소비자분쟁해결기준에 관한 연구

고형석 한국소비자법학회 2019 소비자법연구 Vol.5 No.2

The criteria for the settlement of consumer disputes plays an important role in solving consumer disputes by consumers or business operators themselves or in solving consumer disputes easily by non-legal experts. However, the criteria for the settlement of consumer disputes has various problems as following; First, the criteria for the settlement of consumer disputes exists as the presidential decree and the public notices of fair trade commission in accordance with the framework act on consumers. However, the legal nature of it is generally recognized as an administrative guidance in resolving consumer disputes. In addition, there is a view that there is a consensus among the parties in the application of he criteria for the settlement of consumer disputes or it can be used only in procedures of alternative dispute resolutions. However, since the law regulates that there is no agreement on the consumer dispute resolution method, it can not be said that the criteria is applied only if there is an agreement. Second, the framework act on consumers regulates the legal nature of the criteria for the settlement of consumer disputes as a recommendation, but the presidential decree regulates it as the obligation of the operator. Therefore, the presidential decree is opposed to the law and these contents violate the framework act on administrative regulations. Third, the criteria for the settlement of consumer disputes regulates dispute resolution methods by type of disputes based on the contents of the civil law, etc. However, the contents are different from the civil law and are disadvantageous to consumers. Therefore, it is urgent to amend the framework act on consumers, the presidential decree and the criteria for the settlement of consumer disputes. 소비자분쟁해결기준은 소비자 또는 사업자가 스스로 소비자분쟁을 해결하거나 비법률전문가도 쉽게 소비자분쟁을 해결함에 있어 중요한 역할을 한다. 특히, 관련법이 없는 경우에 소비자분쟁을 해결함에 있어 큰 역할을 하고 있다. 이와 같이 소비자분쟁해결기준은 현대사회에서 소비자분쟁을 효과적으로 해결하는 역할을 수행하고 있지만, 다양한 문제점을 가지고 있는 것도 현실이다. 즉, 소비자분쟁해결기준의 법적 성질에서부터 시작하여 이를 규정하고 있는 소비자기본법, 동 시행령 및 소비자분쟁해결기준의 내용이 상위법 및 관련법과 합치하는가의 문제이다. 첫째, 소비자분쟁해결기준은 소비자기본법에 따라 동 시행령 및 공정거래위원회의 고시로 존재한다. 그러나 그 법적 성질에 대해서는 전반적으로 법규성을 부정하고, 소비자분쟁을 해결함에 있어 참고사항(행정지도인 권고)으로 인정하고 있다. 또한 소비자분쟁해결기준의 적용에 있어서 당사자간의 합의가 있는 경우로 한정하거나 소송외적 분쟁해결절차에서만 활용될 수 있다는 견해가 있지만, 동법에서는 소비자분쟁해결방법에 대해 합의가 없는 경우로 명시하고 있기 때문에 합의가 있는 경우에 한해 적용된다고 할 수 없다. 그리고 소비자분쟁해결기준은 합의 또는 권고의 기준이라는 점에서 소송외적 분쟁해결절차에서만 사용되는 것처럼 보이지만, 당사자가 직접 합의할 수 있다는 점과 권고사항이기 때문에 소송에서도 이를 활용할 수 있다. 둘째, 소비자분쟁해결기준을 규정하고 있는 소비자기본법과 시행령의 내용상 문제이다. 소비자기본법에서는 소비자분쟁해결기준의 법적 성질에 대해 권고사항으로 규정하고 있지만, 시행령에서는 사업자의 의무사항으로 규정하고 있다. 따라서 행정규제기본법을 위반하여 하위법인 시행령에서는 상위법의 내용과 상반되게 규정하고 있다. 셋째, 소비자분쟁해결기준의 내용상 문제이다. 즉, 소비자분쟁해결기준은 민법 등의 내용을 기초로 하여 분쟁유형별 분쟁해결방안을 규정하고 있지만, 그 내용은 민법 등과 상이하며, 소비자에게 불리한 경우가 다수이다. 따라서 소비자분쟁해결기준에 관한 소비자기본법과 동 시행령 및 소비자분쟁해결기준에 대한 개정이 시급하다.

