매장 특성이 고객경험과 고객인게이지먼트에 미치는 영향: 언택트 성향의 조절효과

Abstract

Recently, the retail industry is creating a new customer experience with the advanced technology in stores. Therefore, this study aims to examine the effects of store characteristics on customer experience and engagement. Two aspects of store touch points including traditional and digital are considered as independent variables. In addition, the moderating effect of the consumer untact tendency between digital touch point of a store and customer experience is tested. A survey was conducted on 393 customers who have visited beauty stores, and the hypothesis were verified through a structural equation model (SEM). As results, the digital touch point of beauty stores was a important factor influencing the customer experience, and the customer experience had positive effects on customer engagement. Also, it was found that the influence of digital touch points on the customer experience varies according to the consumer untact tendency. The research Implications for the retailing management and further researches are suggested in the conclusion.