스마트 무인편의점 이용 소비자들의 경험가치와 지각된혜택, 재방문의도 연구 = A Study on the Experience Value, Perceived Benefits, and Revisit Intention of Consumers Using Smart Unmanned Convenience Stores

다국어 초록 (Multilingual Abstract)

Purpose: This study analyzed the consumer use behaviors in unmanned convenience stores that could purchase with non-face-to-face in the retail distribution business environment where consumer needs become diversified. And provides the expansion and understanding, and practical implications of the theory of consumer behaviors in completely unmanned stores according to the advance of unmanned technology in the future.
Research design, data, and methodology: This study had conducted an exploratory factor analysis and confirmatory factor analysis to analyze the reliability and validity of the measurement items through SPSS21.0 and AMOS20.0. For verifying the research hypothesis, the goodness-of-fit-test and hypothesis of the research model were verified using AMOS20.0 and presented the results.
Results: First, Suggest the reinforcing strategy of the differentiated experience value for each sales item in unmanned convenience stores. Perceived enjoyment appeared a high impact on hedonic value and economic value, while perceived usefulness appeared a high impact on functional value only. Therefore, it is necessary to have the reinforcing strategy of the economic value according to the sales items. Second, it demonstrated the relationship between perceived enjoyment and perceived usefulness of unmanned convenience stores. Finally, it was shown the importance of perceived enjoyment. The revisit intention of unmanned convenience stores was appeared to have high perceived enjoyment. The results of this study are meaningful in which confirmed the experience value in unmanned convenience stores and improved the understanding of future fully unmanned stores.
Implications: This study of unmanned convenience stores has significance as the initial research to prepare for the emergence of completely unmanned stores in the future and expanded the online and offline centered research theory that was limited in prior studies. And the result that the revisit intention of the customers using unmanned convenience stores manifested high, predicts the continuous expansion of unmanned stores.

참고문헌 (Reference)

1 김용일, "확장된 기술수용모델을 적용한 관광정보 애플리케이션의 지각된 유용성과 즐거움에 영향을 미치는 선행변수 연구" (사)한국관광레저학회 27 (27): 137-157, 2015

2 김동범, "패스트 푸드점 키오스크 이용 소비자의 이용행동 연구 : 혁신확산이론을 적용" 한국호텔외식관광경영학회 29 (29): 63-82, 2020

3 정은아, "통합유통채널상황에서 사용자 피로감과 성가심이 즐거움, 저항, 재구매의도에 미치는 영향" 한국물류학회 30 (30): 23-39, 2020

4 신종국, "통합기술수용이론(UTAUT)을 활용한 웨어러블 디바이스 사용의도에 관한 연구 : 소비자 혁신성의 조절효과 검증" 한국자료분석학회 22 (22): 293-308, 2020

5 임하성, "키오스크 산업 분석: 도입 효과와 시장 전망" 한국경영학회 24 (24): 21-48, 2020

6 한지수, "전통시장의 관광 매력성이 지각된 즐거움 및 행동의도에 미치는 영향" (사)한국조리학회 26 (26): 1-9, 2020

7 유철우, "인터넷 쇼핑몰에서 충성도와 동일시, 지각된 즐거움, 신뢰, 상호작용의 구조적 관계에 관한 연구" 국제e-비즈니스학회 10 (10): 3-24, 2009

8 서경화, "외식산업 키오스크의 즐거움, 신뢰, 지각된 위험이 기술수용의도에 미치는 영향" (사)한국조리학회 26 (26): 1-12, 2020

9 문용주, "외국적 항공사의 웹 서비스와 모바일 서비스 비교를 통한 e-서비스 이용의도에 관한 연구" 한국호텔외식관광경영학회 26 (26): 107-125, 2017

10 이윤혜, "온라인 육아 커뮤니티 참여가 만족도와 지속이용의도에 미치는 영향 : 주부와 워킹맘의 지각혜택 매개경로 비교를 중심으로" 한국고객만족경영학회 21 (21): 21-35, 2019

11 정지철, "온라인 보험상품의 경험가치가 감정과 관계품질, 추천의도에 미치는 영향" 한국경영교육학회 32 (32): 1-24, 2017

12 김태호, "수정된 기술수용모델을 이용한 푸드테크산업 소비자의 배달앱 기술수용의도에 관한 연구" 한국관광학회 40 (40): 127-144, 2016

13 이제원, "사회관계망서비스(SNS) 스토어의 품질요인과 쇼핑 감정반응이 충성도에 미치는 영향 연구" 한국물류학회 30 (30): 83-99, 2020

14 오종철, "비대면시대 소비자의 무인점포 지속적이용의도에 관한 연구: COVID-19 사회적 위험의 조절효과를 중심으로" 사단법인 한국벤처혁신학회 3 (3): 1-21, 2020

