소비자 라이프스타일과 O2O 서비스 특성에 대한 인식에 관한 연구: O2O 서비스 이용빈도와 구전의도를 중심으로

Abstract

국문요지

ICT(Information & Communication Technology, 정보통신기술)의 성장으로 소비시장은 새롭게 변화하고 있다. 새로운 변화 중 하나인 O2O 서비스는 스마트폰 등의 디바이스의 발전을 통해 급격히 발전하고 있는 비즈니스이다. O2O 서비스는 온·오프라인의 소비 채널을 유기적으로 융합한 비즈니스라고 개념에 대해 간단하게 설명할 수 있겠다. O2O 시장의 발전은 3C(Consumer, Channel, Community)의 중심을 이동시키고, 이것이 다시 수요자의 요구에 따라서 원하는 형태와 시점에 상품이나 서비스의 공급이 이루어지는 경제 시스템인 ‘온디맨드 이코노미(On-Demand Economy)’의 도래에 영향을 미칠 것으로 전망하고 있다. 모바일 디바이스의 발달로 인해 ‘모바일 온디맨드 경제(Mobile On -Demand Economy)’ 사업 분야가 급성장하면서 실시간 주문, 위치기반서비스 등 다양한 O2O 서비스 모델이 등장했고, 비콘(Beacon), 근거리무선통신(NFC), 빅데이터 분석 등 소비자의 상황을 명확하게 파악하고 분석할 수 있는 기술의 발전이 O2O 확산의 밑거름이 되고 있다. 여기에 모바일 결제기술의 발전이 결합되면서 더 다양한 O2O 모델이 출현할 수 있는 토대를 제공하고 있다. O2O 서비스 유형은 크게 커머스(Commerce) 확장과 플랫폼 비즈니스(Platform Business) 고도화의 2가지 형태로 나눌 수 있으며, 세부적으로는 4가지 유형으로 구분할 수 있다. 첫 번째로, 온라인에서 오프라인으로 비즈니스 채널을 확대하는 유형. 두 번째로, 오프라인에서 온라인으로 비즈니스 채널을 확대하는 유형. 세 번째로, 플랫폼 기반 사업자가 O2O 서비스를 직접 제공하는 유형. 네 번째로, 여러 회사의 서비스를 모아 소비자와 연결해주는 유형(Aggregator) 이다. 본 연구는 O2O 서비스의 발전에 있어 부족한 선행 연구를 대신해 위와 같이 O2O 서비스에 대한 개념과 함께 유형에 대해 정리하고자 했다. 이와 함께 산업화, 정보화가 진전됨에 따라 이전과 다르게 변화하는 라이프스타일에 따른 O2O 서비스 이용빈도 차이와 O2O 서비스 구전의도 차이를 알아보고, O2O 특성에 대한 소비자 인식과 O2O 서비스의 이용빈도 간 상관관계, O2O 특성에 대한 소비자 인식과 O2O 서비스 구전의도의 상관관계를 알아보고자 하는 것이 본 연구의 목적이다. O2O 서비스는 고관여 서비스군으로 부동산, 숙박, 자동차 수리, 렌터카 관련 서비스를 지정했고, 저관여 서비스군으로 배달, 콜택시, 쿠폰, 쇼핑 관련 서비스를 지정했다. 본 연구를 위해 문헌적 연구방법과 실증적 연구 방법이 병행 됐다. 문헌 연구는 국내외 서적, 학술지, 논문, 보고서 등 문헌자료를 통한 이론을 기본으로 O2O 서비스에 대한 개념과 현황, 유형 등을 도출했고, 라이프스타일, O2O 특성에 대한 소비자 인식, 관여도, 구전의도에 대해 이론적 토대로 고찰하였다. 실증적 연구는 이론적 배경을 토대로 국내 O2O 서비스 중 선행연구에서 도출한 서비스의 이용빈도 조사를 실행하면서, O2O 특성에 대한 소비자 인식을 알아보기 위해 선행연구에서 도출되고 검증된 O2O 특성과 문항을 바탕으로 연구를 진행했다. 라이프스타일, 구전의도의 문항들은 선행연구를 통해 도출했다. 그 결과 라이프스타일은 군집분석을 통해 3가지 유형의 군집집단으로 분류하였고, O2O 서비스 이용빈도와 차이는 존재하지 않는 것으로 나타났다. 하지만 O2O 서비스 구전의도에 대해서는 라이프스타일 군집유형에 따른 차이가 분명히 존재했다. O2O 서비스에 대한 소비자 인식과 O2O 서비스 이용빈도 간 상관관계 분석을 통해서는 고관여 서비스군에서는 이용하기 쉽다고 인식할수록 부동산, 숙박 관련 O2O 서비스에서, 오락적이라고 인식할수록 부동산, 숙박, 자동차 수리 관련 O2O 서비스에서, 서로 간 관계한다고 인식할수록 숙박 관련 O2O 서비스에서, 안전하다고 인식할수록 부동산, 숙박 관련 O2O 서비스에서, 경제적이라고 인식할수록 부동산, 숙박, 렌터카 관련 서비스에서 유의미한 상관관계가 있는 것으로 나타났다. 저관여 서비스군에서는 이용하기 쉽다고 인식할수록 배달, 쿠폰 관련 O2O 서비스에서, 오락적이라고 인식할수록 조사한 모든 저관여군 O2O 서비스인 배달, 콜택시, 쿠폰, 쇼핑에서, 서로 간 관계한다고 인식할수록 배달, 콜택시, 쿠폰 관련 O2O 서비스에서, 안전하다고 인식할수록 배달, 쿠폰 관련 O2O 서비스에서, 경제적이라고 인식할수록 쿠폰, 쇼핑 관련 서비스에서 유의미한 상관관계가 있는 것으로 나타났다. O2O 특성에 대한 소비자 인식과 O2O 서비스 구전의도 간에는 모두 유의미한 상관관계를 보이고 있는 것으로 나타났다. 본 연구의 결과를 통해 O2O 서비스를 진행하거나, 진행하고자 하는 기업이나 서비스 실무자는 필요한 부분에 대한 마케팅 효율성과 개선점을 찾는데 도움이 될 것이라 생각한다.|ABSTRACT

