소셜커머스에 대한 소비자 태도가 사용의도와 구전의도에 미치는 영향
Influence of Attitude toward Social-Commerce on the Intention of Usage and Intention to Word-of Mouth
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소셜커머스에 대한 기본적인 개념은 2000년대 초반에 생성되었으나 최근 들어 성공적인 소셜커머스 활용과 그 사례들이 보고되면서 그것에 대한 관심이 고조되었고 이슈화되었다. 새로운 유통채널인 소셜커머스에 대해 분석적으로 접근하여 효율적인 마케팅 전략을 세우고자 하는 많은 시도들이 이루어지고 있다. socialcommercetoday.com의 경우가 그 한 예로써 집단지성을 활용하여 소셜커머스를 이해하고 어떻게 발전시켜 나가야 하는지에 대해 토론하고 탐구하는 온라인상의 모임이다. 이러한 시도는 기업에서 많이 나타나고 있으나 이에 대한 학문적 연구는 아직 활발히 진행되고 있지 못하는듯하다본 연구에서는 태도-행동의도-구전의도 간의 관계에 대한 개념을 소셜커머스에 적용하여 살펴봄으로써 학문적 시사점과 실무적 시사점을 제공하고자 한다. 소비자들의 소셜커머스에 대한 태도에 영향을 주는 요인들을 살펴보고 이로 인해 형성된 태도가 사용의도와 구전의도에 어떠한 영향을 주는지를 살펴보았다. 소셜커머스에 대한 태도에 영향을 주는 요인들은 선행 연구가 거의 없기 때문에 기존의 소비자행동 연구와 몇몇 백서(white paper)에서 개념적으로 제시한 신뢰, 효용, 재미, 가격, 추천, 위험이라는 6가지 요인을 바탕으로 하였다. 소셜커머스는 크게 공동구매 방식, 기존 웹과 연계하는 방식, SNS에 직접 입점하는 방식이 있으나 이 중 우리나라에서 가장 널리 쓰이는 방식인 공동구매 방식을 기준으로 연구를 진행하였다. 실증적 분석 결과는 다음과 같았다. 우선, 살펴보았던 6가지 요인들이 소셜커머스에 대한 태도를 형성한다는 것을 알 수 있었다. 이는 기존에 가격만을 장점으로 내세우던 모습에서 벗어나 더 많은 것을 고려하여야 함을 시사하고 있다. 둘째, 형성된 태도는 정보탐색을 위한 소셜커머스 사용의도에 영향을 주며 이는 최종적으로 구매를 위한 소셜커머스 사용의도에 영향을 준다는 것을 알 수 있었다. 즉, 정보탐색을 위해 소셜커머스를 사용하는 것이 소셜커머스를 이용해 최종적으로 구매로 이어지도록 하는데 중요한 역할을 한다는 것을 말해준다고 할 수 있다. 마지막으로, 소셜커머스에 대한 태도와 정보탐색을 위한 소셜커머스 사용의도 모두 구전의도에 영향을 준다는 것을 알 수 있었다. 즉, 긍정적인 구전이 효과적으로 이루어지게 하기 위해서는 소비자들의 태도형성과 사용의도 형성에 많은 주의를 기울여야 함을 시사하고 있다. 소셜커머스에 관한 깊이 있는 학문적 연구가 많지 않은 상황에서 본 연구의 결과는 의미있는 시사점과 향후 연구방향을 제공하고 있다.
Abstract
The development of media has generated new marketing channels like Internet or recent social network service. From late 1990s, Internet has rapidly advanced and got into our lives and, it made a powerful marketing channel. E-commerce, which is using Internet to purchase products and pay the cost, emerged and has organized, and it attracts many people and makes them participate in the channel. The Internet has evolved more and more. Moreover, it has played a role of a bridge among people and as a result, social commerce which is a new marketing channel has been generated . The basic concept of social commerce was told in early 2000s, but social commerce has been popular and made a issue nowaday because of many successful results of using social commerce. Many people are trying to analyze the new channel and attempt to establish an effective marketing plan. One of the examples is socialcommercetoday.com which is an online community for understanding social commerce and discussing the way to improve it. Tendencies like that has shown in many companies, but it is hard to see in academic researches. In that reason, the aim of this research is to study social commerce through attitude-behavior(intention)-WOM(intention) construct and to provide implications for practical field and academic field. In this research, we investigate the factors which influence the consumers' attitude on social commerce, and then find out the influence of the attitude on intention to use and intention to WOM. We take six factors - trust, utility, fun, price, referral, risk - from some conceptual white papers because there isn't antecedent reseach about social commerce attitude. There are three types of social commerce those are Group purchasing, Connecting with existing web pages, and Opening a store in SNS. Among them, we conduct this study with Group purchasing which is well known and the most popular type in Korea. We found some significant results through this study. First of all, the six factors generate consumers' attitude on social commerce. It means that managers need to consider many things than only price. Second, the generated attitude effects the intention to use social commerce for searching information, and finally affect the intention to use social commerce for purchasing goods. In sum, the intention to use social commerce for searching information has a key mediating role to the intention to use social commerce for purchasing goods. Finally, social commerce attitude and the intention to use social commerce for searching information influence the word-of-mouth. In other words, managers may manage positive WOM by concerning over social commerce attitude and the intention to use social commerce for searching information.
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