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복합쇼핑몰 몰링 경험 향상을 위한 디지털 경험 요인 탐구

Exploring Digital Experience Factors to Enhance the Malling Experience in Complex Shopping Mall

장서연|오형근|구유리|이해인
디자인연구소 (Design Institute of Inje University)|2024.06|Journal of Integrated Design Research|제23권 제2호|pp. 9-26|DOI 10.21195/jidr.2024.23.2.001

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디지털 전환Digital TransformationCustomer Experience서비스디자인Service Design복합쇼핑몰Complex Shopping MallMalling고객 경험몰링 경험

초록

연구 배경: 디지털 전환(Digital Transformation)가 전 분야의 다각적 변화를 촉발시키고 있는 가운데, 전통적인 유통업계는 전례 없는 혁신을 요구받게 되었다. 특히 복합쇼핑몰은 일상의 디지털화로 인한 고객 요구 변화에 대응하고 유통 경쟁에서 차별성을 확보하기 위해 성공적인 디지털 전환을 필수로 이뤄야 하는 상황이 되었다. 이에 본 연구에서는 몰링(malling) 경험을 복합쇼핑몰의 경쟁력 강화를 위한 핵심 요소로 판단하고, 몰링 경험 극대화를 위한 디지털 전환의 전략적 시사점을 도출하는 것을 목적으로 하였다. 연구 방법: 연구는 문헌 연구, 사례 연구, 실증 연구, 시사점 도출 순으로 진행된다. 국내외 문헌을 통해 복합쇼핑몰과 경험 요인, 몰링 경험과 고객 유형, 디지털 전환에의 이해도를 높이고, 사례 및 관찰 조사를 통해 복합쇼핑몰의 디지털 경험 요소를 확인하였다. 이를 바탕으로 실증 연구를 진행하여, 복합쇼핑몰의 디지털 경험 요인을 정의하고, 몰링 경험에 영향을 미치는 요인을 식별하였다. 또한 고객 유형을 분류하고 유형별 차이를 확인하였으며, 몰링 경험이 만족도 및 행동의도에 미치는 영향을 검증하였다. 최종적으로 실증 연구 결과를 종합하여 구체적인 시사점을 도출하였다. 연구 결과: 문헌 연구를 통해 기존 연구에서 정의된 복합쇼핑몰의 경험 요인, 고객 유형에 따른 몰링 경험의 차이, 디지털 전환과 디지털 경험을 파악하였다. 사례 연구를 통해 총 31개의 복합쇼핑몰 디지털 경험 요소를 도출하였다. 실증 연구에서 이를 총 7개의 요인으로 축소하고, 몰입화, 개성화, 최적화, 가상화, 통합화, 효율화, 자동화 요인의 순서로 몰링 경험에 영향을 미침을 확인했다. 또한 디지털 경험 요인에 따라 고객 유형을 ‘효율 추구형’, ‘휴식 지향형’, ‘흥미 탐색형’으로 분류하고, 유형별 특징과 몰링 경험 영향 요인의 차이를 확인하였다. 이외 몰링 경험이 만족도, 행동의도에 긍정적 영향을 미침을 규명하였다. 마지막으로 디지털 경험 요인과 고객 유형을 중심으로, 몰링 경험 향상을 위한 디지털 전환의 전략적 시사점을 도출하였다. 결론: 복합쇼핑몰의 디지털 경험 요인을 객관적 증거를 기반으로 새롭게 정의하여 기존의 요인과의 차별성을 확보하였다. 이를 바탕으로 복합쇼핑몰의 몰링 경험 영향 요인, 고객 유형에 따른 몰링 경험 및 영향 요인을 식별하여, 디지털 기반의 몰링 경험 극대화 전략을 도출하기 위한 토대로 마련하였다. 디지털 경험 요인을 기반으로 구체적인 전략적 시사점을 도출하고, 고객 유형별 전략 실행 방향을 제시하여, 복합쇼핑몰의 성공적인 디지털 전환과 몰링 경험 향상을 위한 기회영역을 제공했음에 의의가 있다.

Abstract

Background: Digital transformation is sparking multifaceted changes in all sectors, and the traditional retail industry is facing unprecedented demands for innovation. In particular, shopping malls have become essential for successful digital transformation to respond to changes in customer demands due to the digitalization of daily life and to secure differentiation in retail competition. Therefore, this study aims to determine the malling experience as a key factor in strengthening the competitiveness of shopping malls and to derive strategic implications of digital transformation to maximize the malling experience. Methods: Research progresses through literature review, case study, empirical study, and implications. This study explores complex shopping malls, shopping experience factors, customer types, and digital transformation through domestic and international literature. Case and observation studies help identify digital experience factors in complex shopping malls. The empirical study defines these factors and their impact on the malling experience, also classifying customer types and assessing their differences. Results: The literature review revealed shopping mall experience factors, variations by customer types, and digital transformation's impact. Case study identified 31 digital experience elements, later condensed to 7 factors in the empirical study: immersion, personalization, optimization, virtualization, integration, efficiency, and automation. This study categorized customers into three types based on these factors, noting differences in characteristics and the malling experience. Additionally, a positive correlation between malling experience, satisfaction, and behavioral intention was confirmed. Conclusion: This study has redefined the digital experience factors of shopping malls based on objective evidence, aiming to differentiate them from existing factors. Based on this redefinition, the study identified influencing factors of the malling experience by customer type. This laid the foundation for deriving strategies to maximize digital-based shopping experiences. Providing specific strategic implications based on digital experience factors and directing strategy execution by customer type is significant, offering opportunities for successful digital transformation and enhancing the malling experience.

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