온라인 마켓플레이스에서 구매자 관여의 역할: 경험재와 탐색재의 비교연구
Understanding the Role of Customer Engagement in Online Marketplace: A Comparison between Search and Experience Goods
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코로나19 사태가 계속되면서 비대면 산업분야가 크게 성장하고 있어서 대표적 비대면 분야인 온라인 마켓플레이스에 대한 중소기업의 관심과 참여가 늘어나고 있다. 하지만 기업들이 구매자 관여에 대한 뚜렷한 전략을 갖고 있지 않아서 그 위험성을 간과하는 경우도 많다. 관련 연구자들은 구매자 관여가 제품 구매뿐만 아니라 구매 후기, 제품 충성도, 혁신 관여 등으로 나타난다고 주장한다. 구매자들이 신뢰할 수 있는 정보를 주고받기 위해 온라인 마켓플레이스에서는 구매 후기를 쓰는 일은 빈번하다. 본 연구는 대표적인 구매자 관여 형태인 구매 후기가 미치는 영향을 좀 더 다양한 관점에서 심층적으로 살펴보았다. 구매 후기를 통한 구매자 관여 활동은 구매 후기 개수 및 길이와 같은 양적 측면과 평점의 극단성, 유용성 평가, 제품 특성의 네 가지 요인으로 분석하였다. 분석 데이터는 대표적인 온라인 마켓플레이스인 아마존의 제품정보 및 구매 후기 빅데이터를 활용하였다. 분석결과 구매 후기 개수와 평가의 양극화는 판매 성과에는 긍정적인 영향을 미치지만 구매 후기의 길이와 유용성 비율은 부정적인 영향을 미쳤다. 탐색재가 경험재와 같은 제품 특성은 조절효과를 보여주었다. 온라인 마켓플레이스에서 구매자의 상호작용이 판매 성과에 긍정적인 영향뿐만 아니라 부정적인 영향도 미치기 때문에 온라인 마켓플레이스에 제품을 판매하려는 중소기업과 사이트 관리자들은 좀 더 신중하면서도 적극적으로 구매후기를 활용할 필요가 있다.
Abstract
As the COVID-19 pandemic continues, the non-face-to-face industry is growing significantly, increasing the interest and participation of SMEs. However, the risk is often overlooked because it does not have a clear strategy for customer engagement. Many researchers argue that customer engagement appears not only purchasing products, but also product review, product loyalty, and innovation involvement. Buyers often write product reviews in online marketplaces to exchange reliable information. This study examined in detail the interactions between buyers through product reviews, a representative form of customer engagement. As for the analysis data, the big data of the of Amazon are used. As a result, the polarization of the rating and the product review number have positive effect on sales performance, but the length and usefulness ratio of the purchase reviews have negative effect. The moderating effect of product characteristics is that the search goods is greater than the experience goods. SMEs managers who want to sell products to online marketplaces need to use product reviews properly because customer engagement in online marketplaces have not only positive impact but also negative on sales performance.
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