화장품 홈쇼핑시장에서 소비자만족과 경영성과에 영향을 미치는 변수

최수호,최정일 아시아유럽미래학회 2020 유라시아연구 Vol.17 No.1

2019년도 국내 홈쇼핑은 7개 업체가 있으며, 시장점유율은 CJ홈쇼핑, GS홈쇼핑, 현대홈쇼핑, 롯데홈쇼핑, NS홈쇼핑, 홈앤쇼핑, 아임쇼핑 순으로 높게 나타나 있다. 홈쇼핑시장 규모는 2016년도 4조 8,900억, 2017년도 5조 1,600억, 2018년도 5조 2,600억 원으로 매년 4%씩 성장하고 있다. 최근 홈쇼핑시장 은 디지털 방송으로 전환되면서 고화질의 정보제공이 가능해졌다. 홈쇼핑 업체는 T-Commerce 시장이 활성화되면서 새로운 형태의 쇼핑서비스가 증가하고 있다. 홈쇼핑 업체들은 국내시장의 노하우와 경험을 토대로 해외시장을 개척하면서 외형확대와 수익다각화 를 시도하고 있다. 홈쇼핑사업은 백화점 등 오프라인에 비해 소비자 수요에 기민하게 대처할 수 있고 경 기변동의 영향을 최소화 할 수 있다. 국내 화장품 브랜드는 세계적으로 높은 브랜드 가치를 보이면서 ‘K-Beauty’ 시장을 선도하고 있다. 국내 유명 업체로는 아모레퍼시픽, LG생활건강, 한국화장품, 토니모 리, 코리아나가 있다. 국내 기초화장품 브랜드는 이니스프리, 더페이스샵, 설화수, 미샤, 에터미 순서로 나타나 있다. 색조화장품 순서는 애뛰드, 미샤, 더페이스샵, 이니스프리, 아라따움이 있다. 본 연구에서는 온라인 홈쇼핑시장에서 이용자들의 물류서비스, 브랜드가치, 제품선호도가 소비자만족 및 경영성과에 미치는 영향에 대한 가설검증을 실행하기 위해 선행연구를 찾아보고 조작적 정의와 측정 변수들을 살펴보았다. 또한 각 측정변수에 대한 신뢰도분석과 타당성분석을 실시하였다. 신뢰도분석은 얼마나 표본 특성이 적절하게 형성되어 있는지 검증하는 과정으로 응답자들이 설문지 내용을 정확하게 인지하고 일관성 있게 응답을 하였는지 확인하는 내적 일관성 검증 과정이다. 본 연구에서는 내적일관성 을 검증하기 위하여 일반적으로 사회과학 연구에서 널리 사용하고 있는 신뢰성 검사방법인 Chronbach’s α 계수를 산출하였다. 본 논문의 목적은 온라인 홈쇼핑시장의 이용자들을 대상으로 물류서비스, 브랜드가치, 제품선호도가 소비자만족 및 경영성과에 미치는 영향을 살펴보는 것이다. 이를 위해 전국적으로 이용자 250명을 대상 으로 2주 동안 설문조사를 실시하였다. 설문조사에서 독립변수는 “물류서비스, 브랜드가치, 제품선호도” 로 매개변수는 “소비자만족”, 종속변수는 “경영성과”로 구성하였다. 이 변수들을 이용하여 연구가설을 4 개 설정하였다. 설문지 조사는 각 요인별로 리커드 5점 척도를 수행하여 중요도와 신뢰도, 타당성 등을 실시하였다. 본 연구에서는 각 변수에 대한 측정 도구로 타당성분석과 신뢰도분석을 실시하였다. 설문지 내용을 응 답자들이 정확히 인식하고 일관성 있는 응답을 하였는지 살펴보는 내적 검증 과정이다. 또한 본 연구는 내적일관성을 점검하기 위해 신뢰성 검사방법 Chronbach’s α 계수를 산출하였다. Chronbach’s α 수치가 0.7 이상으로 계산되어 본 연구에서 이용된 측정 변수들은 내적 일관성이 확보되었다. 각 측정변수들의 타당성을 점검하기 위해 주성분 분석에 Varimax Rotation을 적용하여 탐색적 요인을 분석하였다. 분석결과, Chronbach’s α가 물류서비스 0.702, 브랜드가치 0.725, 제품선호도 0.744, 소비자만족 0.721, 경영성과 0.798로 산출되어 측정요인들이 내적일관성을 확보하였다. 타당성분석을 위해 탐색적 요인을 분석한 결과, 물류서비스와 브랜드가치, 제품선호도가 소비자만족, 경영성과가 모두 유사한 항목들로 서 로 잘 묶여 있었다. 판별타당성 검증에서 AVE와 CR의 값이 모두 허용 기준치 0.5와 0.8 이상으로 제시 되어 본 연구에서 사용한 변수들의 판별타당성이 대체로 잘 확인된 것으로 파악되었다. 가설검증결과 표준화계수가 ‘물류서비스 ⇨ 소비자만족’이 0.171로 ‘브랜드가치 ⇨ 소비자만족’이 0.077 로 산출되었으나 기각되었고, ‘제품선호도 ⇨ 소비자만족’이 0.623로 ‘소비자만족 ⇨ 경영성과’이 0.643로 산출되면서 채택되었다. 분석결과 홈쇼핑시장의 이용자들은 물류서비스나 브랜드가치 보다는 제품선호 도가 높을수록 소비자만족이 높은 것으로 나타나고 소비자만족이 높을수록 경영성과가 높을 것으로 조 사되었다. 각 홈쇼핑업체은 소비자만족과 경영성과를 높이기 위해 제품선호도를 향상사키는 것이 우선 되어야 할 것이다. There are seven domestic home shopping companies in 2019. Market share is high in the order of CJ Home Shopping, GS Home Shopping, Hyundai Home Shopping, Lotte Home Shopping, NS Home Shopping, Home & Shopping and Iim Shopping. The size of the home shopping market is growing by 4% every year to ￦4.89 trillion in 2016, ￦5.16 trillion in 2017 and ￦5.26 trillion in 2018. As the home shopping market has recently shifted to digital broadcasting, it is possible to provide high quality information. Home shopping firms are increasing new types of shopping services as the T-Commerce market becomes active. Home shopping companies are attempting to expand their sales and diversify their profits by pioneering overseas markets based on the know-how and experience of the domestic market. Compared to the offline market, the home shopping market can be agile in responding to consumer demand and minimize the effects of economic fluctuations. Domestic cosmetic brands are leading the ‘K-Beauty’ market, showing high brand values worldwide. This study examined the effects of logistics service, brand value, and product preference on consumer satisfaction and business performance