Journal of Digital Convergence (디지털융복합연구)

The Society of Digital Policy and Management (한국디지털정책학회)
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Customized Service Evaluation by Preference Clarity and Customer Participation in Korean and Chinese Culture

한국과 중국문화권 소비자들의 선호명확성과 고객참여수준에 따른 맞춤서비스 평가

  • Shin, Jong-Kuk (Dept. of Business Administration, Pusan National University) ;
  • Park, Min-Sook (Dept. of Distribution Management, Catholic University of Pusan) ;
  • Ock, Jong-Won (Dept. of Distribution Management, Catholic University of Pusan)
  • 신종국 (부산대학교 경영학과) ;
  • 박민숙 (부산가톨릭대학교 유통경영학과) ;
  • 옥정원 (부산가톨릭대학교 유통경영학과)
  • Received : 2013.12.30
  • Accepted : 2014.03.20
  • Published : 2014.03.28
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Abstract

This study examines how preference clarity and customer participation levels affect evaluation of fit toward customized services and also analyzes the effects of cultural difference between Korea and China that may cause variance in the evaluation of fit in the course of interaction with the prior two factors, preference clarity and customer participation level. It conducted a $2{\times}2{\times}2$ between-subjects factorial design adopting preference clarity, customer participation level, and difference of culture. The subjects were composed of 200 Korean and 200 Chinese. According to the analysis results, it is revealed that Korean consumers highly perceived fit toward customized services when their preference is clear and participation level is high, and they evaluate fit more favorably as participation level increased, while Chinese consumers' evaluation for fit deteriorated as participation level increased. The result shows that fit evaluation became more positive through participation when preference clarity is high in Koreans but not in Chinese.

본 연구는 선호명확성과 고객참여수준이 맞춤서비스의 적합성 평가에 미치는 영향을 살펴보고, 이러한 요인과 상호작용하여 맞춤서비스 평가에 차이를 보일 수 있는 문화권의 차이로 한국과 중국을 설정하여 $2{\times}2{\times}2$ 집단간 실험설계를 통한 ANCOVA분석을 실시하였다. 한국인과 중국인 각각200명을 대상으로 실험을 실시한 결과, 선호가 명확한 경우, 참여수준이 높은 경우, 한국소비자의 경우에 각각 맞춤서비스에 대한 적합성을 높게 지각하는 것으로 나타났다. 그리고 한국소비자들은 참여수준이 높아질수록 적합성이 높다고 평가하지만, 중국소비자들은 참여수준이 높을 때 오히려 적합성 평가가 낮아지고 있었다. 또한 선호명확성이 높은 경우에 참여를 많이 할수록 적합성 평가가 높아지지만, 중국의 경우에는 한국과 달리 참여수준에 따른 적합성 평가 향상이 나타나지 않았다.

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