본 연구는 혁신 기술이 적용된 새로운 지급결제 방식인 모바일 간편결제 서비스가 제공하는 혜택이 서비스에 대한 소비자의 반응(구전 및 사용의도)에 미치는 영향에 대해 검증하였다. 본 연구는 모바일 간편결제 서비스의 지각된 혜택을 단일 변수가 아닌 다차원적인 변수로 검증하여 실효성 있는 혜택을 확인하였다는데 학문적/실무적 의의를 갖는다. 본 연구에서는 모바일 간편결제 서비스가 제공하는 혜택을 지각된 실용적 혜택(편리성, 경제성, 정보성)과 지각된 유희적 혜택(즐거움, 경험성, 인식성)으로 나눠 측정하였다. 더불어, 사회적 영향요인이 혜택과 사용의도 및 구전과의 관계에 미치는 조절효과를 살펴보았다. 본 연구의 실증적 분석을 위해 모바일 간편 결제 서비스를 경험해 본 적 있는 미국 내 성인 소비자 312명을 대상으로 설문조사를 실시하여 연구모형에 대한 가설을 검증하였다. 가설 검증 결과, 모바일 간편 결제 서비스의 편리성, 경제성, 즐거움은 소비자의 긍정적인 구전을 형성하는데 영향을 미치는 것으로 나타났지만, 사용의도에는 유희적 혜택 중 인식성만이 영향을 미치는 것으로 나타났다. 본 연구는 모바일 간편 결제 서비스의 선발 국가이자 가장 큰 시장을 형성하고 있는 미국시장에 대한 분석으로 모바일 간편결제 서비스 시작하는 후발 국가에서 효과적인 전략을 수립하는데 도움이 될 것으로 사료된다.

기술의 발전과 네트워크 성능 향상으로 웨어러블 디바이스는 ICT산업의 차세대 성장 동력으로 주목받고 있다. 중국은 웨어러블 디바이스 업계 후발주자이지만 매년 높은 성장률을 보이며 현재 세계 최대 규모로 성장하였다. 이에 본 연구는 FEA모델(Functional, Expressive, Aesthetic)을 적용하여 중국 소비자의 웨어러블 디바이스 채택요인을 확인하고자 한다. 더불어, 웨어러블 디바이스의 채택요인이 제품의 만족, 브랜드 충성도와 브랜드 내 다른 상품에 대한 구매의도에 미치는 영향에 관해 실증적으로 분석한다. 본 연구는 실증적 분석을 위하여 중국 내 소비자 208명을 대상으로 총 5일간 온라인 설문조사를 통해 자료를 수집하였다. 분석 결과, 웨어러블 디바이스의 호환성, 유희적 동기, 하위문화적 매력요인이 채택요인으로 확인되고 웨어러블 디바이스에 대한 만족은 해당 브랜드의 충성도에 긍정적인 영향을 미치는 것으로 나타났다. 본 연구의 결과는 웨어러블 디바이스에 대한 중국 소비자의 인식과 평가를 이해하는데 학문적 시사점을 제공하고 나아가 효과적인 커뮤니케이션 전략 수립에 실무적 통찰을 제공한다.

