위챗(WeChat) 광고가 소비자의 O2O 서비스 이용의도에 미치는 영향에 대한 연구
A Study on the Influence of WeChat Advertisement on Consumer’s O2O Service Usage Intention
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초록
연구목적: 소비자을 사이에서 위챗(중국 SNS)의 점점 더 활발하고 사용되고 있고, 이에따라 위챗의 다양한 서비스들 중 하나인 O2O서비스의 활용율 역시 점점 활발해지고 있다. 위챗은 두가지 광고유형: 모멘트 광고, 구독계정광고를 통해 소비자들에게 O2O서비스를 제공하고 있는데, 이 두가지 형태의 광고 모두 소비자의 O2O 사용의도에 큰 영향을 미치고 있다. 본 연구는 정보기술 분야의 기본인 TAM모델을 기반으로 이를 확장하여, 소비자의 지각된 사용 용이성, 지각된 유용성, 지각된 위험, 그리고 주관적 규범을 퉁하여 이를 통해 위챗의 두가지 광고의 효과를 직접, 간접적으로 규명하고자 한다. 논문구성/논리: 위챗의 두가지 광고 형태가 소비자의 지각된 사용 용이성, 지각된 유용성, 지각된 위험, 그리고 주관적 규범을 통해 직간접적 O2O서비스 이용의도에 주는 영향을 규명하기 위해, 440부의 설문지를 배포했고 이 중 불충분한 데이터를 제외한 총 413의 중국 소비자 데이터를 SPSS과 AMOS를 이용하여 데이터를 분석하며 연구 가설을 검증하였다. 마지막으로 연구결론을 제시하고 시사점과 한계점 및 향후 연구방향을 도출했다. 결과: 위챗 모멘트광고와 구독계정광고 모두 소비자의 O2O서비스 이용의도에 유의미한 영향을 나타냈다. 지각된 유용성은 O2O서비스 이용의도에 긍정적인 영향을 나타낸 반면, 지각된 유험은 부정적인 영향을 초래했다. 주관적 규범, 역시 긍정적인 영향력을 행사했다. 위챗 모멘트광고는 O2O서비스 이용의도에 유의미한 결과를 나타내지 못했고, 위챗 구독계정광고는 지각된 유용성의 O2O서비스의 매개효과에 유의미한 결과를 도출하지 못했다. 독창성/가치: 본 연구는 위챗의 두 가지 형태의 광고유형이 소비자의 O2O서비스 이용의도에 유이한 결과를 가져오는 것으로 검증했고, 매개 효과에서 나타난 상이성을 통해 실무적인 시사점을 전개했다.
Abstract
Purpose: With popularization of WeChat(a Chinese social media platform), the WeChat O2O service is growing rapidly today. The two types WeChat advertisements: moment and subscription advertisements, both significantly influences on consumer’s intention to use O2O service. By further expanding the TAM model, this study testifies the causal pathways from the perceived ease of use to both perceived risk and usefulness onto the consumer’s intention to use O2O service. In addition, the causal pathway between the subjective norm and consumer’s intention to use O2O service are explored. Composition/Logic: To define and claim the role of the perceived ease of use to both perceived risk and usefulness onto the consumer’s intention to use O2O service, this paper presents previous studies and draws research models and hypotheses. Total of 440 survey questionnaires are distributed to Chinese consumers who are currently using WeChat. Exempted for those unsatisfactory ones we analyzed 413 questionnaires using SPSS and AMOS, and verified the research hypothesis. Finally, the conclusions of the study are presented, with implications, limitations, and future research directions are derived. Findings: For both WeChat moment and subscription advertisements have positive effects on the perceived usefulness while having a negative effect on the perceived risk. The subjective norms has a positive effect on the intention to use O2O service in both types of WeChat advertisements. However, no significant effect was found from the perceived ease of use to the intention to use O2O service for WeChat moment advertisement, while the perceived usefulness did not significantly effected on the intention to use O2O service for WeChat seubscription advertisement. Originality/Value: This study verified the significant difference between WeChat moment versus subscription advertisements on their role to consumers’ intention to use O2O service. The WeChat moment advertisement is originally easy to use; therefore the perceived usefulness come before the perceived ease of use. On the other hand, the WeChat subscription advertisement, is genuinely contains complex usage sequence. Therefore, the consumers care more about the perceived ease of use.
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