in the online home shopping market. To carry out hypothesis testing, this study looked for prior studies and examined operational definitions and measurement variables. In addition, reliability and feasibility analysis were performed. Reliability analysis is the process of determining how properly the characteristics of a sample are formed. This is an internal consistency check process that verifies whether respondents clearly understand the questionnaire and respond consistently. In this study, Chronbach’s α coefficient was used as a reliability test method to verify internal consistency. The purpose of this paper is to examine the effect of logistics service, brand value, and product preference on consumer satisfaction and business performance for users of online home shopping market. To this end, the survey was conducted for two weeks with 250 users nationwide. In the survey, the independent variables were “Logistics Service, Brand Value and Product Preference”, the parameters were “Consumer Satisfaction,” and the dependent variables were “Business Performance”. Using these variables, four research hypotheses were set. The questionnaire survey performed the Richard five-point scale for each factor to conduct importance, reliability, and validity. In this study, reliability and feasibility analysis were performed to measure each variable. Reliability analysis is the process of determining how well the characteristics of a sample are formed. This is an internal coherence process where respondents are clearly familiar with the questionnaire and verify that they respond consistently. In addition, this study used Chronbach’s α coefficient to verify internal consistency. Chronbach’s α was calculated to be greater than 0.7, and the measured variables used in this study were internally consistent. In order to confirm the validity of the measured variables, this study analyzed exploratory factors by applying Varimax Rotation to principal component analysis. Analysis result, Chronbach’s α was calculated as logistics service 0.702, brand value 0.725, product preference 0.744, consumer satisfaction 0.721 and business performance 0.798. Thus, the measurement factors ensured internal consistency. This study analyzed exploratory factors for feasibility analysis. As a result, logistics services, brand value, product preferences, consumer satisfaction, and business performance were all combined well with the same factors. In the discriminant validity test, both AVE and CR values were suggested to be above the acceptable thresholds of 0.5 and 0.8. Therefore, the discriminant validity of the variables used in this study was well confirmed. As a result of the hypothesis test, the standardization coefficient of ‘Logistics Service ⇨ Consumer Satisfaction’ was 0.171 and ‘Brand Value ⇨ Consumer Satisfaction’ was 0.077, but it was rejected. In addition, ‘Product Preference ⇨ Consumer Satisfaction’ was 0.623, and ‘Consumer Satisfaction ⇨ Business Performance’ was 0.643. So this research hypothesis was adopted. Analysis result, home shopping users showed higher consumer satisfaction with higher product preference. And the higher the consumer satisfaction, the higher the business performance. Home shopping companies should be the first to improve the product preference in order to improve consumer satisfaction and management performance.

