한국과 중국문화권 소비자들의 선호명확성과 고객참여수준에 따른 맞춤서비스 평가 Customized Service Evaluation by Preference Clarity and Customer Participation in Korean and Chinese Culture원문보기
본 연구는 선호명확성과 고객참여수준이 맞춤서비스의 적합성 평가에 미치는 영향을 살펴보고, 이러한 요인과 상호작용하여 맞춤서비스 평가에 차이를 보일 수 있는 문화권의 차이로 한국과 중국을 설정하여 $2{\times}2{\times}2$ 집단간 실험설계를 통한 ANCOVA분석을 실시하였다. 한국인과 중국인 각각200명을 대상으로 실험을 실시한 결과, 선호가 명확한 경우, 참여수준이 높은 경우, 한국소비자의 경우에 각각 맞춤서비스에 대한 적합성을 높게 지각하는 것으로 나타났다. 그리고 한국소비자들은 참여수준이 높아질수록 적합성이 높다고 평가하지만, 중국소비자들은 참여수준이 높을 때 오히려 적합성 평가가 낮아지고 있었다. 또한 선호명확성이 높은 경우에 참여를 많이 할수록 적합성 평가가 높아지지만, 중국의 경우에는 한국과 달리 참여수준에 따른 적합성 평가 향상이 나타나지 않았다.
본 연구는 선호명확성과 고객참여수준이 맞춤서비스의 적합성 평가에 미치는 영향을 살펴보고, 이러한 요인과 상호작용하여 맞춤서비스 평가에 차이를 보일 수 있는 문화권의 차이로 한국과 중국을 설정하여 $2{\times}2{\times}2$ 집단간 실험설계를 통한 ANCOVA분석을 실시하였다. 한국인과 중국인 각각200명을 대상으로 실험을 실시한 결과, 선호가 명확한 경우, 참여수준이 높은 경우, 한국소비자의 경우에 각각 맞춤서비스에 대한 적합성을 높게 지각하는 것으로 나타났다. 그리고 한국소비자들은 참여수준이 높아질수록 적합성이 높다고 평가하지만, 중국소비자들은 참여수준이 높을 때 오히려 적합성 평가가 낮아지고 있었다. 또한 선호명확성이 높은 경우에 참여를 많이 할수록 적합성 평가가 높아지지만, 중국의 경우에는 한국과 달리 참여수준에 따른 적합성 평가 향상이 나타나지 않았다.
This study examines how preference clarity and customer participation levels affect evaluation of fit toward customized services and also analyzes the effects of cultural difference between Korea and China that may cause variance in the evaluation of fit in the course of interaction with the prior t...
This study examines how preference clarity and customer participation levels affect evaluation of fit toward customized services and also analyzes the effects of cultural difference between Korea and China that may cause variance in the evaluation of fit in the course of interaction with the prior two factors, preference clarity and customer participation level. It conducted a $2{\times}2{\times}2$ between-subjects factorial design adopting preference clarity, customer participation level, and difference of culture. The subjects were composed of 200 Korean and 200 Chinese. According to the analysis results, it is revealed that Korean consumers highly perceived fit toward customized services when their preference is clear and participation level is high, and they evaluate fit more favorably as participation level increased, while Chinese consumers' evaluation for fit deteriorated as participation level increased. The result shows that fit evaluation became more positive through participation when preference clarity is high in Koreans but not in Chinese.
This study examines how preference clarity and customer participation levels affect evaluation of fit toward customized services and also analyzes the effects of cultural difference between Korea and China that may cause variance in the evaluation of fit in the course of interaction with the prior two factors, preference clarity and customer participation level. It conducted a $2{\times}2{\times}2$ between-subjects factorial design adopting preference clarity, customer participation level, and difference of culture. The subjects were composed of 200 Korean and 200 Chinese. According to the analysis results, it is revealed that Korean consumers highly perceived fit toward customized services when their preference is clear and participation level is high, and they evaluate fit more favorably as participation level increased, while Chinese consumers' evaluation for fit deteriorated as participation level increased. The result shows that fit evaluation became more positive through participation when preference clarity is high in Koreans but not in Chinese.
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제안 방법
It conducted a 2×2×2 between-subjects factorial design adopting preference clarity (high/low) × customer participation level (high/low) × difference of culture (Korea/China).
Preference clarity for customized services and fit of the services were evaluated in the process of experiment. For manipulation check on cultural difference, the level of uncertainty avoidance was measured.
Second, this study tested the main effects and interaction effects of essential moderating variables which were changeable by the situations in which customized services were offered and also analyzed the effects by applying theories to concrete conditions. Here we applied the Elaboration Likelihood Model to analyze the process of customized services usage and evaluation.
The scales of uncertainty avoidance were accordingly adapted from previous researches [5][10] and modified to suit this research. According to existing researches, customers' involvement with products becomes high when they consume them frequently.
대상 데이터
It conducted a 2×2×2 between-subjects factorial design adopting preference clarity (high/low) × customer participation level (high/low) × difference of culture (Korea/China). Total 400 subjects were randomly assigned to read one of the eight experimental conditions and then answer questions from a structured instrument (200 Korean and 200 Chinese, 55% of respondents are female).
이론/모형
Therefore, we measured involvement level and prior experience and used them as covariates in the analysis process. All constructs were measured by a 5-point Likert type scale.
성능/효과
According to the analysis results, it was revealed that Korean consumers highly perceived fit toward customized services when their preference was clear and participation level was high, and they evaluated fit more favorably as participation level increased, while Chinese consumers' evaluation for fit deteriorated as participation level increased.
In hypothesis 4, the interaction effects of participation level and cultural difference on evaluation of fit toward customized services was significant (F=12.529, p<0.01).
Judging from the test of hypothesis 2, the main effect of the participation level on evaluation of fit toward customized services was significant (F=14.499, p<0.01).
Moreover, Korean consumers' fit evaluation toward customized services was improved through participation even when their preference is unclear, but the effect of participation was not present in Chinese (there was no significant difference but Chinese consumers' evaluation for fit was deteriorated as participation level increased).
The result demonstrated that there was a significant relationship between preference clarity and perceived fit toward customized services (F=37.616, p<0.01) and fit evaluation was more favorable when preference clarity was high (Mhigh preference clarity=4.31, Mlow preference clarity=3.61, t=105.164, p<.000).
The result of testing two-way interaction effects was significant (F=12.668, p<0.01) and showed that fit evaluation could be more negative by participation when preference was unclear (Mhigh participation level=3.85, Mlow participation level=3.47, t=-2.206, p<0.05) than when preference was clear (Mhigh participation level=4.35, Mlow participation level=4.28, t=1.028, p=.305).
This study examined the difference in evaluation toward customized services by the degree of consumers' preference clarity, and the results showed that fit evaluation toward customized services was favorable when consumers perceived their preference clearly.
후속연구
It is highly possible that self-serving bias is augmented in Korean consumers by attributing the outcomes of participation to their own responsibility and regarding the outcomes as what they have expected. Future researches should be conducted to thoroughly analyze diverse variables which can occur due to cultural differences between Korea and China and to identify the cause of the results presented in this study.
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