CONSUMER DESIRE FOR FAST FASHION: AN ILLUSTRATION FROM U.S. COLLEGE STUDENTS

Nayeon Yoo,Hye-Young Kim 글로벌지식마케팅경영학회 2016 Global Marketing Conference Vol.2016 No.7

Introduction What is fast fashion? Does this term just define all the latest or the most popular or the most famous clothes? In reality, this social phenomenon goes beyond the conventional notion of industrialized fashion and carries more importance than is implied by this view. Fast fashion, defined as “the retail strategy of adapting merchandise assortments to current and emerging trends as quickly and effectively as possible” (Sull & Turconi, 2008, p. 5), has received a great amount of attention from fashion marketers and consumers since its inception during the 21st century (Tokatli, 2008; Jang et al., 2012). The purpose of this study was to deepen our understanding of fast fashion consumers. Based on the review of related literature, the key variables related to fast fashion consumers were categorized into three dimensions: consumer characteristics (i.e., fashion leadership, price consciousness), consumer awareness (i.e., awareness of sustainable practices of fast fashion retailers, perception of fashion democratization), and attitude toward fast fashion retailers. The three dimensions were examined in a sequential manner to assess the power of each set of antecedents in explaining college students’ repatronage intention of fast fashion retailers. Related Literature While fast fashion retailers have experienced a huge financial success mainly due to their affordable and accessible fashion products, they have also been harshly criticized by some members of the public because of their lack of corporate social responsibility. Indeed, fast fashion retailers’ low cost and efficient supply chain management systems have had negative effects on the environment, society, and people (Barnes & Lea-Greenwood, 2006; Bruce & Daly, 2006; Ro & Kim, 2009). The U.S. Environmental Protection Agency (EPA) announced that about 14.3 million tons of textiles were generated in 2012, making up 5.2 percent of total municipal solid waste. Such massive textile waste has been attributed to fast fashion retailers because the cheap and trendy items they produce encourage consumers to make frequent purchases and to frequently dispose of unwanted clothing. Furthermore, several fast fashion retailers (e.g. Gap and Forever 21) have been criticized for the use of child labor and the sweatshop-like conditions of their factories (Ramishvili, 2012). Moreover, some fast fashion retailers have been involved in intellectual property lawsuits because they replicated the runway designs of prominent designers to produce knock-off products (Pous, 2013). In response, a few fashion experts claim that fast fashion retailers destroy fashion because the styles produced lack of aesthetic expression and creativity (Choufan, 2013). However, these issues are not solely a problem associated with fast fashion retailers. In fact, the entire fashion industry is responsible for adverse environmental and societal consequences to some extent. Traditional fashion retailers (e.g. Diesel, Levi’s, Dolce & Gabbana, Chanel, Herm?s) also generate huge amounts of textile waste along with hazardous waste that results from the chemical materials used in production processes. Their products are also manufactured in developing countries to keep production costs low. They also may not pay attention to the labor environment. Therefore, traditional fashion retailers along with fast fashion retailers have responsibilities related to sustainability issues (Casey, 2014; Greenpeace, 2013). Nevertheless, fast fashion retailers have received the majority of the public’s criticism regarding these issues. Contrary to a popular belief, fast fashion retailers have taken some steps to apply the concept of sustainability into their business practices. For example, H&M collects unwanted garments for recycling, uses recycled or reused materials for producing new garments and uses organic cottons (Lanyon, 2013). Other fast fashion retailers like Zara, Topshop and Uniqlo as well as H&M also have launched eco-friendly collections (MacDonald, 2012). Moreover, H&M, Zara, Mango and Uniqlo have committed to eliminate the release of toxic chemicals by 2020 in response to Greenpeace’s Detox campaign and to public pressure (Greenpeace, 2012). Furthermore, fast fashion retailers are also paying attention to labor issues. For instance, after more than 1,100 people died from the Rana Plaza building collapse on April 24th in 2013 (Chua, 2013), major fast fashion retailers signed the Accord on Fire and Building Safety in Bangladesh. This accord indicates these retailers agree to be responsible for the working environment for employees in apparel factories in Bangladesh. Although their ultimate goal might be to increase their sales by recovering their brand images damaged by unfavorable media coverage, it is clear that movement toward sustainable practices will minimize the negative impact of their business practices on the environment and society and encourage other retailers to incorporate sustainable practices. In spite