의류제품에 대한 소비자만족 형성과정 : 소비자관여,제품성과,소비감정을 중심으로 Based an Consumer Involvement , Product Performance , and Consumption Emotion

박재옥,김지영 한국의류학회 2002 한국의류학회지 Vol.26 No.5

The objectives of this study were 1) to ascertain whether there was a difference in product performance (expressive or instrumental), which consumer recognized after using, related to consumer involvement toward clothing, 2) to clarify the effect of product performance on consumption emotion(positive or negative), 3) to investigate the effect of consumption emotion on satisfaction, and 4) to find out whether product performance had a direct effect on satisfaction toward product. The study was conducted in three steps. Through the two steps, measurement instruments were developed. At the last step, judgement sampling method were utilized to collect the data and subjects were 614 university students. Confirmatory factor analysis and structural equation model analysis were used to analyze the data. The results were as follows: l) Consumer involvement had an effect on product performances but it was related to the expressive product performance more than to the instrumental product performance. 2) Product performance had positive influence on positive consumption emotion, while it had negative influence on negative consumption emotion. The results revealed that there were significant relationships between product performance and consumption emotion. 3) Positive consumption emotion had a positive effect on consumer satisfaction, on the other hand negative consumption emotion had a negative effect on consumer satisfaction. 4) Although the direct effects of product performances on satisfaction were larger than the indirect effects, product performance was greatly influential in consumption emotion and consumption emotion was strongly related to consumer satisfaction. Therefore, consumption emotion is an important determinant variable in the process of consumer satisfaction.

인터넷 쇼핑몰 유형에 따른 소비자 기대-성과에 관한 연구

이인구,류학수 한국산학경영학회 2004 산학경영연구 Vol.17 No.2

인터넷 쇼핑몰의 수는 2004년 2월 현재 3,415개이며, 이는 2003년 동월대비 333개가 늘어난 것으로 10.8%의 증가를 보여주고 있다. 그러나 많은 기업들이 수익성 부족으로 어려움을 겪고 있는 실정이다. 이는 전자상거래를 이용하는 소비자들에 대한 연구와 조사 분석이 부족했음을 뜻한다. 지금과 같이 고객에 대한 체계적인 연구가 없이 개인적인 감각이나 세태의 추세에 의존하여 무분별하게 점포를 개설할 경우에 적자의 가능성은 더욱 높아질 것이다. 따라서 본 연구는 전자상거래의 한 영역인 기업-소비자간 인터넷 쇼핑몰을 중심으로 소비자의 기대-성과에 대한 차이를 보고자 하였다. 이에 따른 연구결과는 다음과 같다. 첫째, 인터넷 쇼핑몰 유형에 따른 고객만족요인의 유의적인 차이를 알아본 결과, 소비자 불안·인터넷 유용성만 쇼핑몰 유형에 따라 차이가 있는 것으로 나타났으며, 고객서비스는 인터넷 쇼핑몰 유형에 따른 기대-성과 차이가 나타나지 않았다. 소비자들은 소비자 불안에 대해 쇼핑몰의 유형에 상관없이 성과보다 기대가 높은 것으로 조사되었다. 특히, 기대-성과 차이에 있어서 종합형과 전문점에서는 개인정보유출이 가장 큰 차이를 보여주고 있는 반면에 중개형의 기능불안은 기대-성과차이가 가장 적은 것으로 조사되었다. 또한 인터넷 유용성에 있어서 기대-성과 차이를 알아본 결과, 전문형에서는 제품 정보 풍부, 정보 탐색비용 절감성이 가장 큰 차이를 나타내고 있는 반면에 중개형은 정보탐색 비용의 절감성이 가장 적은 차이를 보여주고 있다. 둘째, 고객서비스, 인터넷 유용성, 소비자 불안과 고객만족과의 관련성을 알아보기 위하여 회귀분석을 실시한 결과 고객 서비스, 인터넷 유용성, 소비자 불안은 모두 고객만족에 영향을 미치는 것으로 나타났다. 그리고 고객만족과 구전의도, 재구매 의도에 대한 관련성을 알아본 결과 고객만족은 구전의도, 재구매 의도에 모두 정(+)의 영향을 미치는 것으로 조사되었다. To create and maintain comparative supremacy as a strategic tool of business, many organizations have introduced informational technology and system. By using this system, Some companies got a beneficial value for achieving organizational goals but others could not obtain their effectiveness and efficiency. In particular, a lot of organizations that tried to make strategic supremacy with e-commercial trade are under hard condition because of poor profit. It implies that it is essential to identify and analyse the consumer who uses e-commercial trade. This paper, therefore, focusing on internet shopping malls between business and consumer as one of areas of e-commercial trades, shows the difference between consumer expectation and performance. The results of this study are as follows: First, as for the significant difference of influencing factors to consumer satisfactions according to the types of internet shopping malls, there is a meaningful difference in consumer anxiety and internet usefulness, but not in consumer service. Prior to verify the differences in detail on consumer's anxiety and internet usefulness, we examined that there is any difference between expectation and performance. T-test was used for the variants of consumer anxiety and internet usefulness, and its meaningful probability was 0.000, which means that both showed statistically significant difference. Based on the results, we also found that regardless of the types of internet shopping malls, consumer expectation was greater than performance. although the difference between expectation and performance was not equal according to the internet shopping malls. Second, a regression analysis was performed to understand the relation between consumer service, internet usefulness, consumer anxiety, and consumer satisfaction, it was found that consumer service, internet usefulness, consumer anxiety had significantly effected on consumer satisfaction. Third, To verify the relation between consumer satisfaction and repurchase-intentions, intentions to spread out, Pearson correlation analysis was used. it was found that consumer satisfaction had positive effect on both intentions. This study has some limitations because of the shorts of money and time. since the sample of this study was consumers who have ever bought one or more products via internet shopping mall, this sample was appropriate. but the major parts of sample were college students, and the sample size was so small. therefore this results should carefully be generalized. For further study, it is required to select more precise samples and to include more variables.

