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NTIS 바로가기한국의류학회지 = Journal of the Korean Society of Clothing and Textiles, v.43 no.5, 2019년, pp.634 - 648
김송미 (서울대학교 의류학과) , 이유리 (서울대학교 의류학과)
Self-service technologies (SST) are rapidly changing the way customers participate in the purchasing process. Academic literature has focused on the acceptance of SSTs. However, this study explored consumer's cognitive response and purchase intentions through service qualities of SST as well as how ...
핵심어 | 질문 | 논문에서 추출한 답변 |
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다중회귀분석을 하였을 때, SST 속성이 따뜻함에 미치는 영향은 어떠했나? | 본 연구의 결과를 요약하면, 첫째로, SST의 기술 속성이 소비자의 따뜻함과 유능함 지각에 미치는 영향을 확인하였다. 각 SST 속성이 따뜻함에 미치는 영향을 살펴본 결과, 편리성을 제외한 즐거움과 통제성이 정적으로 유의하였는데, 이는 소비자가 SST를 사용하면서 즐겁다고 느끼거나, 자신이 기기를 통제하는데 어려움이 없다고 느낄 때 소비자가 구매과정에서 상호작용하는 대상이 판매원이 아닌 기계일 때도 따뜻함을 지각한다는 것을 의미한다. 반면, 유능함에 대한 SST 속성의 영향의 경우 편리성, 즐거움, 그리고 통제성이 모두 유의한 영향을 미치는 것으로 나타났다. | |
기술 기반 셀프 서비스의 정의는? | , 2017). 가장 흔히 보이는 기술 주입의 예인 셀프 서비스 기술, 또는 기술 기반 셀프 서비스는 서비스 창출을 위해 종업원과 상호작용하는 대신에 고객이 서비스를 직접 생산하고 이용할 수 있도록 하는 모든 기술적 접속 수단으로 정의된다(Meuter et al., 2000). | |
소비자에게 SST 속성이 가지는 따뜻함과 유능함 지각의 매개효과는? | 둘째, 소비자가 SST 속성을 통해 지각한 인지적 반응이 구매의도에 미치는 영향을 알아봄으로써, 따뜻함과 유능함 지각의 매개효과를 살펴보았다. 그 결과, 따뜻함의 경우 즐거움과 통제성이, 유능함의 경우 편리성, 즐거움, 그리고 통제성이 구매의도에 미치는 영향을 모두 부분적으로 매개하는 것으로 나타났다. 본 연구에서는 소비자들이 SST 속성을 통해 소비자들이 마치 사람을 평가할 때와 같은 직관적인 판단을 할 것이라고 가정하였다. |
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