Korean Academic Society of Business Administration
[ Article ]
korean management review - Vol. 53, No. 5, pp.1187-1225
ISSN: 1226-1874 (Print)
Print publication date 31 Oct 2024
Received 11 Jan 2024 Revised 08 May 2024 Accepted 27 May 2024
DOI: https://doi.org/10.17287/kmr.2024.53.5.1187

디지털 자산 구매에 대한 이끌림: 대체불가토큰(NFT) 구매의도 결정 과정의 영향 요인 분석

홍정인 ; 서영욱
(주저자) 한국오라클
(교신저자) 대전대학교
Attraction to Buy Digital Assets: Analysis of Factors Influencing the Decision Process of Non-Fungible Token(NFT) purchase intention
Jung In Hong ; Young Wook Seo
(First Author) Oracle Korea gruvboogi@gmail.com
(Corresponding Author) Daejeon University seoyy123@gmail.com


Copyright 2024 THE KOREAN ACADEMIC SOCIETY OF BUSINESS ADMINISTRATION
This is an open access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted, distribution, and reproduction in any medium, provided the original work is properly cited.

초록

본 연구의 목적은 계획행동이론을 바탕으로 개인의 NFT구매의도를 분석하는 것이다. NFT구매의도에 대해 태도, 주관적 규범, 인지된 행동통제의 영향과 태도에 대한 인지된 유용성과 인지된 사용용이성의 영향, 그리고 NFT구매 특성 그룹인 NFT불확실성, FOMO, 개인혁신성이 태도와 NFT구매의도에 미치는 영향 및 조절 효과를 분석하기 위한 연구모형을 설계하였다. 데이터 분석은 암호화폐 구매자 데이터 215개의 샘플을 사용하여 PLS분석과 부트스트래핑 검정을 진행하였고 사용된 분석도구는 Excel, SmartPLS이다. NFT구매의도에 대해 태도, 주관적 규범, 인지된 행동통제, NFT불확실성, FOMO 및 개인혁신성의 영향이 확인되었다. 태도에 대해서 인지된 유용성, NFT불확실성의 효과만이 확인되었다. NFT불확실성, FOMO 및 개인혁신성은 NFT구매의도에 대한 태도의 영향을 조절하는 것으로 확인되었다. 추가로 태도의 매개효과 및 간접효과에 대해서도 함께 보고하였다.

Abstract

The purpose of this study is to analyze an individual's NFT purchase intention based on the theory of planned behavior. A research model was designed to analyze the influence of attitude, subjective norm, and perceived behavioral control on NFT purchase intention, the influence of perceived usefulness and perceived ease of use on attitude, and the influence and moderating effect of NFT purchase characteristic groups such as NFT uncertainty, FOMO, and personal innovativeness on attitude and NFT purchase intention. Data analysis was conducted using PLS analysis and bootstrapping test using 215 samples of cryptocurrency purchaser data, and the analysis tools used were Excel and SmartPLS. The influence of attitude, subjective norm, perceived behavioral control, NFT uncertainty, FOMO, and personal innovativeness on NFT purchase intention was confirmed. Only the effects of perceived usefulness and NFT uncertainty on attitude were confirmed. NFT uncertainty, FOMO, and personal innovativeness were confirmed to moderate the influence of attitude on NFT purchase intention. In addition, the mediating effect and indirect effect of attitude were also reported.

Keywords:

Theory of Planned Behavior, Non-Fungible Token, NFT, Purchase Intention, Uncertainty, FOMO, Personal Innovativeness

키워드:

계획된행동이론, 대체불가토큰, 구매의도, 불확실성, 개인혁신성

Acknowledgments

This paper is based on the first author’s Ph.D. dissertation at Daejeon University (in 2023).

