Earticle

본 연구는 넷플릭스의 추천 서비스 유형에 따른 고객의 사용의도에 관한 연구이다. 넷플릭스 이용자들은 맞춤형 콘텐츠 영상, 최신 콘텐츠 영상, 인기 콘텐츠 영상 등 AI 알고리즘 기반의 다양한 추천 서비스를 제공받게 됨으로써 다양한 효용가치를 지각하게 된다. 이에 본 연구는 이용자별로 제공되는 추천서비스의 유형이 넷플릭스 지속사용의도에 영향을 미치는 데 있어 자아해석수준의 조절효과를 검증하고자 하였으며, 추천서비스의 유형과 넷플릭스 지속사용의도의 관계에 있어 지각된 용이성과 사용자 저항감의 역할을 검증하고자 하였다. 연구가설 검증을 위해 3(추천유형: 맞춤형추천 vs 최신추천 vs 인기추천) × 2(자아해석수준: 독립적자아해석 vs 상호의존적자아해석) 집단 간 실험설계와 각 변수들 간의 인과관계 검증을 하였다. 실증분석 결과 첫째, 맞춤형 콘텐츠 추천 서비스에 노출되었을 때 독립적 자아해석 성향이 강한 사용자는 상호의존적 자아해석 성향이 강한 사용자보다 넷플릭스 사용의도가 높게 나타났으며, 최신 콘텐츠와 인기 콘텐츠 추천 서비스에 노출되었을 때 상호의존적 자아해석 성향이 강한 사용자는 독립적 자아해석 성향이 강한 사용자보다 넷플릭스 사용의도가 높게 나타났다는 것을 알 수 있었다. 둘째, 추천 서비스 유형 중 맞춤형 콘텐츠 추천, 최신 콘텐츠 추천, 인기 콘텐츠 추천 모두 지각된 용이성에 정(+)의 영향을 미쳤으며, 사용자 저항에는 모두 부(-)의 영향을 미치는 것으로 나타났다. 마지막으로 넷플릭스 이용자들의 지각된 용이성과 사용자 저항감이 사용의도에 미치는 영향을 살펴본 결과, 지각된 용이성은 지속사용의도에 유의한 영향을 미치는 것으로 나타났으나 이용자들의 저항감은 지속사용의도에 유의미한 영향을 미치지 못하는 것으로 나타났다. 이상의 실증분석 결과를 바탕으로 본 연구는 OTT 영상 플랫폼 콘텐츠 추천 서비스에 대한 이론적, 실무적 시사점과 후속 연구에 대한 방향을 제시하였다.

This study is a study on the customer's intention to use according to the type of Netflix recommendation service. Netflix users perceive various utility values by receiving recommendation services based on AI algorithms, such as customized content videos, latest content videos, and popular content videos. Therefore, this study aimed to verify the moderating effect of the level of self-construal in the effect of the type of recommendation service on the intention to using Netflix. In addition, this study tried to verify the role of perceived ease of use and user resistance in the relationship between the type of recommendation service and the intention to using Netflix. To verify the research hypotheses, an experimental design between groups of 3 (recommendation type: customized recommendation vs latest recommendation vs popular recommendation) × 2 (self-construal level: independent vs. interdependent) and causal relationships between each variable were verified. As a result of the empirical analysis, first, when exposed to a customized content recommendation service, users with a strong tendency for independent self-interpretation showed higher intention to use Netflix than users with a strong tendency for interdependent self-interpretation. It was found that users with strong interdependent self-interpretation tendencies showed higher intention to use Netflix than users with strong independent self-interpretation tendencies. Second, among the types of recommendation services, personalized content recommendation, latest content recommendation, and popular content recommendation all had a positive effect on perceived ease of use, and all had a negative effect on user resistance. Lastly, as a result of examining the effects of Netflix users' perceived ease and user resistance on the intention to use, it was found that the perceived ease had a significant effect on the intention to using, but the resistance of users had a non-significant effect on the intention to using. Based on the results of the above empirical analysis, this study presented theoretical and practical implications for OTT video platform content recommendation services and directions for follow-up studies.

The use of information and communication technology, which mediates the interaction between humans and computers, is accelerating compared to the past as the period of the 4th Industrial Rezvolution has passed. The reservation and payment service through the online platform is combined with fintech to establish itself as a major consumption behavior of adult consumers along with its explosive growth. In addition, online platform service providers such as Naver Place Reservation, Kakao Hair Shop, and Google provide O2O beauty services such as Naver Place Reservation, Kakao Hair Shop, and Google Reservation, which provide consumers with service experiences that lead from online to offline. Beauty shop users are also actively accepting the use of online platform services, and beauty shop operators are also actively using online platform services such as Naver Place Reservation, Kakao Hair Shop, and Google Reservation for marketing to induce users to visit online. In the past, it is necessary to pay attention to the form and tendency of users to accept online platform services in accordance with the change from beauty shops centered on offline use to the current usage behavior that emphasized online experience. Therefore, this study attempted to find out whether the O2O beauty service applying the extended integrated technology acceptance model (UTAUT2) affects customer satisfaction and visit intention.This study consisted of four sub-factors: performance expectation, effort expectation, social impact, and service quality perception using the extended integrated technology acceptance model (UTAUT2) through the review of previous studies. In previous studies, it was verified that O2O beauty services are factors that positively influence users' intention to visit in various fieldsHowever, there are insufficient studies to verify the relationship between customer satisfaction and visit intention of the O2O beauty service applying the extended integrated technology acceptance model (UTAUT2) in the beauty field. In addition, the customer satisfaction and visit intention of the O2O service applying the extended integrated technology acceptance model (UTAUT2) are mainly focused on other areas other than the beauty field, so it is considered that a study to verify the relationship between the O2O service and the beauty field is necessary.This study conducted an offline self-study survey of adult men and women in their 20s or older who have used beauty shops in the metropolitan area, and through this, the final 274 copies of statistical analysis data were obtained, and the SPSS Ver. 28.0 program was used for the data. The general characteristics of the survey subjects were verified by frequency analysis, and the measurement tools were verified by factor analysis and reliability analysis. Correlation analysis was conducted to understand the correlation between the independent variable and the dependent variable, and t-test and oneway variance analysis were conducted to analyze O2O beauty services centered on the extended integrated technology acceptance model according to demographic characteristics. Finally, a hierarchical regression analysis wa

