사물인터넷 쇼핑의 편리성과 소비자 알 권리 중요도: 아마존 대시 버튼 사례 연구

초록

The Internet of Things (IoT) shopping environment can provide benefits and risks to consumers, including shopping convenience and invasion of consumer rights, respectively. We experimentally tested whether exposure to information regarding the benefits and risks of IoT shopping would elicit changes to consumer perceptions of the importance of shopping convenience and rights to information, as well as shopping intention among young online shopping consumers. The participants (N=218) were randomly assigned into one of two experimental conditions. The control group was exposed to a news article and a video emphasizing the shopping convenience of the Amazon Dash Button service, while the experimental group was exposed to the same news article and video provided to the control group, along with a news article about the judgment of the Munich court that the Dash Button violates German consumer law. We found an interaction effect of experimental condition and time on changes to the perceived importance of shopping convenience and shopping intention. The changes to the perceived relative importance of shopping convenience to consumer rights to information from pre- to post-manipulation differed significantly between the two experimental groups. The results of this study emphasize the importance of providing information on both the benefits and risks of IoT shopping. This was the first experimental study to examine the possibility of the invasion of consumer rights to information in the IoT shopping environment. This study urges researchers, marketers, and policy makers to focus more on consumer rights to information in the newly coming IoT shopping environment.

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