소비자 서비스 선호도에 따른 인지적, 감정적, 행동적 반응의 차이: 매장 내 키오스크 사례를 중심으로

Abstract

The first purpose of this study was to empirically identify differences in cognitive, affective, and behavioral responses among consumer groups. Also it was the second purpose to explore factors influencing intentions to use in-store kiosks by each consumer group. An online survey was administered to both users and non-users of in-store kiosks; a total of 851 individuals completed the survey. The respondents were divided into three groups based on what type of service they sought most frequently. Significant differences were found in self-efficacy, outcome expectations, positive and negative emotions, and intentions to use in-store kiosks across the groups. Consumers named as ‘kiosk seekers’ were the highest in most of the characteristics except negative emotion, where they scored lowest. Consumers named as ‘hybrid’ showed medium mean scores on all characteristics. Consumers named as ‘staff seekers’ scored lowest in most characteristics except negative emotion, where they scored highest. For ‘kiosk seekers’, self-efficacy, performance and self-evaluative outcome expectations, and positive emotion were found to be significant determinants of intentions to use in-store kiosks. For ‘hybrid’, when the average monthly income was less than 3 to 5 million won, self-efficacy, performance and self-evaluative outcome expectations were turned out to be significant determinants of intentions to use in-store kiosks. For ‘staff seekers’, when the average monthly income was less than 2 to 3 million won, performance and self-evaluative outcome expectations, and positive and negative emotions were identified as significant determinants of intentions to use in-store kiosks.