This study is empirically intended to look into the effects of hair loss prevention management on customer use intention in scalp care shops. The results of this study were as follows. First, in the effects of hair loss prevention management on customer use intention in scalp care shops, diet therapy and scalp clinic therapy were adopted, while an alternative medicine therapy was rejected. Second, in the effects of marketing strategies on use intention in scalp care shops, strategic factors of product, distribution, publicity and human service were adopted, while a price factor was rejected. As for the above-stated results, diet therapy and scalp clinic service were useful as use factors for hair loss prevention management in scalp care

본 연구는 골프 플랫폼 비즈니스 특성이 고객만족도와 지속사용 의도에 미치는 영향과 빅데이터 유용성의 조절 효과를 검증하고자, 전국의 골프 플랫폼 이용자 400명을 대상으로 온라인상에서 설문을 진행하여 각 가설을 검증하였다. 연구결과, 시스템, 정보, 서비스 특성 모두가 고객만족도에 유의한 영향을 미쳤고, 고객만족도는 지속사용 의도에 유의한 영향을 미쳤고, 정보 특성과 서비스 특성이 지속사용 의도에 유의한 영향을 미쳤고, 시스템, 정보, 서비스 특성이 지속사용 의도에 미치는 영향에서 고객만족도는 모두 매개 역할을 함을 검증했다. 또한, 고객만족도가 지속사용 의도에 미치는 영향에서 빅데이터 유용성 중 상대적 이점만이 유의한 조절 효과를 함을 검증했다. 이에 본 연구는 고객 만족 및 지속 가능한 고객 충성도 확보를 위해 3가지 영역 중 선택과 집중이 아닌, 모든 차원의 균형과 조화가 반영된 전략 개발의 필요성 과 지속 사용강화를 위한 시스템 차원의 골프 플랫폼 산업만의 차별화된 전략 필요성을 제시했다. 또한, 빅데이터 활용에 있어 골프 플랫폼 특성 및 사용자 특성이 십분 반영되고 특화된 신뢰성 개발, 심화한 고객분석을 통하여 자신이 특별히 관심을 받는다는 경험 증대, 더욱 즉각적인 응답과 세심한 응대 서비스 개발을 할 때, 현재 골프 플랫폼에 만족하는 고객의 지속사용 의도의 가능성을 더욱 높일 수 있을 것이다.

This study aimed to identify the effect of golf platforms' business characteristics on customer satisfaction and the intention of continuous use, and the moderating effect of big data usefulness. Thus, this study verified each hypothesis through an online survey targeting 400 subjects who had the experience of using golf platforms around the country. The findings suggest as follows: The system, information, and service characteristics all had a positive effect on customer satisfaction and the customer satisfaction showed a positive effect on the intention of continuous use. The information characteristics and service characteristics had a positive influence on the intention of continuous use. Also, it was verified that customer satisfaction showed a mediating role in terms of the effect of the system, information, and service characteristics on the intention of continuous use. In addition, regarding the effect of customer satisfaction on the intention of continuous use, only the relative advantage among the factors of big data effectiveness showed a significant moderating effect. To that end, in order to achieve customer satisfaction and sustainable customer loyalty, this study suggested the need to develop a strategy that reflects balance and harmony in all dimensions rather than selecting and focusing on some of the three areas, and suggested the need for a differentiated systematic strategy in the golf platform industry to enhance the intention of continuous use. Also, with respect to the usefulness of big data, this study suggested that by developing a specialized reliability model that sufficiently reflects the characteristics of the golf platform and users, allowing customers to experience the feeling of receiving special attention by further improving customer analysis, and developing a meticulous and more immediate response service, It would be possible to further maximize the possibility that customers who are satisfied with the current golf platform will have an intention to use it continuously.

The purpose of this study is to verify the causal relationships between the relational benefits of airline Technology-based self-services(TBSS) perceived by customers and continuous use intentions of the customers and whether customer satisfaction has mediating effects between the foregoing. This study was conducted with customers who had used an airline TBSS system and a questionnaire survey was conducted. The final 220 valid samples were analyzed using SPSS 23.0. According to the results of analysis, first, the relational benefits(psychological benefit, informational benefit) of airline TBSS have significant effects on continuous use intentions(R2=27.8%). In addition, out of the relational benefits of airline TBSS, the psychological benefit(0.377) was found to have larger effects on continuous use intentions than the informational benefit(0.199). Second, the relational benefits(psychological benefit, informational benefit) of airline TBSS were shown to have significant effects on customer satisfaction factors(R2=27.2%). Third, customer satisfaction with airline TBSS was shown to have significant effects on continuous use intentions (R2=50.2%), and play a mediating role in the relationship between the relational benefit of airline TBSS and continuous use intentions. Accordingly, if trust, stability, and diverse information are provided to customers who use airline TBSS, the customers will perceive the services as services differentiated from other airlines leading to further improvement of customer satisfaction.