기업 소비자상담사의 블랙컨슈머 대응행동과 업무스트레스가 업무수행과 업무만족도에 미치는 영향

허경옥 ( Kyungok Huh ) 대한가정학회 2015 Human Ecology Research(HER) Vol.53 No.4

This study examined differences in counseling work and work performance in a firm by the individual characteristics of counselors. This study also investigated the effects of consumer counselor’s reaction and stress from counseling work on counselor satisfaction in regards to counseling work and work performance. The results of this study are as follows. First, consumer counselor’s work satisfaction was high for female counselors, university-educated, with middle or high status occupations, had short work years, had a higher tendency towards consumerism, worked in a counseling department with an active reaction policy towards consumer complaints, and had a lower level. Second, the work performance of a counselor was high for those who were older, university-educated, had short work years, worked in large-size counseling departments in a firm, had a higher tendency of consumerism, and worked in counseling departments with active reaction policies toward consumer and consumer’s complaints. Third, consumer counselor’s work stress effected work satisfaction but did not influence work performance. The counselor’s reaction towards consumer’s complaints influenced the work performance but did not influence the work satisfaction of a counselor.

스마트워치에 대한 소비자의 혁신저항과 수용의도: 효용·비용 인식에 따른 소비자유형을 중심으로

이진명 ( Jin-myong Lee ),박서니 ( Sunny Park ),나종연 ( Jong-youn Rha ) 한국소비자학회 2017 소비자학연구 Vol.28 No.2

