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무인매장의 VMD와 무인시스템의 행동유도성이 고객가치 및 재방문의도에 미치는 영향
The Effect of VMD of Unmanned Stores and Affordance of Unmanned Systems on Customer Value and Revisit Intention 원문보기

한국산업정보학회논문지 = Journal of the Korea Industrial Information Systems Research, v.25 no.6, 2020년, pp.143 - 158  

정현석 (계명대학교 경영학부) ,  김미숙 (계명대학교 경영학부) ,  홍관수 (계명대학교 경영학부)

초록
AI-Helper 아이콘AI-Helper

본 연구는 코로나 (COVID-19)의 유행으로 증가하고 있는 무인매장의 VMD (Visual merchandising) 및 무인시스템의 행동유도성이 고객가치와 재방문의도에 미치는 영향을 확인하고자 한다. 이를 위해 VMD, 행동유도성, 고객가치, 재방문의도에 대한 개념을 정립하고 이들 간의 관계를 이론 및 실증적으로 검증하였다. 본 연구를 위하여 무인매장을 이용해 본 경험이 있는 고객 297명을 대상으로 분석을 실시하였다. 본 연구의 분석결과를 살펴보면 첫째, 무인시스템의 행동유도성은 고객 가치에 유의한 영향이 있는 것으로 나타났다. 둘째, VMD의 구성요소인 연출성, 기능성, 적합성은 모두 고객가치에 긍정적인 영향을 미치는 것으로 나타났다. 마지막으로, 고객가치와 재방문의도는 긍정적인 상관관계가 존재하는 것으로 나타났다. 이러한 결과는 포스트 코로나 시대에 무인매장의 지속가능성에 관한 기본적인 정보를 제공하고 있다.

Abstract AI-Helper 아이콘AI-Helper

This study examines the effect of VMD (Visual merchandising) of unmanned stores and the affordance of unmanned systems on a customer's value and intention of revisit. The proposed research model and developed hypotheses were tested using structural equations modeling based on data collected from 297...

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표/그림 (8)

참고문헌 (71)

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