Korean Academic Society of Business Administration
[ Article ]
korean management review - Vol. 53, No. 3, pp.693-727
ISSN: 1226-1874 (Print)
Print publication date 30 Jun 2024
Received 06 Dec 2023 Revised 13 Mar 2024 Accepted 28 Mar 2024
DOI: https://doi.org/10.17287/kmr.2024.53.3.693

온라인 반려동물용품 쇼핑몰의 소비자 행동의도 연구: PPM 프레임워크를 적용한 종합몰 대 전문몰 비교

윤선빈 ; 서영욱
(주저자) ㈜서랩
(교신저자) 대전대학교
A Study on Consumer Behavioral Intentions in Online Pet Supply Shopping: A Comparative Analysis of General Versus Specialty Stores Using the PPM Framework
Sunbin Yoon ; Young wook Seo
(First Author) Senior Researcher, Seolab Co., Ltd. younsunbin@gmail.com
(Corresponding Author) Associate Professor, Department of Management Consulting, Daejeon University ywseo@dju.kr


Copyright 2024 THE KOREAN ACADEMIC SOCIETY OF BUSINESS ADMINISTRATION
This is an open access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted, distribution, and reproduction in any medium, provided the original work is properly cited.

초록

본 연구는 코로나19 팬데믹 기간 중 성장한 반려동물용품 온라인 시장을 전문몰과 종합몰로 나눈뒤, PPM(Push-Pull-Mooring)이주이론을 적용하여 쇼핑몰 유형별 이용자 행동의도에 영향을 미치는 요인을 실증 비교분석하였다. 또한, 구매후 행동의도에서 전문몰과 종합몰 이용자 간 차이를 고찰함으로써 온라인 소매시장의 소비자 행동 변화를 깊이 있게 이해하고자 하였다. 실증분석을 위해서는 쇼핑몰 유형별 설문조사를 실시하였고, 구조방정식 모형으로 인지된 유용성, 서비스불만족 등의 변수가 경험기반 만족, 의사결정 질, 전환의도, 재구매의도에 미치는 영향을 검증하였다. 이에, 연구 결과를 토대로 온라인 쇼핑몰기업의 차별화 전략 수립을 위한 실무적 시사점을 제공하고, 팬데믹 기간 급변한 소비자 행동 변화 대응 전략을 제시하였으며 향후 온라인 산업의 변화에 빠르게 대응하고 소비자 요구를 충족하기 위한 전략 수립에 기여할 것으로 기대되며, 관련 분야 새로운 연구방향을 제시하였다.

Abstract

This study categorized online shopping malls for pet products that grew during the COVID-19 pandemic into professional and comprehensive malls, and applied the PPM (Push-Pull-Mooring) migration theory framework to empirically compare the factors influencing user behavioral intentions by mall type. Additionally, by examining the differences in post-purchase behavioral intentions between users of professional and comprehensive malls, this study aimed to gain an in-depth understanding of changes in consumer behavior in the online retail market. For the empirical analysis, surveys were conducted separately for each mall type, and a structural equation model was utilized to verify the effects of variables such as perceived usefulness, service dissatisfaction, user resistance, and switching costs on experience-based satisfaction, decision quality, switching intention, and repurchase intention. Based on the research findings, practical implications for online shopping mall operators to establish differentiated strategies were provided, and strategies to understand and respond to the rapidly changing consumer behavior during the pandemic were presented. Furthermore, this study is expected to contribute to the formulation of strategies that effectively respond to market changes and meet consumer demands and expectations. It also suggested new research directions in related fields through an in-depth analysis of online shopping mall types.

Keywords:

perceived usefulness, service dissatisfaction, user resistance, switching cost, experience-based satisfaction, decision quality, switching intention, repurchase intention

키워드:

인지된 유용성, 서비스 불만족, 사용자 저항, 전환비용, 경험기반 만족, 의사결정의 질, 전환의도, 재구매의도

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∙ 저자 윤선빈은 ㈜서랩에서 수석연구원으로 재직중이다. 대전대학교에서 융합컨설팅(기술경영) 박사학위를 취득했고, 숭실대학교에서 경영학 석사학위를 취득했다. 주요 연구분야는 ESG, 정보경영, IT컨설팅, 경영컨설팅 등이다.

∙ 저자 서영욱은 대전대학교 경영컨설팅학과 부교수로 재직 중이다. 성균관대학교에서 박사 학위를 취득하였다. 주요 연구분야는 ESG, 정보경영, IT컨설팅, 경영컨설팅 등이다.