References

  • 권혁준, 임민수, 김협(2021), “NFT의 거래 가능성 및 확장성에 대한 고찰 - 대체거래소 연계를 중심으로 -,” 지급결제학회지, 제13권 1호, pp.257-272.
    Kwon, H., Lim, M. and Kim, H.(2021), “A study on the tradability and scalability of NFT - Focusing on linking with alternative exchanges -,” Journal of Payment and Settlement, 13(1), pp.257-272.
  • 김병일(2019), “ICO(Initial Coin Offerings)에 대한 과세문제,” 법조, 제68권 2호, pp.309-349.
    Kim, B(2019), “A Study on the Taxation of Initial Coin Offerings(ICO),” Korean Lawyers Asso- ciation Journal (KLAJ), 68(2), pp.309-349.
  • 노민정, 최민경(2018), “개인의 혁신성이 인공지능 스피커의 수용에 미치는 영향: 가계지출 통제력에 따른 조절효과를 중심으로,” 경영연구, 제33권 1호, pp. 195-230.
    Roh, M. and Choy, M.(2018), “The Effect of Personal Innovativeness on the Adoption of A.I. Speakers: The Moderating Effect of Purse String Control,” Journal of Business Research, 33(1), pp.195-230.
  • 손용석, 유건우, 박세훈(2018), “신제품 수용과 소비자 자기조절전략에 관한 연구: 심적대조 대. 미래탐닉,” 경영학연구, 제47권 2호, pp.349-377.
    Sohn, Y., Yoo, K. and Park, S.(2018), “The Adoption of New Products and Consumer Self-Regulatory Strategies: Mental Contrasting vs. Indulging,” Korean Management Review, 47(2), pp.349- 377. [ https://doi.org/10.17287/kmr.2018.47.2.349 ]
  • 송화윤(2022), “NFT 규제에 대한 비교법적 고찰 - 증권형 및 가상자산형 NFT를 중심으로 -,” 증권법연구, 제23권 1호, pp.251-286.
    Song, H.(2022), “Comparative Legal Review on NFT Regulation - Focusing on Security-type NFTs and Virtual Asset-type NFTs –,” The Korean Journal of Securities Law, 23(1), pp.251-286.
  • 윤소라(2020), “The Impact of New Technology on Ethics in Accounting: Opportunities, Threats, and Ethical Concerns,” 경영학연구, 제49권 4호, pp.983-1010.
    Yoon, S.(2020), “The Impact of New Technology on Ethics in Accounting: Opportunities, Threats, and Ethical Concerns,” Korean Management Review, 49(4), pp.983-1010. [ https://doi.org/10.17287/kmr.2020.49.4.983 ]
  • 윤종수, 표시영(2021), “디지털 저작물의 NFT가 갖는 함의와 법적 보호,” 법조, 제70권 6호, pp.211-244.
    Yoon, J. and Pyo, S.(2021), “The implication of NFT for digital contents and legal protection,” Korean Lawyers Association Journal (KLAJ), 70(6), pp.211-244.
  • 이상훈, 김수연(2022), “NFT 구매의도에 영향을 미치는 요인에 관한 실증적 연구,” 한국산업정보학회논문지, 제27권 4호, pp.93-104.
    Lee, S. and Kim, S.(2022), “An Empirical Study on Factors Affecting NFT Purchase Intention,” Journal of Korea Society of Industrial Information Systems, 27(4), pp.93-104.
  • 조광현, 이원부(2022), “UTAUT를 활용한 NFT 잠재적 수용자의 수용의도 영향요인 연구,” 한국콘텐츠학회, 제22권 3호, pp.17-34.
    Cho, K. and Lee, W.(2022), “A Study on Influencing Factors on Intention to Adopt NFTs Using UTAUT,” Journal of the Korea Contents Association, 22(3), pp.17-34.
  • Agarwal, R., J. Prasad(1998), “A Conceptual and Operational Definition of Personal Innovativeness in the Domain of Information Technology,” Information Systems Research, 9(2), pp. 101-215. [https://doi.org/10.1287/isre.9.2.204]
  • Ajzen, I., M. Fishbein(1980), Understanding Attitudes and Predicting Social Behavior, Englewood Cliffs, NJ: Prentice-Hall.
  • Ajzen, I.(1985), “From Intentions to Actions: A Theory of Planned Behavior,” Action Control, Springer, Berlin, Heidelberg. [https://doi.org/10.1007/978-3-642-69746-3_2]
  • Ajzen, I.(2020), “The theory of planned behavior: Frequently asked questions,” Human Behavior and Emerging Technologies, 2(4), pp.314- 324. [https://doi.org/10.1002/hbe2.195]
  • Al-Natour, S., H. Cavusoglu, I. Benbasat, and U. Aleem(2020), “An Empirical Investigation of the Antecedents and Consequences of Privacy Uncertainty in the Context of Mobile Apps,” Information Systems Research, 31 (4), pp.1037-1492. [https://doi.org/10.1287/isre.2020.0931]
  • Antonopoulos, AM., G. Wood(2018), Mastering Ethereum: Building Smart Contracts and DApps, O'Reilly Media.
  • Bandura, A.(1982), “Self-efficacy mechanism in human agency,” American Psychologist, 37(2), pp. 122-147. [https://doi.org/10.1037//0003-066X.37.2.122]
