명품제품의 가치와 채널 인식이 구매 채널 전환의도에 미치는 영향

초록

This study was designed to find out the value of luxury products from 20 to 30 generations, which are millennials and Z generations, and to examine the impact of the channel experience value and channel characteristics on channel satisfaction and channel switching intentions through channel switching costs. The purpose of this study was investigated the value of products that purchase luxury goods of the 2030 generation. second, in a transition period environment from multi-channel to omni-channel, we wanted to verify whether the value of consumers' experience using online and mobile affected channel satisfaction. We looked at whether the characteristics of the third online and mobile channels affect the satisfaction of the channels and looked at the factors that affect the intention of switching channels. Finally, we wanted to examine whether channel trust has a effect between channel satisfaction, switching cost and channel switching intention. The results of this study are as follows. First, it was confirmed that the value of luxury goods has something to do with the intention of purchasing luxury goods social and self-express value rather than the functional value of the product itself. Second, we confirmed that in the experience value only aesthetics and economic values are related to channel satisfaction. In the third online and mobile channel feature, it was confirmed that price fairness and alternative attractiveness affect channel satisfaction. Next, it was confirmed that channel satisfaction had an effect on switching cost and channel trust. It was confirmed that the switching cost negatively affects the channel switching intention, and the channel trust also negatively affects the channel switching intention. This study attempted to provide practical implications by examining the value of luxury products and how the online and mobile channel environment affects channels in the transition period from multi-channel to omni-channel.

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