본 연구는 배달 애플리케이션들을 대상으로 소비자 만족도 및 재이용의도에 영향을 미치는 속성들을 검증하였다. 속성들에는 현재 한국에서 높은 점유율을 보이고 있는 애플리케이션들의 중요 차별화 속성 들을 포함시키고자 하였으며, 배달의민족의 경우 선택다양성, 요기요의 경우 가격할인, 쿠팡이츠의 경 우 배달시간의 정확성과 배달의 신속성을 차별화 속성으로 정의하였다. 이 외에 배달비용의 저렴함, 즐 거움, 인지노력, 보안위험을 속성에 포함시켰다. 관계의 검증을 위하여 설문을 통해 자료를 수집하였으 며, 구조방정식을 이용한 분석 결과 선택다양성, 가격할인, 배달시간의 정확성, 인지노력이 만족도를 설 명하는 유의한 속성으로 검증되었으며, 배달 신속성, 배달비용의 저렴함, 즐거움, 보안위험의 경우 유의 한 영향을 미치지 못하였다. 그리고 만족도는 재이용의도에 유의한 영향을 미쳤다. 한편 배달의민족을 이용하는 소비자들은 그렇지 않은 소비자들 대비 선택다양성을 높게 평가하였으며, 요기요 이용자들의 경우 가격할인을, 쿠팡이츠 이용자들의 경우 배달시간의 정확성과 배달의 신속성을 높게 평가하고 있는 것으로 나타났다. 이는 개별 배달 애플리케이션들의 차별화 속성들이 소비자들에게 받아들여지고 있음 을 의미한다. 이 때 개별 애플리케이션을 이용하는 소비자들의 경우 해당 애플리케이션의 차별화 속성 을 타 속성들 대비 중요하게 평가하기 때문에 그 애플리케이션을 선택했을 것이라고 판단할 수 있다. 따라서 특정 애플리케이션 이용자들의 경우 해당 애플리케이션의 차별화 속성이 만족도에 미치는 영향 이 해당 애플리케이션을 이용하지 않는 소비자들 대비 더 높을 것이라는 추론이 가능하다. 분석결과 요 기요의 가격할인의 경우 이용자집단에서 만족도에 미치는 영향이 비이용자집단 대비 유의하게 높게 나 타났다. 그러나 배달의민족의 선택다양성과 쿠팡이츠의 배달 신속성과 정확성은 가설과 동일한 방향성 을 보였으나 유의하지는 않았다.

This study verified which attributes affect the satisfaction and reuse intention of delivery applications. We tried to include important differentiating attributes of applications that are currently showing a high market share in Korea (BaeMin, Yogiyo, CoupangEats). We defined the selection diversity for BaeMin, a price discount for Yogiyo, and the accuracy of delivery time and the speed of delivery for CoupangEats as differentiating attributes. In addition, cheapness of delivery cost, pleasure, cognitive effort, and security risk were included in the attributes. Data were collected through a questionnaire to verify the relationship. The result of analysis using Structural Equation Model showed that selection diversity, price discount, accuracy of delivery time, and cognitive effort were significant attributes explaining satisfaction. In contrast, cheapness of delivery cost, speed of delivery, pleasure, and security risk did not show a significant effect. Satisfaction had a significant effect on reuse intention. On the other hand, it was found that consumers who use BaeMin highly evaluated the selection diversity compared to those who did not, and Yogiyo users highly valued price discounts and CoupangEats users highly valued accuracy of delivery time and speed of delivery. This means that the differentiating attributes of individual delivery applications are being accepted by consumers. If so, consumers who use individual applications would have chosen the application because they value the differentiated attribute of the application as more important than other attributes. Therefore, in the case of users of a specific application, it can be inferred that the effect of the differentiated attribute of the application on satisfaction will be higher than that of consumers who do not use the application. The result of the analysis showed that in the case of Yogiyo's price discount, the effect on satisfaction was significantly higher in the user group than in the non-user group. However, the selection diversity of BaeMin and CoupangEats' delivery speed and accuracy showed the same direction as the hypothesis, but it was not significant.

본 연구는 조절초점의 조절효과를 중심으로 한 관광소셜커머스의 고객가치, 만족도, 지속적 이용의도 간의 관계를 규명한 후 고객가치와 만족도간 조절초점의 조절효과를 파악하였다. 실증분석결과로서 관광소셜커머스의 고객가치는 만족도에 부분적으로 긍정적 영향작용을 하는 것으로 나타났다. 그리고 만족도는 지속적 이용의도에 긍정적 영향을 미치는 것으로 나타났다. 조절초점의 조절효과 실증분석결과에 의거하면 고객가치와 만족도간의 조절초점의 조절효과는 부분적으로 긍정적 영향을 나타냈다. 이상과 같은 실증분석 결과에 의거하면 다음과 같은 시사점을 제시할 수 있겠다. 즉, 관광소셜커머스의 지속적 이용의도를 증진시키기 위해서는 관광객의 고객가치를 중시하고 또한 관광객의 향상초점을 촉진시켜야 할 것이다. 동시에 관광객의 예방초점에 대한 수준을 약화시킴으로써 관광소셜커머스의 지속적 이용의도를 도모하도록 하여야 할 것이다.

