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증강현실 기반의 제품체험으로 인한 고객 인게이지먼트 효과 연구 - 고객가치 공동창출의 매개효과 분석 -

Experience of Mobile Augmented Reality and Customer Engagement Effect: Mediating Role of Customer Value Creation

한상린|안명아
한국소비자학회 (Korean Society Of Consumer Studies)|2018.06|소비자학연구 (Journal of Consumer Studies)|제29권 제3호|pp. 39-61|DOI http://dx.doi.org/10.35736/JCS.29.3.3

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참고문헌

키워드

AR고객 인게이지먼트Customer engagementCustomer value creation모바일 증강현실고객 행복제품 체험고객 가치 공동창출Mobile Augmented Reality (MAR)Customer well-being
주제분류경제학

초록

최근 기업들은 모바일증강현실(MAR: Mobile Augmented Reality)을 기반으로 하는 제품 체험 마케팅을 접목함으로써 소비자들의 능동적인 참여를 유도하고 있다. 본 연구에서는 모바일증강현실 기반의 마케팅으로 인한 소비문화의 변화가 소비자에게 어떤 가치를 부여하며 소비자 삶 속의 행복감과 구매의도까지 영향을 미칠 수 있는지를 연구하였다. 본 연구의 목표로는 첫째, 고객 인게이지먼트(customer engagement)와 관련하여 의식적 고객참여(conscious participation), 열정(enthusiasm) 그리고 사회적 상호작용(social interaction)이 고객가치창출(customer value creation)로 기능적 가치(functional value), 쾌락적 가치(hedonic value), 사회적 가치(social value)에 미치는 영향관계를 알아보았다. 둘째, 고객가치창출이 고객참여와 고객행복(customer well-being)에서의 매개관계 역할에 대해서 검정하고자 하였다. 또한, 고객행복감이 고객의 구매의도(purchase intention)에 영향을 미치는지를 확인하고자 하였다. 마지막으로, 모바일증강현실 기반의 마케팅으로 인한 새로운 소비문화 패러다임으로의 역할과 이론적․실무적인 시사점을 제공하였다. 본 연구결과로는 첫째, 고객 인게이지먼트와 고객 가치창출과의 관계분석에서는 의식적 참여와 기능적․쾌락적 가치의 관계, 열정과 기능적․쾌락적․사회적 가치와의 관계, 사회적 상호작용과 쾌락적 가치에서 정(+)의 영향관계를 가지는 것으로 나타났다. 둘째, 고객 가치창출의 매개효과 분석으로 쾌락적 가치는 의식적 참여․열정․사회적 상호작용과 고객행복 사이에서 매개역할을 하며, 사회적 가치는 열정과 고객행복 사이에서 매개 관계를 가졌다. 마지막으로 고객행복과 구매 의도는 정(+)의 영향관계를 가진다는 것을 알 수 있었다.

Abstract

Recently, many companies are trying to lead spontaneous customer participation of marketing activities by applying experience marketing, based on mobile augmented reality (MAR) technology. This study is to investigate the relationship among customer engagement, customer value creation, customer well-being, and purchase intention in customer life, due to the culture of spontaneous customer participation from the perspective of MAR marketing activities. The objective of this paper is to examine the direct relationship between customer engagement and customer value creation. This study also attempts to analyze the mediator effect of the customer value creation between customer engagement and customer well-being. Also, this study tries to investigate the direct relation between customer well-being and purchase intention. The study results suggest that there are positive effect relationships between conscious participation and functional․hedonic value, between enthusiasm and functional․hedonic․social value, and between social interaction and hedonic value. Second, hedonic value mediates the relation to conscious participation․enthusiasm․social interaction and customer well-being. Social value mediates the relation to enthusiasm and customer well-being. Finally, the study results suggest the positive relationship between customer well-being and purchase intention. Also, some managerial implications and the limitations of the study results were also discussed.

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