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스마트폰 앱의 고객가치: 한국과 인도를 중심으로

Customer Value of a Smartphone App: A Comparison of South Korea and India

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아시아연구소|2020.02|아시아리뷰 (Asia Review)|제9권 제2호|pp. 3-40|DOI http://dx.doi.org/10.24987/SNUACAR.2020.02.9.2.3

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참고문헌

키워드

스마트폰한국SatisfactionSmartphoneIndia만족South Korea인도Repurchase Intention고객가치Customer Value앱App재구매 의도
주제분류사회과학일반

초록

본 연구에서는 스마트폰의 앱에 관한 연구들이 주로 선진국 국가에 국한되어 이루어져 왔던 점을 고려하여, 스마트폰 선진국을 대표할 수 있는 한국과 새롭게 스마트폰 시장으로 떠오르고 있는 인도의 스마트폰 사용자를 비교·분석하는 연구를 진행하였다. 한국과 인도의 스마트폰 이용자 중에서 앱 스토어에서 앱을 1회 이상 구매한 경험이 있는 이용자를 대상으로 고객가치, 만족, 재구매 의도에 대한 인식의 정도를 비교하였다. 선행연구자들의 연구결과를 참고하고, 스마트폰의 앱과 관련한 다양한 항목을 추가하여 연구모형을 구성하였다. 앱의 고객가치와 관련하여 앱의 지각요인, 고객 서비스, 편의성, 디자인, 촉진, 소비자 위험, 연결성으로 선정하였다. 그리고 이렇게 선정된 앱의 고객가치가 만족 및 재구매 의도에 어떠한 영향을 미치는지를 분석하였다. 연구결과 만족과 재구매 의도의 관계에 영향을 미치는 정도에서도 한국과 인도는 차이가 있는 것으로 나타났다. 인도의 경우에는 PC의 보급률이 매우 낮고, 인터넷 접속환경(통신 인프라)이 열악하므로 인도의 모바일 사용자들은 PC를 통한 인터넷 사용이나 전자상거래를 경험하지 못한 채 바로 모바일 상거래로 진입하는 경우가 많았다. 이러한 인도의 현상이 반영되어, 인도에서는 만족이 아직은 재구매 의도에 영향을 미치지 못하고 있는 것으로 나타났다.

Abstract

Today, mobile devices serve as the primary communications and media vehicles for many and play an increasingly important role in the daily lives of consumers in both developed and high-growth economies. Smartphone apps are software applications developed for use on mobile devices such as smartphones and tablets. Once developed, an app is sold via an application distribution platform, commonly known as an app store. As the profit margins from app sales are small, an app should ideally appeal to a large number of users worldwide in order to be successful. However, many developers are unaware that users from different countries have different behaviors and needs, and that these factors affect app downloads. To better understand today’s mobile world, we selected data from South Korea and India for an indepth look at mobile consumers and how they use their devices around the globe. The proposed research model includes a number of constructs such as app perceptions, customer service, perceived ease of use, design, promotion, perceived consumer risk and connectivity. In South Korea, empirical results revealed that perceived consumer risks have a negative relationship with consumers’ perceived repurchase intention. All of the other variables are found to be positively related to the repurchase intentions. In India, customer service and perceived consumer risks are not supported and all of the other hypotheses are statistically significant.

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