  • Beck, L., I. Azjen(1991), “Predicting n dishonest actions using the theory of planned behavior,” Journal of Research in Personality, 25(3), pp.285-301. [https://doi.org/10.1016/0092-6566(91)90021-H]
  • Chauhan, H., A. Pandey, S. Mishra, and SK. Rai (2021), “Modeling the predictors of consumers’ online purchase intention of green products: the role of personal innovativeness and envi- ronmental drive,” Environment, Development and Sustainability, 23, pp.16769-16785. [https://doi.org/10.1007/s10668-021-01337-9]
  • Chen, X., MH. Miraz, MAI. Gazi, et al.(2022), “Factors affecting cryptocurrency adoption in digital business transactions: The mediating role of customer satisfaction,” Technology in Society, 70, 102059. [https://doi.org/10.1016/j.techsoc.2022.102059]
  • Chin, WW., BL. Marcolin, and PR. Newsted(2003), “A Partial Least Squares Latent Variable Modeling Approach for Measuring Interaction Effects: Results from a Monte Carlo Simulation Study and an Electronic-Mail Emotion/Adoption Study,” Information Systems research, 14 (2), pp.127-219. [https://doi.org/10.1287/isre.14.2.189.16018]
  • Chittineni, J.(2022), “A Study on Cryptocurrency Investors’ Purchase Intentions: Revisiting the Brand Personality Theory,” International Journal of Economics and Financial Issues, 12(4), pp.28-33. [https://doi.org/10.32479/ijefi.13102]
  • Chuttur, M.(2009), “Overview of the Technology Acceptance Model: Origins, Developments and Future Directions,” All Sprouts Content, 290.
  • Davis, FD., RP. Bagozzi, and PR. Warshaw(1989), “User Acceptance of Computer Technology: A Comparison of Two Theoretical Models,” Management Science, 35(8), pp.982-1003. [https://doi.org/10.1287/mnsc.35.8.982]
  • Davis, FD.(1989), “Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Infor- mation Technology,” MIS Quarterly, 13(3), pp.319-340. [https://doi.org/10.2307/249008]
  • Dimoka, A., Y. Hong, and PA. Pavlou(2012), “On Product Uncertainty in Online Markets: Theory and Evidence,” MIS Quarterly, 36 (2), pp.395-426. [https://doi.org/10.2307/41703461]
  • Durak, HY., SS. Seferoğlu(2022), “Antecedents of Social Media Usage Status: Examination of Predictiveness of Digital Literacy, Academic Performance, and Fear of Missing Out Variables,” Social Science Quarterly, 101(3), pp.1056-1074. [https://doi.org/10.1111/ssqu.12790]
  • Farhana, K., S. Muthaiyah(2022), “Behavioral In- tention to Use Cryptocurrency as an Electronic Payment in Malaysia,” Journal of System and Management Sciences, 12(4), pp.219- 231.
  • Feng, GC., X. Su, Z. Lin, et al.(2021), “Determinants of Technology Acceptance: Two Model-Based Meta-Analytic Reviews,” Journalism & Mass Communication Quarterly, 98(1), pp.83-104. [https://doi.org/10.1177/1077699020952400]
  • Fairfield, Joshua A.T.(2022) “Tokenized: The Law of Non-Fungible Tokens and Unique Digital Property,” Indiana Law Journal, 97(4), pp. 1262-1313.
  • Fishbein, M., I. Ajzen(1977), Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research, Reading, MA: Addison- Wesley.
  • Fornell, C. and D. F. Larcker(1981), “Structural Equation Models With Unobservable Variables and Measurement Error: Algebra and Sta- tistics,” Journal of Marketing Research, 18 (3), pp.382-388. [https://doi.org/10.1177/002224378101800313]
  • Fortagne, MA. B. Lis(2024), “Determinants of the purchase intention of non-fungible token collectibles,” Journal of Consumer Behaviour, 23(2), pp.1032-1049. [https://doi.org/10.1002/cb.2264]
  • Good, MC., MR. Hyman(2021), “Direct and indirect effects of fear-of-missing-out appeals on purchase likelihood,” Journal of Consumer Behavior, 20(3), pp.564-576. [https://doi.org/10.1002/cb.1885]
  • Guadamuz, A.(2021), “The Treachery of Images: Non-fungible Tokens and Copyright,” Journal of Intellectual Property Law, jpab152. [https://doi.org/10.2139/ssrn.3905452]
