Effect of Empirical Value of Untact Marketing on Consumer Satisfaction and Repurchase Intention: Centered on Service Application

Abstract

Untact marketing is increasing due to the worldwide COVID-19 pandemic. Untact is a new term that originated in South Korea combining “contact” and “un” which refers to non-face-to-face contact. Typical untact services include a kiosk, which refers to an unmanned cash register, AI chatbot service, and delivery mobile applications. Untact marketing is an optimized way for smartphones. Untact marketing is generating profits by communicating with consumers through non-face-to-face methods and by e-enabled marketing targets. As the changes in the marketing environment, an investigation was conducted on how the empirical value of untact marketing affects consumer satisfaction and consumer's willingness to repurchase, centered on service mobile application. This investigation intends to contribute to the establishment of untact marketing strategy. After using service mobile application that is frequently used in our daily lives, such as delivery apps, shopping apps, and finance apps, we studied consumer satisfaction with their empirical value and their intention to repurchase them and tried to present the direction for the strategic development of untact marketing by revealing the influential relationship. Therefore, empirical values were contemplated, and according to this, concepts of consumer satisfaction, willingness to repurchase were summarized. The research model was constructed based on the theoretical background, and the survey was conducted for empirical analysis. The collected data was obtained using the SPSS 22 program. In this research model, empirical values perceived by consumers using mobile service applications were defined as five factors: hedonic value, practical value, economic value, service value, and reliability value. In this study, consumers seem to be positive about untact marketing, and as the consumer market for the untact marketing expands, it is believed that corporate strategic efforts are needed so that consumers can feel interested, as well as realizing economical, and reasonable value. Consumers seem to be positive about untact marketing, and as the consumer market for the untact marketing expands, it is believed that corporate strategic efforts are needed so that consumers can feel interested, as well as realizing economical, and reasonable value.