[논문]O2O 마케팅 수단으로서 비콘의 수용에 영향을 미치는 요인에 관한 연구: 비콘 수용자와 비수용자의 차이를 중심으로

최민욱

doi:10.15207/jkcs.2019.10.5.125

초록
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본 연구에서는 O2O 마케팅 수단으로서 비콘의 수용에 영향을 미치는 요인의 파악을 시도하였다. 구체적으로 관련 변인들에서 마케팅 커뮤니캐이션 수단으로서 비콘의 수용자와 비수용자 사이에 차이가 있는지 검증하였다. 연구결과 '스마트폰 이용량'과 '브랜드 인식'에서 인지자와 비인지자 사이에 유의미한 차이가 발견되었다. 또한 마케팅 커뮤니케이션 수단으로서 비콘의 수용 예측 변인을 파악하기 위하여 '마케팅 커뮤니케이션 수단으로서 비콘의 수용'을 종속변인으로 로지스틱 회귀분석을 실시하였다. 연구결과 '스마트폰 이용량'과 '브랜드 인식' 모두 마케팅 커뮤니케이션 수단으로서 비콘의 수용에 영향을 미치는 예측변인임이 검증되었다. 본 연구 결과를 TAM에서 주장되는 지각된 유용성과 지각된 사용 용이성 관점에서 분석하였다.

Abstract ▼ AI-Helper

This study tries to grasp the factor that affects the acceptance of beacon as an O2O marketing tool. This study examined whether there is a difference between beacon accepter as a means of marketing communication and non-accepter in terms of related variables. As a result, there were significant dif...

This study tries to grasp the factor that affects the acceptance of beacon as an O2O marketing tool. This study examined whether there is a difference between beacon accepter as a means of marketing communication and non-accepter in terms of related variables. As a result, there were significant differences between beacon perceiver and non-perceiver in 'smartphone usage' and 'brand consciousness'. In order to understand the predictive variables influencing beacon acceptance as a means of marketing communication, this study used 'perceiving beacon as a marketing communication media' as a dependent variable to perform logistic regression analysis. As a result of the analysis, it was found that 'smartphone usage' and 'brand consciousness' were the predictive variables affecting beacon perceiving. This study tried to analysis the results in the viewpoint of perceived usefulness and ease-of-use which were insisted by TAM.

주제어

표/그림 (3)

표 Table 1. Difference between perceiver and non-perceiver on beacon as marketing communication media
표 Table 2. Difference between beacon app down experiencer and non-experiencer
표 Table 3. Logistic analysis on perceiving beacon as marketing communication media

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문제 정의

Here, consumers who use the beacon service, which is part of the O2O platform connecting on-line and off-line, are questioned whether they are consumers who mainly use online shopping channels or consumers who mainly use offline shopping channels. In this context, this study seeks to understand the influence of the proportion of online and offline shopping on beacon service acceptance behavior. Even though O2O service has a characteristic of convergence of online shopping channels and offline shopping channels, beacon service is initialized with smartphone.
The purpose of this study is to identify the characteristics of early adopters of beacon services in terms of new advertising and marketing forms that are spreading in the present society and to identify the factors influencing such initial acceptance. Specifically, the variables related to innovation diffusion (smartphone usage, diversity of smartphone use, individual innovation), O2O marketing variables (on-line shopping ratio),the variables related to the identity of beacon as marketing communication means (attitudes toward advertising, brand consciousness, value seeking tendencies) and privacy variables (privacy concerns) will be analyzed to know the difference between the experiencers of beacon service adoption and non-experiencer of beacon service adoption.
Specifically, the variables related to innovation diffusion (smartphone usage, diversity of smartphone use, individual innovation), O2O marketing variables (on-line shopping ratio),the variables related to the identity of beacon as marketing communication means (attitudes toward advertising, brand consciousness, value seeking tendencies) and privacy variables (privacy concerns) will be analyzed to know the difference between the experiencers of beacon service adoption and non-experiencer of beacon service adoption. This study also examine whether these factors are significant variables that can predict actual beacon service initial acceptance behavior.
This study examined whether there is a difference between beacon perceiver as a means of marketing communication and non-perceiver in terms of ‘smartphone usage’, ‘use diversity of smartphone’, ‘innovativeness’, ‘shopping behavior’,’ ‘attitude toward advertising’, ‘brand consciousness’, ‘value seek’ and ‘concern about privacy’.

