Korean Academic Society of Business Administration
[ Article ]
korean management review - Vol. 53, No. 3, pp.761-785
ISSN: 1226-1874 (Print)
Print publication date 30 Jun 2024
Received 19 Oct 2024 Revised 02 Apr 2024 Accepted 03 Apr 2024
DOI: https://doi.org/10.17287/kmr.2024.53.3.761

온라인 추천 서비스 유형이 소비자의 제품수용에 미치는 영향에 관한 연구

신지승 ; 손용석
(주저자) 경희대학교 대학원 박사수료
(교신저자) 경희대학교 경영대학 마케팅 교수
A Study on the Influence of Online Recommendation Service Types on Consumers’ Product Adoption Intention
Jiseung Shin ; Yong Seok Sohn
(First Author) Ph.D. candidate, Kyung Hee University shinjs93@khu.ac.kr
(Corresponding Author) Professor of Marketing, Kyung Hee University ysohn@khu.ac.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 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 intention

키워드:

온라인 추천 서비스 유형, 제품 유형, 자기참조, 사회적 실재감, 수용 의도

References

  • 구지은(2021), “인공지능의 추천이 소비자의 심리적 반발에 미치는 영향,” 소비자학연구, 제32권 5호, pp. 51-67.
    Koo, Jieun(2021), “The Influence of AI Recommendation on Consumer Reactance,” Korean Society of Consumer Studies, 2021, 32(5), pp.51- 67. [ https://doi.org/10.35736/JCS.32.5.3 ]
  • 송제인, 정옥란(2016), “태그의 문맥 정보를 이용한 웹 자원 추천 시스템,” 한국인터넷정보학회지, 제17권 6호.
    Song, J. I., & Jeong, O. R.(2016), “Tag based web resource recommendation system,” Journal of Internet Computing and Services, 17(6), pp.133-141. [ https://doi.org/10.7472/jksii.2016.17.6.133 ]
  • 안정용, 성용준(2022), “인간 vs. 가상인간 인플루언서의 광고 설득효과 비교: 지각된 역량, 경험의 매개효과를 중심으로,” 광고학연구, 제33권 8호, pp.31- 52.
    Jungyong Ahn, & Yongjun Sung(2022), “Human vs. Virtual Influencer: The Mediating Effects of Perceived Agency and Experience on the Relationship between Influencer Type and Product Type,” The Korean Journal of Advertising, 33(8), pp.31-52. [ https://doi.org/10.14377/KJA.2022.11.30.31 ]
  • 최재원, 이홍주(2012), “개인화 추천시스템의 사용자 평가에 대한 통합적 접근,” 한국전자거래학회지, 제17권 3호, pp.85-103.
    Choi, J. W., & Lee, H. J.(2012), “An integrated perspective of user evaluating personalized recommender systems - Performance-driven or user-centric,” The Journal of Society for e-Business Studies, 17(3), pp.85-103. [ https://doi.org/10.7838/jsebs.2012.17.3.085 ]
  • Ahn, J., Kim, J., & Sung, Y.(2022), “The effect of gender stereotypes on artificial intelligence recommendations,” Journal of Business Research, 141, pp.50-59. [https://doi.org/10.1016/j.jbusres.2021.12.007]
  • Alba, J. W., & Williams, E. F.(2013), “Pleasure principles: A review of research on hedonic consumption,” Journal of Consumer Psychology, 23(1), pp.2-18. [https://doi.org/10.1016/j.jcps.2012.07.003]
  • Amin, M. K.(2005), “Social science research: Con- ception methodology and analysis,” Kampala: Makerere University Printery
  • Aragon, S. R,(2003), “Creating Social Presence in Online Environment,” New Directions for adult and Continuing Education, 100, pp. 57-68. [https://doi.org/10.1002/ace.119]
  • Babin, B. J., Darden, W. R., & Griffin, M.(1994), “Work and/or fun: Measuring hedonic and utilitarian shopping value,” Journal of Con- sumer Research, 20(4), pp.644-656. [https://doi.org/10.1086/209376]
  • Barney, C., Esmark Jones, C. L., & Farmer, A. (2020), “Approacher be-wear? Increasing shopper approach intentions through employee apparel,” Journal of Business Research, 108, pp.401-416. [https://doi.org/10.1016/j.jbusres.2019.11.061]
  • Bennett, A. M., & Hill, R. P.(2012), “The universality of warmth and competence: A response to brands as intentional agents,” Journal of Consumer Psychology, 22(2), pp.199-204. [https://doi.org/10.1016/j.jcps.2011.10.005]
