행동경제학 관점의 플래그쉽 스토어 체험에 관한 연구

Abstract

The development of electronics, which has closely approached consumers’ lifestyles, improves the standard of living and changes the paradigm of life. Edison's light bulb did so, and mobile phones, refrigerators, etc. have influenced each field not only to change a social structure but also to develop it. Particularly, the development of IT products has changed the flow toward an era where knowledge and information around the world can be shared. As entering the information age, we have come to be able to search for and then buy reasonable conditions through online, regardless of time and space; yet, it could not satisfy customers as much as their practical experience at the store. The Online to Offline business, a shopping type where these online and offline advantages were combined, is a representative business model on modern consumption patterns, meaning that the boundary between online and offline is being blurred. Despite the many advantages which the new paradigm, called the ‘Red Ocean’, of e-commerce shows in the rapidly changing information-oriented society, offline purchases are still remaining active. Experiential marketing that we can practically touch and experience the products at the store has become more activated; in the store, the importance as a flagship store that considers the brand image and experience as a main factor in the space for sale is gradually increasing. In this study, we classified flagship stores into three types: a concept store showing the design philosophy of brands, a lifestyle representing the life that the customer is pursuing, and an experiential type that people can experience and communicate through their five senses. In this study, the experiential factors in flagship stores were approached based on the behavioral economics theory. Behavioral economics is a discipline studying about what motive human beings would come to make a choice by and how it would influence the results. It is the theory contrary to the existing economics arguing that human natures always behave in a rational and consistent manner, which is a study close to psychology because it premises that human beings sometimes make irrational and emotional choices due to various complex factors. In this paper, we use Richard Thaler's Nudge Theory, among various theories, as an analysis tool, which verifies behavioral economics. ‘Nudge’ has the meaning of slightly stabbing the ribs, implying inducing the other’s action through smooth intervention. In other words, it means not to force others to select something but to induce a voluntary choice behavior. The human brain has a tendency to pursue cognitive efficiency because it consumes much energy. Thus, if it determines that external information is not related to himself or not important, it does not want to recognize it but intends to easily judge or select it as the memorial image caused by his own experience. At this point, the brand positioned as a positive image will be reused later without any analysis or judgment. As a result of investigating the theory of behavioral economics and the responsive design of the human brain, the experience in flagship stores should not have the cumbersome process and be designed in the manner that consumers could immediately participate voluntarily without any analysis after inducing interest. The purpose of this paper lies in verifying the reciprocal effect on the outcome of consumers’ experience after applying the experiential factors from the viewpoint of behavioral economics to the flagship store. In this study, we selected three domestic flagship stores of Apple, Samsung, and LG, which are leading brands for electronics. Choosing the tree-lined road of Apple’s