본 연구의 목적은 스마트워치의 효용·비용 요인에 대한 인식을 토대로 소비자집단을 유형화하고, 소비자유형별 선행변수 및 결과변수의 차이를 분석하고, 스마트워치에 대한 소비자의 혁신저항과 수용의도에 영향을 미치는 요인을 규명하는 것이다. 이를 위해 온라인 설문조사를 통해 수집한 20대에서 40대 소비자 총 528명의 응답 자료를 군집분석, 분산분석, 중회귀분석 등을 통해 분석하였다. 본 연구의 주요 결과는 다음과 같다. 첫째, 스마트워치 인식에 따라 소비자집단을 유형화한 결과 무관심형(12.7%), 효용중심형(40.7%), 비용중심형(23.1%), 양가형(23.5%)의 네 유형이 도출되었으며, 소비자유형 간 스마트워치효용과 비용에 대한 인식의 유의한 차이가 나타났다. 둘째, 소비자유형별로 소득수준, 기술준비도, 성과모호성, 신제품 출현기대의 유의한 차이가 있는 것으로 조사되었으며, 결과변수인 혁신저항과 수용의도 또한 소비자유형별로 뚜렷한 차이가 나타났다. 셋째, 스마트워치에 대한 소비자의 혁신저항과 수용의도에의 영향요인을 분석한 결과, 기술 혁신성과 신제품 출현기대는 혁신저항을 낮추고 수용의도는 높이며, 반대로 기술 불안감은 혁신저항을 유의하게 높이고 수용의도는 낮추는 요인으로 나타났다. 기술에 대한 불편감과 성과모호성은 수용의도를 높이지는 않으나 혁신저항을 유의하게 높이는 요인으로 확인되었다. 또한 효용중심형에 비해 무관심형과 비용중심형의 혁신저항이 유의하게 높고 수용의도는 유의하게 낮았다. 양가형의 수용의도가 효용중심형보다 유의하게 높은 것으로 나타나 스마트워치의 잠재 수용자로서 양가형 소비자 집단의 중요성이 확인되었다. 본 연구는 스마트워치에 대한 소비자의 긍정적 반응뿐만 아니라 비용 인식, 혁신저항과 같은 부정적 반응을 파악하고 관련 변인들을 이해하는 것을 통해 기술과 소비자에 대한 이론적 논의를 확장하는 것은 물론, 산업적 측면에서 혁신제품의 잠재적 소비자와 세분시장을 이해하는데 기여한다. Smartwatch has received much attention as an innovative new product that connects the next generation of smart phones. This optimistic prospect is still valid, but consumers’ responses to smartwatch are quite different from market expectations. This study amis 1) to derive consumer types based on the perception of benefits and costs of smartwatch, 2) to analyze the differences among consumer types, and 3) to identify factors that affect consumers’ resistance and intention to adopt smartwatches. For this purpose, data was collected using a self-administrated online survey of 528 consumers and analyzed the data through k-means cluster analysis, ANOVA, and multiple regression analysis. The major findings of this study are as follows. First, the result of cluster analysis identified four distinctive consumer types according to the levels of perceived benefits and costs of smartwatch: ‘Indifferent type’(12.7%), ‘cost-centered type’(23.1%), ‘benefit-centered type’(40.7%), and ‘Ambivalent type’(23.5%). There was a significant difference in smartwatch benefits and costs perception among the consumer types. Second, antecedent variables including income level, technology readiness (TR), performance ambiguity, and expectation of new product emergence among consumer types were all significantly different. The perception of four sub-dimensions of TR was lowest in the indifferent type and the highest in the ambivalent type. Comparing the cost-centered type with the benefit-centered type, the innovativeness was high in the benefit-centered type, and the discomfort and anxiety were high in the cost-centered type. The performance ambiguity was significantly lower in the benefit-centered type than in the other three types, and the expectation of new product emergence was the lowest in the indifferent type and the highest in the ambivalent type. Third, there was a significant difference in the level of innovation resistance and intention to adopt smartwatch by consumer type. The ambivalent type, which perceives both the benefits and the costs of smartwatch as high, showed low innovation resistance and the highest intention to adopt smartwatch. Fourth, using a multiple regression analysis, this study identified variables that impact the consumers’ innovation resistance and intention to adopt smartwatch. Consumers’ innovativeness and expectation of new product emergence influenced innovation resistance negatively but influenced intention to adopt smartwatch positively. On other hand, technology anxiety influenced innovation resistance positively but influenced intention to adopt smartwatch negatively. Technology discomfort and performance ambiguity only significantly and positively affected consumer resistance to smartwatch. The intention to adopt smartwatch of the ambivalent type was significantly higher than that of the benefit-centered type, indicating the importance of ambivalent consumer group as potential user of smartwatch. This study is different from the previous studies in that it analyzes not only consumers’ positive responses to smartwatch such as perceived benefits and adoption but also negative responses such as perceived costs and innovation resistance, and investigates the relationship between antecedent and outcome variables. This study has the theoretical implications in terms of expanding the discussion on technology and consumers, and has practical implications for contributing to the understanding of potential consumers and subdivision markets of innovative products including smartwatch.