  • Guo, J., J. Lin, and L. Li(2021), “Building users’ intention to participate in a sharing economy with institutional and calculative mechanisms: an empirical investigation of DiDi in China,” Information Technology for Development, 27(4), pp.645-669. [https://doi.org/10.1080/02681102.2020.1807894]
  • Hagger, M. S., M. W. -L. Cheung, I. Ajzen, and K. Hamiltion(2022), “Perceived behavioral control moderating effects in the theory of planned behavior: A meta-analysis,” Health Psychology, 41(2), pp.155-167. [https://doi.org/10.1037/hea0001153]
  • Hair, JF., J. Risher, M. Sarstedt, et al.(2018), “When to use and how to report the results of PLS-SEM,” European Business Review, 31. [https://doi.org/10.1108/EBR-11-2018-0203]
  • Hamilton, K., D. J. Phipps, P. Schmidt, et al.(2024), “First test of the theory of reasoned goal pursuit: predicting physical activity,” Psychology & Health, 39(1), pp.24-41. [https://doi.org/10.1080/08870446.2022.2026946]
  • Henseler, J., CM. Ringle, and M. Sartstedt(2015), “A new criterion for assessing discriminant validity in variance-based structural equation modeling,” Journal of the Academy of Marketing Science, 43, pp.115-135. [https://doi.org/10.1007/s11747-014-0403-8]
  • Hong, W., R. Liu, Y. Ding, et al.(2021), “A time- lagged study of two possible routes from personal innovativeness to life satisfaction in adolescents: Learning and social interaction on mobile phones,” Personality and Individual Differences, 182, 111075. [https://doi.org/10.1016/j.paid.2021.111075]
  • Huang, CL., P. Haried(2020), “An Evaluation of Uncertainty and Anticipatory Anxiety Impacts on Technology Use,” International Journal of Human-Computer Interaction, 36(7), pp. 641-649. [https://doi.org/10.1080/10447318.2019.1672410]
  • Iansiti, M., K. R. Lakhani(2017), “The Truth About Blockchain,” Harvard Business Review, 95 (1), pp.118-127.
  • Jariyapan, P., S. Mattayaphutron, SN. Gillani, et al.(2022), “Factors Influencing the Behavioural Intention to Use Cryptocurrency in Emerging Economies During the COVID-19 Pandemic: Based on Technology Acceptance Model 3, Perceived Risk, and Financial Literacy,” Frontier in Psychology, 12. [https://doi.org/10.3389/fpsyg.2021.814087]
  • Julhuda, J., MI. Hendri, W. Pebrianti, et al.(2023), “The influence of e-wom and security on cryptocurrency purchase decisions in generation z through trust as mediation variables,” Manajemen, Teknologi Informatika dan Komunikasi, 7(3).
  • Kılıçaslan, F., H. Ekizler(2022), “FACTORS EFFECTING PURCHASE INTENTION IN BLOCKCHAIN AND NFT (NON-FUNGIBLE TOKEN) TECHNOLOGIES,” Journal of Research in Business, 7(2), pp.604-623. [https://doi.org/10.54452/jrb.1177600]
  • Kugler, L.(2021), “Non-fungible tokens and the future of art,” Communications of the ACM, 64(9), pp.19-20. [https://doi.org/10.1145/3474355]
  • La Barbera, F., I. Ajzen(2021), “Moderating role of perceived behavioral control in the theory of planned behavior: A preregistered study,” Journal of Theoretical Social Psychology, 5(1), pp.35-45. [https://doi.org/10.1002/jts5.83]
  • Lamport, L., M. Fischer(1982), “Byzantine Generals and Transaction Commit Protocols,” microsoft. com.
  • Lien, CH., MK. Hsu, JZ. Shang, and SW. Wang (2021), “Self-service technology adoption by air passengers: a case study of fast air travel services in Taiwan,” The Service Industries Journal, 41(9-10), pp.571-695. [https://doi.org/10.1080/02642069.2019.1569634]
  • Lu, B., Z. Chen(2021), “Live streaming commerce and consumers’ purchase intention: An un- certainty reduction perspective,” Information & Management, 58(7), 103509. [https://doi.org/10.1016/j.im.2021.103509]