  • Blut, M., Wang, C., Wünderlich, N. V., & Brock, C. (2021), “Understanding anthropomorphism in service provision: A meta-analysis of physical robots, chatbots, and other AI,” Journal of the Academy of Marketing Science, 49(4), pp.632-658. [https://doi.org/10.1007/s11747-020-00762-y]
  • Botti, S., & McGill, A. L. (2011), “The locus of choice: Personal causality and satisfaction with hedonic and utilitarian decisions,” Journal of Consumer Research, 37(6), pp.1065-1078. [https://doi.org/10.1086/656570]
  • Burnkrant & Unnava(1995), “Effects of Self-Referencing on Persuasion,” Journal of Consumer Research, 22(1) (Jun., 1995), pp.17-26 (10 pages). [https://doi.org/10.1086/209432]
  • Castelo, N., Bos, M. W., & Lehmann, D. R.(2019), “Task-Dependent Algorithm Aversion,” Journal of Marketing Research, 56(5), pp.809-825. [https://doi.org/10.2165/00044011-199500102-00004]
  • Chaudhuri, A., & Holbrook, M. B.(2001), “The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty,” Journal of Marketing, 65 (2), pp.81-93. [https://doi.org/10.1177/0022243719851788]
  • Coursaris, C., & Van Osch, W.(2016), “A Cognitive- Affective Model of Perceived User Satis- faction (CAMPUS): The complementary effects and interdependence of usability and aesthetics in IS design,” Information & Management, 53(2), pp.252-264. [https://doi.org/10.1509/jmkg.65.2.81.18255]
  • Dahl, D., & Hoeffler, S.(2004), “Visualizing the Self: Exploring the Potential Benefits and Drawbacks for New Product Evaluation,” The Journal of Product Innovation Management, 21(4), pp.259-267. [https://doi.org/10.1016/j.im.2015.10.003]
  • Debevec, K., & Romeo, J.B.(1992), “Self-Referent Processing in Perceptions of Verbal and Visual Commercial Information,” Journal of Consumer Psychology, 1, pp.83-102. [https://doi.org/10.1111/j.0737-6782.2004.00077.x]
  • Dhar, R., & Wertenbroch, K.(2000), “Consumer choice between hedonic and utilitarian goods,” Journal of Marketing Research, 37(1), pp. 60-71. [https://doi.org/10.1207/s15327663jcp0101_05]
  • Gefen, D. and Straub, D.W.(2004), “Consumer Trust in B2C e-Commerce and the Importance of Social Presence: Experiments in e-Products and e-Services,” Omega-international Journal of Management Science, 32, pp.407-424. [https://doi.org/10.1509/jmkr.37.1.60.18718]
  • Gray, H. M., Gray, K., & Wegner, D. M.(2007), “Dimensions of mind perception,” Science, 315(5812), pp.619-619 [https://doi.org/10.1016/j.omega.2004.01.006]
  • Haas, A., & Kenning, P.(2014), “Utilitarian and hedonic motivators of shoppers' decision to consult with salespeople,” Journal of Retailing, 90(3), pp.428-441. [https://doi.org/10.1126/science.1134475]
  • Hirschman, E. C., & Holbrook, M. B.(1982), “Hedonic consumption: Emerging concepts, methods and propositions,” Journal of Marketing, 46 (3), pp.92-101. [https://doi.org/10.1016/j.jretai.2014.05.003]
  • Homburg, C., Koschate, N., & Hoyer, W. D.(2006), “The Role of Cognition and Affect in the Formation of Customer Satisfaction: A Dy- namic Perspective,” Journal of Marketing, 70(3), pp.21-31. [https://doi.org/10.1177/002224298204600314]
  • Huang, P., Lurie, N. H., & Mitra, S.(2009), “Searching for experience on the web: An empirical examination of consumer behavior for search and experience goods,” Journal of Marketing, 73(2), pp.55-69. [https://doi.org/10.1509/jmkg.70.3.21]