We analyzed the relationship among customer value, satisfaction and continuous use intention of tourism social commerce in this study. And also we observed the moderating effects of regulatory focus on the relationship between customer value and satisfaction. As the results, we found partially positive relationship between customer value and satisfaction and positive relationship between satisfaction and continuous use intention of tourism social commerce. The regulatory focus partially moderated the relationship between customer value and satisfaction. Finally we emphasize the importance of customer value, enhancing promotion focus and weakening prevention focus for continuous use intention of tourism social commerce.

본 연구는 배달 앱의 고객 간접 체험이 구매의도 및 지속적 사용의도에 미치는 영향에 대해 실증분석을 통해 검증하였다. 자료수집은 전남지역의 배달 앱 사용자를 대상으로 2023년 7월 25일부터 2023년 8월 10일까지 설문조사를 실시하였다. 300부의 설문지를 배포하였으 며, 이 중 275부가 회수되었다. 불성실한 응답이나 본 연구에 적합하지 않은 설문지 40부를 제거한 후 235부를 최종 유효자료로 사용하였 다. 분석결과는 다음과 같다. 첫째, 온라인 리뷰 및 등급, 온라인 추적이 구매의도에 유의한 영향을 미치는 것으로 나타났다. 둘째, 구매의도 가 지속적 사용의도에 유의한 영향을 미치는 것으로 나타났다. 본 연구 결과를 토대로 배달 앱에 대한 구매의도 및 지속적 사용의도를 위한 효율적인 마케팅전략 수립방안에 기초자료를 제공할 수 있을 것이다.

This study verified the effect of customer indirect experience of delivery apps on purchase intention and continuous use intention through empirical analysis. Data collection was conducted from July 25, 2023 to August 10, 2023 for delivery app users in Jeollanam-do. 300 questionnaires were distributed, of which 275 were recovered. After removing 40 questionnaires that were unfaithful responses or were not suitable for this study, 235 questionnaires were used as final valid data. The analysis results are as follows. First, online reviews and ratings, and online tracking were found to have a significant effect on purchase intention. Second, it was found that purchase intention had a significant effect on the intention to continue using. Based on the results of this study, basic data can be provided on how to establish an effective marketing strategy for purchase intention and continuous use intention for delivery apps.

본 연구는 피부미용숍 온라인예약시스템이 고객만족 및 지속이용의도에 미치는 영향을 실질적으로 검증하고자 하였다. 연구대상은 온라인예약시스템을 통해 피부미용서비스를 경험한 고객을 대상으로 2025년 4월 1일부터 30일까지 설문조사를 실시하였으며 최종 315부를 분석하였다. 분석 결과 첫째, 피부미용숍 온라인예약시스템의 효율성, 정보제공성, 편리성, 신뢰성이 높을수록 고객만족이 높아지는 것으로 나타났다. 둘째, 피부미용숍의 온라인예약시스템이 지속이용의도에 미치는 영향을 검증한 결과 온라인예약시스템의 신뢰성, 편리성, 정보제공성, 효율성 요인은 지속이용의도에 영향을 미치는 것으로 나타났다. 셋째, 고객만족이 지속이용의도에 미치는 영향을 검증한 결과 고객만족이 높을수록 지속이용의도에도 긍정적 영향을 미치는 것을 확인할 수 있었다.

This study aimed to examine the impact of online reservation systems for skin care shops on customer satisfaction and intention for continued use. The participants were individuals who had booked and received skin care services through an online reservation system. A survey was conducted from April 1 to April 30, 2025, and a total of 315 responses were analyzed. The findings indicated that, first, customer satisfaction increased as the efficiency, information provision, convenience, and reliability of the online reservation system for skin care shops increased. Second, regarding the impact of the online reservation system on the intention for continued use, the reliability, convenience, information provision, and efficiency factors of the system were found to influence the intention for continued use. Third, regarding the impact of customer satisfaction on the intention for continued use, it was confirmed that higher customer satisfaction had a positive effect on the intention for continued use.

This study investigated the mediating effect of authenticity on the relation between hotel employee's service quality and customer loyalty and intention-to-use. For the objectives, data were collected by customers visited to two major hotels, Seoul Korea. The data were analyzed by utilizing reliability test, confirmatory factor analysis, and structural equation model. Results showed that the mediating variable, authenticity, transmits the effect of employee's service quality on customer loyalty. That is, the relation between employee's service quality and customer loyalty is significant, and the stronger relation between the two variables is revealed through the authenticity variable. On the contrary, the results reveled that the employee's service quality is not correlated with intention-to-use, and there is no mediating effect of authenticity on the relation between the variables, service quality and intention-to-use. However, the stronger relation between the two variables is revealed by adding the authenticity variable in compare with excluding it. Thus, findings from this study suggest that hotel manager and experts should more consider developing service program based on employee's authentical attitude or service, because of that the perception of authenticity would enhance the satisfaction and quality of employee's service that lead to gain a higher customer loyalty and further intention-to-use. This could be a powerful strategy to keep the hotel industry in success.

With Facebook renamed Meta in 2021, the VR industry has seen a new explosion. The development of artificial intelligence and 5G technology has also made VR game content more clearer and smoother. The problems of delay and Carton have been well solved. Sales of head-mounted displays have exploded. Therefore, it can be judged that AI technology has a positive impact on the VR game market. In order to investigate the quality of the game itself and service factors that affect customers' continuous use of VR games, we developed questionnaires to measure the perception and intention to use of users. The purpose of this paper is to investigate the relationship between VR game content and service quality factors and continuous intention to use. Four independent quality factors such as screen content reality, imagination, interaction, and security were extracted, from information system success model. The research model also adopted two mediating factors, i.e. immersion and satisfaction of customers. The structural model was built based on the extended technology acceptance model, and analyzed with empirical data from China users. Finally, we could suggest the influence of four independent variables on the dependent variable as well as the mediating effect of two mediating variables.