As ICT(Information & Communication Technology) has grown rapidly, consumer market faces new changes. O2O service is one of the new changes and it has become a fast-expanding business due to development of devices such as a smartphone. O2O service can be explained as a service that organically combined on and offline consumption channels The current study provides an overview of O2O services in Korean market and discusses its areas and types of business. The growth of O2O service market centers around 3C(Consumer, Channel, Community) and it is expected to affect the advent of On-Demand Economy in which supply of products and services are determined by consumers’demands in their requested type and timing. The types of O2O service largely divided into 2 types: expanded commerces and platform business. Specifically 4 types are available in which expansion from online to offline, expansion of offline to online, O2O services operated by platform-based providers, and aggregators who connect consumers with service providers. The study also examines O2O service consumers’ lifestyle and perceptions about O2O service characteristics, and how they are related to the frequency of service use and intention of word of mouth. Specifically a survey was conducted to investigate whether different lifestyles of O2O service users show differences in the frequency of service use and the intention of word of mouth. Also the survey examined statistical associations between perceptions of O2O service characteristics and the frequency of service use and the intention of word of mouth. However, O2O services presented in the current survey were categorized into high-involvement services and low-involvement ones. High-involvement services include 4 services such as real estate, accommodation, car repair, and car rental, and low-involvement services include food delivery, cal-taxi, coupons, and shopping related services. Based on the cluster analysis, 3 lifestyles were identified: trends-seeking impulsive buying type, family-oriented positive type, and ambivalent type with goal-oriented and impulsive buying. Results indicated that the frequency of service use did not differ among these three lifestyles. However, in intention of word of mouth, lifestyle variable indicated significant differences among lifestyles. The ambivalent type with goal-oriented and impulsive buying showed the highest intention of word of mouth and the second was the family-oriented positive lifestyle. Correlations analyses indicated that with the high-involvement O2O services, perceptions of service characteristics showed important associations. Survey participants showed that the easier they perceived the real estate and accommodation services to use, the more they used these services, As the service was perceived more entertaining, they were more likely to use accommodation, and car repair services. As the service was perceived to be safer, service users were more likely to use accommodation, and car rental services. Also when the service was perceived to be more economical, service users were more likely to use real estate, accommodation, and car rental services. Significant associations were identified with the low-involvement services. The perception of easiness of use was positively related to food delivery and coupon related services, and the perception of entertainment, all low-involvement O2O services were positively related with the frequence of service use. As the perception of interaction was higher, service users were more likely to use food delivery, call taxi and coupon related services. The perception of safety was positively related to food delivery and coupon related services. Also when the service was perceived to be economical, service users were more likely to use coupon related and shopping services. All of the perception variables related to O2O service showed significant associations with the intention of word of mouth. The current results suggest several implications for practitioners in searching for improvement and marketing effectiveness in expanding the O2O service market.