  • Hussain, S., Sianaki, O. A., & Abalneh, N.(2019), “A survey on conversational agents/chatbots classification and design techniques,” In Workshops of the International Conference on Advanced Information Networking and Applications, Springer, Cham, pp.946-956. [https://doi.org/10.1509/jmkg.73.2.55]
  • Kempf, D. S.(1999), “Attitude formation from product trial: Distinct roles of cognition and affect for hedonic and functional products,” Psychology & Marketing, 16(1), pp.35-50. [https://doi.org/10.1007/978-3-030-15035-8_93]
  • Kivetz, R., & Simonson, I.(2002), “Self-control for the righteous: toward a theory of precom- mitment to indulge,” Journal of Consumer Research, 29(2), pp.199-217. [https://doi.org/10.1002/(SICI)1520-6793(199901)16:1<35::AID-MAR3>3.3.CO;2-L]
  • Kumar, N., & Benbasat, I.(2006), “Research note: the influence of recommendations and con- sumer reviews on evaluations of websites,” Information Systems Research, 17(4), pp. 425-439. [https://doi.org/10.1086/341571]
  • Lin, I.Y.(2016), “Effects of visual servicescape aesthetics comprehension and appreciation on consumer experience,” Journal of Services Marketing, 30(7), pp.692-712. [https://doi.org/10.1287/isre.1060.0107]
  • Longoni, C., & Cian, L.(2022), “Artificial intelligence in utilitarian vs. hedonic contexts: The “word- of-machine” effect,” Journal of Marketing, 86(1), pp.91-108. [https://doi.org/10.1108/JSM-08-2015-0258]
  • Mano, H. and Oliver, R.L.(1993), “Assessing the Dimensionality and Structure of the Con- sumption Experience: Evaluation, Feeling, and Satisfaction,” Journal of Consumer Re- search, 20, pp.451-466 [https://doi.org/10.1177/0022242920957347]
  • Marques, C., Vinhas da Silva, R., & Antova, S. (2021), “Image, satisfaction, destination and product post-visit behaviours: How do they relate in emerging destinations?,” Tourism Management (1982), 85, pp.104293. [https://doi.org/10.1086/209361]
  • Martin, R., Hewstone, M., & Martin, P. Y.(2003), “Resistance to persuasive messages as a function of majority and minority source status,” Journal of Experimental Social Psy- chology, 39(6), pp.585-593. [https://doi.org/10.1016/j.tourman.2021.104293]
  • Martinez Caro, L., & Martinez Garcia, J.(2007), “Cognitive–affective model of consumer satis- faction. An exploratory study within the framework of a sporting event,” Journal of Business Research, 60(2), pp.108-114. [https://doi.org/10.1016/S0022-1031(03)00037-4]
  • Meyers-Levy, J., & Peracchio, L.(1996), “Moderators of the Impact of Self-Reference on Persuasion,” Journal of Consumer Research, 22 (4), pp. 408-4236. [https://doi.org/10.1016/j.jbusres.2006.10.008]
  • Otterbring, T. (2017), “Smile for a while: the effect of employee-displayed smiling on customer affect and satisfaction,” Journal of Service Management, 28(2), pp.284-304. [https://doi.org/10.1086/209458]
  • Pham, M. T., & Avnet, T.(2004), “Ideals and Oughts and the Reliance on Affect versus Substance in Persuasion,” Journal of Consumer Research, 30(4), pp.503-518. [https://doi.org/10.1108/JOSM-11-2015-0372]
  • Ryu, K., Kim, H. J., Lee, H., & Kwon, B.(2021), “Relative effects of physical environment and employee performance on customers’ emotions, satisfaction, and behavioral intentions in upscale restaurants,” Sustainability (Switzerland), 13(17), Article 9549. [https://doi.org/10.1086/380285]
  • Short, John; Williams, Ederyn; Christie, Bruce(1976), “The Social Psychology of Telecommunications,” London: John Wiley & Sons, Ltd. [https://doi.org/10.3390/su13179549]
