[논문]4차 산업혁명시대의 디지털 고객경험과 구매간 영향관계 - 디지털 자기효능감의 조절된 매개효과를 중심으로-

정상희; 정병규

doi:10.22788/3.1.101

4차 산업혁명시대의 디지털 고객경험과 구매간 영향관계 - 디지털 자기효능감의 조절된 매개효과를 중심으로-
Influential Factors of Digital Customer Experiences on Purchase in the 4th Industrial Revolution Era - Focusing on Moderated Mediating Effects of Digital Self Efficacy- 원문보기

벤처혁신연구 = Journal of venture innovation, v.3 no.1, 2020년, pp.101 - 115

정상희 , 정병규 (남서울대학교)

초록
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4차 산업혁명시대를 살고 있는 고객들은 구매 깔때기 안에 있는 것이 아니라 밖으로 나오기 시작했다. 풍부한 정보로 무장한 현명한 고객의 등장과 맞물려 제품 선택의 폭과 디지털 채널의 폭발적인 증가로 인해 정보를 탐색하고 구매하는 방식이 혁신적으로 변화되고 있는 것이다. 디지털 시대의 고객여정은 전통적인 깔때기 모형이 제시하는것보다 훨씬 복잡하게 되었다. 그래서 직선형이 아닌 다양한 상호작용을 하는 비선형적인 정교한 접근이 요구되어지고 있다. 기존의 많은 연구와 달리 본 연구는 패션, 자동차, 화장품, 온라인 쇼핑몰의 4개 상품군 이용고객 1,200을 대상으로 진행된 것으로 상품군에 상관없이 일반적으로 적용할 수 있는 디지털고객경험 속성을 도출하고 검정하였다. 디지털경험이 고객만족에 영향을 미치며, 최종적으로 구매에 영향을 미치는 일련의 과정 속에서 디지털 자기효능감이 구매에 어떠한 역할을 하는지를 규명하였다. 이론적 시사점으로는 디지털 자기 효능감을 조절된 매개변수로 도입하여 검정한 결과 고객만족도와 고객 충성도 간 디지털 자기효능감은 조절된 매개역할을 하는 것으로 검정 되었다. 실무적으로는 디지털 자기효능감이 높은 고객에게 디지털 마케팅을 적극적으로 활용할 필요가 있고다, 그러나 디지털 자기 효능감이 낮은 고객에게는 디지털 마케팅 피로도를 조심해야 할 필요가 있다는 시사점을 도출하였다.

Abstract ▼ AI-Helper

In the era of the 4th Industrial Revolution customers living began to come out, not inside the purchase funnel. Due to the diversity of product selection and the increase in digital channels, the way customers search for information and purchase it is changing innovatively. So, the customer journey in the digital age is much more complicated than the traditional funnel model suggests. Unlike many previous studies, this study was conducted for 1,200 customers in four product groups of fashion, automobile, cosmetics, and online shopping malls. As a result of the study, we investigated how digital self-efficacy plays a role in purchasing in a series of processes in which digital experience affects customer satisfaction and finally affects purchase. As a theoretical implication, as a result of introducing and testing digital self efficacy as moderated mediation effect. the digital self-efficacy between customer satisfaction and customer loyalty were determined to play a moderated mediation effect role. As a practical implication, it was necessary to actively utilize digital marketing for customers with high digital self-efficacy, but it was suggested that customers with low digital self-efficacy need to be careful about digital marketing fatigue.

주제어

표/그림 (8)

표 Table 1. Constructs and Attributes of Digital Experiences
그림 Research Model
표 Table 2. Demographic Characteristics of the Respondents
표 Table 3. Confirmatory Factor Analysis and Reliability Analysis
표 Table 4. Correlation Analysis
표 Table 5. Results of Hypothesis Test
표 Table 6. Results of moderated mediating Test
표 Table 7. Effects of moderated mediation

AI 본문요약
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문제 정의

Therefore, this study aims to define digital self-efficiency as a confidence level in solving problems using digital technology. Looking at this prior study of the relationship between digital self-efficacy, customer satisfaction, and loyalty, the following are: Vishwanath(2007) saw self-efficiency as a personal judgment of its ability to engage in information-seeking behavior, separating it into information efficacy and relationship efficacy.
This study focused on identifying the role of customer satisfaction, customer loyalty, and digital self-efficiency in relation to digital customer experience and purchase.

