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본 연구는 모바일 기기 중 스마트폰을 대상으로 소비자와 모바일 기기와의 관계 형성 및 그 설명요인에 대해 살펴보았다. 모바일 기기와 모바일 어플리케이션의 혜택을 구분하고, 각 혜택은 효용적 차원과 쾌락적 차원을 포함하고 있으며 모바일 기기와 소비자의 자아연결에 영향을 미칠 것으로 제안하였다. 또한 모바일 사용상 지각된 인지적비용 역시 사용 혜택과의 상호작용을 통해 관계성 형성에 영향을 미칠 것으로 보았다. 스마트폰을 보유하고 앱스토어를 통해 직접 어플리케이션을 다운로드하여 사용한 경험이 있는 20-30대 소비자를 연구대상으로 설문조사하여,최종 478부의 응답치를 분석하였다. 특히 패션제품의 커뮤니케이션 매체로서 스마트폰과 어플리케이션의 잠재력을예측하고자 하는 관점에서 패션 어플리케이션 사용자와 비사용자로 표본을 나누어 두 집단 간 모델의 차이를 검증하였다. 연구결과, 모바일 기기와 소비자의 자아연결의 관계형성에는 모바일 기기 및 어플리케이션의 쾌락적 혜택이 효용적 혜택보다 중요함을 확인하였다. 그러나 모바일 기기 사용의 인지적 비용이 큰 경우, 모바일 기기의 사회적 매력성이 모바일 기기와 소비자의 자아연결에 미치는 영향력은 감소되는 것으로 나타났다. 또한 이러한 과정은 패션 어플리케이션 사용자와 비사용자간 차이가 나타났는데, 패션 혁신성이 높은 패션어플리케이션 사용자는 정보충족성과사회적 연결성만 자아연결 유의한 영향을 미치는 것으로 밝혀져 편향적인 모바일 기기와의 관계를 형성하고 있음을알 수 있었다. 이에 반해 패션 어플리케이션 비사용자는 모바일에서 더욱 강조되는 혜택인 개인화와 유희성이 자아연결에 주요한 영향 변인임을 알 수 있었고, 특히 인지적 비용이 증가할수록 정보충족성과 유희성 혜택이 자아연결에 미치는 영향이 증가함을 확인하였다. 본 연구결과를 토대로 스마트 폰뿐만 아니라 다양한 향후 모바일 기기의등장과 함께 모바일 어플리케이션을 통해 소비자와의 커뮤니케이션 전략을 구사하고자 할 때, 일차적으로 소비자와기기의 인지적 자아연결을 위한 관계형성에 있어 중요한 혜택 요인을 제언할 수 있을 것으로 기대한다.


A consumer develops a personalized relationship with a product which is in the possession of him/herself through the use experience. This relationship with the product impacts, depending on its nature and strength, on the owner's self-recognition and awareness. For smart phones,which are creating a huge buzz on the market, users are encouraged to search for and buy mobile applications they want, and download them to their devices. After this, the initial version of the phone becomes a different, customized product. Through continuous purchases and uses of applications, this personalization process further develops, which, in turn, has influence on the smart phone-user relationships. That is, it is believed that smart phones are fully functional when applications are utilized. This study selected consumers in their twenties and thirties, the major bracket of smart phone users, to examine how multiple benefits provided by smart phones and applications,and subsequent cognitive costs impact on the relationships between the user and the phone. Particularly, given the interactions between the benefits and costs, this paper focused on how a smart phone influences on a user’s self-connection in terms of its reciprocal relationship, and analyzed the difference between people who use fashion-related applications and those who do not. The analysis was conducted with data collected from 487 male and female respondents who have owned smart phones and downloaded applications. Before the further analysis, the reliability and the validity of multi-item constructs were tested by Confirmatory Factor Analysis. The mobile device benefits was found to be composed of two benefit types, which were utilitarian benefits (technological advantage and safety) and hedonic benefits (aesthetics and social attractiveness). In the same vein, Application benefits also composed of two benefit types of utilitarian (information fulfillment and personalization and hedonic benefits (playfulness and social connectivity). These utilitarian and hedonic benefits from both device and applications had effects on the users’ perception of self-connection with their smartphones. It was found that in forming this connectivity, hedonic benefits offered by their mobile devices and applications were more important than utilitarian counterparts. There was difference between users of fashion-related applications and non-users when it came to how the benefits and cognitive costs influence on self-connection to the mobile devices. A group of non-users showed a lower level of fashion innovativeness than that of fashion application users. In this non-user group, the effect of playfulness benefit of applications on the self-connection became stronger when cognitive costs were highly perceived. In order to promote users to select fashion applications, it is important to encourage them to use their efforts to obtain knowledge and services so that they can learn ifs flow, besides the fun and excitement that the application can give to such users. However, for the fashion application using group that showed a high level of fashion innovation, it was shown that information fulfillment and social connectivity were the two factors that significantly influenced on creating relationships with mobile devices. This indicates that the relationship with the mobile devices is important not because of the mobile device itself, but because of the information power and social communication features offered by the device. This study is useful in that it further explained an innovative product’s uses by analyzing it and its services and, more importantly, users' experiences with them. Also by comparing fashion application users and non-users in their relationships with their devices, this paper provided insight on how these advanced mobile phones and their services are used among fashion people, the major marketing target for the fashion industry. Based on the work of this study, relations between the users and various mobile devices, including smart phones, can be further investigated to make suggestions for continued uses of mobile services.