소비자생활협동조합 이사회의 유대강도가 조직의 성과에 미치는 영향

박성순,이상윤,서진선 한국유통경영학회 2020 유통경영학회지 Vol.23 No.5

Purpose: This study investigates the effects of the internal and external tie strength of the board of directors (BOD) on the performance in Consumer Co-operatives, which provide consumer-members with goods, especially eco-friendly food and products in South Korea. Co-operatives based on the principle of democratic governance can make their core competence through unique resources and trust of co-operatives. It is hypothesized that the strong tie of BODs improves the performance of consumer co-operatives because if the tie of BODs is strong, information and knowledge would be better shared among members, which would help to improve the ability to solve the problems of organizations. Research design, data, and methodology: This study uses multiple regression models to analyze the relationship between the tie strength of BODs and performance. The tie strength of BODs has three parts: the tie strength within a BOD of each co-operative; the tie strength between a BOD and the other co-operatives; the tie strength between a BOD and local government. Organizational performance is sub-categorized into three: social, democratic and business performance. We targeted 95 iCOOP consumer co-operatives and distributed questionnaires to their BODs. The final sample is composed of 371 board members from 65 iCOOP consumer co-operatives. Results: The regression results show that the tie strength within a BOD as well as the tie strength between a BOD and the other co-operatives have significantly positive relation to democratic and business performance. All exploration variables, however, do not affect social performance of co-operatives and the tie strength with local government is not related to any performance dimension. Conclusions: The results mean that if consumer co-operatives seek to have better democratic governance and to improve business performance, they should pay more attention to and strengthen the tie within a BOD and ties with other co-operatives through various activities and policies.

은행의 금융소비자 보호활동이 경영성과에 미치는 영향

이문성,백재승 한국기업경영학회 2024 기업경영연구 Vol.31 No.1

This study examines the effect of customer protection activities for consumers of financial institutions on management performance. To test the goal of the paper, domestic banks are surveyed for internal and external customer complaints to determine the degree of implementation of financial consumer protection, and the effect on management performance s analyzed as a major explanatory variable. Our study is meaningful in that we provide evidence on whether customer protection ultimately has a significant relationship with the performance of the institution. As a result of the analysis, when consumer protection activities are insufficient and civil complaints increase, a significant positive (+) relationship with management performance (ROA) is shown in the short term. However, as a result of analyzing the long-term performance, it is found that consumer protection activities have a significant negative (-) effect, indicating that they have a positive effect on the long-term performance. On the other hand, as a result of analyzing the relationship between the increase or decrease of civil complaints and the bank's net interest margin (NIM), there is no significant relationship. This means that domestic banks do not pass on expenses incurred by financial consumer protection activities to consumers by raising the interest margin rate. Our results suggest academic and economic implications that it is necessary to make continuous efforts to improve the consumer protection in management strategies by suggesting the effect of financial consumer protection activities on management performance. 본 연구는 금융기관의 소비자에 대한 고객 보호활동이 경영성과에 미치는 영향을 살펴보았다. 이를 위해 국내 은행을 대상으로 내·외부 민원을 조사하여 금융소비자 보호 이행정도를 파악하고 이를 주요 설명변수로 경영성과에 미친 영향을 분석하였다. 이러한 연구는 비재무적 경영활동인 고객 보호가 궁극적으로 해당 기관의 성과와 유의적인 관계를 맺는지에 관한 자료를 제공한다는데 의의가 있다. 분석 결과 소비자 보호 활동이 미흡하여민원이 늘어나는 경우 단기적으로는 경영성과(ROA)와 유의한 양(+)의 관계를 나타냈다. 하지만 장기성과를 분석한 결과 유의한 음(-)의 영향을 미치는 것으로 판명되어 소비자 보호활동이 장기적 관점의 성과에는 긍정적으로 작용한다는 점을 보였다. 한편 민원의 증감과 은행의 순이자마진률(NIM)의 관계를 분석한 결과 유의적인 관계가 발견되지 않아 국내 은행들은 금융소비자 보호 활동으로 인해 발생한 비용을 이자마진률을 올리는 방법으로 소비자에게 전가하지 않는 것으로 판단된다. 본 연구의 결과는 금융소비자 보호 활동이 경영성과에 미치는영향을 제시함으로써 경영전략 상 소비자 보호에 지속적인 노력을 기울일 필요가 있다는 학문적, 경제적 시사점을 제시한다.

온라인 뮤지컬 공연의 서비스 품질이 소비자 태도에 미치는 영향

김성은 ( Kim Seong-eun ),김종무 ( Kim Jong-moo ) 커뮤니케이션디자인학회(구 시각디자인학회) 2021 커뮤니케이션 디자인학연구 Vol.74 No.-