of the harsh criticism directed at fast fashion retailers, consumers still like wearing fast fashion products considering that fast fashion retailers have continuously expanded their businesses worldwide and have been successful. Prior researchers interested in fast fashion retailers have focused on supply chain management issues (Barnes & Lea-Greenwood, 2006; Mihm, 2010), the value of fast fashion (Cachon & Swinney, 2011), and indentifying business strategies of a particular fast fashion retailer (Ferdows, Lewis, & Machuca, 2005; Ghemawat, Nueno, & Dailey, 2003; Tokatli, 2008). However, few researchers have theoretically explained why consumers still like fast fashion products and visit fast fashion retailers. With that in mind, the present study identified various factors that positively influence consumer attitude and their patronage intention toward fast fashion retailers. Furthermore, although fast fashion retailers have positive motivations toward consumers (e.g. provide inexpensive fashionable items,participate in sustainable practices), consumer research has highlighted their negative effects on the environment and society (e.g., Morgan & Birtwistle, 2009). Methods An online self-administered survey methodology was employed with a purposive sample of U.S. college students who had shopped at fast fashion retailers. A total of 154 usable responses were used for data analysis. The click through rate was 79.79%. Exploratory factor analysis and hierarchical regression were used to examine the interrelationships among the three dimensions of antecedents (consumer characteristics, consumer awareness, consumer attitude) and repatronage intention. The measurement items employed were developed based on previous literature. All items were reviewed and modified to fit the context of this research: consumer attitude and patronage intention toward fast fashion retailers (Madden, Ellen, & Ajzen, 1992); perception of fashion democratization (PFD) (Dubois, Czellar, & Laurent, 2005); fashion opinion leadership (Flynn et al., 1996; Goldsmith & Hofacker, 1991); and price consciousness (Lichtenstein et al., 1993). The items for measuring awareness of sustainable practices of fast fashion retailers (ASP) were created based on news articles presenting sustainable practices fast fashion retailers actually engaged in. Participant Characteristics Among the participants, 48.1% were majoring in a fashion related area (e.g. fashion design, retail merchandising). The majority of the participants were female (85.1%). Most participants (92.2%) were between 18 and 25 years old. With respect to ethnicity, 63.0% were Caucasian. Approximately half of the participants (52.6%) reported that they earned less than $10,000 annually. Also, 26.0% of the participants shopped at fast fashion retailers once a month. Results A weighted least squares (WLS) hierarchical regression analysis was used for data analysis. Fast fashion shopping frequency was used as a weight variable as it is related to the variability in the dependent variable. The results revealed that: (a) fashion leadership positively influenced repatonage intention (Model 1); (b) after controlling consumer characteristics, PFD played a significant role in increasing variance explained in repatonage intention (Model 2) and (c) after controlling consumer characteristics and awareness, consumer attitude was found to be a significant predictor, partially mediating the linkages from fashion leadership and PFD to repatronage intention (Model 3). Implications and Conclusion Our findings suggest that fashion leadership plays an important role in the fast fashion market because it initiates the acceptance of new trends and leads to diffusion of new fashion. Prior research suggests that fashion leaders (versus followers) are willing to take risks in trying new items offered by fast fashion retailers, are interested in fashion information, tend to retain fashion items for socializing for a short period of time and need various and unique fashion items (Goldsmith, Freiden & Kilsheimer, 1993; Kang & Park-Poaps, 2010). Given that fast fashion retailers promote frequent purchases and decrease the financial burden by offering new products on a weekly basis and charging low prices, our finding is consistent with fashion leaders’ characteristics prior research identified. Another important finding is that the role of PDF in defining fast fashion consumers. Fast fashion products look similar to high-end products, but are comparatively inexpensive because the fast fashion retailers apply or copy high-end designs into their products and use cheap materials (Niinim?ki, 2009; Reinach, 2005). Also, fast fashion retailers open tremendous stores across the world, which make fashion more accessible to consumers globally. As a result, fast fashion retailers accelerate the fashion democratization and it means that both concepts of fast fashion and fashion democratization are highly related. As Wang (2010) stated, “fast fashion’s soul is to make fashion democratized with its low price and speed” (p.10). Further research is needed to extend and corroborate the findings of this study.