본 연구의 목적은 모바일 쇼핑몰의 서비스품질, 사용용이성, 고객만족도, 재구매의도 간의 인과관계를 실증적으로 검증하는데 있다. 그리고 서비스품질과 재구매의도 사이의 사용용이성, 고객만족도의 매개효과 를 밝히고자 하였다. 이에 본 연구에서는 전남지역 대학생 323명을 대상으로 설문조사하고 선행연구를 바 탕으로 구조방정식 모형을 도출하여 분석하였다. 분석 결과 모바일 쇼핑몰의 서비스품질은 사용용이성, 고객만족도, 재구매의도에 유의한 영향을 미치는 것 으로 나타났다. 그러나 모바일 쇼핑몰의 서비스품질 중에서 서비스스케이프 즉, 모바일 인터페이스, 사이트의 디자인과 같은 서비스스페이스는 고객만족도에는 긍정적인 영향을 주었으나 재구매의도에는 영향을 미치지 않는 것으로 나타났다. 즉, 고객들의 재구매의도에 정(＋)의 영향을 주는 서비스품질 요인은 사이트의 외적인 부분보다 소비자가 원하는 서비스를 충실히 제공하고 이용할 때 얼마나 즐겁게 이용하는가와 서로 쌍방이 영향을 주고 받는 태도나 행동이 잘 제공되었을 때 재구매의도에 긍정적인 영향을 준다는 것이다. 본 연구에서 제시한 시사점은 첫째, 모바일 쇼핑몰의 서비스품질은 재구매의도에 유의한 영향을 미치므 로 모바일 쇼핑 중에서 발생되는 고객들의 문의사항이나 불편사항 등에 대해 적극적으로 처리하고, 불량제 품의 반품 및 환불이 신속하고 간편하게 처리될 수 있도록 CS서비스 시스템을 개선하는 것이 필요하다. 그리고 분석과정에서 최종적으로 사용된 요인이외에, 소비자들의 구매횟수에 따른 등급을 이용한 다양한 이벤트, 쿠폰, 적립금 등의 혜택과 보다 다양한 쇼핑의 즐거움과 가치를 제공할 수 있는 적극적인 콘텐츠 마케팅전략이 필요하다. 둘째, 모바일 쇼핑몰의 고객만족도는 재구매의도에 긍정적인 영향을 미치는 것으 로 나타나 소비자들의 쇼핑몰 만족도가 높아질수록 향후 사이트 방문과 제품의 재구매가 지속적으로 이루 어진다. 그러므로 쇼핑몰 사이트는 고객들이 더 큰 만족을 느낄 수 있도록 콘텐츠의 차별화, 서비스 및 마 케팅 등의 명확한 계획과 실천이 필요할 것이다. 본 연구는 모바일 쇼핑몰의 서비스품질이 사용용이성, 고객만족도, 재구매의도에 영향을 미치는 구성요 소들에 대한 개념들을 체계적으로 분석하고 그 관계를 검증하여 이론적 구조로 체계화하고 재구매의도에 영향을 미치는 요인들에 대한 이해를 넓히는데 기여 하였다는데 의의가 있다.

The purpose of this study is to verify empirically the causal relationship between service quality, ease of use, customer satisfaction, and repurchase intention of mobile shopping mall. And this study is to investigate the ease of use and customer satisfaction mediating effect of between service quality and repurchase intention. Therefore, 323 university students in Jeonnam area were surveyed and the structural equation model was derived based on previous research. Service quality of mobile shopping mall make a significant effect on using easiness, purchasing satisfaction and repurchase intention. However, among service quality of mobile shopping mall, service scape like mobile interface and site design made a positive effect on purchasing satisfaction, but did not any effect on repurchase intention. In other words, service quality factors that make positive effects on customer’s pleasant using and repurchase intention make a positive effect on repurchase intention when providing and using the service customer wants faithfully rather than external part of the site and mutually influencing attitude or behavior well. The implications suggested by this study are as follows. First, service quality of mobile shopping mall makes a significant effect on repurchase intention, so it’s necessary to improve CS service system so as to treat customers’ inquiries or inconveniences actively during mobile shopping and return and refund of defective products quickly and conveniently. And, in addition to the finally used factors in analysis process, benefits using customers’ grade by number of purchases, such as various events, coupons, reserve, etc. and active contents marketing strategies providing more various pleasures and values of shopping are necessary. Second, satisfaction of mobile shopping mall makes a positive effect on repurchase intention, so visiting of site and repurchasing of product are continuously done as customers’ satisfaction on shopping mall is increasing. Therefore, shopping mall site requires differentiation of contents, exact plan and practice of service, marketing, etc. so that customers can feel more satisfaction. This study is significant as it systematically analyzed concepts of components that service quality of mobile shopping mall makes an effect on using easiness, purchasing satisfaction, and repurchase intention, verified the relations, systematized it by theoretical structure, and widened the understanding of effects making an effect on repurchase intention.

