고객접촉 지각에 따른 언택트 쇼핑채널 전환의도에 관한 연구

This study distinguished the level of customer contact with communication time, information abundance, and spatial proximity, and analyzed the impact of perceptual contact level on the customer's psychological and physical negative emotions and on the intention of switching to an undetected shopping channel based on a prior study. Through this, customers will study the impact relationship between the intentions of switching shopping channels to attract research attention to the company's 'untact service channels' and provide the necessary evidence for continued growth of the increasing contact service channels. The distribution service industry is an industry where human contact is very important. That is, perceptions arising from personal contact between customers and providers directly affect the performance of the entity. From this perspective, the results of a separate study that separates the quantitative aspects of customer contact could provide implications for the development of distribution service management theory and improvement of practical matters. First, statistically significant results have been shown for all three factors of the level of customer contact, both of which are psychological fatigue for the customer. Second, communication time and spatial proximity resulted in statistically significant results for consumer discomfort. Finally, psychological fatigue and physical discomfort showed significant results in switching shopping channels. This work proposes significance as a result of situations where social impact on contact is higher than at the point of previous work, and suggests practical measures for management directions by presenting factors for channel transition according to customer contact level in traditional shopping channels.