브랜드앱의 특성요소가 브랜드 태도와 구매의도에 미치는 영향

Abstract

KB 금융경영연구소에서 최근 발표한 자료에 따르면 국내 스마트폰 가입자 수는 2010년 722 만명에서 2011년 2258만 명으로 3배가량 급증했다. 이는 전체 휴대전화 가입자의 79.4%를 차지하는 것이다. 각 기업들은 스마트폰 보급 확산에 따라 고객들의 생활패턴이 변화됨으로 인해 새로운 마케팅 수단으로서 브랜드앱 서비스 개발에 박차를 가하고 있다. 본 연구는 이러한 시대적 변화에 따라, ‘브랜드앱의 특성요소가 브랜드 태도와 구매의도에 미치는 영향'에 대한 연구를 진행하여, 최근 마케팅적으로 많이 활용되고 있는 브랜드앱의 실질적인 역할을 정의하고, 브랜드앱의 특성요소의 유효성을 검증하여, 호텔신라 브랜드에 적용하는 과정을 통해 연구 내용을 실무에 연계해보았다. 이를 위해 본 연구에서는 선행연구와 학술 자료를 바탕으로 하여 브랜드앱의 특성요소와 브랜드 태도, 구매 의도 등을 정의하고, 각 요소별 측정 방법에 대하여 선행연구를 진행하였다. 이를 바탕으로 2015년 4월 1일 ~ 4월 10일에 우선 배포한 설문을 회수 및 수정하여 웹서베이 전문 회사인 오픈 서베이를 통해 5월 7일 하루 동안 스마트폰을 사용하고 있는 사용자 중 20-50대 200명에서 설문조사를 진행하였다. 수집된 자료는 데이터 코딩과 데이터 클리닝과정을 거쳐, SPSS v. 18.0 통계 프로그램을 사용하여 분석하였다. 본 연구에서 사용한측성도구의 타당성을 검증하기 위한 요인분석, 신뢰도 검증을 위한 Cronbach's α 계수를 산출을 실시하였다. 또한 주요 변수의 평균 및 정규성을 살펴보기 위해 기술 통계분석을 실행하고 각 변수 간 상관관계를 알아보기 위하여 상관관계분석을 실시하였다. 이어 브랜드앱의 특성요소가 브랜드 태도 및 구매의도에 미치는 영향을 알아보기 위하여 다중회귀분석을 실시하고, 브랜드앱의 특성요소가 브랜드 태도 및 구매의도에 미치는 영향이 소득수준에 따라 차이가 있는지를 확인하기 위하여 조절 회귀분석(Chow Test)을 실시하였다. 이러한 과정을 통해 도출된 본 연구의 실증 분석 연구 결과를 요약하면 다음과 같다. 첫째, 브랜드앱의 특성요소는 브랜드 태도에 긍정적인 영향을 미치는 것으로 나타났다. 특히, 본 연구에서 도출한 브랜드앱의 특성요소 3가지 가운데, 개인 맞춤성이 브랜드 태도에 가장 큰 영향을 미치는 것으로 나타났다. (개인 맞춤성>유용성>효용편익성의 순서) 또한 브랜드앱의 특성요소는 구매의도에 긍정적인 영향을 미치는 것으로 나타났다. (유용성>개인 맞춤성>효용 편익성의 순서) 둘째, 브랜드앱의 특성요소는 소득수준에 따라 브랜드 태도와 구매의도에 달리 영향을 미치는 것으로 조사되었다. 소득수준에 따라 브랜드앱의 특성요소가 브랜드 태도와 구매의도에 영향을 미치는 요소는 각기 다르게 나타났다. 브랜드 태도에 영향을 미치는 요소는 소득 수준 집단별로 살펴보면, 소득수준 상 집단에서는 효용편익성, 유용성, 개인 맞춤성이, 소득수준 중 집단에서는 개인 맞춤성과 효용편익성이, 소득수준 하 집단에서는 유용성이 긍정적인 영향을 미치는 것으로 나타났다. 또한 구매의도에 영향을 미치는 요소를 소득 수준 집단별로 살펴보면 소득수준 상집단에서는 효용편익성과 유용성, 개인 맞춤성이, 중 집단에서는 개인 맞춤성과 효용편익성이, 하 집단에서는 유용성이 도출되었다. 해당 연구 결과를 바탕으로 소득수준이 '상'에 해당하는 집단이 브랜드 태도와 구매의도에 영향을 미치는 요소인 효용 편익성, 유용성, 개인 맞춤성을 국내 호텔 브랜드 파워 1위에 해당하는 호텔신라의 사례에 적용해 보았다. 호텔신라의 경우 브랜드앱의 특성 요소 3가지를 모두 브랜드앱 개발 시 브랜드 태도와 구매의도를 위해 고려해야 되는 것으로 파악된 바 해당 요소를 바탕으로 다시 설문을 진행하였다. 해당 설문은 호텔신라를 방문한 경험이 있는 사용자 50명을 대상으로 하여, 5월 11일 ~ 5월 15일 5일간 구조화 인터뷰 형식으로 진행하였다. 해당 설문에서는 먼저 호텔신라에 대한 일반적인 사용 경험을 질문하고, 호텔신라 모바일 웹사이트를 보여주며 해당 모바일 웹사이트에 대한 사용자 의견을 수렴하였으며, 호텔신라에 대한 이용 경험, 선행 설문에서 도출한 브랜드앱의 특성 요소와 호텔신라 앱에 대한 니즈를 매칭 질문으로 구성하여 진행하였다. 이러한 과정을 통해 도출된 본 연구의 연구 결과를 통해 좀 더 수치화된 데이터를 통해 호텔신라의 퍼소나를 정의할 수 있으며, 이를 통해 호텔신라 고객에게 적합한 브랜드앱을 개발할 수 있으리라 판단된다.;According to a recent data announced by KB Management Institute, number of smart phone users in Korea rapidly increased by three times from 7.22 million users in 2010 to 22.58 million users in 2011. It occupies 79.4% of entire mobile phone users. According to the increasing use of smart phone, companies are concentrating their efforts to develop brand app service as a new marketing method as customers’ pattern of life is changing. Based on such changes of time, this paper aims to examine the effectiveness of brand app rapidly increasing in recent and obtain data helpful for developing brand app. Accordingly, it aims to conduct a study on the ‘effects of brand app traits on brand attitude and purchase intention’ to define a practical role of brand app frequently being utilized for marketing purposes and verify the effectiveness of brand app traits. In addition, it examined a way to connect the research findings to practical work through the process of applying corresponding findings to the Hotel Shilla brand. Accordingly, brand app traits, brand attitude and purchase intention were defined in this study based on previous studies and academic data. As for brand app traits deduced, convenience of use, availability of customization and usefulness were selected that are considered to be specialized elements for mobile use among elements frequently dealt with in previous studies. For the purpose of numerically measuring brand attitude and purchase intention, it researched and analyzed element-specific measurement method. Based on this, survey questionnaires distributed during April 1-10, 2015 were collected and revised to conduct a survey research through a web survey company Open Survey with 200 smartphone users in their 20s – 50s during a particular day (May 7). Through the data coding and data cleaning process, SPSS (Statistical Package for Social Science) v. 18.0 was used for the analysis. As for the analyses used in this study, frequency analysis to examine demographical characteristics and present condition of smartphone and brand app usage, factory analysis to verify the validity of measurement tools and Cronbach's α coefficient that was calculated to verify reliability. In addition, descriptive statistical analysis was conducted to examine the mean and regularity of main variables and correlation analysis was conducted to examine the correlation among variables. For the purpose of examining the effects of brand app traits on brand attitude and purchase intention, multiple regression analysis was conducted and moderated regression analysis (Chow Test) was conducted to examine any difference in the effects of brand app traits on brand