중국 소비자의 소비자 민족주의: 소비실천 이론의 측면에서 접근

장가준,전승우 부산대학교 중국연구소 2022 Journal of China Studies Vol.25 No.4

The purpose of this study was to investigate Chinese consumers’ practices related to consumer nationalism. Based upon Holt’s typology of consumer practices(1995), we analyzed how Chinese consumers perform consumer nationalism practices in a variety of ways for multiple reasons. To do so, we conducted in-depth interviews with 15 Chinese young adults living in mainland China. First, the results showed that participants explained and evaluated various consumer nationalism phenomena with their own interpretive framework. Most of them evaluated Guochao as evidence of the economic development of China and supported consumer boycotts of global brands. All participants appeared to be competent in performing political and banal consumer nationalism practices in everyday life in appropriate ways with regard to the integration related to construction of self-identity through consumption. Third, play is related to gaining joyful experiences in consumer nationalism practices. The participants were found to experience pleasure while interacting with others online and offline. Fourth, classification is deeply related to the acquisition of status. Most of the participants tried to avoid deviating from social norms, as they were aware of others’ attention on their nationalist consumption. It was also found that people uploaded videos and photos to gain popularity online. The results have several contributions to consumer nationalism research. This study showed a possibility that consumers would engage in consumer nationalism not as a result of their attitudes toward their nation, but in order to enjoy positive experiences or gain social status. Therefore, their nationalist attitudes or patriotism may develop as the result of their nationalist consumption practices.

소비자 시민성이 윤리적 기업태도, 윤리적 소비와 소비자 충성도에 미치는 영향

구혜경 공주대학교 KNU 기업경영연구소 2018 기업경영리뷰 Vol.9 No.3

The purpose of this study is to examine the effect of consumer citizenship on ethical corporate attitude, ethical consumption and consumer loyalty. To achieve this, data were collected from the students of university located in cheongju. The results of this study can be summarized as follows. Hypothesis were verified in the effects of consumer citizenship, ethical corporate attitude, consumer’s ethical consumption, and consumer loyalty. First, consumer citizenship had a positive effect on ethical corporate attitude and ethical consumption. And ethical corporate attitude and consumer’s ethical consumption had a positive effect on consumer loyalty. However, ethical corporate attitude had no significant effect on consumer loyalty. Based on these results, we recognized the importance of consumer citizenship as a consumer capability and suggested implications for enhancing ethical consumption of university students. It is recommended that future research identify more varied dimensions of consumer citizenship, which will allow for a broader perspective toward determinants of consumer citizenship 현대사회에서 바람직한 소비자역할에 관한 지표로 소비자 시민성을 보았으며, 소비자 시민성에 관한 기존의 연 구들은 환경이나 윤리의식 등의 차원을 제시하지 못하고 있는 한계점을 보완하기 위해 소비자 시민성을 소비윤리 의식과 소비자 참여행동으로 나누어 살펴보았다. 본 연구에서는 소비자 시민성이 윤리적 기업에 대한 태도, 윤리 적 소비와 소비자 충성도에 어떠한 영향을 미치는지를 파악하고자 한다. 이를 위해 대학생들을 대상으로 설문조 사를 실시하여 자료를 수집 및 분석하였다. 실증분석결과, 소비자 시민성은 윤리적 기업에 대한 태도와 윤리적 소 비에는 긍정적 영향을 미치는 것으로 나타났다. 윤리적 기업에 대한 태도와 윤리적 소비는 소비자의 충성도에 긍 정적인 영향을 미치는 것으로 나타났다. 그러나 윤리적 기업에 대한 태도는 윤리적 소비에는 통계적으로 유의한 영향을 미치지 못하는 것으로 나타났다. 이러한 결과를 바탕으로 소비자 역량으로서 소비자 시민성에 대한 중요성을 인식시키고 대학생 소비자의 윤리 적 소비 고양을 위한 시사점을 제안하였다. 향후 연구에서는 소비자 시민성의 다양한 차원에 대한 추가적 연구뿐 만 아니라 윤리적 소비에 대한 소비자 시민성의 실체적 접근이 필요할 것이다.

