사이버 이주: 온라인 서비스 전환에 관한 실증 연구
Cyber Migration: An Empirical Study on Online Service Switching
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초록
본 연구에서는 온라인 서비스 사용자들의 전환 행위를 설명하고자 한다. 서비스 전환은 기존의 사이트 대신 다른 사이트를 이용하는 것을 의미하기 때문에 ‘사이버 이주’라고 표현할 수 있다. 다양한 온라인 서비스 중에서도 최근 대중의 인기를 많이 받고 있는 SNS(Social Network Site) 사용자들을 대상으로 실증 분석을 수행하였다. SNS의 사용 및 전환 경험이 사용자들을 대상으로 설문을 수행하였고, 229개의 응답을 분석에 사용하였다. 이주 이론에 기반하여 PPM(Push-Pull-Mooring) 모형을 도입하였다. 푸쉬 효과 변수들의 선후관계를 분석하기 위하여 정보 시스템 성공 모형을 적용하였으며, 온라인 서비스 전환 분야의 문헌들을 참고하여 각 효과 별 변수들을 채택하였다. 푸쉬 효과 변수로는 만족도, 충성심, 시스템 품질, 정보 품질, 서비스 품질을 선택하였고, 풀 효과로는 지인 영향을, 무어링 요인으로는 지속 비용, 설치 비용, 매몰 비용을 선택하였다. 분석 결과, 푸쉬 효과와 무어링 효과는 부분적으로 전환 의도를 설명하였고, 풀 효과는 전환 의도에 유의한 영향력을 지녔다. 온라인 서비스 제공자 입장에서는 초기 전환자들이 빠르게 구전 행위를 할 수 있는 환경을 조성해 주는 것이 가장 중요한 과제임을 시사한다. 본 연구의 결과는 서비스 제공업자들의 이탈 방지나 신규 서비스 진출에 있어 유용한 지침이 될 것이다.
Abstract
In this paper, we attempt to explain online service switching. Switching service can be termed cyber migration because it refers to the action whereby users primarily participate in a new site instead of their previous site. Among the various online services, we analyze SNS(Social Network Site) users empirically. We surveyed the users who have used and switched SNS and 229 questionnaires were investigated. We apply PPM(Push-Pull-Mooring) model and utilize IS(Information System) success model to examine the relationship between push factors. We selected the variables from online service switching literature. We chose satisfaction, loyalty, system quality, information quality, service quality as push factors, peer influence as pull factor and continuity cost, setup cost, sunk cost as mooring factors. As a result, push and mooring factors explain intention to switch partially and pull factor shows significance influence. This paper will be helpful guidelines for service providers to prevent defection or launch new service.
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