Journal of the Korean Data Analysis Society

Korean Data Analysis Society (한국자료분석학회)
권호 표지

The Effect of Utilitarian and Hedonic Value Provided by Web Advertising Mail on Open-market Firm's Loyalty

웹 광고메일이 제공한 실용적 가치와 쾌락적 가치가 오픈마켓 기업의 충성도에 미치는 영향력

  • Park, Jinsoo (Department of Business Administration, Catholic University of Korea) ;
  • Pyun, Jebum (Division of Big Data and Management Engineering, Hoseo University)
  • 박진수 (가톨릭대학교 경영학과) ;
  • 편제범 (호서대학교 빅데이터경영공학부)
  • Received : 2018.01.20
  • Accepted : 2018.02.20
  • Published : 2018.02.28

⟨ Previous Next ⟩

Abstract

In this study, we mainly examined the effect of utilitarian and hedonic values prevalently used in the marketing and services literatures on the firm's loyalty in open market. For specific, in control of the level of open market firm's relational commitment already perceived by customers, age and gender, we intend to examine the effect of web mail information that open market service operators provide their potential users on the firm's loyalty in open market in terms of utilitarian and hedonic values. In addition, in control of either relational commitment and age or relational commitment and gender, we also investigate the moderating effects of web mail information which provides potential customers with utilitarian and hedonic values on the firm's loyalty in open market. Our results show that both utilitarian value and hedonic value significantly affect the open market firm's loyalty under controlling all variables including the relational commitment, age and gender. Lastly, even if there is no statistical difference in the influences of utilitarian value on the firm's loyalty in terms of age and gender, we empirically validated that the statistical difference is found in the influences of hedonic value on the firms' loyalty in the same situation.

본 연구에서는 마케팅과 서비스 분야에서 많이 이용되는 실용적 가치와 쾌락적 가치의 효과가 오픈마켓의 기업의 충성도에 미치는 영향을 분석하였다. 보다 구체적으로, 고객들이 이미 지각하고 있는 오픈마켓 기업의 관계몰입 정도와 연령, 성별을 통제한 상태에서, 오픈마켓 서비스 운영관리자들이 그들의 잠재적인 고객들에게 보낸 웹 메일의 정보에 대해 고객들이 지각한 실용적 가치와 쾌락적 가치가 오픈마켓 기업의 충성도에 미치는 영향을 알아보고자 하였다. 아울러, 관계몰입과 연령 혹은 관계몰입과 성별이 통제된 상태에서, 연령과 성별에 따라 웹 광고메일이 제공한 실용적, 쾌락적 가치가 오픈마켓 기업의 충성도에 미치는 영향력에 대한 조절효과를 파악하고자 하였다. 연구 결과, 관계몰입의 정도와 연령, 성별이 모두 통제되었을 때, 실용적 가치와 쾌락적 가치 모두 오픈마켓 기업의 충성도에 유의한 영향력을 미치는 것으로 나타났다. 마지막으로, 실용적 가치가 오픈마켓의 기업의 충성도에 미치는 영향력에서 연령과 성별에 따른 통계적인 차이는 존재하지 않았지만, 쾌락적 가치는 앞선 관계에서 연령과 성별에 따른 통계적 차이가 있음을 실증적으로 입증되었다.