소비자 불매운동에 대한 인식유형과 참여의도와의 관련성

전향란 ( Hyang Ran Jeon ),서정희 ( Jeong Hee Seo ) 대한가정학회 2015 Human Ecology Research(HER) Vol.53 No.2

This study analyzed domestic consumers’ perceptions of and participation in consumer boycotts and its relation to ethical consumerism by surveying 1,000 people aged 20 or more with an on-line questionnaire. Collected data were analyzed in terms of frequency, factor analyses, cluster analysis, c2, and one-way analysis of variance. The research findings are summarized as follows. First, consumers had an average (or higher) perception level of consumer boycotts and were categorized into consumer boycott groups of pursuit of self-realization, achievement of results, and pursuit of rationality according to perception patterns of consumer boycotts. Second, the consumer boycott group of self-realization exhibited a high intention for participation in economic and ethical consumer boycotts and was active in all aspects compared to other groups; in addition, the consumer boycott group of results achievement was in the lowest level of ethical consumerism with a low intention for participation in consumer boycotts and ethical consumer boycotts along with the lowest perception level for consumer boycotts as ethical consumption. The consumer boycott group of rational pursuit was comparatively skeptical about the influence of consumer boycotts and with a low level of deontological ethical consumerism. They had additional doubts about the effectiveness of consumer boycotts despite being active participants. The study contributes to the establishment of an ethical consumer behavior theory by investigating connections between the perception patterns of and participation in consumer boycotts as well as ethical consumerism as consumer boycotts conceptually expand as a form of ethical consumption.

인터넷전화서비스에 대한 소비자피해와 소비자만족도

곽민주,이희숙,김민정 충북대학교 생활과학연구소 2012 생활과학연구논총 Vol.16 No.2

The purpose of this study was to find the consumer damages and consumer satisfaction of Voice over Inter Protocol Service(VIPS). The 113 cases of consumer damages collected during from 2009 to October of 2011 by Korea Consumer Agency were analyzed for finding consumer damages, and on-line questionnaire survey was conducted from November 11 to 17, 2011 for finding consumer satisfaction of VIPS. And 1,000 adults, who had ever used VIPS last 3 months, were selected. The main results were as following. First, the major 3 types of consumer damages were 'penalty for consumers' contract termination in the middle of the contract period(33 cases), 'over-charge of telephone rate'(18 cases), 'charge on the telephone machinery that consumer thought it was free(12cases)'. Second, consumer satisfaction in general of VIPS was found to be 4.78 out of 7.0. And consumer satisfaction in the step of contract was found to be 5.08. Further, consumer satisfaction was found to be 4.40 for telephone quality, 4.62 for call center service, 4.33 for telephone rate and additional services, 4.98 for after service respectively.

소비자안티사이트 현황과 평가

이희숙(Hee Sook Lee) · 구나리(Na Ri Goo) · 신윤희(Yoon Hee Shin) · 홍새별(Sae Byol Hong) 충북대학교 생활과학연구소 2008 생활과학연구논총 Vol.12 No.2

With increasing of communication technology in cyber-space, the space of consumer complain behavior moved from off-line to on-line, so called anti-site. a few researches, however, have done how the anti-sites worked for promoting consumer rights through consumer complain behaviors in cyber space. The purpose of this research was to give some suggestions for activating anti-site for promoting consumer rights. For this purpose, all anti-site were analyzed what they were and how they were working through internet portal sites. Main findings were as following: First, consumer anti-sites could be classified by their missions as sites for consumer complains/consumer damages and sites for guiding consumers' participation for consumer rights. The consumer anti-sites for consumers' complains/consumer damages could be classified as for companies and goods & services again. And the consumer anti-sites for guiding consumers' participation for their rights could be classified as anti-sites for politic issues, religion issues, cultural issues, and consumers' movements. Second, consumers' anti-sites were evaluated in terms of information support for products related, solving consumer problems, and consumer rights and duties. And most of anti-sites' managers supported consumer informations based on their own experiences rather than objective informations. Third, consumers' anti-sites were also evaluated in terms of communications among companies, consumers, and managers. It were found that communication between consumers were going best, and communication between consumers and companies were going worst.