본 연구는 배달 음식을 이용해 본 경험이 있는 소비자들을 대상으로, 배달 음식 선택 속성과 그들의 고객감정 그리고 지속 사용 의도 간의 관계를 실증적으로 분석해 학문적, 실무적 시사점을 주고자 수행되었다. 연구대상은 배달음식을 통해 배달노동자, 즉 배달기사와의 접점이 있는 소비자로 선정하였으며, 총 350부의 소비자에게 온라인 설문조사방법으로 수행되었다. 불성실한 응답자를 제외하고 총 296명 의 설문지를 본 통계분석에 사용하였다. SPSS 25.0을 사용하여 응답자의 성별과 사용빈도 등 빈도분석을 실시하였으며, AMOS 23.0을 사용하여 배달음식 기사로부터 인지된 선택속성과 고객감정, 그리고 고객감정과 지속사용의도 간 영향관계를 검증하였다. 연구결과, 배달음 식 기사로부터 인지된 선택속성(음식품질, 배달속도, 서비스태도) 모두는 고객감정에 유의한 정(+)의 영향을 미치는 것으로 나타났으며, 이 중 배달속도가 가장 유의한 영향을 미치는 것을 확인할 수 있었다. 다음으로 고객감정과 지속사용의도 간의 영향관계 검증결과, 긍정적 으로 형성된 고객감정은 지속사용의도에 매우 유의한 정(+)의 영향을 미치는 것을 확인할 수 있었다. 이러한 연구결과를 토대로 배달음식의 서비스를 제공하는 노동자의 중요성을 다시한 번 확인할 수 있었으며, 추후 관련된 연구와 분야에 의미 있는 시사점을 제안할 수 있었다.

This study aims to provide academic and practical implications by empirically analyzing the relationship between delivery food selection attributes, customer emotions, and continued use intention among consumers who have experience using delivery food. The research subjects were selected as consumers who had contact with delivery drivers through delivery food, and an online survey was conducted on a total of 350 consumers. A total of 296 questionnaires were used in this statistical analysis, excluding insincere respondents. SPSS 25.0 was used to conduct frequency analysis of respondents' gender and frequency of use, and AMOS 23.0 was used to verify the influence relationship between selection attributes recognized from delivery food drivers and customer emotions, and customer emotions and continued use intention. As a result of the study, all selection attributes (food quality, delivery speed, service attitude) recognized by delivery food drivers were found to have a significant positive influence on customer sentiment, of which delivery speed had the most significant impact. Next, as a result of verifying the influence relationship between customer emotions and intention to continue use, it was confirmed that positively formed customer emotions had a very significant positive (+) effect on intention to continue use. Based on these research results, this study confirms the importance of workers who provide delivery foods, and suggest meaningful implications for future related research and business.

본 연구에서는 커피전문점의 이용 고객의 서비스품질이 고객만족과 지속이용의도에 미치는 영향에 대해 살펴보고자 하였다. 또한 커피전문 점에서 필요한 서비스품질 구성 요인과 함께 커피전문점 이용 고객들의 정확한 욕구 파악과 마케팅 활용방안에 관한 기초 자료를 제공하는 데 목적을 두고 있다. 본 연구는 최근 6개월 내에 커피전문점을 이용한 경험이 있는 서울 지역의 성인 남녀를 대상으로 설문조사를 실시하였 으며, SPSS 26.0 통계 프로그램을 이용하였고, 빈도분석과 요인분석, 신뢰도 분석, 회귀분석을 실행하였다. 조사는 2023년 3월 1일～3월 20일까지 300부의 설문지를 배포하였고, 이 중 총 268부를 실증분석에 사용하였다. 분석 결과, 첫째, ‘커피전문점의 서비스품질’ 요인 중 ‘유형성’, ‘공감성’, ‘신뢰성’, ‘확신성’, ‘응답성’ 요인이 ‘고객만족’에 정(+)의 영향을 미치는 것으로 나타났다. 둘째, ‘고객만족’ 요인은 ‘지속이용의도’에 정(+)의 영향을 미치는 것으로 나타났다. 셋째, ‘커피전문점의 서비스품질’ 요인 중 ‘유형성’, ‘공감성’, ‘신뢰성’, ‘응답성’ 요인이 ‘지속이용의도’에 정(+)의 영향을 미치는 것으로 나타났으며, ‘확신성’은 ‘지속이용의도’에 영향을 미치지 않는 것으로 나타났다. 본 연구결과는 커피전문점만의 차별화된 서비스품질을 제공함으로써 커피전문점을 활성화시키는데 기여할 수 있을 것이다.

In this study, we tried to examine the effect of service quality of customers using coffee shops on customer satisfaction and intention to continue use. In addition, the purpose of this study is to provide basic data on identifying the exact needs of customers using coffee shops and marketing utilization methods along with service quality components required by coffee shops. In this study, a survey was conducted targeting adult men and women in the Seoul area who had experience of using a coffee shop within the last 6 months, SPSS 26.0 statistical program was used, and frequency analysis, factor analysis, reliability analysis, and regression analysis were performed. The survey distributed 300 copies of questionnaires from March 1 to March 20, 2023, of which a total of 268 copies were used for empirical analysis. As a result of the analysis, first, among the factors of 'service quality of coffee shops', it was found that the 'tangibility', 'empathy', 'reliability', 'confidence', and 'responsiveness' factor had a positive(+) effect on 'customer satisfaction'. Second, the factor of 'customer satisfaction' was found to have a positive(+) effect on 'intention to continue use'. Third, among the factors of 'service quality of coffee shops', it was found that 'tangibility', 'empathy', 'reliability', and 'responsiveness' had a positive(+) effect on 'intention to continue using', but it was found that 'confidence' had no effect on 'intention to continue using'. The results of this study will contribute to vitalizing coffee shops by providing differentiated service quality unique to coffee shops.

