중국 소비자들의 의류제품 구매 시 옴니채널 선택 유형과 혜택지각에 관한 연구
Chinese Consumers' Omni-channel Selection Styles and Benefit Perception
- 주제(키워드) 중국 소비자 , 의복쇼핑성향 , 기술준비도 , 옴니채널 , 혜택지각 , 구매의사결정단계
- 발행기관 고려대학교 대학원
- 지도교수 이윤정
- 발행년도 2017
- 학위수여년월 2017. 8
- 학위구분 석사
- 학과 대학원 생활과학과
- 세부전공 패션디자인 및 머천다이징전공
- 원문페이지 111 p
- 실제URI http://www.dcollection.net/handler/korea/000000076517
- 본문언어 한국어
- 제출원본 000045915852
초록/요약
지속적인 중국 경제발전은 중국을 세계최대의 신흥시장으로 성장시켰으며 중국 소비자들의 패션소비에도 영향을 미쳤다. 특히 중국 IT산업 발전으로 인한 스마트 폰의 사용은 소비자와의 접점을 증대시키는 유통채널의 수를 증가시켰으며 중국 소비자들로 하여금 필요한 제품 및 서비스를 구매하는 과정에서 여러 유통채널에 대한 사용을 용이하게 만들었다. 현재 전 세계의 주요 국가들 중 미국, 영국, 일본 등은 ICT의 발전으로 인해 유통채널에 대한 서비스 및 운영방식이 개선되고 있으며, 이로 인해 여러 채널에서 소비자들에게 일관성 있는 경험을 제공하기 위한 옴니채널(Omni-Channel) 환경 구축이 화두가 되고 있고 이미 성공 사례를 보여주고 있다. 현재 중국은 경제성장에 따라 거대한 패션시장을 이루고 있어 많은 패션기업들의 관심이 집중되고 있기 때문에 중국 소비자들을 대상으로 하는 옴니채널 관련 연구가 필요할 것이라 생각된다. 특히 중국 소비자들이 구매의사결정단계별로 어떠한 채널을 주로 사용하는지 알아보고 소비자 개인의 쇼핑특성을 파악할 수 있는 의복쇼핑성향과 새로운 기술과 접목된 옴니채널 환경에서 소비자들을 세분화하여 살펴볼 수 있는 기술준비도에 따라 옴니채널의 혜택지각이 어떠한지 살펴보는 것은 중국 소비자들을 대상으로 중국의 패션시장에 진출하고자 하는 기업들의 마케팅 전략을 수립하는 데 도움이 될 것으로 판단된다. 따라서 본 연구의 목적은 중국 소비자들을 대상으로 제품 및 서비스 구매 시 각 구매의사결정단계에서 어떠한 채널을 주로 이용하였는지 알아봄으로써 옴니채널 선택 특성에 대해 살펴보고, 의복쇼핑성향과 기술준비도가 옴니채널 혜택지각에 영향을 미치는지 알아보는 데 있다. 본 연구는 중국 산업의 최대 경제도시이며 대표적 1선 도시인 상해지역을 중심으로 1980년∼1990년대에 태어나 현재 19세∼38세로 새로운 소비경향을 보여주고 있는 신소비층을 대상으로 하였으며 설문지는 중국의 온라인 설문업체를 통하여 자료를 수집하였고 수집된 자료는 SPSS 18.0 프로그램을 이용하여 빈도분석, 요인분석, 상관관계분석, t-test, 분산분석, 회귀분석, 교차분석을 실시하여 분석하였다. 본 연구의 결과는 다음과 같다. 중국 소비자들은 구매의사결정단계(정보탐색, 대안평가, 구매)에서 정보탐색, 대안평가 시 온라인을 주로 사용하였고 구매(결제) 시에는 모바일을 주로 이용하였다. 또한 오프라인을 이용하여 구매결제를 했을 경우 정보탐색과 대안평가는 주로 온라인을 사용하였고 온라인 결제방식을 이용하여 구매결제를 했을 경우 역시 정보탐색과 대안평가 시 온라인을 사용하였으며 모바일을 이용하여 구매결제를 했을 경우에는 정보탐색과 대안평가를 위해 모바일을 사용하였다. 하지만 실물 확인이 가능한 오프라인 채널의 사용 비율 또한 낮지 않았다. 그리고 구매의사결정 과정 중 정보탐색과 대안평가 단계에서 소비자들은 여러 채널을 사용하여 정보를 탐색하고 대안을 평가하였으며 특히 온라인 채널과 모바일 채널을 주로 함께 사용하였다. 또한 옴니채널 혜택지각에 대해서는 모바일 기기를 이용하여 포인트와 쿠폰을 현금처럼 사용하거나 적립할 수 있다는 것에 많은 유용성이 있다고 나타났다. 중국 소비자들의 의복쇼핑성향은 유행추구성향, 쾌락추구성향, 상표추구성향, 합리추구성향 네 가지 요인으로 구분되었으며 중국 소비자들의 기술준비도는 낙관성, 혁신성, 불편감, 불안감 네 가지 요인으로 구분되었다. 또한 옴니채널 혜택지각은 단일요인으로 추출되었다. 의복쇼핑성향과 기술준비도가 옴니채널 혜택지각에 미치는 영향을 알아본 결과 의복쇼핑성향 중 쾌락추구성향과 상표추구성향, 기술준비도는 낙관성이 옴니채널 혜택지각에 유의한 영향을 미치는 것으로 나타났다. 의복쇼핑성향에 따른 중국 소비자들 유형은 합리추구집단, 의복쇼핑관심집단, 유행추구집단으로 구분되었으며, 각 집단별로 기술준비도가 옴니채널 혜택지각에 미치는 영향을 살펴본 결과 합리추구집단과 의복쇼핑관심집단에서는 기술준비도 요인 중 낙관성이 옴니채널 혜택지각에 유의한 영향을 미치는 것으로 나타났고 유행추구집단에서는 불안감과 낙관성이 옴니채널 혜택지각에 유의한 영향을 미치는 것으로 나타났다. 또한 소비자들의 인구통계학적 특성에서는 남성보다 여성이, 월 평균 소득이 높은 소비자들이 소득이 낮은 소비자들에 비하여 옴니채널 혜택지각이 높았다. 직업에 따라서는 관리/사무직과 전문직이 다른 직업에 비하여 옴니채널 혜택지각이 높은 편이었다. 의복쇼핑 특성에 따라서는, 월 평균 의복쇼핑금액이 높을수록, 쇼핑시간이 길수록 옴니채널의 혜택지각이 높은 것으로 나타났다. 본 연구의 결과는 중국 소비자들의 쇼핑성향을 이해하고 옴니채널에 대한 선택유형을 파악함으로써 보다 체계적으로 중국시장에 접근할 수 있는 자료를 제시하고 있다. 따라서 향후 중국 패션시장에 진출하고자 하는 한국 패션기업에 마케팅 전략을 전개할 수 있는 구체적이며 유용한 자료가 될 것이라고 사료된다.
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제 1장. 서론 ··········································································· 1
1. 연구의 필요성 ·································································· 1
2. 연구의 목적 ···································································· 4
제 2장. 이론적 배경 ·································································· 5
1. 옴니채널 ········································································ 5
1) 유통채널의 환경변화와 옴니채널 ·········································· 5
2) 중국에서의 유통채널 ························································ 8
2. 구매의사결정단계와 옴니채널 ·············································· 10
1) 정보탐색 단계 ······························································· 13