스마트 워치 소비자 저항에 영향을 미치는 요인: 수용 보류 집단의 성별, 연령별 집단 차이 비교

김효정,나종연 한국콘텐츠학회 2017 한국콘텐츠학회논문지 Vol.17 No.12

본 연구는 스마트 워치 수용을 보류하고 있는 소비자 집단을 중심으로 스마트 워치 소비자 저항에 영향을 미치는 요인들을 살펴보았다. 본 연구는 20-40대 소비자 407명의 설문 자료를 기반으로 분석을 실시하였으며, SPSS 19.0을 활용하여 빈도분석, 기술통계, 요인분석, 신뢰도 검증, 상관관계 분석, t-test, 그리고 다중회귀 분석을 실시하였다. 본 연구의 결과는 다음과 같다. 첫째, 상대적 이점은 모든 성별과 연령 집단에서 스마트 워치 소비자 저항을 감소시키는 요인으로 확인되었다. 둘째, 복잡성은 여성 소비자 집단, 20대, 그리고 40대 소비자 집단에서 스마트 워치 소비자 저항을 증가시키는 요인으로 확인되었다. 셋째, 디자인 심미성은 남녀 소비자 집단, 20대 소비자 집단에서 스마트 워치 소비자 저항을 감소시키는 요인으로 확인되었다. 넷째, 주관적 규범은 여성 소비자 집단, 20대, 그리고 30대 소비자 집단에서 스마트 워치 소비자 저항을 감소시키는 요인으로 확인되었다. 다섯째, 프라이버시 위험은 남성 소비자 집단과 40대 소비자 집단에서 스마트 워치 소비자 저항을 증가시키는 요인으로 확인되었다. 본 연구의 결과들은 스마트 워치 수용보류 집단의 소비자 저항을 이해하는데 기초 자료를 제공할 수 있을 것이다. The purpose of this study is to investigate the factors affecting consumer resistance of smart watches, focusing on consumer groups. SPSS 19.0 was used to conduct a descriptive analysis and multi regression analysis of the data. This study is based on the questionnaire data of 407 consumers. The results of this study are as follows. First, the relative advantage was identified as a factor in reducing consumer resistance across all gender and age groups. Second, complexity has been identified as a factor that increases the consumer resistance of female consumers, and consumer groups in their 20s and 40s. Third, esthetics was found to reduce consumer resistance in men, women, and the consumer group in their 20s. Fourth, subjective norms were identified as a factor reducing consumer resistance in women and in consumer groups in their 20s and 30s. Fifth, the risk of privacy was identified as a factor in increasing consumer resistance in men and the consumer group in their 40s. The results of this study can be helpful to understand consumer resistance to smartwatches.

소비자법 민법전편입의 이론적 근거와 방향성 - 실질적 사적자치론 · 소비자계약론의 관점에서 -

서희석 한국재산법학회 2010 재산법연구 Vol.27 No.2

The application of Civil Code to consumer transactions means that civil code will regulate the type of transaction (BtoC) the modern civil code did not envisage. However, it is a type of transaction which the civil code as a general private law should have included. If so, it can be justified that the legal representation of consumer transactions, "consumer contract" may be governed by the Civil Code. The issue is whether or not the Civil Code can embrace individual consumer protection laws which have developed outside the scope of the civil law. Because the consumer protection law is for the purpose of the consumer protection, it would be possible to conflict with the idea of the civil law which has its origin in the private autonomy. On the assumption that the structural characteristics of consumers and consumer contracts induce the necessity of the consumer protection, this article tries to justify the theoretical basis for the incorporation of the consumer contract law into the Civill Code through the theory of substantial private autonomy. In short, as long as the private autonomy of the civil law is understood the substantial private autonomy, it can be justified that the legal rules to accomplish the substantial private autonomy of the consumers is incorporated into the Civil Code. In the meanwhile, regarding what principle or rule will be necessary to accomplish the substantial private autonomy, this article will comparatively study the contract law principles between in consumer contract law and in civil law. Also, through the comparison study, it will try to induce the legal principle of the consumer contract which our legal system doesn't have. Legal principles or rules for regulating the process of and the content of the consumer contract play a role in protecting the consumers (or parties) in the contract process by using the civil law principle or by influencing the doctrine or the application of civil law. What makes these two parties connect is the very theory of substantial private autonomy. In sum civil lfound that the legal principles or rules for regulating the process of and the content of the consumer contract harmonizes with the theory of the civil law within the limits for helping to realize the substantial private autonomy by self-determination of consumers. The theoretical basis and the direction for the purpose of the incorporation of the consumer law into the Civil Code should be understood in this way.

