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A Study on the Direction of Social Robots to Improve the Offline Shopping Experience for the MZ Generation
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MZ세대의 오프라인 쇼핑 경험 향상을 위한 소셜 로봇 방향성 연구

논문 기본 정보

Type
Academic journal
Author
Kim, So Yeon (홍익대학교) Lym, Hyo Jeong (홍익대학교) Chung, Jae Hee (홍익대학교)
Journal
The Korean Society Of Design Culture JOURNAL OF THE KOREAN SOCIETY DESIGN CULTURE Vol.28 No.2 KCI Accredited Journals
Published
2022.6
Pages
63 - 74 (12page)
DOI
10.18208/ksdc.2022.28.2.63

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A Study on the Direction of Social Robots to Improve the Offline Shopping Experience for the MZ Generation
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Abstract· Keywords

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Social robots are emotional robots that communicate and interact with people. Social robots used in large retail stores are equipped with AI, autonomous driving, and user access recognition technologies to interact with users on behalf of employees. However, the existing social robots in large retail stores are still used at a low level because they only provide simple information. Accordingly, this study intends to propose a new possibility of social robots to improve offline shopping experience for the MZ generation as the major consumer group in the recent consumer market by applying the service design methodology.
First, the current status of social robots in existing large retail stores was examined, and the shopping characteristics of the MZ generation were analyzed through literature research. For the empirical study, in-depth interviews were conducted with 13 people of MZ generation, and the needs of ‘SNS belongingness’, ‘emotional experience’, and ‘customized information’ were derived. Finally, four ideas of ‘SNS linkage’, ‘customized photo/video’, ‘greeting/reaction’, and ‘personalized recommendation’ were derived and the effectiveness of the ideas was verified through online survey of 120 people. Users preferred ‘personalized recommendation’ the most, and it was found that men preferred practical functions and women preferred emotional ones. In addition, it was found that users who had experienced social robots showed more positive responses to new functions of social robots.
This study is meaningful in that it proposes a new service for social robots based on user research on offline shopping experience. The positive feedback on the new functions in this study verifies the need for expanding the functions of social robots. It is expected that the differentiated functions of the social robot for shopping proposed in this study will contribute to the development and diffusion of the social robots for offline stores.
#MZ Generation (MZ 세대) #Social Robot (소셜 로봇) #Large Distribution Stores(대형 유통매장) #Shopping Experience (쇼핑 경험)

Contents

Abstract
국문초록
Ⅰ. 서론
Ⅱ. 문헌연구
Ⅲ. 연구 방법
Ⅳ. 연구 결과
Ⅴ. 아이디어 검증
Ⅵ. 논의
Ⅶ. 결론
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