The purpose of this study is to identify the impact of delivery app service quality factors on customer satisfaction and intention of continuous use. The analysis results of this study are as follows. Hypothesis 1 "Delivery app service quality factors will have a positive effect on customer satisfaction", hypothesis 2 "Delivery app service quality factors will have a positive effect on continuous use intentions", hypothesis 3 "Customer satisfaction will have a positive effect on continuous use". The implications of this study are as follows. First, it is meaningful to reconstruct and study a delivery app quality measurement model, and we also present a theoretical basis that can be used as a foundation for studying correlations with other variables involved. Second, among the factors that impact the quality of delivery app services on customer satisfaction and continuous utilization intentions, ease of use was found to be the most influential and proved to be an important leading variable. Third, consumers who use delivery app services also chose entertainment as a factor that affects customer satisfaction, which means that they need to not feel bored when using delivery app services by giving them the pleasure and interest of the ordering process and the fun of choosing various products. Delivery app companies, which have grown rapidly due to increased online-based non-face-to-face activities since covid 19, will always play a major role in improving delivery app service quality by considering the position of restaurant consumers.

다양한 리테일 테크의 발전과 멀티채널, 옴니채널 확대와 함께 쇼핑환경은 급변화함에 따라 리테일 산업에서 고객경험의 설계, 분석 및 체계적인 관리는 더욱 중요하게 되었다. 본 연구의 목적은 첫째, 쇼핑환경에 의해 고객경험의 세부요소들(감각적, 감정적, 지적, 행동적)의 차이가 쇼핑몰의 지속이용의도에 영향을 미치는지, 그리고 플로우는 그 과정에서 어떠한 역할을 하는지 파악하고자 하였다. 둘째, 쇼핑환경에 의한 고객경험이 인지적 차원과 정서적 차원으로 이원화된 쇼핑환경에 의해 차이가 없는지 점검하고자 하였다. 연구가설의 인과관계를 검증하기 위해 실제 존재하는 브랜드제품 자극물을 이용하였고 다른 영향요소들을 통제 한 컴퓨터 랩실에서 실험을 진행하였다. 대학생 대상으로 인지적(G마켓) vs 정서적(나이키 브랜드 홈페이지) 온라인쇼핑몰 환경과 특정 나이키 제품을 경험하게 한 후 실험 참가자들의 고객경험과 플로우를 측정하는 서베이를 진행하였다. 분석결과, 첫째, 쇼핑환경에 따라 고객경험의 세부 요인들이 플로우 경험에 미치는 영향이 일부 다름을 알 수 있었다. 인지적 쇼핑환경에서는 감각적, 지적, 행동적 고객경험이 플로우 경험을 증대시켰고, 감정적 쇼핑환경은 플로우에 유의한 영향을 미치지 않았다. 이는 쇼핑환경과 고객반응의 인지적 패턴화를 주장한 쇼핑일관성이론과 동일한 결과이다. 정서적 쇼핑환경에서는 감각적 고객경험, 지적 고객경험이 플로우 경험으로 연결되었고 감정적 고객경험과 행동적 고객경험은 플로우에 영향을 미치지 않았다. 둘째, 쇼핑환경이 인지적이든 감정적이든 각각의 맥락에 따라 형성된 플로우 경험은 마케팅의 중요성과인 리테일 쇼핑몰의 지속이용의도에 미치는 영향이 검증되었고 이러한 플로우와 지속이용의도 간의 정적인 관계는 다른 맥락에서도 일반화가 가능한 강건성을 확인할 수 있었다. 셋째, 쇼핑환경과 리테일 쇼핑몰의 지속이용의도에 미치는 플로우의 매개효과는 매우 다양했다. 쇼핑환경에 따라 세부적 고객경험이 지속사용의도에 미치는 플로우의 영향은 부분매개, 완전매개 역할을 하기도 하고 일부는 매개역할을 하지도 않았다. 본 연구결과를 기반으로 학술적, 실무적 시사점을 제공하였고 향후 연구 방향성을 제시하였다.

As the shopping environment changes rapidly along with the development of various retail tech and the expansion of multi-channel and omni-channel, the design, analysis and systematic management of customer experience has become more important in the retail industry. The purpose of this study is first, whether differences in the detailed elements of customer experience (sensory, emotional, intellectual, behavioral) by the shopping environment affect the intention to continue using the shopping mall, and how flow plays a role in the process. Second, it was to check whether there is any difference in the shopping experience due to the shopping environment by the shopping environment that is divided into the cognitive and emotional dimensions. To verify the causal relationship of the research hypothesis, actual brand product stimuli were used, and the experiment was conducted in a computer lab where other influencing factors were controlled. After experiencing the cognitive (G market) vs emotional (Nike brand website) online shopping mall environment and specific Nike products for college students, a survey was conducted to measure the customer experience and flow of the experimental participants. The results of this study are as follows. First, it was found that the influence of detailed factors of customer shopping experience on the flow experience was partially different depending on the shopping environment. In the cognitive shopping environment, sensory, intellectual, and behavioral shopping experiences increased the flow experience, and the emotional shopping experience did not significantly affect the flow. This is the same result as the theory of shopping congruity, which insisted on the cognitive patterning of the shopping environment and customer response. In the emotional shopping environment, the sensory shopping experience and the intellectual shopping experience were linked to the flow experience, and the emotional shopping experience and the behavioral shopping experience did not affect the flow. Second, whether the shopping environment is cognitive or emotional, the flow experience formed according to each context has been verified to have an effect on the importance of marketing and the intention to continue use of retail shopping malls. It was also possible to confirm the robustness that can be generalized in context. Third, the mediating effect of flow on the shopping environment and the intention to continue using the retail shopping mall was very diverse. Depending on the shopping environment, the influence of the flow of detailed customer shopping experience on the intention to continue use may play a role of partial and complete mediation, and some even did not play a mediating role. Based on the results of this study, academic and practical implications were provided, and future research directions were presented.

