개인의 기술준비도가 소셜커머스 내 제품 평가에 미치는 영향: 제품 관여도와 브랜드 시장지위의 조절적 역할

Abstract

최근 web 2.0 환경과 맞물려 SNS의 확산과 소비자 참여가 증가함에 따라 소셜커머스가 새로운 트렌드로 자리잡고 있다. 이에 본 연구는 마케팅의 효과 및 효율 측면에서 소셜커머스 내 판매되고 있는 제품 평가에 영향을 줄수 있는 요인들을 다차원적으로 동시에 평가하여 소셜커머스의 전략적인 운영방안을 모색하고자 한다. 본 연구에서는 개인의 기술준비도(높음/낮음)에 따른 소셜커머스 내 제품 평가에 미치는 영향에 대해 알아보았다. 또한 이러한 개인의 기술준비도에 따른 효과 차이에 조절적 역할을 하는 요인으로, 제품 관여도(높음/낮음)와 브랜드의 시장지위(높음/낮음)라는 변수에 대해서 살펴보았다. 실험결과, 개인의 기술준비도가 낮을 때보다 높을 때 소셜커머스 내 제품에 대하여 더 긍정적인 평가를 하는 것으로 나타났다. 또한 이러한 기술준비도에 따른 소셜커머스 내 제품 평가는 관여도가 낮은 제품보다 높은 제품일 때, 브랜드의 시장지위가 높을 때보다 낮을 때 더욱 두드러지게 나타났다. 따라서 본 연구는 이를 통해 소셜커머스 기업이 자사 사이트에서 판매할 제품과 그 제품의 브랜드를 선택함에 있어 시장위험을 최소화하고 소비자 만족을 강화할 수 있는 마케팅 전략 방안을 제공했다는 점에서 중요한 시사점을 갖는다Lately, social commerce has formed a new trend, as SNS expanded and consumer participation increased in conjunction with the recent web 2.0 environment. Thus, this study intends to grope for plans for the strategic operation of social commerce, assessing simultaneously and multi-dimensionally factor that can influence the evaluation of products sold on social commerce in terms of marketing effectiveness and efficiency. The risk level that consumers perceive within social commerce is higher than off-line because the transactions in social commerce occur on-line and the consumers cannot experience the products or services that they are willing to purchase in person. Therefore, it is very important to find out the factors that consumers consider when buying products in social commerce in order to reduce the risks and grow the right marketing channel. However, the studies on social commerce, which is rapidly growing and has become a new transactional model, are rarely done. Therefore, in this study, the attitude of the consumers who is using social commerce on accepting the technology is going to be theoretically examined based on the diffusion theory that renovation and technology advancement correlate and the consumers who are favorable to new technology tend to be an innovator. If this study shows the correlations on the product evaluation within social commerce, it can provide the academic ground to social commerce companies in the future on establishing the marketing strategies. At this, this study examined the effects of an individual’s technology readiness (high/low) on the appraisal of products in the social commerce. Also, it looked into variables of the product involvement (high/low)) and brand’s market position (high/low), as factors that play the role of moderating differences in effects according to such an individual’s technology readiness. This study will be a great help for selecting the marketing strategy of social commerce companies. The result shows that the consumer tends to perceive products more positively when they are in the social commerce when the individual’s technology readiness is higher than lower. Moreover, the effect in the evaluation of the products in the social commerce according to technology readiness was even more noticeable when the product involvement is higher than lower, and when the brand’s market position is lower than higher. Accordingly, this study provides a broader perspective towards social commerce.