15 조연주, "뷰티 소비자의 온라인 경험가치가 소비자행복과 브랜드신뢰 및 구매의도에 미치는 영향: SNS 구전정보특성의 조절효과를 중심으로" 한국창업학회 16 (16): 23-48, 2021

16 허정, "백화점 점포속성이 소비자의 쇼핑경험가치에 미치는 영향: 외재적 가치와 내재적 가치를 중심으로" 한국유통경영학회 21 (21): 173-182, 2018

17 박수현, "경험가치가 브랜드태도, 브랜드신뢰와 브랜드충성도에 미치는 영향" 사단법인 한국브랜드디자인학회 17 (17): 103-118, 2019

18 Venkatesh, V., "User acceptance of information technology : Toward a Unified view" 27 (27): 425-478, 2003

19 Davis, F. D., "Toward preprototype user acceptance testing of new information systems : Implications for software project management" 51 (51): 31-46, 2004

20 Lee, H. J., "The new consumer generation and changing life trends" Samjong 2019

21 Kim, D. H., "The changes in the economic paradigm and future challenges after the Corona crisis" Korea Institute of Finance 1-99, 2020

22 Keng, C. J., "The acceptance of blogs : Using a customer experiential value perspective" 19 (19): 479-495, 2009

23 Fornell, C., "Structural equation models with unobservable and measurement error : Algebra and statistics" 18 (18): 382-388, 1981

24 National Statistical Office, "Service Trends Index, Sales by Retail Trade"

25 Meuter, M. L., "Self-service technologies : understanding customer satisfaction with technology-based service encounters" 64 (64): 50-64, 2000

26 Ajzen, I., "Residual effects of past on later behavior : Habituation and reasoned action perspectives" 6 (6): 107-122, 2002

27 Kline, R. B., "Principles and practice of structural equation modeling" Guilford Press 2015

28 Davis, F. D., "Perceived usefulness, perceived ease of use, and user acceptance of information technology" 13 (13): 319-340, 1989

29 강지원, "Kano모델을 이용한 외식업체의 무인주문시스템 서비스 품질 속성 분류에 관한 연구" 한국호텔외식관광경영학회 27 (27): 263-279, 2018

30 Heo, J., "Heo Jun's easy-to-follow Amos Structural Equation Model" Hannarae Publishing 2013

31 Tsai, C. T. S., "Experiential value in branding food tourism" 6 (6): 56-65, 2017

32 Mathwick, C., "Experiential value : conceptualization, measurement and application in the catalog and internet shopping" 77 (77): 39-56, 2001

33 Prebensen, N. K., "Experience value : Antecedents and consequences" 17 (17): 910-928, 2014

34 Kim, B, "Effect of the experience value and the intention to repurchase in the quality of tourism performance and physical environment" Kyonggi University 2020

35 Joshi, S., "Customer experience management : An exploratory study on the parameters affecting customer experience for cellular mobile services of a telecom company" 133 : 392-399, 2014

36 권순재, "Continued Usage with Attachment on Mobile Devices Influencing Perceived Value and Perceived Enjoyment" 한국정보시스템학회 24 (24): 119-145, 2015

37 Holbrook, M. B., "Consumption Experience, customer value, and subjective personal introspection" 59 (59): 714-725, 2006

38 Zeithaml, V. A., "Consumer perceptions of price, quality and value : a means-end model and synthesis of evidence" 52 (52): 2-22, 1988

39 Sweeney, J. C., "Consumer perceived value : The development of a multiple item scale" 77 (77): 203-220, 2001

40 Kim, H. Y., "Consumer adoption of smart in-store technology: Assessing the predictive value of attitude versus beliefs in the technology acceptance model" 10 (10): 26-36, 2017

41 Oliver, R. L., "Cognitive, affective and attribute bases of the satisfaction response" 20 (20): 418-430, 1993

42 Ajzen, I., "Attitudes and the attitude behavior relation : reasoned and automatic processes" 11 (11): 1-33, 2000

43 Fu, L., "An effect of mobile travel application characteristics on experience value, perceived value, and continuous usage intention: A moderating effect of relational benefits" Dong-A University 2020

44 Chandon, P., "A benefit congruency framework of sales promotion effectiveness" 64 (64): 65-81, 2000

45 양신열, "A Comparative Study on User Experience of Contactless Retail Services between Chinese and Korean Users" 한국디지털정책학회 18 (18): 381-387, 2020

46 금강, "5성급 호텔 중식당의 경험가치가 태도, 재방문의도에 미치는 영향" 한국호텔외식관광경영학회 30 (30): 21-36, 2021