소비자 임파워먼트의 선행요인과 서비스 상품 사용의도에 대한 실증연구 - 게임산업을 중심으로 -
The Antecedents and The Effects of Customer Empowerment on Consumer Adoption and Purchase Intention in the Online Game Service Industry
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초록
본 연구는 인터넷 온라인 게임 산업을 중심으로 소비자들의 혁신성과 참여정도를 뜻하는 소비자 임파워먼트의개념과 선행요인을 고찰하고, 이러한 소비자들의 임파워먼트가 어떤 경로를 거쳐 소비자들의 상품구매행동 및사용의도에 이르게 되는가를 고찰하고 있다. 연구결과에 의하면, 소비자의 임파워먼트 형성에는 의견 공유과정의 지각된 즐거움과 게임콘텐츠에 대한 지각된 가치 역할이 매우 유의적으로 조사 되었다. 형성된 소비자들의임파워먼트는 구성원들간의 공유와 의견교환을 통해서 게임서비스업체에 대한 신뢰를 매개로 해당 서비스상품의 지속적인 사용의도에 영향을 미치는 것으로 나타나고 있다. 본 조사의 결과는 실무적으로 온라인 게임산업에서 새로운 상품을 출시할 경우에 적용이 가능하다. 신상품 출시에 소비자들의 의견을 적극적으로 반영하는 시스템을 도입하여 핵심고객들의 게임콘텐츠에 대한 지각된 가치 및 즐거움을 배가하여 소비자들의 임파워먼트를높이는 것이 중요하다. 더불어 해당 서비스상품과 관련된 고객들의 커뮤니티에서의 의견공유 및 게임서비스업체에 대한 신뢰구축이 신상품의 성공에 가장 큰 영향을 미치고 있는 것이 실증적으로 규명되고 있다. 또한 본연구결과의 한계점과 향후 연구에 대한 시사점도 논의하였다.
Abstract
This study investigated the antecedents and the effects of customer empowerment on consumer adoption and purchase intention for the online game service (Terra). The results address that the main antecedents of customer empowerment are the perceived fun and perceived value of the online game service. In addition, this study emphasizes the importance of the roles of online community on the game service,where the game players can share their opinions of the new service with other community members. The empowerment level of customers can be escalated by the those feedbacks by the community members. In the end, the purchase and usage intention of the new online game service could be determined largely by the customer empowerment level. The theoretical and practical implications of this study were suggested and the limitations and future research were also discussed.
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