O2O서비스에 대한 소비자 가치인식에 대한 연구 : 예상된 후회를 중심으로 = The Study on Consumer Value Perception of O2O Service : Focusing on Anticipated Regret

다국어 초록 (Multilingual Abstract)

Research Purpose: This study aims to examine anticipated regret within the context of Online-to-Offline (O2O) services in more detail. Firstly, we aim to investigate anticipated regret within the O2O service context, which has not been extensively discussed in previous research. We anticipate differences in results due to the unique characteristics of O2O services compared to conventional contexts. Secondly, we intend to present the perception of psychological benefits in resolving anticipated regret based on product types within the O2O service environment.
We plan to empirically validate this concept and engage in a comprehensive discussion. Lastly, we seek to examine how the psychological benefits of resolving anticipated regret differ in situations of collective decision-making within the O2O service context. This examination will help shed light on variations in the perception of psychological benefits in different decision-making scenarios.
Research Methods: To achieve this goal, we divide the service types into O2O delivery services and offline visit services, and explore the influence of product types (virtuous products vs. vice products) and social consumption situations (with companions vs. alone) on anticipated regret.
Results in Research: Firstly, it was observed that O2O service purchases yield a higher level of psychological benefits compared to offline purchases. Secondly, the level of anticipated regret experienced during offline purchases is higher for vice products. Thirdly, psychological benefits obtained from O2O service purchases are greater for virtuous products. Lastly, when comparing the level of psychological benefits obtained with the presence of companions, it was found that the utilization of O2O services with companions results in higher psychological benefits than offline purchases, regardless of the product type.
Research Conclusion: The findings of this study confirm that the characteristics of O2O services can emphasize such psychological rewards and enhance consumers' experience of psychological benefits. Anticipated regret experienced during offline usage was higher for vice products. These research outcomes suggest that consumers emphasize psychological aspects when making product choices, as evidenced by these results.
Suggestions in Research: Overall, this study's results contribute to understanding the intricate relationship between anticipated regret, O2O services, and consumer decision-making, while also suggesting directions for future research to explore more nuances in this area.

국문 초록 (Abstract)

본 연구는 O2O 서비스에서의 선택 동기와 예상된 후회에 관한 연구를 통해 선한 제품과 악한 제품의선택에 대한 영향을 탐구하고자 하였다. 또한 단독 소비와 공동 소비의 차이를 고려하여 선택 동기와 예상된후회에 미치는 영향을 분석하였고, 이를 통해 O2O 서비스 환경에서 소비자들의 선택과 소비 행동에 대한이해를 높이고자 하였다. 분석 결과에 따르면, 첫째, O2O 서비스 구매 시 오프라인 구매 상황보다 더 높은수준의 심리적 혜택을 얻는 것으로 나타났다. 둘째, 오프라인 구매 시 발생하는 예상된 후회 수준은 악한제품에서 더 높은 예상된 후회를 느끼는 것으로 나타났다. 셋째, O2O 서비스 구매 시 얻는 심리적 혜택은선한 제품에서 더 높은 심리적 혜택을 느끼는 것으로 나타났다. 마지막으로 동반자가 존재할 때 얻는 심리적혜택 수준을 제품 유형에 따라 변화하는지 비교해본 결과, 동반자가 존재할 때 O2O 서비스 이용이 오프라인이용보다 더 높은 심리적 혜택을 느낀 것으로 나타났다. 이러한 연구 결과는 소비자들이 제품 선택 시 심리적측면을 강조하여 제품 유형을 선택한다는 사실을 시사한다. 향후 연구에서는 예상된 후회에 영향을 미치는추가적인 서비스 상황 요인들을 확인하고, 이와 더불어 예상된 후회에 미치는 다양한 요인들을 조사하고분석함으로써 더욱 포괄적인 결과를 도출할 필요가 있다.

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