중국인터넷쇼핑몰 환경에서 이용자의 혁신성이 지각된 사용성 및 고객충성도에 미치는 영향에 관한 연구: 지각위험 조절효과 중심으로
A Study on the Effect of Users' Innovation on Perceived Usability and Customer Loyalty in Chinese Internet Shopping Mall Environment: Focused on the Effect of Perceived Risk Control
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참고문헌
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초록
소비자들의 욕구와 필요가 다양해지고, 디지털 기술과 정보통신 기술의 급속한 진화와 함께 경제의글로벌화가 가속화 되면서 제품의 수명과 교체 주기가 짧아지고, 소비자는 혁신적 제품을 요구하게되었다. 제품경쟁이 치열해지는 기업 환경은 기업의 발전과 생존에 지속적인 기회와 위협의 요인으로작용하고 있으며, 기업들은 시장에서 새로운 기술을 적용하여 독특함과 신기성을 추가한 신제품을 출시하여 소비자들의 니즈를 충족시키는 제품을 만들어 구매를 촉진하고자 노력한다. 소비자들은 새로운 제품에 대한 욕구가 증가하고 있으며 이러한 환경에 대처하는 기업은 제품성공을 위해 혁신성 신제품을 생산하여 소비자에게 새로운 가치를 창조하고자 한다. 따라서 고객의 혁신성향과 소비자의 가치 욕구와 니즈를 충족하는 혁신적 제품은 제품 차별화와 세분화시장의 적응성을 높여 기업의 경쟁력을 강화시킬 수 있기 때문이다. 본 연구는 중국인터넷쇼핑몰 환경에서 이용자의 혁신성이 지각된 사용성과 고객충성도에 미치는 영향관계를 살펴보며, 이용자의 지각된 위험이 이용자의 혁신성과 지각된 사용성 간에 조절효과 역할이 미치는지 알아보기 위하여 연구 과제를 도출하였다.
Abstract
As consumers' needs and needs become diverse, and the globalization of the economy accelerates with the rapid evolution of digital technology and information and communication technology, the life and replacement cycle of products are shortened and consumers are demanding innovative products. The corporate environment in which product competition is fierce is a factor of continuous opportunity and threat to the development and survival of the company. Companies try to promote the purchase by making products that meet the needs of consumers by launching new products that add uniqueness and novelty by applying new technology in the market. Consumers are increasingly desire for new products, and companies that cope with these environments are trying to create new value for consumers by producing innovative new products for product success. Therefore, innovative products that meet customer innovation tendency, consumer value desire and needs can enhance product competitiveness and adaptability to segmentation market. This study examined the effect of user's innovativeness on perceived usability and customer loyalty in the Chinese Internet shopping mall environment, and drew research tasks to find out whether the perceived risk of users has a moderating effect between user's innovativeness and perceived usability.
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