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Korean Academic Society of Business Administration
[ Article ]
korean management review - Vol. 45, No. 4, pp.1243-1278
ISSN: 1226-1874 (Print)
Print publication date 31 Aug 2016
Received 10 Jul 2015 Revised 23 Feb 2016 Accepted 11 May 2016
DOI: https://doi.org/10.17287/kmr.2016.45.4.1243

무엇이 승객으로 하여금 플랫폼에 출근하도록 만드는가? 네트워크내 고객유지에 영향을 미치는 플랫폼 서비스 품질 요인

배세하* ; 김상희**
*(주저자) 전남대학교 경영대학 water2712@naver.com
**(교신저자) 전남대학교 경영대학 ksh2851@chonnam.ac.kr
What makes Passenger on the Platform? The Influence of Platform Service Quality Factors on Customers’ Retention in Network
Se Ha Bae* ; Sang Hee Kim**
*Student of Doctoral Course, Department of Business Administration, Chonnam National University Graduate School, First Author
**Professor of Marketing, College of Business Administration, Chonnam National University, Corresponding Author

초록

본 연구에서는 소비자 관점에서 플랫폼 이용 요인을 탐색하였다. 사회정체성이론에 기초하여 플랫폼에서도 개인이 소속되어 있는 네트워크에서 벗어나 행동하는 것을 선호하지 않고 현상유지편향을 강화할 것이라고 전제하였다. 따라서 기존 선행연구의 접근방식인 소비자의 플랫폼 이용동기 측면보다는 지속적 이용의도에 영향을 미치는 서비스 품질요인을 탐색함으로써 고객참여를 유지시키는 전략을 모색하였다. 개인은 특정동기에 의해 플랫폼을 이용하기도 하지만 습관적으로 이용하는 경우가 많기 때문에 본 연구와 같은 접근 또한 필요하다고 할 수 있다.

우선 인터넷 플랫폼 비즈니스 서비스품질을 평가하는 측정도구를 구축하기 위해 1차 조사를 실시하였다. 1차 조사와 2차 조사는 서로 다른 응답자를 대상으로 정성적인 연구방법을 이용하였다. 인터넷 플랫폼 비즈니스의 서비스품질은 온라인 쇼핑을 포함한 기존의 인터넷 서비스품질과 구성요소에서는 큰 차이가 없었으나 내용면에서 차이가 있는 것으로 나타났다. 인터넷 플랫폼 비즈니스 서비스품질은 이행성, 시스템이용가능성, 이용용이성, 신속성, 반응성, 디자인, 개인화, 즐거움, 명성, 프라이버시의 10개 차원이며 내용면에서 기존의 인터넷 서비스보다 복잡하고 다양화된 비즈니스의 특성과 생산, 유통, 소비의 주체로써 고객의 특성을 반영하고 있다.

다음으로 2차 조사를 통해 소셜 네트워크에 따라 플랫폼의 기능적 분화가 이루어지고 있는지를 확인하고 도출된 서비스품질이 소셜 네트워크에 따라 그 중요도가 상이한가를 탐색하였으며 구매의사결정의 각 단계에서 플랫폼 서비스가 미치는 영향을 탐색하였다. 그 결과 친교네트워크 참여목적으로는 폐쇄형 SNS가 주로 이용되고 있으며, 이용용이성, 신속성, 시스템 이용가능성, 이행성, 즐거움이 중요한 요인으로 고려되었다. 정보공유 네트워크 참여목적으로는 포털을 기반으로 하는 플랫폼이 주로 이용되고 있으며, 이용용이성, 시스템이용가능성, 이행성, 명성이 중요한 요인으로 고려되었다. 하이브리드 네트워크의 참여목적으로는 개방형 SNS를 주로 이용하며, 즐거움이 가장 중요한 요인으로 고려되었고, 프라이버시, 이용용이성, 시스템이용가능성, 개인화 순으로 중요시 되었다. 구매결정과정의 각 단계에서 플랫폼 서비스가 미치는 영향은 다르게 나타났다. 주의단계는 친교네트워크, 흥미단계는 하이브리드 네트워크, 검색단계는 정보공유 네트워크가 가장 큰 영향을 미치는 것으로 나타났다. 공유단계에서는 소셜 네트워크마다 다른 정보들이 공유될 가능성이 있고 행동단계에서는 거의 영향을 받지 않는 것으로 나타났다. 본 연구는 이러한 결과를 바탕으로 가설적 제안과 더불어 플랫폼 비즈니스 연구와 플랫폼과 비즈니스 생태계에 대한 전략적 시사점을 제시하고 있다.

Abstract

Recently, researchers and practitioners have paid increasing attention to the making strategy of Platform. This study explored using factors of platform from a consumer point of view. A key assumption is that customer might be strengthened the status quo bias in platform on the basis of social identity theory. Therefore, we searched strategies of maintenance of a customer participatory behavior in platform business by exploring service quality which affect long-term behavior of customer rather than to explore motivation that approach of prior studies on platform. It is important these approach because customer used platform with motivation but they sometimes used habitually.

We performed a first study to building a measure for platform business service quality (PB-SQ). The conceptualization is based on a literature review of service quality research and a qualitative method. The qualitative research indicated that they have a difference in content but just items are nearly the same between internet business platform service quality and existing internet service quality including online shopping. A measure for internet business service quality consist of ten dimension of fulfillment, system availability, ease of use, timeliness, responsiveness, design, personalization, playfulness, reputation, privacy. In terms of content, internet business platform service quality is reflected characteristic of complex and diversified business compared with existing internet service and characteristic of customer as agents of production, distribution, and consumption.

A second study also were conducted qualitative method with respondents who do not participate in the first investigation. The purpose of second study are to confirm whether it is being carried out functional partition of platform, to investigate whether it have a different priorities of service quality items according to social network, and to search effect of each platform service at each stage on purchase decision making process.

The results are as follows. For the purpose of participation of friendship network, customer usually used the closed SNS and considered ease of use, timeliness, fulfillment, playfulness as key factors of platform use. For the purpose of participation of information sharing network, they usually used internet portal-based platform and considered ease of use, system availability, fulfillment, reputation as key factors of platform use. For the purpose of participation of hybrid network, they usually used the open SNS and considered playfulness as the most important factors of platform use and privacy, ease of use, system availability as factors of platform use. This study suggest that each platform service have a different impact on each stage of purchase decision making process. It is most influence friendship network on attention stage likewise hybrid network on interest stage, information sharing network on search stage. It is possible that each social network share other information on share stage. Customer are not affected by platform on action stage.

This study aim at offering an expanded framework of platform business, examining a method of qualitative and thereby providing hypothetical proposal base on the result and implication for managers and scholars about platform business.

Keywords:

platform business service quality, friendship network, information sharing network, hybrid network, purchase decision making process

키워드:

인터넷 플랫폼 비즈니스, 소셜 네트워크, 서비스 품질, 구매결정과정

Acknowledgments

본 논문을 위해 건설적인 조언을 해주신 심사위원님들께 감사드립니다.

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• 저자 배세하는 현재 전남대학교 경영대학 마케팅 전공 박사과정을 수료하였다. 전남대학교 경영대학 경영학과를 졸업하였으며, 동 대학교에서 경영학 석사를 취득하였다. 주요연구분야는 소셜네트워크마케팅, 그린마케팅, 기업의 사회적 책임 등이다.

• 저자 김상희는 현재 전남대학교 경영대학 경영학부 마케팅 전공 교수로 재직 중이다. 주요 연구분야는 소비자 감정, 판매원의 감정 및 심리적 현상, 서비스 회복 등이다.