본문 바로가기
KERD
논문KCI 등재

사회적 영향력과 모바일 서비스의 사용-확산, 그리고 지속적 사용 및 상표 전환의도 간의 관계에 대한 연구

The Relationships among Social Influence, Use-Diffusion, Continued Usage and Brand Switching Intention of Mobile Services

박현정|김상훈|이방형
한국마케팅학회 (Korean Marketing Association)|2010.10|아시아마케팅저널 (Asia Marketing Journal)|제12권 제3호|pp. 1-24

0

조회

0

다운로드

67

인용

0

참고문헌

키워드

모바일 서비스지속적 사용social influence사회적 영향사용-확산상표 전환use-diffusionmobile servicecontinued usagebrand switching
주제분류경영학

초록

본 연구는 혁신적인 모바일 서비스의 사용-확산 관점에서 혁신적인 서비스의 사용량과 사용의 다양성에 사회적 영향력이 어떠한 역할을 하는지 살펴보았다. 본 논문의 연구모형에 포함된 사회적 영향요인은 크게 두 가지인데 이는 네트워크 요인과 상표 동일시이다. 여기서 네트워크 요인은 사회적인 규범과 네트워크 효과를 포괄하는 개념이며, 상표 동일시는 소비자 개인의 자아정체성과 서비스 브랜드와의 일치성을 의미한다. 먼저 네트워크 요인의 경우 모바일 서비스의 사용량에 유의한 영향을 미치는 것으로 확인되었으며, 지속사용의도에도 긍정적인 영향을 미치는 것으로 나타났는데, 서비스 사용의 다양성에는 별 영향을 주지 않는 것으로 나타났다. 상표 동일시의 경우에는 사용량과 사용의 다양성에 모두 유의한 영향을 미치며 지속사용의도에도 긍정적인 효과를 가지는 것으로 나타났다. 본 연구에서 사용한 충성도 지표는 두 가지인데 하나는 모바일 서비스의 지속사용의도이고 또 하나는 상표애호도 즉 상표 전환의도이다. 이 두 가지 변수 중 전자는 서비스 카테고리에 대한 충성도이고 후자는 상표에 대한 충성도인데 서로 다른 의미를 갖는 만큼 연구 결과도 다르게 나왔다. 즉, 모바일 서비스의 사용량과 사용의 다양성은 모두 지속사용의도에 긍정적인 영향을 미쳤으나, 상표 전환의도에의 경우에는 사용량만이 유의한 영향을 주었고 가설과 반대로 사용량이 높을수록 오히려 상표 전환의도가 높아지는 것으로 나타났다. 이는 특정 혁신 서비스를 사용해 본 얼리어답터 고객들이 다양한 사업자의 서비스를 이용해 보고자 하는 니즈가 있음을 보여 준 것으로 이해할 수 있다.

