence of consumers' use satisfaction and innovativeness on their additional purchase intentions, and thus confirmed that an ongoing search for information was a critical factor for active smartphone-use. It was also identified that their relationship with smartphones controlled the influence of use experiences on additional purchase intentions. In particular, when users develop strong emotional relationships with their smartphones, their intentions to additionally purchase applications are directly affected by their use satisfaction. On the other hand, when such emotional attachment is weak, ongoing searches for applications have greater impact on users' additional purchase intentions. As the application market is regarded as an important market due to its rapid growth and its complementary relationships with diverse mobile devices, this study verified that the active smartphone-use behavior, particularly using applications, was equally affected by users' experience and their innovativeness. These findings suggest that companies should develop not only innovative applications, but also strategies that can induce consumers' continuous explorations and purchases. Therefore, future studies may investigate key preceding variables regarding mobile behavior. 스마트폰의 사용과정은 하드웨어인 스마트폰의 구매로 개시되며, 스마트폰에 기본적으로 탑재된 소프트웨어의 사용과 함께 다양한 어플리케이션을 구매하고 이들을 기기에 내려 받아 사용하게 되는 과정으로 이루어지게 된다. 특히 반복적이고 지속적으로 새로운 어플리케이션을 탐색하고 추가 구매하여 어플리케이션을 적극적으로 활용하면서 스마트폰을 사용하게 된다. 본 연구는 새로운 어플리케이션의 지속적 탐색과 추가 구매의도를 스마트폰의 적극적 사용행동으로 규정하고, 사용경험을 통해 얻는 스마트폰의 사용만족과 소비자의 내재적 혁신성이 스마트폰 적극적 사용행동에 어떠한 영향을 미치는 검증하였다. 그리고 스마트폰과 형성된 관계수준에 따라 스마트폰 적극적 사용행동에 미치는 사용만족의 영향의 차이를 살펴보았다. 스마트폰을 소유하고 어플리케이션을 직접 다운로드하여 사용한 경험이 있는 20-30대 소비자 478명의 설문조사 결과를 분석하였다. 사용만족과 혁신성이 어플리케이션 추가 구매의도에 미치는 영향에 있어 어플리케이션의 지속적 탐색이 완전 매개하는 것으로 나타나, 적극적인 스마트폰 사용행동에 지속적인 정보탐색이 중요한 구성 요인이 됨을 확인하였다. 또한 스마트폰과의 감정적 애착 관계는 어플리케이션 추가 구매의도에 대한 사용경험의 영향을 조절함을 확인하였다. 특히 자신이 사용하고 있는 스마트폰에 대한 애착감정이 높을 때 새로운 어플리케이션의 추가 구매의도는 스마트폰 사용만족으로부터 직접적인 영향을 받으며, 애착감정이 낮을 때는 어플리케이션 지속적 탐색을 통한 추가 구매의도에 이르는 효과가 커짐을 확인하였다. 최근 급속한 시장의 확대와 다양한 모바일 기기와의 상호보완성으로 어플리케이션 시장의 중요성이 인식되고 있는 가운데, 본 연구의 결과는 어플리케이션을 이용하는 적극적인 스마트폰 사용행동은 사용경험과 대등하게 소비자 혁신성의 영향을 받는 것을 확인하였고, 기업의 혁신적인 어플리케이션의 개발과 함께 소비자의 지속적으로 탐색과 구매를 유도하기 위한 전략이 중요함을 시사하는 것으로 향후 모바일 행동의 주요 선행변인들과 논의될 필요가 있을 것이다.
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UCC의 유용성 및 즐거움과 UCC전문사이트 태도의 관계
추호정,정선미,김상조 동의대학교 경제경영전략연구소 2010 經濟經營硏究 Vol.5 No.1
In this study, exploring some necessary factors of new emerged UCC site, for achieving the differentiation against the existing web-service company such as the portals, will be the main purpose. To achieving the purpose of this study, the theory research and the quantity research have been done simultaneously. And, the covariance structural equational model was used for verifying the hypothesis. The summary of result is like below. First, It shows that the usefulness and the playfulness, one of the properties of UCC, give mindful influence on formation of intimacy for the site as a intervening variable under the on-line environment as UCC site. Secondly, It shows that while the playfulness of UCC affects the meaningful influence on interaction, the usefulness of UCC does not affects any meaningful influence on interaction. Thirdly, the interaction factor gives a meaningful influence on the intimacy. In other words, higher interaction of users in the current UCC site induces more positive feelings and intimate relationship, which is enough to lead revisiting the sites from users. Fourthly, the intimacy and interaction of the site affect meaningfully for the intention of revisiting of UCC site. Particularly, the intimacy estimate affected double than the interaction for the intention of revisiting of UCC site.
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추호정,홍경희,문희강 한국복식학회 2010 International journal of costume and fashion Vol.10 No.1
New elderly consumer market composed of consumers 50 years or older has both resemblance and difference with younger fashion market. This study aimed to examine the effect of socio-demographic and psychological factors on fashion innovativeness and monthly spending on clothing of new aged elderly consumers with the moderating role of materialism. The study found that socio-demographic factors tended to have direct effects on clothing spending, while psychographic factors have both direct effect and indirect effect through fashion innovativeness. The mediating role of fashion innovativeness in predicting clothing spending was found to be moderated by materialism of new elderly consumers. Marketing implications and limitations were discussed.
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Visual merchandising strategies for fashion retailers
추호정,윤소연 한국마케팅과학회 2015 Journal of Global Fashion Marketing Vol.6 No.1
This article discusses the emerging role of visual merchandising for fashion retailers asa competitive strategy. Three research papers are introduced for the Journal of GlobalFashion Marketing’s 2014 special issue on visual merchandising. The fashion retailmarket has been changing faster than any other market and this change is not a gradualone; it is, rather, revolutionary. One of the most important factors leading this change isthe emergence of online shopping, including all different kinds of non-brick-andmortarcommerce through mobile devices, television and kiosks. Fashion retailers whomaintain their physical stores must cope with the raised expectations and evolvedshopping habits of customers, who are concurrently able to enjoy cyber shoppinganywhere in the world
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