가설 설정

First, in this study, digital customer experience affects loyalty and this loyalty affects purchases. It also tested the role of mediator variables for customer satisfaction.
H5 Customer Satisfaction and Digital Self-Efficiency will serve as a regulated medium between digital experience and customer loyalty.

제안 방법

Chung and Jung (2018) derived digital experience attributes while studying the relationship between digital experience and purchase and tested them in four product categories(Chung and Jung, 2018). Based on their research, this study also analyzed the effects of digital customer experience on loyalty and purchase among fashion, automatons, cosmetics and online shopping mall users In addition, the analysis focused on the role of customer satisfaction between digital customer experience and loyalty, and whether digital self-efficiency between customer satisfaction and loyalty plays a role.
In this study, four product groups were selected to compare and analyze the impact of customer satisfaction and digital self-efficacy on loyalty and purchase in digital customer experience.
In particular, it differentiates itself from previous research in that it is a test of the influence of a digital-based customer experience variable. Second, unlike many previous studies, this study was conducted on 1,200 customers of four product groups in fashion, automobile, cosmetics, and online shopping malls, deriving and testing digital customer experience attributes that can be applied generally regardless of product group. Up to now, most of the digital experience-related studies have been focused on specific industries and product groups(Kawaf and Tagg, 2017), and the impact properties have also been limited to specific attributes(Shobeiri, et al.
Therefore, the following research models were set up to identify the role of customer satisfaction and digital self-efficiency in a series of processes leading to digital customer experience, loyalty and purchase based on prior research. Function factors, quality factors, and personalization service factors of the digital experience retained the attributes used by Chung and Jung (2018).
This study analyzes the impact of digital customer experience on a series of processes ranging from digital customer experience to brand loyalty and purchase, so the Service Profit Chain model that theorizes this series of processes is first shown below. In 1994, Heskett et al.

대상 데이터

In other words, they are fashion, automobiles, cosmetics and online shopping malls. A random sample of 300 people from each product group was obtained and analyzed with 1,200 valid surveys. Statistical analyses required for hypothesis testing were performed using SPSS 24 and AMOS 23 and Process 3.
The research targets were users of fashion, automobiles, cosmetics and online shopping malls. Each valid questionnaire was analyzed for 300 people. The results of the study are summarized as follows.
With 000, the model is shown to be unsuitable, and usually larger samples can show that the model is unsuitable, so when the sample size is large enough and the study model has significant theoretical support, the Chi-square test and P values do not have a serious effect on the model's adequacy determination (Choi, 2017). For this study, this may occur with 1,200 samples.
The research targets were users of fashion, automobiles, cosmetics and online shopping malls. Each valid questionnaire was analyzed for 300 people.

데이터처리

A confirmation factor analysis was performed to test the validity of the concentration between the measured items. The results of the verification factor analysis are as shown in Table 3.

성능/효과

Second, the analysis results of the adjusted medium effect of digital self-efficacy showed that the customer satisfaction and digital self-efficacy between digital experience and customer loyalty play a moderated mediation effect.
The index related to the suitability of the model showed that the model was suitable, with χ² = 32.542, p = .000, RMR = 1.016, RMSEA = 0.051, GFI = .991, AGFI = .9766, NFI = 9.993, CFI = 0.993 and CFI = 0.93.
1 percent. The results of the verification of the effects showed that the direct effect of the digital customer experience to loyalty was .623 and the indirect effect of the digital customer experience to loyalty through customer satisfaction was .647; therefore, the indirect effect is greater than the direct effect, and hence has a mediated effect. The interaction term multiplied by the indirect effect and the modulating effect, i.
Third, digital self-efficacy was adopted and tested as a moderated mediation and the customer satisfaction and digital self-efficiency between digital experience and customer loyalty were certified as moderated mediation role.

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