Abstract

Typically, marketing literature on innovation diffusion has focused on the pre-adoption process and only a few studies explicitly examined consumers' post-adoption behavior of innovative mobile services. Besides, prior use diffusion research has considered the variables that determine the consumers' initial adoption in explaining the post adoption usage behavior. However, behavioral sciences and individual psychology suggest that social influences are a potentially important determinant of usage behavior as well. The purpose of this study is to investigate into the effects of network factor and brand identification as social influences on the consumers' use diffusion or continued usage intention of a mobile service. Network factor designates consumer perception of the usefulness of a network, which embraces the concept of network externality and that of critical mass. Brand identification captures distinct aspects of social influence on technology acceptance that is not captured by subjective norm in situations where the technology use is voluntary. Additionally, this study explores the effect of the use diffusion on the brand switching intention, a generally unexplored form of post-adoption behavior. There are only a few empirical studies in the literature addressing the issue of IT user switching. In this study, the use diffusion comprises of rate of use and variety of use.The research hypotheses are as follows;H1. Network factor will have a positive influence on the rate of use of mobile services. H2. Network factor will have a positive influence on variety of use of mobile services. H3. Network factor will have a positive influence on continued usage intention. H4. Brand identification will have a positive influence on the rate of use. H5. Brand identification will have a positive influence on variety of use. H6.Brand identification will have a positive influence on continued usage intention. H7.Rate of use of mobile services are positively related to continued usage intention. H8. Variety of Use of mobile services are positively related to continued usage intention. H9.Rate of use of mobile services are negatively related to brand switching intention. H10. Variety of Use of mobile services are negatively related to brand switching intention. With the assistance of a marketing service company, a total of 1023 questionnaires from an online survey were collected. The survey was conducted only on those who have received or given a mobile service called “Gifticon”. Those who answered insincerely were excluded from the analysis, so we had 936 observations available for a further stage of data analysis. We used structural equation modeling and overall fit was good enough (CFI=0.933, TLI=0.903, RMSEA=0.081). The results show that network factor and brand identification significantly increase the rate of use. But only brand identification increases variety of use. Also, network factor, brand identification and the use diffusion are positively related to continued usage intention. But the hypotheses that the use diffusion are positively related to brand switching intention were rejected. This result implies that continued usage intention cannot guarantee reducing brand switching intention.

참고문헌 (67)