2) 대안평가 단계 ······························································· 13
3) 구매(결제) 단계 ····························································· 14
3. 중국 소비자들의 의복쇼핑성향 ············································· 14
1) 의복쇼핑성향과 옴니채널 ·················································· 15
2) 중국의 신소비층의 쇼핑성향 ·············································· 16
4. 기술준비도 ···································································· 17
1) 낙관성 ········································································ 18
2) 혁신성 ········································································ 18
3) 불편감 ········································································ 19
4) 불안감 ········································································ 19
5. 옴니채널에 대한 소비자의 혜택지각 ······································· 21
제 3장. 연구방법 및 절차 ·························································· 23
1. 연구문제 및 연구모형························································· 23
1) 연구문제 ···································································· 23
2) 연구모형 ···································································· 24
2. 자료수집 및 분석방법 ······················································ 25
1) 자료수집 ···································································· 25
2) 분석방법 ···································································· 25
3. 측정도구 ······································································ 26
4. 용어의 조작적 정의 ························································· 28
제 4장. 연구결과 및 논의 ·························································· 29
1. 조사대상자의 특성 ·························································· 29
1) 인구통계학적 특성 ······················································· 29
2) 의복쇼핑 특성 ···························································· 31
3) 옴니채널 선택 특성 ······················································ 33
(1) 구매의사결정단계별 채널선택 ········································ 33
(2) 구매채널별 정보탐색, 대안평가 시 채널선택 ······················ 37
4) 옴니채널 혜택지각 특성 ·················································· 39
2. 의복쇼핑성향과 기술준비도가 옴니채널 혜택지각에 미치는 영향 ···· 40
1) 의복쇼핑성향의 요인분석 ················································· 40
2) 기술준비도의 요인분석 ··················································· 43
3) 옴니채널 혜택지각의 요인분석 ·········································· 46
4) 변수들 간의 상관관계 ····················································· 48
5) 의복쇼핑성향과 기술준비도가 옴니채널 혜택지각에 미치는 영향 ·· 50
3. 의복쇼핑성향 집단별 기술준비도가 옴니채널 혜택지각에 미치는 영향
················································································· 51
1) 의복쇼핑성향에 따른 소비자의 유형화 ································· 51
2) 합리추구집단의 기술준비도가 옴니채널 혜택지각에 미치는 영향 ·· 52
3) 의복쇼핑관심집단의 기술준비도가 옴니채널 혜택지각에 미치는 영향
·············································································· 53
4) 유행추구집단의 기술준비도가 옴니채널 혜택지각에 미치는 영향 ·· 54
4. 인구통계학적 특성과 의복쇼핑 특성에 따른 옴니채널 혜택지각 ····· 55
1) 인구통계학적 특성에 따른 옴니채널 혜택지각 ························ 55
2) 의복쇼핑 특성에 따른 옴니채널 혜택지각 ····························· 58
제 5장. 결론 및 제언 ······························································· 60
1. 요약 및 결론 ································································· 60
2. 시사점 ········································································ 65
3. 한계점 및 제안점 ··························································· 68
참고문헌 ·············································································· 70
부록 ··················································································· 77
ABSTRACT ········································································· 95
