중국 소비자의 소비성향이 옴니채널 이용 및 만족도에 미치는 영향

The Effects of Chinese Consumers’ Consumption Propensity Influencing on Omni-channel Usage and Satisfaction : Focused on Balinghou and Jiulinghou

The purpose of this study is to understand the consumption propensity of Chinese Balinghou and Jiulinghou in the omni-channel environment of China and to analyze the effects of their propensity on omni-channel usage and satisfaction. An online survey was performed for Balinghou and Jiulinghou generation customers, i.e., those who were born between 1980 and 1999 and live across the country (in 1st-, 2nd-, 3rd-, and 4th-tier cities). The survey was conducted by professional online survey company Mungunsung. A total of 500 respondents’ survey sets were utilized for the final analysis. The SPSS 23.0 statistical package was employed, along with frequency analysis, cross analysis, reliability analysis, t-test, regression analysis, and the Chow-test. The main study findings are as follows: first, Balinghou and Jiulinghou generations all showed the highest orientation for practical use in their consumption propensity . Second, in relation to their awareness of omni-channel, the Balinghou preferred stability, whereas the Jiulinghou preferred customization. In terms of the post-omni-channel-use reaction, the Balinghou showed the highest satisfaction with convenience, whereas the Jiulinghou showed the highest intention of reuse. Third, among the consumption propensities of Chinese customers, it was found that the stronger the orientation for practical use and reference group the more positive the awareness of omni-channel. Fourth, with regard to the awareness of omni-channel among Chinese customers, the higher the convenience and economy the more positive the tendency observed in the post-omni-channel-use reaction. Fifth, consumption propensity was found to be higher in the Balinghou than the Jiulinghou. The former also showed higher means than the latter generation in every factor of omni-channel awareness. When it comes to the post-omni-channel-use reaction, the Balinghou showed higher means than Jiulinghou in convenience satisfaction and intention to create positive word of mouth.