온라인 추천 서비스 유형이 소비자의 제품수용에 미치는 영향에 관한 연구
Copyright 2024 THE KOREAN ACADEMIC SOCIETY OF BUSINESS ADMINISTRATION
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초록
본 연구는 온라인 쇼핑몰 환경에서 제품 추천 서비스의 유형이 제품 유형(실용재 vs. 쾌락재)에 따라 소비자의 수용의도에 미치는 영향을 살펴보고자 한다. 실용재의 경우 소비자들은 AI 추천 서비스를 인간 추천 서비스만큼 사용하고 있는 반면, 쾌락재의 경우엔 인간 추천 서비스가 훨씬 더 사용되고 있다. 이러한 소비자의 선택 과정에 대한 심리적 요인으로 자기참조와 사회적 실재감을 검증하고자 했다. 자기참조에서는 실용재에 대해 AI의 매개효과가 확인되었지만, 쾌락재에서는 인간의 매개효과만 나타났다. 또한, 사회적 실재감에서는 쾌락재에서만 인간의 사회적 실재감의 매개효과가 나타났으며, 실용재에서는 매개효과가 나타나지 않았다. 순차적 매개 효과는 쾌락재에서 인간의 자기참조와 사회적 실재감 간에 확인되었으나, 실용재에서는 자기참조의 매개효과만 나타났다. 이러한 결과를 토대로 시사점과 향후 연구 방향을 논의하였다.
Abstract
We investigated the impact of AI and human recommendation services on consumers' adoption intentions in online shopping malls, depending on the product type (utilitarian vs. hedonic). In the case of utilitarian products consumers use the AI recommendation service as much as the human recommendation services, on the other hand, in the case of hedonic products they use the human recommendation services a lot more. We tried to prove that self-referencing and social presence are psychological factors in the selection process. In self-referencing, the mediating effect of AI was found for utilitarian products, but only human mediation was found for hedonic products. In social presence, the mediating effect of human social presence was found for hedonic products, but not for utilitarian products. A sequential mediation effect was found between self-referencing and social presence in hedonic products, but only self-referencing mediated in utilitarian products. Implications and future research directions are discussed based on these results.
Keywords:
online recommendation service type, product type, self-referencing, social presence, adoption intention키워드:
온라인 추천 서비스 유형, 제품 유형, 자기참조, 사회적 실재감, 수용 의도References
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∙ 저자 신지승은 현재 경희대학교 대학원 마케팅 전공 박사과정으로 재학 중이다. 경희대학교 대학원 경영학과에서 석사를 졸업하였으며, 현재 박사과정을 수료하였다. 주요연구분야는 소비자행동, 인공지능, 혁신, 브랜딩 등이다.
∙ 저자 손용석은 현재 경희대학교 경영대학 마케팅 전공 교수로 재직 중이다. 한국외국어대학교 경제학과를 졸업하였으며, New York 대학교에서 경영학 석사 및 박사를 취득하였다. 주요연구분야는 혁신, 브랜딩 및 소비자 행동 등이다.