  1. 강성주, "고객의 상표전환 결정요인에 관한 연구", 고객만족경영연구, 3(2), pp.199~215 (2001)
  2. 김용영, "정보기술 수용 후 주관적 지각 형성 : 사용 경험에서 형성된 습관, 기대일치, 자기효능감의 역할", Asia Pacific Journal of Information Systems, 18(1), pp.25~51 (2008), 한국경영정보학회
  3. 라선아, "서비스전환과 서비스충성도에 대한 CS와 서비스브랜드동일시의 영향에 관한 연구 - 실용적 서비스와 쾌락적 서비스에서 CS와 서비스브랜드동일시의 상대적 영향력 비교를 중심으로 -", 소비자학연구, 20(1), pp.93~125 (2009), 한국소비자학회
  4. 양희동, "정보기술 수용에 있어서 사용자 특성과 정보기술 특성에 따른 사회적 영향의 차이", Asia Pacific Journal of Information Systems, 15(2), pp.97~120 (2005), 한국경영정보학회
  5. 이상근, "상표전환에 미치는 영향에 관한 연구", 박사, pp.2004
  6. 이유재, "브랜드 퍼스낼리티-브랜드 동일시-브랜드자산 모형:이용자와 비이용자간 차이에 대한 탐색적 연구", 마케팅연구, 17(3), pp.1~33 (2002), 한국마케팅학회
  7. 조성도, "기술 제품의 사용 확산에 영향을 미치는 요인에 관한 연구:사용양과 사용 종류의 다양성 관점", 마케팅연구, 22(2), pp.67~86 (2007), 한국마케팅학회
  8. 최민석, "모바일 인터넷 사용자의 서비스 사용 중단 요인에 대한 분석 연구", 마케팅연구, 20(1), pp.1~27 (2005), 한국마케팅학회
  9. Allen, N., "The Measurement and Antecedents of Affective, Continuance and Normative Commitment to the Organization", Journal of Occupational Psychology, 63, pp.1~18 (1990)
  10. Anderson, R. L., "Exploring Consumers' Post Adoption Attitudes and use Behavior in Monitoring the Diffusion of a Technology-based Discontinuous Innovation", Journal of Business Research, 17(3), pp.283~298 (1988)
  11. Ajzen, I., "From Intention to Actions: A Theory of Planned Behavior. in: Action Control: from Cognition to Behavior", pp.11~39 (1985), Springer
  12. Asch, S. E., "Opinions and Social Pressure", Scientific American, 193, pp.31~35 (1955)
  13. Bansal, H. S., "Investigating the Relationship Between Service Quality, Satisfaction and Switching Intentions. in: Developments in Marketing Science", pp.304~313 (1997), Academy of Marketing Science
  14. Bhattacherjee, A., "Understanding Information Systems Continuance: an Expectation-confirmation Model", MIS Quarterly, 25(3), pp.351~370 (2001)
  15. Belk, R. W., "Possessions and the Extended Self", Journal of Consumer Research, 15, pp.139~168 (1988)
  16. Bettencourt, L. A., "Customer Voluntary Performance: Customers as Partners in Service Delivery", Journal of Retailing, 73, pp.383~406 (1997)
  17. Bergami, M., "Self-Categorization, Affective Commitment and Group Self-Esteem as Distinct Aspects of Social Identity in the Organization", British Journal of Social Psychology, 39(4), pp.555~577 (2000)
  18. Bone, P. F., "Word-of-mouth Effects on Short-term and Long-term Product Judgments", Journal of Business Research, 32(3), pp.213~223 (1995)
  19. Charng, H. W., "Role Identity and Reasoned Action in the Prediction of Repeated Behavior", Social Psychology Quarterly, 51, pp.303~317 (1998)
  20. Cooper, R. B., "Information Technology Implementation Research: A Technological Diffusion Approach", Management Science, 36(2), pp.123~139 (1990)
  21. Davis, F. D., "Perceived Usefulness, Perceived easd Easuse, and User Acceptance Easinformation Technology", MIS Quarterly, 13(3), pp.319~340 (1989)
  22. Davis, F. D., "User Acceptance of Computer Technology: a Comparison of Two Theoretical Models", Management Science, 35(8), pp.982~1003 (1989)
  23. Dekimpe, M. G., "Decline and Variability in Brand Loyalty", International Journal of Research in Marketing, 14, pp.405~420 (1997)
  24. Fishbein, M., "Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research" (1975), Addison-Wesley
  25. Fournier, S., "Consumer and Their Brands: Developing Relationship Theory in Consumer Research", Journal of Consumer Research, 24(4), pp.343~373 (1998)
  26. Godes, D., "Using Online Conservations to Study Word of Mouth Communication", Marketing Science, 23(4), pp.545~560 (2004)
  27. Golder, P. N., "Beyond Diffusion: An Affordibility Model of the Growth of New Consumer Durables", Journal of Forecasting, 17, pp.259~280 (1998)
  28. Graeff T. R., "Using Promotional Messages to Manage the Effects of Brand and Self Image on Brand Evaluations", Journal of Consumer Marketing, 3(3), pp.4~18 (1996)
  29. Greenwald, A. G., "Why Attitudes are Important: Defining Attitude and Attitude Theory 20 Years Later. in: Attitude Structure and Function", pp.429~439 (1989), Lawrence Erlbaum Associates
  30. Hartwick, J., "Explaining the Role of User Participation in Information System Use", Management Science, 40(4), pp.40~465 (1994)
  31. Holbrook, M. B., "The Experiential Aspects of Consumption: Consumer Fantasia, Feelings, and Fun", Journal of Consumer Research, 9, pp.132~140 (1982)
  32. Hong, S. J., "Understanding Continued Information Technology Usage Behavior: A Comparison of Three Models in the Context of Mobile Internet", Decision Support Systems, 42, pp.1819~1834 (2006)
  33. Hsu, C. L., "Why do People Play On-line Games? An Extended TAM with Social Influences and Flow Experience", Information and Management, 41, pp.853~868 (2004)
  34. Karahanna, E., "Information Technology Adoption Across Time: A Crosssectional Comparison of Pre-adoption and Post-adoption Beliefs", MIS Quarterly, 23(2), pp.183~213 (1999)
  35. Katz, M. L., "Product Introduction with Network Externalities", Journal of Industrial Economics, 40(1), pp.55~83 (1992)