  • Simonson, I., & Rosen, E.(2014), “Absolute value: What really influences customers in the age of (nearly) perfect information,” (No Title).
  • Stephen A Spiller, Lena Belogolova(2017), “On Con- sumer Beliefs about Quality and Taste,” Journal of Consumer Research, 43(6), pp. 970-991.
  • Tung, V. W. S., & Law, R.(2017), “The potential for tourism and hospitality experience research in human-robot interactions,” International Journal of Contemporary Hospitality Ma- nagement, 29(10), pp.2498-2513.
  • Wang, C., Miao, L., & Mattila, A.(2015), “Customer responses to intercultural communication accommodation strategies in hospitality service encounters,” International Journal of Hospitality Management, 51, pp.96-104. [https://doi.org/10.1108/IJCHM-09-2016-0520]
  • Wansink, B., & Chandon, P.(2006), “Can “Low-Fat” Nutrition Labels Lead to Obesity?,” Journal of Marketing Research, 43(4), pp.605-617. [https://doi.org/10.1016/j.ijhm.2015.09.001]
  • Waytz, A., & Norton, M. I.(2014), “Botsourcing and outsourcing: Robot, British, Chinese, and German workers are for thinking—not feeling—jobs,” Emotion, 14(2), pp.434-444. [https://doi.org/10.1509/jmkr.43.4.605]
  • Whang, C., & Im, H. (2021), “ “I Like Your Suggestion!” The role of humanlikeness and parasocial relationship on the website versus voice shopper's perception of recommendations,” Psychology & Marketing, 38(4), pp.581-595. [https://doi.org/10.1037/a0036054]
  • Wien, Anders Hauge & Peluso, Alessandro M.(2021), “Influence of human versus AI recommenders: The roles of product type and cognitive processes,” Journal of Business Research, Elsevier, 137(C), pp.13-27. [https://doi.org/10.1002/mar.21437]
  • Wirtz, J., Patterson, P. G., Kunz, W. H., Gruber, T., Lu, V. N., Paluch, S., & Martins, A.(2018), “Brave new world: service robots in the frontline,” Journal of Service Management, 29(5), pp.907-931. [https://doi.org/10.1016/j.jbusres.2021.08.016]
  • Xia, L., & Bechwati, N. (2008), “Word of Mouse,” Journal of Interactive Advertising, 9(1), pp.3-13. [https://doi.org/10.1108/JOSM-04-2018-0119]
  • Yan, T.N., Yurchisin, J., Watchravesringkan, K., (2011), “Does formality matter? effects or employee clothing formality on consumers’ service quality expectations and store image perceptions,” International Journal of Retail and Distribution Management, 39, pp.346- 362. [https://doi.org/10.1080/15252019.2008.10722143]
  • Yang, Y., Liu, Y., Lv, X., Ai, J., & Li, Y.(2022), “Anthropomorphism and customers' willingness to use artificial intelligence service agents,” Journal of Hospitality Marketing & Ma- nagement, 31(1), pp.1-23 [https://doi.org/10.1108/09590551111130775]
  • Yaniv, I., Choshen-Hillel, S., & Milyavsky, M.(2011), “Receiving advice on matters of taste: Simi- larity, majority influence, and taste discri- mination,” Organizational Behavior and Human Decision Processes, 115(1), pp.111-120. [https://doi.org/10.1080/19368623.2021.1926037]
  • Yeomans, M., Shah, A., Mullainathan, S., & Kleinberg, J.(2019), “Making sense of recommendations,” Journal of Behavioral Decision Making, 32 (4), pp.403-414. [https://doi.org/10.1016/j.obhdp.2010.11.006]
  • Zhang, J., & Curley, S. P.(2018), “Exploring Ex- planation Effects on Consumers’ Trust in Online Recommender Agents,” International Journal of Human-Computer Interaction, 34(5), pp.421-432. [https://doi.org/10.1002/bdm.2118]

∙ 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.