친절과 간섭사이: 매장내 모바일 폰을 통한 정보탐색상황에서 판매원의 친사회적 행동과 고객의 지각된 간섭의 관계에 관한 연구

국문 초록 (Abstract)

본 연구는 고객이 매장내에서 모바일 폰을 통해 정보를 탐색하는 상황에서 판매원의 친사회적 행동, 고객의 지각된 간섭, 심리적 저항, 그리고 고객행동의 관계에 대해 살펴보고자 한다. 매장내에서 모바일 폰을 통해 정보를 탐색하는 고객들은 쇼핑에 대한 자율권을 중요하게 여기며 따라서 판매원의 친사회적 행동을 간섭으로 인식할 수 있다. 이러한 경우 기업측면에서 긍정적 판매원행동이 고객측면에서는 부정적 판매행동이 되므로 매장내 판매원 행동에 대한 재검토가 필요하다.
연구결과, 고객이 매장내에서 모바일 폰을 통해 정보를 탐색할 경우 판매원의 친사회적 행동 중 규정역할 고객서비스는 고객의 지각된 간섭을 감소시키지만 규정외역할 고객서비스는 지각된 간섭을 증가시키는 것으로 나타났다. 그리고 고객의 지각된 간섭은 심리적 저항을 유발시키고, 이러한 심리적 저항은 체류의도와 구매의도를 감소시키는 것으로 나타났다.
이러한 결과는 전통적인 관점에서 긍정적 판매행위로 인식되어 온 판매원의 친사회적 행동이 모바일 폰의 등장에 따른 쇼핑행태의 변화로 인해 더 이상 긍정적 판매행위로 인식되지 못할 수도 있음을 제시하고 있다. 본 연구는 판매원의 서비스행위가 친절로 인식될 수도 있지만 간섭으로도 인식될 수도 있음을 제안하면서, 고객의 지각된 친절과 간섭사이에서의 판매원의 역할변화에 대해 살펴보고 있다. 또한 쇼핑환경의 변화에 따른 고객관점에서의 판매원의 판매행위를 재검토하고 이를 통해 기업측면에서의 전략적 대응 및 판매원 관리의 효율성을 재점검할 수 있는 기회를 제공하고 있다.

다국어 초록 (Multilingual Abstract)

Today, many customers use mobile phones for information searching while in shopping situations in stores. When customers need information during in-store shopping, they can receive more diverse product-related information through mobile phones rather than salespeople. This phenomenon is causing changes in the customers’ perceptions of salespersons’ services in the store.
The purpose of the research is to investigate the relationship between a salesperson’s prosocial behavior, the customer’s perceived intrusiveness, psychological reactance, and customer behavior in the situation where customers search for information through mobile phones in the store. Customers who search for information through mobile phones in the store consider the autonomy of shopping as important, so they may perceive the pro-social behavior of salespeople as intrusiveness. In this case, a positive salesperson’s service behavior from the company’s perspective results in a negative sales behavior from the customer’s perspective, so it is necessary to review the salesperson selling behavior and sales strategies in the store.
The findings show that when customers search for information through mobile phones in the store, among the pro-social behaviors of salespersons, the role-prescribed customer service decreased the perceived intrusiveness of customers, but the extra-role customer service increased the perceived intrusiveness by customers.
These results suggest that the pro-social behavior of salespeople, which has been recognized as a positive selling behavior from a traditional point of view, is no longer recognized as a positive selling behavior by customers due to the change in shopping behavior caused by the advent of mobile phones. In other words, this study examines the change in the role of a salesperson by suggesting that the salesperson’s service behavior may be perceived as kindness but also as intrusiveness to customers. In addition, it provides an opportunity to discuss a company’s strategic responses and more efficient salesperson management.

목차 (Table of Contents)

• ABSTRACT
• Ⅰ. 서론
• Ⅱ. 이론적 고찰 및 가설설정
• Ⅲ. 연구설계
• Ⅳ. 연구가설 검증
• Ⅴ. 요약 및 결론
• 참고문헌

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