  36. Keller, K. L., "Conceptualizing, Measuring, and Managing Customer- Based Brand Equity", Journal of Marketing, 57(1), pp.1~22 (1993)
  37. Khalifa, M., "Determinant of Satisfaction at Different Adoption Stage of Internet-Based Services", Journal of the Association for Information Systems, 4(5), pp.206~232 (2003)
  38. Kim, G. S., "In Examination of Factors Influencing Consumer Adoption of Short Message Service(SMS)", Psychology and Marketing, 25(8), pp.769~786 (2008)
  39. Kim, S. S., "Longitudinal Model of Continued IS Use: An Integrative View of Four Mechanisms Underlying Post Adoption Phenomena", Management Science, 51(5), pp.741~755 (2005)
  40. Kleijnen, M., "An Assessment of Value Creation in Mobile Service Delivery and the Moderating Role of Time Consciousness", Journal of Retailing, 83(1), pp.33~46 (2005)
  41. Lascu, D., "Consumer Conformity: Review and Applications for Marketing Theory and Practice", Journal of Marketing Theory and Practice, 7(3), pp.1~12 (1999)
  42. Lattin, J. M., "Using a Variety-seeking Model to Identify Substitute and Complementary Relationships among Competing Products", Journal of Marketing Research, 22, pp.330~339 (1985)
  43. Lee, Y., "Social Influence on Technology Acceptance Behavior: Self-identity Theory Perspective", Database for Advances in Information Systems, 37, pp.60~75 (2006)
  44. Long, M. M., "Consumption Values and Relationships: Segmenting the Market for Frequency Programs", Journal of Consumer Marketing, 17(3), pp.214~232 (2000)
  45. Ling, R., "Nobody Sits at Home and Waits for the Telephone to Ring: Micro and Hyper-coordination Through the Use of the Mobile Telephone. in: Perpetual Contact" (2001), Cambridge University Press
  46. Moore, G. C., "Development of an Instrument to Measure the Perceptions of Adopting an Information Technology Innovation", Information Systems Research, 2(3), pp.192~222 (1991)
  47. Nysveen, H., "Intention to Use Mobile Services: Antecedents and Cross-service Comparisons", Journal of the Academy of Marketing Science, 33(3), pp.330~347 (2005)
  48. Ram, S., "The Conceptualization and Measurement of Product Usage", Journal of Academy of Marketing Science, 18(1), pp.67~76 (1990)
  49. Rice, R. E., "Attitudes toward New Organizational Technology: Network Proximity as a Mechanism for Social Information Processing", Administrative Science Quarterly, 35, pp.219~244 (1991)
  50. Rice, R. E., "Individual and Network Influences on the Adoption and Perceived Outcomes of Electronic Messaging", Social Networks, 12, pp.27~55 (1990)
  51. Ridgway, N. M., "Exploration in Product Usage: A Model of Use Innovativeness", Psychology and Marketing, 11(1), pp.69~84 (1994)
  52. Rogers, E. M., "Diffusion of Innovations, 4th ed." (1995), The Free Press
  53. Rusbult, C. E., "A Longitudinal Test of the Investment Model: The Development and Deterioration of Satisfaction and Commitment in Heterosexual Involvement", Journal of Personality and Social Psychology, 45, pp.101~117 (1983)
  54. Shavitt, S., "Operationalizing Functional Theories of Attitude. in: Attitude Structure and Function", pp.331~337 (1989), Lawrence Erlbaum Associates
  55. Shih, C. F., "Beyond Adoption: Development and Application of a Use-Diffusion Model", Journal of Marketing, 68, pp.59~72 (2004)
  56. Sirgy M. J., "Self-concept in Consumer Behavior: a Critical Review", Journal of Consumer Research, 9(3), pp.287~300 (1982)
  57. Sparks, P., "Self-identity and the Theory of Planned Behavior: A Useful Addition or an Unhelpful Artifice?", Journal of Applied Social Psychology, 28, pp.398~410 (1998)
  58. Speier, C., "The Hidden Minefields in the Adoption of Sales Force Automation Technologies", Journal of Marketing, 66(3), pp.98~111 (2002)
  59. Taylor, S., "Assessing IT Usage : The Role of Prior Experience", MIS Quarterly, 19(2), pp.561~570 (1995)
  60. Terry, D. J., "The Theory of Planned Behavior: Self-identity, Social Identity, and Group Norms", British Journal of Social Psychology, 38, pp.225~244 (1999)
  61. Thompson, R. L., "Personal Computing: toward a Conceptual Model of Utilization", MIS Quarterly, 15(1), pp.124~143 (1991)
  62. Thorbjørnsen, H., "This is Who I am: Identity Expressiveness and the Theory of Planned Behaviour", Psychology and Marketing, 24(9), pp.763~785 (2007)
  63. Venkatesh, V., "Computers and Other Interactive Technologies for the Home", Communications of the ACM, 39(12), pp.47~54 (1996)
  64. Venkatesh, V., "A Longitudinal Investigation of Personal Computers in Homes: Adoption Determinants and Emerging Challenges", MIS Quarterly, 25(1), pp.71~102 (2001)
  65. Venkatesh, V., "A Model of the Antecedents of Perceived Ease of Use：Development and Test", Decision Sciences, 27(3), pp.451~481 (1996)
  66. Venkatesh, V., "User Acceptance of Information Technology: Toward a Unified View", MIS Quarterly, 27(3), pp.425~478 (2003)
  67. Ye, C., "Influences of IT Substitutes and User Experience on Post-Adoption User Switching: An Empirical Investigation", Journal of the American Society for Information Science and Technology, 59(13), pp.2115~2132 (2008)