코로나19의 세계적인 확산으로 이동의 제약과 사회적 거리두기, 격리, 방역지침의 일상화가 지속되면서 우리 사회는 전체적으로 생활양식의 변화를 맞이하고 있다. 특히 밀폐된 공간 안에서 대면접촉을 전제로 이루어지던 문화예술분야는 공연장의 잇따른 휴관과 공연 취소의 반복으로 매출액이 급감하면서 위기의 상황에 직면해있다. 이러한 전례 없는 위기 상황에 대응하기 위해 공연예술계는 디지털 기술의 접목을 통한 온라인 공연의 활성화라는 변화를 시도하는 중이다. 그러나 급격하게 변화를 맞이한 국내의 공연예술 분야는 아직까지 구체적인 온라인 공연의 수익구조가 없다. 이 문제점을 개선하기 위해서는 온라인 공연의 서비스품질과 수익에 대한 연구와 방안 마련이 필요하다. 공연의 영상화는 기존의 시간과 공간의 제약이라는 특성을 뛰어넘어 새로운 현상으로 관객과 제작자 모두에게 상호소통과정을 바꾸어놓았다. 관객은 물리적 공간과 정해진 시간에 함께 모여 공연을 관람하는 경험이 아니라 개인적 공간에서 스마트기기를 활용하여 편안한 시간에 접속해 공연을 관람하게 되었다. 또한 예술의전당, 세종문화회관, 영국의 디지털 시어터, 미국의 브로드웨이 등의 공연 단체 및 극장들은 온라인 공연 상영 서비스를 제공하는 중이다. 이러한 문화예술의 관람과 소비는 공연예술의 대중화 현상과 함께 관객저변의 확대로 이어지고 있다. 이에 본 연구에서는 온라인 뮤지컬 공연의 서비스 품질(온라인 영상품질, 편의성, 실시간 상호작용성, 기술성)이 공연관람 만족도, 티켓구매의도, 재관람의도에 미치는 영향을 분석하였다. 분석 결과 온라인 뮤지컬 공연의 서비스 품질 요소인 온라인 영상품질, 편의성, 실시간 상호작용성, 기술성은 공연관람 만족도, 티켓구매의도, 재관람의도에 유의미한 영향을 미치는 것으로 나타내었다. 따라서 공연예술의 홍보효과 및 관객 저변의 확대 시도에 온라인 뮤지컬 공연이 긍정적인 효과를 조성할 수 있으며 티켓 수익 창출면에서도 유의미한 영향을 미칠 수 있을 것으로 판단된다. Since the restriction of movement, social distancing, isolation, quotidian guideline on prevention of contagion has continued due to global expansion of Corona 19, our society is undergoing whole change in life style. Especially, the cultural art area which mainly depended on interpersonal contact in closed space faces crisis as sales volume radically decreases owing to continuous closure of performance halls & repetitious cancellation of performance. To cope with such unprecedented crisis, performance art area is attempting variation, that is, activation of online performance by connecting digital technology. In such drastic change, however, domestic performance art area still has no revenue structure of specific online performance. To solve this problem, it is necessary to study on service quality & revenue of online performance & to prepare method. Transcending the characteristics, the restriction of existing time & space, the visualization of performance, a new phenomenon has changed the course of interaction for both audiences and producers. Instead of watching performance together by gathering in physical space at designated time, audiences watch it by connecting at convenient time in their personal space by using smart instrument. Further, performance group & theaters such as Art Center, Sejong Cultural Hall, Digital Theater in UK, Broadway in US, etc are providing online performance screening service. Viewing & consuming such culture art is expanding the base of audiences with the popularization of performance art. Thus, this study analyzed the influence which service quality(online video quality, convenience, real-time mutual interaction, technology) of online musical performance has on satisfaction in viewing performance, intent to buy tickets, intent of repetitious viewing. According to analysis, the service quality factors of online musical performance, online video quality, convenience, real-time mutual interaction, technology are found to have significant influence on satisfaction in viewing performance, intent to buy tickets, intent of repetitious viewing. Thus, it is judged that online musical performance may have affirmative effect in publicity of performance art, the attempt to expand the base of audiences and may significantly influence box-office record.

문화예술공연 관람 시 평가되는 서비스 품질의 상대적 영향력에 대한 다각적 연구

서문식(Suh Mun Shik),신미숙(Seen Mee sook),하승범(Ha Seung Bum),이샛별(Lee Sat Byul) 한국소비문화학회 2015 소비문화연구 Vol.18 No.1

