옴니채널 경험이 소비자의 쇼핑의도와 상품리뷰의도에 미치는 영향 = The Effect of Omni-Channel Experience on Consumer's Shopping Intention and Product Review Intention

다국어 초록 (Multilingual Abstract)

Purpose: The advancement of information and communication technology has revolutionized the retailindustry, and the recent COVID-19 pandemic has significantly altered shopping patterns. The emergence of theinternet, mobile devices, and social media has interconnected various information across different distributionchannels, thereby innovating consumers' retail experiences. In recent years, more retailers have been striving todevelop omnichannel strategies, and the spread of COVID-19 has threatened traditional shopping systems.
Consequently, the increase in non-face-to-face consumption has driven the distribution industry to put more effortinto establishing an omnichannel environment.
This study aims to examine the impact of omnichannel characteristics, customer experience, and networkeffects, which are environmental factors, on omnichannel shopping intention and product review intention withinthe framework of the diffusion of innovation theory. Through this research, we intend to identify the elementsnecessary for companies and practitioners to enhance shopping intentions via omnichannel, thereby providingacademic and practical implications for formulating effective marketing strategies.
Research design, data, and methodology: This study focuses on users with omnichannel experience toempirically analyze the impact of omnichannel characteristics, customer experience, and environmental factors(social influence) on omnichannel shopping intention and product review intention, using the diffusion ofinnovation theory. For this study, a research model was constructed based on previous studies related toomnichannel characteristics, customer experience, environmental factors, diffusion of innovation theory,omnichannel shopping intention, and product review intention. The independent variables in the research modelare omnichannel characteristics, customer experience, and environmental factors (network effects), with twomediators used in the diffusion of innovation theory (perceived compatibility and perceived risk), and thedependent variables are omnichannel shopping intention and product review intention. For empirical analysis, asurvey was conducted among consumers aged 20 to over 60 with omnichannel usage experience, distributing a total of 500 questionnaires, and using 468 out of 494 returned questionnaires after excluding 26 insincereresponses for analysis. The research model and hypotheses were tested using structural equation modeling, anddata analysis was conducted using statistical programs SPSS 20.0 and AMOS 22.0.
Results: The model fit values of this study were x²=1,098.922, CMIN/DF=2.796, NFI=.883, TLI=.913,CFI=.921, and RMSEA=.062, indicating that all values were acceptable. As a result of hypothesis testing, amongthe omnichannel characteristics, customer experience, and environmental characteristics of Hypothesis 1 to 6, thepaths through which the network effect transitions to perceived compatibility and perceived risk were significant(p<.001). In addition, the path through which perceived compatibility leads to omnichannel shopping intentionwas also significant (p<.001). On the other hand, the path through which the perceived risk goes to theomnichannel shopping intention was found to be not significant. Finally, it was found that the path from theomnichannel shopping intention to the product review intention had a significant (p<.001). Whether or not thehypothesis is adopted is judged based on the CR value, and it is judged to be significant if it is 1.96% or more atthe 95% confidence level.
Conclusions: First, omnichannel characteristics were found to have a positive (+) effect on perceivedcompatibility and perceived risk reduction levels, suggesting that mutual communication between consumers andretailers is necessary when using omnichannel, and that personal information consent and collection and use needto be provided with prior notice and consent to reduce anxiety about personal information leakage. Secon...