수용자의 성별에 따른 유명기업 웹사이트 태도와 이용에 관한 탐색적 연구 = Gender Differences in Corporate Website Behavior

국문 초록 (Abstract)

본 연구는 온라인 브랜드 커뮤니케이션의 중심축으로 자리 잡고 있는 기업웹사이트의 구조적 특성요인인 정보성, 보안성, 상호작용성과 함께 해당기업에 대한 감정적 충성도가 웹사이트에 대한 태도형성과 방문의도에 미치는 영향을 수용자의 성별차이를 중심으로 하여 탐색적으로 고찰하였다. 국내 최대항공사인 대한항공 탑승경험자 중 최근 6개월 이내 동사의 웹사이트 방문경험이 있는 191명의 소비자를 대상으로 실시한 설문조사 결과에 의하면 대한항공 웹사이트의 질적 수준에 대한 인식과 종합적 평가에서는 남녀 간에 별다른 차이가 나타나지 않았지만 사이트의 정보성, 상호작용성, 기업에 대한 감정적충성도가 태도에 미치는 영향력에서는 의미 있는 성별 차이가 나타났다. 남녀 모두에게 웹사이트의 정보성이 가장 큰 영향변인으로 나타난 점은 차이가 없었지만 남성에게는 웹사이트의 보안성이, 여성에게는 브랜드에 대한 감정적충성도와 상호작용성의 영향력이 상대적으로 높게 나타났다. 최근 여성의 인터넷이용과 온라인쇼핑이 급증하는 추세를 감안할 때 본 연구의 결과는 성별 시장세분화에 따른 차별화된 웹사이트의 제작을 위하여 시의적절하고 유익한 정보를 제공할 것으로 기대된다. 또한 온라인을 기반으로 한 커뮤니케이션 활동에 있어서 감정적충성도의 역할에 대한 주의를 환기시킴으로서 온, 오프라인이 적절히 조화된 효과적인 커뮤니케이션 매체전략의 수립에 도움을 줄 것이다.

다국어 초록 (Multilingual Abstract)

As corporate websites have emerged as an important channel for integrated brand communication and marketing, companies have spent substantial amount of money to develop superior websites to attract consumers. In an effort to provide a first, initial glimpse of the gender differences in the effectiveness of corporate websites with respect to informational value, consumer protecting features, interactivity, and affective brand loyalty, this study examined the difference between male and female responses with the data gathered from 191 customers of the Korean Airline. The results show that there is no meaningful difference in their overall evaluation of the website between males and females and the most powerful antecedent to the effectiveness of the website is its in-formativeness for both groups. However, it is found that while affective brand loyalty and interactivity significantly affect female attitudes toward the website, male attitudes are most significantly affected by the perception of consumer protection function of the website, but not by the other two. This study provides preliminary evidence for the gender differences in customer evaluation of a corporate website`s functional attributes and customer loyalty and their impacts on attitudes toward the website. Both practical and theoretical implications are offered.

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