네트워크 제품의 소비자 선택 의사결정: 한글 워드프로세서 시장에서 소비자 선택의 영향 요인
Consumer choices of network products: The dynamics of consumer choices in the korean word-processor market
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본 논문에서는 네트워크 경제의 원리가 적용되는 대표적 산업 중 하나인 컴퓨터 소프트웨어 시장에서 소비자들이 경쟁 제품들 중 특정 소프트웨어를 선택하는 의사결정에 영향을 미치는 요인들을 알아보기 위하여, 한글 워드프로세서 시장을 대상으로 실증 분석을 시도하였다. 경쟁 제품들 중 소비자들의 선택에 관한 기존 연구들은 제품의 기술적 우수성 자체에 미시적으로 초점을 맞추어 기술적으로 우위를 가진 제품이 선택될 것이라고 보거나, 반대로 전체 시장 수준에서 네트워크 외부 효과에 거시적으로 초점을 맞추어 동일 제품을 사용하는 소비자의 수가 미래 소비자의 추가적 증가를 결정하거나 또는 오랜 기간 시장에 존속하여 온 제품이 경로의존성에 의해 기술적 성능 여부에 상관없이 지속적으로 선택될 것이라고 보았다. 이에 반해 본 연구에서는 기존 연구들에서 이론적 배경이나 분석 수준에 따라 개별적으로 연구되어온 이 변수들을 개별 소비자 수준에서 파악했을 때 나타나는 차이에 중점을 두고자 한다. 이에 따라 각 소비자의 선택은 전체 시장의 특성이나 각 제품의 기술적 특성에 의해 일방적으로 결정되는 것이 아니라, 개별 소비자들이 처한 상황에 의해 결정될 것이라고 예측된다. 즉 본 연구에서는 제품의 기술적 성능 차이에 대한 민감도, 특정 제품에 대한 경로의존성, 그리고 네트워크 외부효과가 각 소비자 마다 다를 것이라는 전제 하에 이 변수들을 개인 소비자 수준에서 통합하여 다변량 분석을 시도하였다. 실증분석 결과, 경쟁하고 있는 한글 워드프로세서 제품들에 대한 각 소비자의 선택은 각자가 한글 워드프로세서를 사용하는 정도에 따라 결정되는 기술적 성능에 민감도, 각자가 특정 한글 워드프로세서 제품을 사용하여온 기간으로 측정되는 개인별 경로의존성, 그리고 각자가 한글 워드프로세서 파일들을 교환하는 주변 사람들이 주로 사용하는 제품의 종류에 의해 결정되는 개인별 사회 네트워크에서의 외부효과에 강하게 영향을 받는 것으로 나타났다.
Abstract
This study empirically examines consumer choices among competing products in the computer software market which is strongly governed by the dynamics of network economy. Most existing studies on this subject has assumed either that the technical quality of each product determines its market performance at the micro product level or that the sales of each product is determined by the size of existing consumers - i.e. network externality - or by the length of its market tenure - i.e. path dependence - at the macro market level. In contrast, the current paper suggests a research model that empirically tests the effects of sensitivity to technical performance, path dependence, and network externality together at the individual level based on the prediction that each consumer will be affected differently by these factors. According to the results of the empirical analysis for a data-set on the Korean word-processor market, consumer choices among competing network products were found to be affected significantly by each individual's sensitivity to technical performances measured by the degree of that person's use of Korean word-processors, personal-level path dependence indicated by the length of time for which each person has used a particular product, and the externality in each consumer's interpersonal networks measured by the distribution of competing word-processors among those others with whom he or she exchanges word-processor files.
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