개인화된 서비스가 인지된 상호작용성 (Perceived Interactivity), 구매의도 및 충성도에 미치는 영향 = The Effect of Personalized Email Messages on Consumers` Perceived Interactivity, Purchase Intention and Loyalty

국문 초록 (Abstract)

컴퓨터매개 커뮤니케이션이 발달하면서, 기업이 고객들에게 맞춤서비스를 제공하는 개인화 (personalization) 서비스의 사례가 늘고 있다. 본 연구는 기업의 개인화된 서비스가 고객들의 지각된 상호작용성 (interactivity) 및 상품 구매의도, 그리고 기업에 대한 충성도에 미치는 영향을 살펴보았다. 이러한 개인화된 서비스의 영향에 대해 1)정(+)의 관계를 제안하는 상호작용성 이론과 2) "∩"의 관계를 제안하는 최적자극 수준 이론을 검증하였다. 실증분석을 위해 고객에 대한 개인화된 서비스의 수준을 낮은 수준, 중간 수준, 높은 수준 세 가지로 실험을 통해 조작한 후, 실험을 실시하였다. 실험결과 상호작용성 이론은 기각된 반면, 개인화된 서비스와 구매의도 및 충성도 관계의 경우는 최적자극 수준 이론이 지지되었다. 즉, 개인화된 서비스의 수준이 낮은 단계에서 중간 단계로 높아짐에 따라 인지된 상호작용성, 구매의도, 충성도가 향상 되는 것으로 보이나, 개인화된 서비스의 수준이 중간 수준 이상이 되면 상호작용성은 더 이상 증가하지 않고, 구매의도나 충성도는 오히려 감소하는 효과가 나타났다. 본 연구는 개인화 서비스를 인터넷 등의 뉴미디어를 통해 제공하려는 실무진들과 컴퓨터에서의 개인화된 서비스를 연구하는 연구자들에게 많은 시사점을 제공할 것이다.

다국어 초록 (Multilingual Abstract)

This study examines the effect of personalized email service on consumers` perceived interactivity, purchase intention, and loyalty. In particular, we apply two competing theories, namely 1) interactivity theory and 2) optimal stimulation theory. To test the hypotheses, we have manipulated the level of personalized email messages as 1)low personalized email, 2) medium personalized email, and 3) high personalized email. Our experiment supports the optimal stimulation level theory, indicating that the relationships between personalization and purchase intention and loyalty are inverted U shape. That is, as the level of personalization increases from low level to medium level, the perceived interactivity, purchase intention, and loyalty will be enhanced. However, if the level of personalization is more than the "optimal level," perceived interactivity is not enhanced anymore, and the purchase intention and loyalty decrease. Our study sheds some rights on marketers who are providing services via personalized services in computer-mediated communication. In addition, this study provides some useful insights in research on new media and related phenomena.

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