온라인에서 미국과 한국 소비자 만족 수준의 차이에 관한 연구
A Study on Differences of Perception under Different Cultures in Online Contexts
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초록
본 논문은 소비자들의 동일 대상의 경험 후 가지는 지각 수준의 차이를 한국과 미국의 소비자들을 대상으로 비교하는 데 있다. 이러한 비교에 대한 이론적 근거는 소비자들이 속해 있는 문화에 따라 소비자들이 인지하는 과정에는 차이가 발생할 수 있다는 심리학적 연구를 바탕으로 하고 있다. 본 논문에서는 고객 만족에 영향을 비치는 선행변수인 쇼핑시간의 절약, 구매비용의 절약, 쇼핑몰의 기능적 속성, 쇼핑몰의 심미적 속성, 제품의 다양성 그리고 위험 수준에 대해서 동일한 웹사이트를 두 국가에서 사용하도록 한 후 설문을 하는 실험을 실시하였다. 제품의 다양성을 제외한, 모든 변수에서 국적에 따라 소비자의 지각 수준에는 차이가 있는 것으로 나타났다. 따라서, 본 논문은 온라인에서도 마케팅의 국제화는 여전히 필요하다는 것을 보여주는 동시에 온라인에서도 소비자의 지각 수준은 소비자가 속해있는 사회의 영향을 받는다는 심리학적 연구를 뒷받침하고 있다.
Abstract
It is widely accepted that consumers can experience the different level of perception under the same stimuli based on cultural differences. The purpose of this study is to compare the level of perception between American and Korean, supporting substantive results for the preposition about the difference. For this study, we experimentally tested 6 variables, such as perception of cost and time savings, Web functional and aesthetic features, product variety and risk under the same stimuli. The result shows that there are differences of the level of the perceptions between the two countries in 5 variables, excluding the product variety. Based on this result, we can conclude that we would still need globalization strategy of websites.
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