Keywords

References

  1. Babin, B. J., Darden, W. R., Griffin, M. (1994). Work and/or fun: measuring hedonic & utilitarian shopping values, Journal of Consumer Research, 20(4), 644-656. https://doi.org/10.1086/209376
  2. Bae, Y.-H., Park, I.-K. (2014). Winter sports resort image and choose properties passengers loyalty, Journal of the Korean Data Analysis Society, 16(2B), 913-923. (in Korean).
  3. Baron, R. M., Kenny, D. A. (1986). The moderator-mediator variable distinction in social psychological research: conceptual, strategic, and statistical considerations, Journal of Personality and Social Psychology, 51(6), 1179-1182.
  4. Batra, R., Ahtola, O. T. (1991). Measuring hedonic and utilitarian sources of consumer attitudes, Marketing Letters, 2(2), 159-170. https://doi.org/10.1007/BF00436035
  5. Bollen, K. A. (1989). Structural equations with latent variables, Wiley.
  6. Browne, M. W., Cudeck, R. (1993). Alternative ways of assessing model fit, In Bollen, K. A., Long, J. S. (Eds.), Testing structural equation models, Newbury Park, Sage.
  7. Carmines, E. G., McIver, J. P. (1981). Analyzing models with unobserved variables, In Bohrnstedt, G. W. , Borgatta, E. F. (Eds.), Social measurement: Current issues, Beverly Hills, Sage.
  8. Cronin, J. J., Jr., Brady, M. K., Hult, G. T. M. (2000). Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments, Journal of Retailing, 76(2), 193-218. https://doi.org/10.1016/S0022-4359(00)00028-2
  9. Dick, A. S., Basu, K. (1994). Customer loyalty: toward an integrated conceptual framework, Journal of the Academy of Marketing Science, 22(2), 99-113. https://doi.org/10.1177/0092070394222001
  10. Fornell, C., Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error, Journal of Marketing Research, 18(1), 39-50. https://doi.org/10.2307/3151312
  11. Hair, J. F., Black, B., Babin, B., Anderson, R. E., Tatham, R. L. (2005). Multivariate data analysis, 6th, Prentice Hall.
  12. Han, J. S., Hyun, K. S. (2009). The effect of family restaurants' customer value on satisfaction and behavior intention: Focused on university student in Seoul, Korean Journal of Hospitality & Tourism, 18(1), 135-150. (in Korean).
  13. Holbrook, M. B., Hirschman, E. C. (1982). The experiential aspects of consumption: consumer fantasies, feelings, and fun, Journal of Consumer Research, 9(2), 132-140. https://doi.org/10.1086/208906
  14. Hwang, I.-S., Shin, J.-H. (2016). The effect of brand authenticity of outdoor wear on brand integrity and loyalty, Journal of the Korean Data Analysis Society, 18(6B), 3303-3312. (in Korean).
  15. Jones, M. A., Reynolds, K. E., Arnold, M. J. (2006). Hedonic and utilitarian shopping value: investigating differential effects on retail outcomes, Journal of Business Research, 59(9), 974-981. https://doi.org/10.1016/j.jbusres.2006.03.006
  16. Jones, T. O., Sasser, W. E., Jr. (1995). Why satisfied customers defect, Harvard Business Review, 73(6), 88-99
  17. Kim, T.-Y., Jang, J.-H., Kim, C.-Y. (2015). A study on the positioning strategy of outdoor brand image analysis, Journal of the Korean Data Analysis Society, 17(1B), 309-320. (in Korean).
  18. Kim, K. H., Park, D. B. (2011). Structural relationships among benefit sought, satisfaction, and loyalty of green tea consumers: the moderating effect of age, The Korean Society of Food Culture, 26(4), 314-322. (in Korean).
  19. Lee, H. S., Kim, Y., Jeong, J. H. (1999). Utilitarian/hedonic shopping value and shopping satisfaction: development and testing of a structural model, Korean Management Review, 28(2), 505-538. (in Korean).
  20. MacCallum, R. C., Browne, B. M., Sugawara, H. M. (1996). Power analysis and determination of sample size for covariance structure modeling, Psychological Methods, 1(2), 130-149 https://doi.org/10.1037/1082-989X.1.2.130
  21. Morgan, R. M., Hunt, S. D. (1994). The commitment-trust theory of relationship marketing, Journal of Marketing, 58(3), 20-38. https://doi.org/10.2307/1252308
  22. Nam, C.-Y., Chung, K.-H. (2016). The effects of consumer value orientation on brand value, brand preference, and brand loyalty: the moderating effect of gender, Journal of the Korean Data Analysis Society, 18(4B), 2037-2052. (in Korean).
  23. Nunnally, J. C. (1978). Psychometric theory, 2nd, McGraw-Hill, New York.
  24. Park, J.-W., Choi, D.-C. (2006). The relationship between relational benefits, customer relationship, customer loyalty of internet shopping providers, Journal of Korea Service Management Society, 7(1), 173-200. (in Korean).
  25. Park, J. P., Kim, J. Y. (2013). The effects of shopping value and pop advertising on consumers' impulse buying focused on the moderating effect of shopping involvement, Korean Association for Advertising and Public Relations, 98, 184-219. (in Korean).
  26. Ryu, K., Han, H., Jang, S. (2010). Relationships among hedonic & utilitarian values, satisfaction & behavioral intentions in the fast-casual restaurant industry, International Journal of Contemporary Hospitality Management, 22(3), 416-432. https://doi.org/10.1108/09596111011035981
  27. Sherry, J. F., Jr. (1990). Dealers and dealing in a periodic market: informal retailing in ethnographic perspective, Journal of Retailing, 66(2), 174-200.
  28. Steiger, J. H. (1989). Ezpath: causal modeling, Evanstion, IL, SYSTAT.
  29. Sun, Y., Lim, K. H., Jiang, C., Peng, J. Z., Chen, X. (2010). Do males and females think in the same way? an empirical investigation on the gender differences in web advertising evaluation, Computers in Human Behavior, 26(6), 1614-1624. https://doi.org/10.1016/j.chb.2010.06.009
  30. Ulrich, D. (1989). Tie the corporate knot: gaining complete customer commitment, Sloan Management Review, 30(4), 19-27.
  31. Wakefield, K. L., Barnes, J. H. (1996). Retailing hedonic consumption: a model of sales promotion of a leisure service, Journal of Retailing, 72(4), 409-427. https://doi.org/10.1016/S0022-4359(96)90021-4
  32. Yun, W.-J., Cho, S. L., Kang, M. (2017). The influence of loyalty program's value on service reuse intention, Journal of the Korean Data Analysis Society, 19(2B), 839-850. (in Korean).
  33. Zeitaml, V. A., Berry, L. L., Parasurman, A. (1996). The behavioral consequences of service quality, Journal of Marketing, 60(2), 31-46. https://doi.org/10.2307/1251929
  34. http://news.naver.com/main/read.nhn?mode=LSD&mid=sec&sid1=001&oid=030&aid=0002671544.