Introduction Recently global luxury brands have put their effort into strengthening their businesses online. This can be seen as an effort to overcome their stagnant growth by focusing on steeply increasing online markets as their target. In the midst of global recession, online luxury brands have continued to show rapid growth each year. Bain & Company (2017) has forecasted offline growth of global luxury brands at the annual average growth of 2~3% by 2020 while the online markets would show the average growth of 15% annually by 2020. Moreover, due to the expansion of importers with official copyright to the online sales and stabilization of e-payment system, online markets have gained consumer trust leading to the increased rate of consumers purchasing luxury brand online more. McKinsey Consulting (2017) has forecasted online sales of luxury brand would reach up to 28% of the total sales by 2025. Reflecting such expectations, luxury brands are in the process of proposing multiple channels of online sales and communicating through Social Network Service (SNS) marketing as their core strategies. As consumer usage of SNS, such as Facebook, tweeter, or Instagram, have increased, so the value of consumer toward luxury brands has changed. Since the introduction of the standing characteristic of social media-communication to the luxury brand market, the luxury brands not only became a privilege of the high minority group but also became available for anyone to easily purchase with absolute information availability of price, quality, location, etc. Theoretical Development Consumers are using social media sites to search for information and deviating from traditional media (e.g., television, radio, and magazines) (Mangold and Faulds 2009). The emergence of social media has changed communication method from one-way communication to multi-dimensional, two-way, peer-to-peer communication (Berthon, Pitt, and Campbell 2008). Social media platforms offer a chance for brand to familiarized interact with consumers. Also, consumer can be interacted with another consumer through social media. The most important factor for luxury brands to establish an online business strategy is communication with their consumers. Luxury brands that are most accustomed to communicating with their limited consumers in their offline stores providing high quality services, it is inevitable for them to fear the lack of face-to-face interaction with their consumers in online markets. Social media began to serve the luxury brands as the alternative communication channel within the online markets. Moreover, social media has proven effective in drawing consumer’s voluntary Word of Mouth(WOM) since social media interaction is important motivation for consumer to creating user-generated contents (Daugherty al., 2008). The social media provides the consumers with a platform to meet and communicate with others with similar interests in specific brand goods and services that makes target marketing easier than before (Muntinga et al., 2011). Furthermore, the social media platforms provide the consumers with restriction-free comments on a certain brand to other interested parties, the users voluntarily taking the role of eWOM (Kim & Ko, 2012; Vollmer & Precourt, 2008). Luxury brands also seek to take this advantage of social media. The extent of spreading word of mouth is at the most viral through social media platforms, influencing the consumer’s purchasing behaviors to a great extent as proven in many previous researches (Lau and Ng 2001; Nabi and Hendriks 2003). Thus, the purpose of this study is to examine the impact of the consumer’s multidimensional value towards luxury brands on social media WOM intention and purchase intentions at the same time. Moreover, through extensive literature review with qualitative interview on consumers’ perceived value on luxury brand/product, consumer value dimensions on the luxury brands are categorized into six value factors (e.g. conspicuous value, status value, materialistic value, hedonic value, uniqueness seeking value, price-quality perceptions). Research Design The study conducted a thorough literature review and focus group interview to develop a comprehensive model of understanding the importance and dimensionality of customer value on luxury brand. After analyzing qualitative data on consumer value perception on luxury brands/product, online survey was performed using a customer sample in the United States. A web-based online survey was conducted using an online research panel service. After filtering and cleaning data collected, a final usable sample of 287 were analyzed to test hypothesized model. Measures for luxury brand on perceived values (including conspicuous value, status value, hedonic value, materialistic value, uniqueness seeking value, price-quality perceptions), social media word-of-mouth intention, and purchase intentions for luxury products were rated on a 7-point Likert scale ranging from strongly disagree to strongly agree. Result and Conclusion The result show that the relationship between conspicuous value, hedonic value, uniqueness and price-quality perceptions with social media WOM were found to be significant impact. However, social media WOM were not affected by status value and materialistic value of luxury brand. Conversely, status value and materialistic value had a considerable influence on purchase intention for luxury brand online. And social media word-of-mouth had a significant positive effect on consumer purchase intentions for luxury brand. In the era where digital importance is at its peak, the expansion of the luxury brands to online business has become requirements and not optional consequences. It is not easy for luxury brands with their unique styles and identity, as well as high brand awareness to settle in an online market where variety of lifestyles and cultures coexist. For this reason, the study on the multidimensional consumer value on luxury brands holds its contribution to the academia and industry practitioners. This study empirically examines the influence of consumers’ perceived multidimensional value on the luxury brands to WOM and purchase intentions through social media. This paper has revealed that the consumer’s WOM intention on luxury goods does not necessarily correlate with the purchase intention. However, the consumer who has developed WOM intention through social media has shown to possess positive influence on the purchase intention. This results also indicated the importance of the exposure of the unique luxury brand image by the luxury brand managers to the social media in order to generate voluntary consumer WOM. Furthermore, in order to increase their social status, the necessity of online consumer community for sharing their special experiences is ever more present. Such online consumer community would serve to expand the communication channel between the brand and the consumers, thus leading to increase intimacy between two parties. The study was carried out to the American consumers; following study should be carried out to Chinese consumers or developing countries where luxury brands are exposed to the rapidly growing luxury brand markets. Moreover, an in-depth study on strengthening effective marketing strategy by segmenting consumer value on luxury brands should be conducted consequently.