Journal of Convergence for Information Technology (융합정보논문지)

Convergence Society for SMB (중소기업융합학회)
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The Relationship between Customer Tumbler Experience and Social Legitimacy: The Mediation Effect of Customer Emotion

고객의 텀블러활용 경험과 사회적 정당성의 관계: 고객감정의 매개역할

  • Yun, Hansung (Division of Business Administration, Pukyong National University) ;
  • Cho, Sang Lee (Division of Distribution & Logistics, Dongeui University)
  • 윤한성 (부경대학교 경영학부) ;
  • 조상리 (동의대학교 유통물류학과)
  • Received : 2021.09.08
  • Accepted : 2021.11.20
  • Published : 2021.11.28
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Abstract

This research empirically tested the mediating role of customer emotion on the relationship between customer tumbler experience and social legitimacy. For this purpose, data were collected by surveying consumers who use tumblers. Structural equation model analysis was used for hypothesis testing, and the method proosed by Hoyle and Smith was used to additionally test the mediating effect of customer experience and social legitimacy. The empirical analysis results are as follows. First, customer experience has a positive effect on customer emotion and social legitimacy. Second, customer emotion has a positive effect on social legitimacy. This study proposes a exploratory relationship among customer tumbler experience, customer emotion, and social legitimacy and empirically shows that customer experience and customer emotion are identified as antecedents to social legitimacy.

본 연구는 고객의 텀블러활용 경험과 사회적 정당성의 관계에 대한 고객감정의 매개역할을 실증적으로 확인하였다. 이를 위하여 텀블러를 활용하는 소비자들을 대상으로 설문조사하여 자료를 수집하였다. 가설검증은 구조방정식모형분석법을 활용하였으며, 추가적으로 고객경험과 사회적 정당성의 매개효과를 검증하기 위하여 Hoyle and Smith이 제안한 방법을 사용하였다. 실증분석 결과는 다음과 같다. 첫째, 고객경험은 고객감정과 사회적 정당성에 긍정적인 영향을 미치는 것으로 나타났다. 둘째, 고객감정은 사회적 정당성에 긍정적인 영향을 미치는 것으로 나타났다. 본 연구는 고객의 텀블러 활용경험, 고객감정, 사회적 정당성의 관계를 탐색적으로 제안하고, 사회적 정당성에 대하여 고객경험과 고객감정이 선행요인 역할을 할 수 있다는 것으로 실증적으로 확인하였다는데 의미가 있다.

Keywords

Acknowledgement

This work was supported by the Ministry of Education of the Republic of Korea and the National Research Foundation of Korea(NRF-2018S1A5B5A07073974)

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