제안 방법

The first step was a t-test to test the difference between beacon acceptance experiencer and non-experiencer on beacon acceptance predictors for marketing communication. In the second step, This study conducted a logistic regression analysis to examine whether the beacon acceptance variables that were found to be different were actually predictive of beacon acceptance and the relative importance of each predictor variable.
The reason for choosing 20 ages for the questionnaire was considered to be that these age groups are likely to accept new ICT technology at an early stage. This study attempted a two - step approach to data analysis. The first step was a t-test to test the difference between beacon acceptance experiencer and non-experiencer on beacon acceptance predictors for marketing communication.

대상 데이터

Survey conducted to 123 consumers. They are all in their twenties.
This study was conducted on 123 consumers in their twenties. The reason for choosing 20 ages for the questionnaire was considered to be that these age groups are likely to accept new ICT technology at an early stage.

데이터처리

This study attempted a two - step approach to data analysis. The first step was a t-test to test the difference between beacon acceptance experiencer and non-experiencer on beacon acceptance predictors for marketing communication. In the second step, This study conducted a logistic regression analysis to examine whether the beacon acceptance variables that were found to be different were actually predictive of beacon acceptance and the relative importance of each predictor variable.

이론/모형

This study tries to grasp the factor that affects the acceptance of beacon as an O2O marketing tool by applying the use diffusion model. Recently with the spread of O2O marketing and Internet of Things(IoT), beacon is used widely in various sectors of society.

성능/효과

This study tried to find if there is a difference in ‘smartphone usage’, ‘use diversity of smartphone’, ‘innovativeness’, ‘shopping behavior’, ’attitude toward advertising’, brand consciousness’, ‘value seek’ and ‘concern about privacy’ between people who have experience of downloading beacon app and those who have not.

참고문헌 (15)

J. A. Lee, & S. I. Kim,(2016). Beacon's User Analysis and Proposal Guidelines on IoT Environment. Journal of Communication Design, 54, 212-223.
G. Burdick. (2015). In-Store Beacons Mature, Make Shopping Personal. Economist, May 2015, 6-9.
E. M. Rogers. (1995), Diffusion of Innovation. NY: The Free Press.
R. L. Anderson & D. J. Ortinau. (1988). Exploring Consumers' Postadoption Attitudes and Use Behaviors in Monitoring the Diffusion of a Technological-based Discontinuous Innovation. Journal of Business Research, 17(3), 283-298.

상세보기
C. F. Shih & A. Venkatesh. (2004) Beyond Adoption : Development and Application of Use-Diffusion Model. Journal of Marketing. 68, 59-72.

상세보기
S. J. You & J. I. Shon. (2009). A study on the adoption-diffusion and use-diffusion of the digital convergence product: Focusing on the camera phone. Journal of the Korea Iindustrial Information Systems Society, 14(4), 101-115.
E. A. Park. (2008). A Study on the Determinants of Early Adoption of New Media: Focused on Innovativeness, Conspicuous Consumption, Perception of New Media Characteristics.. Journal of Consumer Studies. 19(1), 93-113.
J. D. Kim & N. G. Kim. (2015). The Possibility of O2O Innovation Which Connect On-line and Off-line Is Opened. LG Business Insight, Weekly Focus, 16.
S. Lee & R. Lumpkin. (1988) More Than Just Talk on the Move: Uses and Gratifications of the Cellular Phone. Journal of Business Research. 17(3), 283-298.

상세보기
P. S. Speck & M. T. Elliott. (1997) Predictors of Advertising Avoidance in Print and Broadcast Media. Journal of Advertising. 26(3), 61-76.

상세보기
S. Shim & K. C. Gehrt. (1996) Hispanic and Native American Adolescence: An Exploratory Study of Their Approach to Shopping. Journal of Retailing. 72(3), 302-324.
G. B. Sproles & E. L. Kendall. (1986) A Methodology for Profiling Consumer's Decision-making Styles. Journal of Consumer Affair. 20(2), 267-279.

상세보기
A. Dickinger & M. Kleijnen. (2008) Coupons Going Wireless: Determinants of Consumer Intentions to Redeem Mobile Coupons. Journal of Interactive marketing. 22(3), 23-29.

상세보기
T. Zhou, Y. Lu. & B. wang. (2010) Integrating TTF and UTAUT to Explain Mobile Banking User Adoption. Computers in Human Behavior. 26(4), 760-767.

상세보기
L. Barkhuus & A. K. Dey. (2003) Location-based Services for Mobile Telephony: A Study of Users' Privacy Concerns. Interact. 3, 702-712.

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