store opened as the 500th one in the world, Samsung’s delight which has become an IT tourist attraction, and LG Signature Kitchen Suite which is the Korea’s first super-premium built-in showroom, we examined and analyzed the stores, drawing conclusions through the questionnaire. To this end, the five experiential factors, appeared in Richard Thaler's Nudge Theory, was applied as the analysis criteria: Customer value, Concept story, Communication, and Channel. Using Richard Thaler's five experiential factors (5C) as an analysis tool, surveys were conducted for electronics flagship stores, the analysis targets. We selected 10 design specialists; 6 couples in their 30s (marriage expectant couple and newlyweds), 4 independent singles in their 30s, and 5 people in their 40s-50s, who are the major customer base; after conducting the in-site survey for the relevant flagship stores, a questionnaire survey proceeded via the qualitative assessment. The five measurement items were measured using the five point Likert scale. Two conclusions could be derived after research and analysis. First, it is need for development of concepts and experiential factors which are consistent with the brand message. When these factors are in harmony, the customer may experience the authenticity of the brand. This will become positioned as a positive image in the memory of the customer, leading to the purchasing behavior. Second, although domestic dominant-brands had strong points for the product power in competition with overseas brands, they revealed limitations in brand management. This is a practical limitation of domestic companies, which are in the beginning stage of establishing the concepts of importance and authenticity of long-term brand image management, not the activities directly connected sales. A multifaceted approach to 5C factors of Concept story, Customer value, Customer experience, Channel and Communication will be an important strategy to maintain the life force of the brand and to make competitiveness in the global market by creating a differentiation. Rather than following seemingly short-term sales performance or issues, we hope that a differentiated image will be built through experiential factors coinciding with the brand's messages and effective strategies and values will be established for domestic companies to lead a new culture in the global market.;현대사회의 소비문화는 다양화, 글로벌화 되었으며 소비자는 브랜드 이미지를 중시하고 본인의 지향하는 라이프스타일과 일치하거나 가치 있다고 판단되는 것에 집중 소비하는 성향을 보인다. 매장은 브랜드에서 제공하는 체험과 구매과정에서 문화를 소비하는 공간으로서의 역할이 강조되고 있다. 이런 변화에 대응하여 브랜드에서도 통합적인 접근으로 전략을 수립할 필요가 있다. 특히, 고객의 라이프스타일에 밀접하고 삶의 방식까지도 변화를 일으키는 전자제품을 판매하는 스토어에서는 소비자의 전자제품 플래그쉽 스토어 경험이 전략적으로 활용되기 위한 시사점이 요구된다. 브랜드의 가치를 구현해내고 고객과의 커뮤니케이션을 위한 직접적인 접점이 되는 플래그쉽 스토어에서 경험은 어떻게 브랜드 충성도로 이어질 수 있는지, 브랜드에 어떤 경제적 효과가 증명될지에 대한 실증적 연구가 필요하다. 본 논문의 목적은 행동경제학 관점에서의 체험을 플래그쉽 스토어에 적용하여 소비자의 체험과 반응에 대한 상호간의 영향을 규명하려고 한다. 본 연구에서는 체험 마케팅에 대한 접근을 사람들이 어떤 계기로 인해 선택을 하며 결과에 어떤 영향을 미치는지에 대해 연구하는 학문인 행동경제학 관점에서 분석 할 것이다. 사람들은 여러 가지 복합적인 요인으로 인해 비합리적이고 감성적인 선택을 할 때가 있다는 것을 전제하는 심리학에 가까운 행동경제학을 증명하는 여러 가지 이론 중 리처드 탈러의 넛지(nudge)이론을 분석 도구로 사용하고자 한다. 스토어에서의 체험요소를 5가지 관점인 고객가치(Customer value), 컨셉 스토리(Concept story), 고객경험(Customer experien ce), 커뮤니케이션(Communication), 채널(Channel)을 분석 툴로 사용하였다. 세계적으로 라이프스타일에 영향력을 선사하는 기업인 애플과 국내 선두 기업이자 글로벌 기업인 삼성과 LG를 분석 대상으로 선정하였다. 이를 위하여 본 논문에 필요한 설문지를 작성해 디자인 전문가 10명, 전자제품을 주로 구매하는 고객층인 30대 커플(예비부부, 신혼부부) 6명, 30대 독립 싱글 4명, 40 - 50대 5명을 선정하여 2019년 9월 - 10월 1달 동안 해당 플래그쉽 스토어를 현장답사 후 정성평가를 통한 설문조사를 실시하였다. 설문조사를 통한 연구 분석으로 플래그쉽 스토어에서의 체험이 고객에게 미치는 영향과 브랜드에 대한 인식, 구매력의 변화에 관련해 분석하고 향후 지향점을 제시하고자 하였다. 단기적인 안목으로 판매성과나 트렌드를 따르는 것이 아니라 브랜드 철학과 무형적 가치를 함께 추구하여 총체적 경험요소를 통한 차별화 전략으로 글로벌 브랜드 경쟁사회에서 새로운 문화를 창출하고 리드하는 기업으로 도약하기 위한 효과적인 전략을 수립하는데 본 연구가 유용한 기초자료가 되기를 바란다.