온라인 쇼핑몰의 사회적 지원 기능이 고객 태도에 미치는 영향 연구: 자기효능감과 소속감의 인식을 중심으로
The Influence of Social Support on Attitude of Online Shopping Mall: Perception of Self-Efficacy and Sense of Belonging
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온라인 커뮤니티, 온라인 쇼핑몰, 포털 사이트 등 온라인의 다양한 사회적 소프트웨어들은 참여자들 간의 상호작용을 위한 사회적 지원 기능을 지니고 있으며, 이에 따라 온라인에서도 일반사회와 같은 다양한 형태의 사회적 상호작용이 나타나고 있다. 온라인상에서 사회적 지원 기능은 게시판과 프로파일 기능, 이모티콘과 댓글의 활용, 친구 찾기와 질문을 할 수 있는 공간 등을 통해 구현되고 있으며, 사용자들은 이러한 기능을 통해 자긍심 지원과 정보적 교류의 지원, 감정적 교류의 지원과 사회적 네트워킹의 지원 등을 받고 있다. 본 연구에서는 다양한 사회적 소프트웨어 중 상거래가 그 중심에 있는 온라인 쇼핑몰을 대상으로 연구를 수행하였다. 온라인 쇼핑몰의 사회적 지원 정도에 따라 쇼핑몰을 이용하는 소비자들이 해당 쇼핑몰을 통해 원하는 목적을 달성할 수 있다는 쇼핑몰에 대한 자기효능감과 더불어 쇼핑몰과 이용집단에 대한 넓은 범위에서의 소속감(sense of belonging)을 인식하게 되며, 온라인 쇼핑몰에 대한 긍정적 태도로 이어지고 있음을 확인하였다. 본 연구는 온라인 쇼핑몰이 상품 구색 제공과 상품 정보 제공 등을 넘어 다양한 형태의 사회적 지원 기능을 강화함으로써, 고객들이 쇼핑몰을 통해 더 성공적인 구매와 더불어, 감정적인 유대관계를 구축할 수 있음을 제시하고 있다. 따라서 온라인 쇼핑몰을 설계함에 있어 사회적 상호작용을 지원하는 다양한 기술을 적용할 필요가 있음을 함의하고 있다.
Abstract
This paper describes the social support of an online shopping mall which enhances interpersonal relationship among participants. Like other societies, an online shopping mall upholds the various dimensions of social support. Self-esteem support, informational support, emotional support, social networking support are the subsets of the online social support. With these social support, online shopping mall based interaction emerges and leads customers to form beliefs of their capability to achieve successful purchasing(self-efficacy), and to create a sense of belonging which is based on weak-tie among participants. And self-efficacy and sense of belonging can elicit favorable attitude towards the target shopping mall. The results of the empirical study indicates that the enforcement of social support functions in online shopping mall can increase the self-efficacy on target shopping mall, and build emotional ties between customers and target shopping mall as well. This results also suggest managerial implications for online shopping mall operator. This study supports the assertion that it is necessary to utilize technologies which can increase social interactivity in various ways.
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