인류는 현재 ‘4차 산업혁명’시대에 살고 있다. 혁신제품과 개인의 특성들을 소비자의 구매 결정으로 연결하는 구체적인 특정 요인들을 규명하여, 그 특정 요인이 소비자의 혁신수용결정에 어떤 영향을 미 쳤는지에 대해 연구와 검증을 해 볼 필요가 있다. 이를 위해 제품 특성 요인으로 통합기술수용이론 (UTAUT)모델의 요인을 부분적으로 채택하여 예측변수로 사용하였고, 개인 특성 요인으로는 기술준비 도(TRI)를 사용하고 가치기반수용모델(VAM)의 매개를 통해 가치판단의 양면성(긍정 vs 부정)이 혁신 수용의향에 미치는 영향력을 검증하고, 심리적 거리감이 혁신제품에 대한 가치지각과 수용의향 간에 조 절역할을 하는지를 조사하였다. 본 연구결과에 따르면 소비자가 신제품이나 기술에 대해 신뢰나 긍정적 인 기술준비도를 갖추고 있을 때, 혁신제품의 혜택을 기대하거나 긍정적인 인지작용을 하는 것으로 나 타났다. 비용(희생)과 관련하여 부정적인 인지작용을 하는 경우에는, 촉진조건에 대해 불안감과 부정적 기술준비도를 지각하는 것으로 나타났다. 또한 연구결과는 혜택뿐만 아니라 희생요인도 소비자의 혁신 제품 수용의향에 유의한 영향을 미친다는 것을 보여 주고 있는데, 혜택요인이 희생요인보다 영향력(베 타값 기준)이 더 높았지만 희생요인도 상당히 중요한 장애요인으로 작용한다는 것을 규명하였다. 마지 막으로 조절역할을 고려하여 적용했던 변수인 심리적 거리감이 증가할수록, 혁신제품에 대한 수용의향 이 낮아진다는 결과를 검증하였다. 위 연구결과에 의한 향후 혁신제품과 혁신기술을 연구하고 활용하는 데 유용한 자료를 제공할 것으로 기대한다.

As we are currently living in an era of the 4th Industry Revolution, it seems necessary to investigate and verify the specific factors that link the characteristics of innovative products and individuals to the purchasing decision of the consumers, and to understant how those factors influence consumer's decision to adopt innovation. For this purpose , this study incorporates two well known models, Unified Theory of Acceptance and Use of Technology (UTAUT) and Technology Readiness Index (TRI). Some selected variables of UTAUT model were adopted as predictor variables and TRI was used as a personal attribute variable. And drawing from Value-based Adoption Model (VAM), two-sided value perceptions (perceived benefit vs. sacrifice) were adopted as mediator that leads to customers'intention to accept innovation. The study also examined whether the customers' psychological distance plays a role in moderating relationshio between the perceptions of the innovatiopns and intention to adopt them. According to the study results, when consumers have positive perceptions of innovations or have high level of technology readiness, they tend to readily adopt innovations. In the case of negativeperception (sacrifice), anxiety and low technical readiness were had positive effect. In addition , the research results show that not only the benefits but also the sacrifice have a significant effect on the consumer's intention to adopt innovative products. Although the benefit factor was more influential (based on beta value) than the sacrifice factor, this study suggests that the sacrifice also served as a significant obstacle to adoption. Lastly, it was verified that the intention to adopt innovative products decreases as the psychological distance increases. The results of this study are expected to provide useful information on future research on innovation and innovative technologies.

본 연구의 목적은 평생교육 골프참여자의 골프장 유형에 따른 마케팅전략의 차별화를 위한 골프장 방문객의 고객만 족 마케팅 전략 기초자료 제공이다. 연구의 목적을 위하여 골프장 이용형태에 따른 서비스품질, 지각된 가치, 고객 만족도, 행동의도의 인과관계를 분석하였다. 경기, 인천, 충청, 경상, 강원도 소재 골프장과 실내골프연습장 이용객 423명을 편의표본추출 하였으며, SPSS 18.0과 AMOS 18.0 프로그램을 사용하여 연구모형을(SEM) 검증하였다. 분석결과 첫째, 대중제 골프장의 서비스 품질이 지각된 가치와 고객만족도에 영향요인이며 지각된 가치와 고객만족 도는 행동의도에 인과적 관계가 있는 것으로 확인되었다. 둘째, 회원제 골프장의 서비스 품질은 지각된 가치와 고 객만족도에 영향요인이며 고객만족도는 행동의도와 인과관계가 있는 것으로 확인되었다. 서비스품질과 행동의도, 지각된 가치와 행동의도 간에는 직접적 인과관계가 없는 것으로 확인되었다.

This research was conducted the necessity of providing information to establish marketing strategy for high quality service to customer satisfaction of golf course visitors. Subjects based on convenience sampling were total 423 located in Gyeonggi, Incheon, Chungcheong, Gyeongsang, and Gangwon province. Questionnaires consist of five factors are appeared which the golf courses and driving ranges by randomized. The data process is analyze by Structural Equation Model(SEM). Results are as follow. First, in public golf course users, model was confirmed that service quality has significant influence between perceived value and customer satisfaction and perceived value and customer satisfaction has causal relations with behavioral intention. Second, private golf course users, model was confirmed that service quality has significant influence between perceived value and customer satisfaction and customer satisfaction has also causal relationship with behavioral intention. It was revealed some influence between service quality and behavioral intention between perceived value and behavioral intention has no direct causality.