Key words: O2O, O2O service, lifestyle, involvement, word of mouth, O2O service use, O2O service characteristics; ABSTRACT

As ICT(Information & Communication Technology) has grown rapidly, consumer market faces new changes. O2O service is one of the new changes and it has become a fast-expanding business due to development of devices such as a smartphone. O2O service can be explained as a service that organically combined on and offline consumption channels The current study provides an overview of O2O services in Korean market and discusses its areas and types of business. The growth of O2O service market centers around 3C(Consumer, Channel, Community) and it is expected to affect the advent of On-Demand Economy in which supply of products and services are determined by consumers’demands in their requested type and timing. The types of O2O service largely divided into 2 types: expanded commerces and platform business. Specifically 4 types are available in which expansion from online to offline, expansion of offline to online, O2O services operated by platform-based providers, and aggregators who connect consumers with service providers. The study also examines O2O service consumers’ lifestyle and perceptions about O2O service characteristics, and how they are related to the frequency of service use and intention of word of mouth. Specifically a survey was conducted to investigate whether different lifestyles of O2O service users show differences in the frequency of service use and the intention of word of mouth. Also the survey examined statistical associations between perceptions of O2O service characteristics and the frequency of service use and the intention of word of mouth. However, O2O services presented in the current survey were categorized into high-involvement services and low-involvement ones. High-involvement services include 4 services such as real estate, accommodation, car repair, and car rental, and low-involvement services include food delivery, cal-taxi, coupons, and shopping related services. Based on the cluster analysis, 3 lifestyles were identified: trends-seeking impulsive buying type, family-oriented positive type, and ambivalent type with goal-oriented and impulsive buying. Results indicated that the frequency of service use did not differ among these three lifestyles. However, in intention of word of mouth, lifestyle variable indicated significant differences among lifestyles. The ambivalent type with goal-oriented and impulsive buying showed the highest intention of word of mouth and the second was the family-oriented positive lifestyle. Correlations analyses indicated that with the high-involvement O2O services, perceptions of service characteristics showed important associations. Survey participants showed that the easier they perceived the real estate and accommodation services to use, the more they used these services, As the service was perceived more entertaining, they were more likely to use accommodation, and car repair services. As the service was perceived to be safer, service users were more likely to use accommodation, and car rental services. Also when the service was perceived to be more economical, service users were more likely to use real estate, accommodation, and car rental services. Significant associations were identified with the low-involvement services. The perception of easiness of use was positively related to food delivery and coupon related services, and the perception of entertainment, all low-involvement O2O services were positively related with the frequence of service use. As the perception of interaction was higher, service users were more likely to use food delivery, call taxi and coupon related services. The perception of safety was positively related to food delivery and coupon related services. Also when the service was perceived to be economical, service users were more likely to use coupon related and shopping services. All of the perception variables related to O2O service showed significant associations with the intention of word of mouth. The current results suggest several implications for practitioners in searching for improvement and marketing effectiveness in expanding the O2O service market.

Key words: O2O, O2O service, lifestyle, involvement, word of mouth, O2O service use, O2O service characteristics