온·오프라인 환경에서 소비자 감정 반응의 구조화와 측정에 관한 연구
A Study on Structuring and Measuring of Consumer's Emotional Responses in Online and Offline Environments
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초록
본 연구는 오프라인 환경에 기반한 소비자 감정 체계를 온라인 환경을 포함한 다양한 쇼핑상황에 그대로 적용 및 설명하는 기존 연구의 제한적 한계를 보완하기 위해 온‧오프라인 환경에서 소비자가 경험하는 감정 반응을 채널에 따라 추출하고 이를 구체화하는 데 주요 목적을 가진다. 이를 위해 본 연구는 정성조사와 실증조사를 순차적으로 수행하여 온‧오프라인 의 다양한 환경에서 소비자가 느낄 수 있는 감정 반응을 추출하고 이를 구조화하였다. 주요 연구결과는 다음과 같다. 첫째, 패널 다이어리 조사와 전문가 조사를 수행하여 온‧오프라인 환경에서 소비자가 경험하는 감정 반응들을 도출하고, 채널에 따른 차별적 특성을 확인하였다. 그 결과, 소비자 감정 반응은 대면‧비대면 상황에서 타인과의 상호작용 수준에 따라 채널별로 4개 요인으로 구성됨을 확인하였다. 둘째, 채널에 따른 소비자 감정 반응의 구조화에 대한 측정 타당성을 확보하기 위해 실증조사를 수행하여 도출된 감정 반응 항목들을 재차 정제하고, 감정 반응의 구조화에 대한 타당성과 신뢰성을 검토하였다. 그 결과, 소비자 감정 반응은 상호작용 수준에 따라 채널에 따라 4개 요인과 45개의 항목으로 구성됨을 확인하였다. 본 연구를 수행한 결과를 통해 소비자행동의 전반적인 과정에서 유발되는 다양한 감정을 검토하여 고객 경험을 더욱 효율적으로 관리하고 전략적으로 대응하기 위한 마케팅 시사점을 제안할 수 있을 것이다.
Abstract
This study extracted and classified the emotional responses that consumers feel in online and offline purchasing situations by channels, including online and offline channels, and comparatively analyzed them to structuralize consumers’ emotional responses manifested in each channel. This study conducted qualitative and quantitative research to derive major consumption emotional responses in online and offline channels and determine differential emotional structure in each channel. The key research results were as follows. In the first step, a panel diary survey and an expert survey were conducted to derive consumers’ emotional responses in online and offline channels, and to confirm the distinctive characteristics of each channel. As a result, it was confirmed that consumer emotional responses were consisted of 4 factors for each channel according to the degree of interaction with others in face-to-face and non-face-to-face situations. In the second step, an empirical investigation was conducted to refine the extracted emotional response items, and the validity and reliability of the emotional response structure were reviewed. As a result, it was confirmed that consumers’ emotional responses consisted of 4 factors for each channel and 45 consumer emotional response items according to the degree of interaction. This study has a significance in that it expanded the academic scope of related studies by structuring the emotional responses experienced by consumers in online and offline channels. By applying the results of this study, it would be possible to analyze various emotions induced in the overall flow of consumer behaviors and present marketing implications for more efficient management of customer experiences.
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