attitude and purchase intention according to income level. Based on such process, empirical analysis was conducted and the summary of the findings is as follows. First, brand app traits were found to have positive effects on brand attitude. In particular, availability of customization among the three traits of brand app deduced in this study was found to have the biggest effects on brand attitude (in the order of availability of customization > usefulness > convenience of use) In addition, brand app traits were found to have positive effects on purchase intention (in the order of usefulness > availability of customization > convenience of use)) Second, brand app traits were found to have varying effects on brand attitude and purchase intention according to income level. As for the elements of brand app traits affecting brand attitude and purchase intention according to income level, they were found to be different. In terms of the elements affecting brand attitude according to income level groups, convenience of use, usefulness and availability of customization were found to have positive effects in the high income level group. In the middle income level group, availability of customization and convenience of use were found to have positive effects. In the low income level group, usefulness was found to have positive effects. As for the elements affecting purchase intention according to income level groups, convenience of use, usefulness and availability of customization were deduced. In the middle income level group, availability of customization and convenience of use were deduced. In the low income level group, usefulness was deduced. Based on such research findings, convenience of use, usefulness and availability of customization that are the elements that affect brand attitude and purchase intention of the high income level group were applied to the case of Hotel Shilla with no. 1 domestic hotel brand power. It was found with the case of Hotel Shilla that all three brand app traits need to be considered when developing brand app for brand attitude and purchase intention. Based on the corresponding elements, survey research was conducted once again. The survey research was conducted with 50 users that have visited Hotel Shilla during five days from May 11 to May 15 in the form of a structured interview. In the survey, general questions on the use of Hotel Shilla were asked first and collected user opinions on mobile website while showing the Hotel Shilla mobile website. It was conducted through matching questions on their experience of using Hotel Shilla, brand app traits deduced from previous survey and the need for Hotel Shilla app. Based on such process, findings of this research were deduced and their summary is as follows. In regards to the currently developed mobile website, it was found that 78% of users were not aware of its existence. However, majority of users that have used the mobile website responded that they are satisfied with its design. In terms of its usability, below average responses were collected, which likely resulted from the fact that it was not optimized for various mobile devices as the limitation of mobile website. In regards to the question on their experience of using Hotel Shilla, their responses included price disadvantage and event/discount information search experience with no experience of any inconvenience while using parking facility (100%). In addition, the percentage of awareness of membership service was 62% and asking staff to find out how to use subsidiary facilities was 49%. In addition, Hotel Shilla brand app trait-specific needs were analyzed and the result showed that user needs for convenience of use, availability of customization and usefulness were found to be very high. Based on such result, it was decided that reflecting majority of survey questions for app development would be desirable. Based on such structured research, persona of Hotel Shilla can be defined through further quantified data through which brand app suitable for Hotel Shilla customers can be developed. This study achieved its purpose of verifying the effects of brand app traits on brand attitude and purchase intention and it is thought that it presents useful data on how to utilize corresponding findings in practical work. In particular, it is thought that the income level-specific brand app traits found in this study can be usefully utilized to select target and develop app according to corresponding target. Since this study conducted hypothesis verification only based on certain elements considered to be important in previous studies among brand app traits, a more useful study can be conducted by deduced more specific traits. In the sense that the scope of survey target was narrow with 200 people, it would be necessary to conduct a more comprehensive study by deducing data with a more diverse group of users.