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최근 럭셔리 브랜드의 온라인 쇼핑 판매가 급격히 증가함에도 불구하고, 명품 브랜드가 온라인 판매 되었을 때, 명품브랜드 품질 관점과 온라인 쇼핑가치 관점에서 어떤 일이 발생하는지를 검토한 연구가 부족하였다. 이에 따라, 본 연구는 새로운 온라인 쇼핑 모델을 개발하고 명품 소비자 대상의 구조방정식 모델링을 통해 실증연구를 진행하였다. 본 연구는 two-factorial research design 기반으로, 명품 브랜드로는 샤넬을, 제어변수로는 일반 브랜드(유니클로)를 통해 설문조사 진행하여 총 275명의 샘플을 수집하였다. 전반적으로, 조사결과는 명품브랜드와 일반 브랜드는 온라인으로 판매 때 사람들은 다르게 인식하는 것을 보여주었다. 명품 소비자들은 온라인상의 명품 브랜드에 대한 품질지각이 낮았으며, 브랜드의 품질지각과 온라인 쇼핑 가치간의 정의 관계는 명품브랜드는 일반 브랜드 대비 약했다. 또한, 온라인 쇼핑 가치는 구매 의도에 영향을 주지 않았다. 이전 쇼핑관련 연구문헌과 달리, 온라인 쇼핑에서 지각되는 재무적 위험이 높을수록 온라인 쇼핑 가치를 낮게 느꼈으며, 검색 의도는 크게 높아졌다. 흥미롭게도, 온라인 쇼핑에서의 엔터테인먼트는 명품브랜드의 구매의도에 부정적 영향을 미쳤으며, 럭셔리 소비자들은 온라인 명품 브랜드의 가치를 인식하더라도 명품브랜드의 구매 의도뿐만 아니라 검색 의도도 없는 것으로 나타났다. 따라서, 업계에 시사하는 점은 명품제조업체나 명품 온라인 소매업체들은 명품 브랜드의 온라인 판매에 있어서 브랜드관리 차원에서 더욱 신중을 기해야 할 필요가 있다. 명품브랜드의 온라인 판매를 촉진하기 위해서는 온라인 쇼핑에서의 재무적 위험을 낮추고, 온라인쇼핑에서의 엔터테인먼트를 증가해야 할 것이다.
Despite the emerging growth of luxury shopping online, there have been few studies examining what happens when luxury brands are sold online, from the perspectives of product quality and online shopping values perspective. Thus, this study developed an online shopping model, which was then empirically tested with structural equation modeling. Using a two-factorial research design, this study looked at a luxury brand (Chanel) by comparing a massbrand (Uniqlo) as the control variable. Data was obtained, using a within - subject survey, from 275 luxury consumers. Overall, the results showed that people perceived the brand quality of luxury and mass brands differently, when these products were sold online. Luxury consumers had the low quality perception on luxury brands online, and the positive relationship between the quality perception and shopping value for luxury brands was weaker than for mass brands. In contrast to the previous shopping literature, the study found that the online shopping values for luxury brands and entertainment did not affect purchase intention. Financial risk had a strong negative impact on online shopping values and positively influenced search intention. The results found that the online shopping values did not influence purchase intention online because of the low perception of luxury brand quality and a perception of high financial risk perception associated with online shopping. For the managerial implication, both luxury manufacturers and online retailers should be cautious when selling luxury brands online. They need to develop better online shopping value offerings, such as low financial risk and high entertainment.
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