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온·오프라인 멀티채널 환경에서의 크로스채널 프리라이딩 쇼루밍 행동의 영향요인: 멀티채널 자기효능감과 대안의 온라인 점포 매력을 중심으로

Antecedents of Cross-Channel Freeriding Showrooming Behavior in On-Off Line Multichannel Environment : Focusing on Multichannel Self-Efficacy and the Attractiveness of Alternative Online Store

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초록

온라인 채널의 활성화로 오프라인 소매업체들이 온라인 점포 출점을 확대하고 있어 소매업에서의 멀티채널 트렌드가 확대되고 있다. 멀티채널 환경에서 소비자들은 오프라인과 온라인 등의 다양한 채널을 오가며 채널 전환과 업체 전환을 하는 크로스채널 프리라이딩 쇼루밍을 통해 쇼핑혜택을 최대화하는 방안을 모색한다. 크로스채널 프리라이딩 쇼루밍은 고객 이탈과 경쟁력 저하로 이어지기 때문에 멀티채널 전략을 추구하는 소매업체들에게 위협적이다. 크로스채널 프리라이딩 쇼루밍 현상의 부정적인 측면에 대한 오프라인 소매업체들의 관심은 증대하고 있으나 관련 연구는 아직 미미하다. 본 연구는 오프라인 소매업체들의 최대 관심 현안으로 대두되고 있는 크로스채널 프리라이딩 쇼루밍의 영향요인들을 멀티채널 자기효능감과 대안의 온라인 점포 매력을 중심으로 검증하고자 한다. 멀티채널 자기효능감의 선행변수들로는 이전 인터넷 구매경험, 간접 경험과 지각된 사회적 실재감이, 대안의 온라인 점포 매력의 선행요인들로는 가격비교 지향성과 대안의 온라인 점포 신뢰가 파악되었다. 연구 결과 멀티채널 자기효능감과 대안의 온라인 점포 매력은 크로스채널 프리라이딩 쇼루밍 의도에 긍정적 영향을 미치는 것으로 나타났다. 이전 인터넷 구매경험, 간접 경험과 지각된 사회적 실재감은 멀티채널 자기효능감에 가격비교 지향성과 대안의 온라인 점포 신뢰는 대안의 온라인 점포 매력에 영향을 미치는 것으로 나타났다. 이에 따른 이론적·실무적 시사점들과 미래 연구방향이 제시되었다.

Abstract

In multichannel environments, customers can move easily between online and offline channels. Customers in multichannel environment engage in cross-channel free-riding when they use one retailer's channel to obtain information or evaluate products and then switch to another retailer's to complete the purchase. Cross-channel free-riding erodes profit base and is one of the most critical issues of offline retailers. The purpose of this study is to investigate the determinants of cross-channel free-riding from the perspective of offline retailers focusing on multichannel self-efficacy and the attractiveness of alternative online store. The results showed that multichannel self-efficacy and the attractiveness of alternative online store are the main determinants of cross-channel free-riding. Also this study confirmed that prior internet purchase experience, vicarious experience and perceived social presence are the antecedents of multichannel self-efficacy and trust of alternative online store and price comparison orientation are the antecedents of the attractiveness of alternative online store.

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