The cultural art performance was considered a complex and high-end culture for those with high income, high education background, and artistic acumen. However, the consumption of cultural art performance has become universal among the public amidst the improvement of quality of living, changes in consumption value, i.e., the highlighted importance of symbolic value obtainable through consumption behavior itself and experiential satisfaction. This study validated the relative influence of quality of interaction, quality of results, and quality of physical environment which are the sub-factors of the service quality evaluated by consumers in the service field called 'cultural art performance'. Study1 validated how the relative influence at the service quality dimension might change for each genre of cultural art performance. By classifying the cultural art performance largely based on classic performance and contemporary music performance, this study looked into the service quality dimension considered important in attending each performance. Study2 validated how the relative influence of service quality dimension might vary, depending on the characteristics of consumers attending each performance. In relation to the characteristics of consumers evaluating the relative importance of service quality, the consumer groups were classified into different subgroups based on the specialization of music and cultural preference to verify the control effect among the groups. Finally, Study3 investigated into how the relative influence of service quality dimension might vary, depending on the aspects of motivation for consumers to attend the cultural art performance. Regarding the differentiation of the motivation for attending the cultural art performance, the benefits pursued through the cultural art performance were divided into 4 pursued benefits based on the existing studies. The groups were differentiated based on the extent by which they perceived each benefit that was pursued in order to verify how the relative influence of service quality dimension might vary among the groups. 과거에 문화예술공연은 고소득, 고학력의 예술적 소양을 갖춘 사람들을 위한 복잡하고 어려운 고급문화로 인식되었다. 그러나 삶의 질 향상 및 소비 가치의 변화, 즉 경험적 만족 및 소비 행위 자체로 가질 수 있는 상징적 가치의 중요성이 부각되면서, 문화예술공연에 대한 소비의 대중화가 이루어지고 있다. 본 논문은 문화예술공연이라는 서비스 분야에서 소비자들이 평가하는 서비스 품질의 하위차원 요소인 상호작용 품질, 결과 품질, 물리적환경 품질의 상대적 영향력을 검증하고 있다. Study 1에서는 문화예술공연의 장르별로 서비스 품질 차원의 상대적 영향력이 어떻게 달라질 수 있는지 검증하고 있다. 문화예술공연을 분류하는 기준으로 크게 클래식 공연과 현대음악 공연으로 구분하여 각 공연을 관람하는데 있어 중요하게 평가되는 서비스 품질 차원이 무엇인지 밝히고 있다. Study 2에서는 관람하는 소비자의 특성에 따라 서비스 품질차원의 상대적 영향력이 어떻게 달라 질 수 있는지 검증하고 있다. 서비스 품질의 상대적 중요성을 평가하는 소비자의 특성으로 음악에 대한 전문성과 문화적 취향에 의해 소비자 집단을 구분하여 집단 간 조절효과를 검증하였다. 마지막으로 Study 3에서는 소비자들이 문화예술공연을 관람하는 동기적 측면에 따라 서비스 품질 차원의 상대적 영향력이 어떻게 달라질 수 있는지 분석하였다. 관람동기에 대한 구분은 문화예술공연을 통해 추구하는 혜택을 기존연구를 바탕으로 4가지 추구혜택으로 구분하여 각 추구혜택을 지각하는 정도에 의해 집단을 구분하여 집단 간 서비스 품질차원의 상대적 영향력이 어떻게 달라질 수 있는지 검증하였다.

A Study on Perceived Risk According to Product type and Price discount type : Focus on Korea and Thailand Consumer

Eun-Hee Kim,Moon-Jung Kim 한국유통과학회 2015 KODISA ICBE (International Conference on Business Vol.2015 No.-

The purpose of this paper is to verify that the differences and interaction effects on perceived risk (financial risk, performance risk) between consumer type(Korea and Thailand), product type(utilitarian and hedonic) and price discount type(50%off and bundle). This paper is set up 12 research subjects. Data collection was carried out in Korea and Thailand. Data consist of Korea consumers 154(51%) and Thailand consumers 147(49%). Collection of Data was carried out from 15 January 2015 to 14 March 2015. Independent variable for this study, Consumer type consists of Korea consumers and Thailand consumers. price discount type consists of price discount(50%) and 1 + 1(bundle), product type consists of utilitarian product(chicken) and hedonic product(perfume). The dependent variable is perceived financial risk and perceived performance risk. Each questions is measured as a Likert-type five-point scale. According to consumer type, product type and price discount type findings regarding difference of the perceived financial risk, Thailand consumers in price discount type is confirmed to be larger than Korea consumers , in product type, utilitarian product is greater than the hedonic product, bundle product than the 50% off product was found to have a greater than perceived financial risk. Korea consumers were found to perceived financial risks in accordance with product type is not large there is a difference, according to consumer type and price discount type was found to be greater 1 + 1 bundle product than 50% off products both Korea and Thailand consumers. This difference was also confirmed that Korea consumers are bigger than Thailand consumers, Next, perceived performance risk in accordance with consumer type, product type, price discount type is found to be larger than Thailand consumers to the price discount type Korea consumers. product type according to consumer type of interaction effects did not appear in perceived performance risk. The difference in perceive