관련 논문AI추천

소셜네트워크서비스의 사용과 확산에 있어 개인적 영향과 사회적 영향의 차이에 관한 연구김선아, 박정은경영연구소 · 신산업경영저널2016 · 제34권 제1호스마트폰의 서비스 속성만족과 지속사용의도박진수, 오세구에스케이텔레콤 (주) · Telecommunications Review2011 · 제21권 제1호기업모바일SNS사용자들의 사용자 특성이 지속적 사용의도 및 구전의도에 미치는 영향고종욱, 김명숙, 김준희사단법인 인문사회과학기술융합학회 · 예술인문사회 융합 멀티미디어 논문지2019 · 제9권 제4호휴대전화의 사용자 인터페이스 신기술 특성 및 신기술 UI 수용과 관련한 사회적 요인이 소비자 이용행태에 미치는 영향 -TAM 중심으로-신철호, 양윤선한국기업경영학회 · 기업경영연구2011 · 제18권 제2호서비스 기술 수용 모델을 이용한 모바일 서비스 사용의도에 영향을 미치는 요인에 관한 연구김광현한국지식정보기술학회 · 한국지식정보기술학회 논문지2010 · 제5권 제5호이동통신 서비스 이용자의 전환의도에 관한 연구: 개인 혁신성에 따른 집단 간의 차이를 중심으로오종철, 윤성준한국마케팅과학회 · Journal of Global Scholars of Marketing Science(마케팅과학연구)2009 · 제19권 제1호

이 간행물의 다른 논문 (5건)

The Effect of Customer Co-development on Firm Value이종국pp. 25-41은행서비스에서 고객지향성, 금리민감도, 고객애호도의 구조에 관한 연구: 예금이자율과 대출이자율의 조절효과하홍열, 최창복pp. 43-62경제적 책임과 자선적 책임에 대한 인식이 반기업 정서에 미치는 영향이한준, 박종철pp. 63-79CJ오쇼핑의 혁신적인 소매유통전략홍성태, 한상린, 이상현pp. 81-97블랙야크의 BI(Brand Identity) 강화전략: 사회공헌활동을 중심으로전중옥, 유창조, 이상현pp. 99-116
원문 보기