매장 내 리테일 테크가 고객경험과 고객인게이지먼트에 미치는 영향 : 소비자 디지털 디톡스 성향의 조절효과

Many retailers are introducing new technologies to enhance the in-store customer experience. Newly introduced retail technologies are rapidly changing the customer contact experience and customer-company relationship, and are changing the overall customer journey by making the shopping environment more convenient(van Doorn et al., 2017). Therefore, in this study, based on the customer experience framework of Becker and Jaakkola(2020), the prior factors of customer experience, customer experience, and customer experience result factors were derived and the empirical model was verified. It was attempted to derive the leading factors of customer experience through environment embedding and personalized recommendations as retail tech variables, and to verify how they affect customer experience and customer engagement. As a result of the study, it was found that environment embedding and personalized recommendation, which are retail tech variables, have a positive effect on cognitive and emotional customer experience. And customer experience was found to have a positive effect on customer engagement. In addition, it was found that the customer experience for retail tech varies according to the consumer's digital detox tendency. Based on this, marketing implications and limitations were presented, and future research plans were discussed.