A Study on the Relationship between Online Community Characteristics and Loyalty Focused on Mediating Roles of Self-Congruency, Consumer Experience, and Consumer to Consumer Interactivity

김문태(Kim, Mood-Tae),옥정원(Jung-Won Ock) 한국마케팅과학회 2008 마케팅과학연구 Vol.18 No.4

온라인 커뮤니티에 대한 연구는 학자들과 실무자들의 많은 관심을 받아온 분야이다. 과거 많은 연구자들이 온라인 커뮤니티를 통해 큰 상업적 성과를 거둘 수 있다고 했지만 현실은 그렇지 못하며 마케팅 연구 분야에서도 상업적 성공을 이끄는 변수들에 대한 연구가 많이 이루어지지 못한 것이 사실이다. 이러한 점에서 본 연구는 온라인 커뮤니티 사이트들이 콘텐츠 관련 마케팅 노력을 통해 소비자들의 자아일치성을 높이고 긍정적 체험을 유도하면서 커뮤니티 사이트 내에서 소비자 간의 상호작용성 등을 높여 결국 커뮤니티 사이트의 방문충성도 및 구매충성도를 실현시킬 수 있는 프레임 웍을 제시하였다. 연구결과 온라인 커뮤니티 사이트에서 소비자 간 상호작용성이 방문충성도 그리고 특히 구매충성도의 구축에 매우 중요한 요인으로 밝혀졌고 온라인 커뮤니티 사이트에 대한 자아일치성 지각 및 긍정적인 소비자 체험 또한 소비자의 상호작용성 방문충성도 그리고 커뮤니티에 대한 애정에 상당히 중요한 요인임을 알 수 있었다 또한 이러한 매개변수에 주된 영향요소로서 콘텐츠 우수성 사이트 생동감 네비게이션 용이성 고객화 등의 콘텐츠 관련 마케팅 노력의 역할의 중요성을 강조하였다. The popularity of communities on the internet has captured the attention of marketing scholars and practitioners. By adapting to the culture of the internet, however, and providing consumer with the ability to interact with one another in addition to the company, businesses can build new and deeper relationships with customers. The economic potential of online communities has been discussed with much hope in the many popular papers. In contrast to this enthusiastic prognostications, empirical and practical evidence regarding the economic potential of the online community has shown a little different conclusion. To date, even communities with high levels of membership and vibrant social arenas have failed to build financial viability. In this perspective, this study investigates the role of various kinds of influencing factors to online community loyalty and basically suggests the framework that explains the process of building purchase loyalty. Even though the importance of building loyalty in an online environment has been emphasized from the marketing theorists and practitioners, there is no sufficient research conclusion about what is the process of building purchase loyalty and the most powerful factors that influence to it. In the study, the process of building purchase loyalty is divided into three levels, characteristics of community site such as content superiority, site vividness, navigation easiness, and customerization, the mediating variables such as self congruency, consumer experience, and consumer to consumer interactivity, and finally various factors about online community loyalty such as visit loyalty, affect, trust, and purchase loyalty are those things. And the findings of this research are as follows. First, consumer-to consumer interactivity is an important factor to online community purchase loyalty and other loyalty factors. This means, in order to interact with other people more actively, many participants in online community have the willingness to buy some kinds of p개ducts such as music, content, avatar, and etc. From this perspective, marketers of online community have to create some online environments in order that consumers can easily interact with other consumers and m맏 some site environments in order that consumer can feel experience in this site is interesting and self congruency is higher that at other community sites. It has been argued that giving consumers a good experience is vital in cyber space, and websites create an active (rather than passive) customer by their nature. Some researchers have tried to pin down the positive experience, with limited success and less empirical support. Web sites can provide a cognitively stimulating experience for the user. We define the online community experience as playfulness based on the past studies. Playfulness is created by the excitement generated through a website's content and measured using three descriptors. Marketers can promote using and visiting online communities, which deliver a superior web experience, to influence their customers' attitudes and actions, encouraging high involvement with those communities Specially, we suggest that transcendent customer experiences(TCEs) which have aspects of flow and/or peak experience, can generate lasting shifts in beliefs and attitudes including subjective self-transformation and facilitate strong consumer's ties to a online community. And we find that website success is closely related to positive website experiences consumers will spend more time on the site, interacting with other users. As we can see figure 2, visit loyalty and consumer affect toward the online community site didn't directly influence to purchase loyalty. This implies that there may be a little different situations here in online community site compared to online shopping mall studies that show close relations between revisit intention and purchase intention. There are so many alternative sites on web, consu