무인매장의 CCTV 감시 윤리성이 소비자 인식에 미치는 영향에 대한 탐색적 연구

• 영문명: An Exploratory Study on the Impact of Ethical CCTV Surveillance on Consumer Perceptions in Unmanned Stores
• 발행기관: 한국프랜차이즈경영학회
• 저자명: 이현구(Hyun-Goo LEE) 이동일(Dong-il LEE)
• 간행물 정보: 『한국프랜차이즈경영연구』제15권 제4호, 49~67쪽, 전체 19쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2024.12.31

국문 초록

Purpose: This study analyzed the effect of ethical aspects of CCTV surveillance, such as Security, Responsibility, and Privacy, on consumers' perceptions of unmanned stores. Research design, data, and methodology: The data were collected from 270 participants through an online survey, which was conducted over seven days from October 7 to 13, 2024, with the assistance of an online survey company. The constructs were developed with Delphi Method. And the collected data were analyzed using Delphi Method, SPSS 26, and SmartPLS 4. Results: According to the results, CCTV Security positively influenced the intention to use unmanned stores through the mediation of CCTV Responsibility and consumer attitude. Additionally, Privacy Concerns moderated the relationship between Security and Responsibility. Conclusion: The results of the study show that marketing strategies that emphasize the ethical aspects of CCTV surveillance in unmanned store operations have a positive effect on consumer perception and behavior. When Security and Responsibility are strengthened, consumers’ attitudes toward Unmanned stores are formed more favorably and their intention to use unmanned stores is enhanced. In addition Privacy Concerns act as an important factor that moderates the relationship between Security and Responsibility. Therefore, marketers can improve the performance of unmanned stores by communicating the ethical aspects of CCTV operation.

목차

1. Introduction

2. Literature Review

3. Research Methods and Materials

4. Analysis

5. Discussion and Implications

References

키워드

Unmanned Store CCTV Ethics CCTV Security CCTV Responsibility Privacy Concern