통합유통채널 특성이 즐거움, 저항, 재구매의도에 미치는 영향

Abstract

The development of information and communication technology's development and the change in consumption trends have broken the online/offline boundary, thereby allowing customers to move away from uniform purchasing patterns and unified shopping channels. Now Customers can meet their desired conditions and make purchase behaviors through the usage of various distribution channels. If so, the key question will be how a company should connect these various channels in order to implement an effective distribution channel integration strategy to cope with the changing distribution environment. Until now, many studies associated with distribution channels have been focused on the multi-channels and cross-channels perspectives, and some studies related to omni-channel, which means integration between distribution channels, are currently being conducted. An innovative distribution channel called an integrated distribution channel was selected as the research target to reflect increasingly complex distribution environment and consumers' desires which cause inevitable limits to a single or limited distribution channel. Based on previous studies, the characteristics of these distribution channels were derived as four factors: consistency, economics, innovation, and integration; the relationship between these characteristics and intention to repurchase was examined in this thesis. In addition, most studies have limited the factors affecting consumption to the environment, quality, and characteristics of distribution channels, but this study focuses on the emotions of consumers and the research model reflects both the positive factor of pleasure and the negative factor of resistance. Furthermore, by examining how consumer disposition factors such as inertia and annoyance play a moderating role in the relationship of these variables, we tried to uncover the relationship between complex consumers' desires and behaviors. The research model established based on the relationships between these constructs is presented as follows. This study was conducted from October 24 to October 28, 2019, after randomly distributing an online questionnaire to panels owned by specialized research institutions. Among these randomly selected panels, a questionnaire was conducted by selecting subjects through prior questions to select a panel that meets the purpose of the study. A total of 297 questionnaires were used for final analysis, excluding the insincere or outlying questionnaires. The analysis results are summarized as follows. First, among the characteristics of integrated distribution channels, innovation and economics had a positive (+) effect on enjoyment, consistency and integration had a positive (+) effect on user resistance, and economics had a negative (-) effect on user resistance. Second, innovation has a positive (+) effect on repurchase intention, and innovation is found to be an important factor influencing positive behaviors such as pleasure and repurchase intention. Economic feasibility also turned out to be a positive factor that enhances enjoyment and reduces resistance, while consistency and integrity transpired to be factors that play a rather negative role. Although, enjoyment and user resistance did not directly affect the repurchase intention, since enjoyment reduces user resistance, it was suggested that the enjoyment factor of the shopping channel was necessary. Third, as a result of verifying the moderating effects of inertia and annoyance, both factors were found to play significant regulating roles. Based on these results, the following implications were presented. First, we tried to derive new characteristic elements apart from the existing distribution channel characteristic elements, and based on previous studies, in addition to consistency and integration, we derived new factors such as innovation and economics that match the integrated distribution channel and the usefulness of these factors was confirmed through factor analysis and structural equation model analysis. Second, despite the fact that the integrated distribution channel research was mainly conducted with emphasis on the functional factors of the supplier's perspective, this study further expanded the scope of existing studies by verifying the structural relationship between the characteristics of integrated distribution channels considering both positive and negative psychological factors that consumers can experience. Third, although studies related to the existing integrated distribution channels have mainly focused on service characteristics, this study has theoretical significance in that it examines the influence of negative emotions of consumers such as resistance and annoyance on the usage of distribution channels. Existing research on annoyance has been extended to air noise, floor noise, mobile advertising, and social commerce for the food service, but research related to integrated distribution channels has been relatively scarce. With the development of information and communication technology, it is now easier for consumers to compare and purchase between various distribution channels thus raising consumer expectations for consistent services. However, this development of information and communication technology leads to information overload, which in turn leads to activity reduction or suspension of use. This phenomenon is mainly seen in users who experience stress (Bright et al., 2015; Jeong Ae-ri, 2015). In other words, since the annoyance of feeling tired and uncomfortable for various types of information negatively affects the acceptance of innovative products or services; it is necessary to prepare a plan to reduce aforementioned discomfort. Since the results of this study are related to integrated distribution channels, it can be used as supporting data and additional research for subsequent research. Fourth, in existing studies, resistance and acceptance of innovative products were frequently used as dependent variables, and in particular, the causal variables of these research concepts were separated and studied individually. This study is significant in that it has examined the effect of pleasure, a consumer psychological variable, on the outcome of consumer behavior under the premise that resistance and acceptance can coexist. Fifth, the purpose of a differentiated study was to verify whether consumers' shopping propensity factors such as inertia and annoyance act as moderating effects. Previous studies of habits and inertia have pointed out that the relationship between emotions is low. This research can be seen as a differentiated attempt from existing studies to verify the changes in the characteristics of the integrated distribution channel and the influencing factors of positive and negative emotions through variables such as inertia and annoyance.