  • Milyavskaya, M., M. Saffran, N. Hope, et al.(2018), “Fear of missing out: prevalence, dynamics, and consequences of experiencing FOMO,” Motivation and Emotion, 42, pp.725-737. [https://doi.org/10.1007/s11031-018-9683-5]
  • Miraz, MH., MT. Hasan, MS. Rekabder, et al.(2022), “Trust, transaction transparency, volatility, facilitating condition, performance expectancy towards cryptocurrency adoption through intention to use,” Journal of Management Information and Decision Sciences, 25(1), pp.1-20.
  • Mukherjee, A., WD. Hoyer(2001), “The Effect of Novel Attributes on Product Evaluation,” Journal of Consumer Research, 28(3), pp. 462-472. [https://doi.org/10.1086/323733]
  • Nakamoto, S.(2008), Bitcoin: A peer-to-peer electronic cash system.
  • Okada, EM.(2001), “Trade-ins, Mental Accounting, and Product Replacement Decisions,” Journal of Consumer Research, 27(4), pp.433-446. [https://doi.org/10.1086/319619]
  • Osagwu, AO., EG. Okafor(2022), “Understanding the Nexus Between Advertising and Purchase Intention of Cryptocurrency Among Young Adults in Nigeria,” European Journal of Business and Innovation Research, 10(6), pp.34-70. [https://doi.org/10.37745/ejbir.2013/vo10.n6pp3470]
  • Oyman, M., D. Bal, and S. Ozer(2022), “Extending the technology acceptance model to explain how perceived augmented reality affects consumers' perceptions,” Computers in Human Behavior, 128, 107127. [https://doi.org/10.1016/j.chb.2021.107127]
  • Palash, MAS., MS. Talukder, AKMN. Islam, and Y. Bao(2022), “Positive and negative valences, personal innovativeness and intention to use facial recognition for payments,” Industrial Management & Data Systems, 122(4), pp. 1081-1108. [https://doi.org/10.1108/IMDS-04-2021-0230]
  • Preffer, J., G. Salancik(2003), The External Control of Organizations: A Resource Dependence Perspective, Stanford Business Books.
  • Przybylski, AK., K. Murayama, CR. DeHaan, and V. Gladwell(2013), “Motivational, emotional, and behavioral correlates of fear of missing out,” Computers in Human Behavior, 29(4), pp.1841-1848. [https://doi.org/10.1016/j.chb.2013.02.014]
  • Radner, R., M. Rothschild(1975), “On the Allocation of Effort,” Journal of Economic Theory, 10, pp.358-376. [https://doi.org/10.1016/0022-0531(75)90006-X]
  • Raval, S.(2016), Decentralized Applications: Harnessing Bitcoin's Blockchain Technology, O'Reilly Media.
  • Rindfleisch, A., JB. Heide(1997), “Transaction Cost Analysis: Past, Present, and Future Appli- cations,” Journal of Marketing, 61(4), pp. 30-54. [https://doi.org/10.1177/002224299706100403]
  • Roberts, JA., ME. David(2020), “The Social Media Party: Fear of Missing Out (FoMO), Social Media Intensity, Connection, and Well-Being,” Interational Journal of Human-Computer Interaction, 36(4), pp.386-392. [https://doi.org/10.1080/10447318.2019.1646517]
  • Robey, D.(1979), “User Attitudes and Management Information System Use,” Academy of Ma- nagement Journal, 22(3). [https://doi.org/10.2307/255742]
  • Rogers, EM., FF. Shoemaker(1971), Communication of Innovations, New York: The Free Press.
  • Rogers, EM.(1995), Diffusion of Innovations, 4th Ed, New York: The Free Press.
  • Schmidt, P., G. Gordoni, I. Ajzen, et al.(2022), “Twitter Users’ Privacy Behavior: A Reasoned Action Approach,” Social Media + Society, 8(3). [https://doi.org/10.1177/20563051221126085]
  • Schultz, R. L., D. P., Slevin(1975), Implementation and organizational validity: An empirical investigation.
  • Seddig, D., D. Maskileyson, E. Davidov, et al.(2022), “Correlates of COVID-19 vaccination intentions: Attitudes, institutional trust, fear, conspiracy beliefs, and vaccine skepticism,” Social Science & Medicine, 302, 114981. [https://doi.org/10.1016/j.socscimed.2022.114981]
  • Sharif, SP., N. Naghavi(2020), “Online Financial Trading among Young Adults: Integrating the Theory of Planned Behavior, Technology Acceptance Model, and Theory of Flow,” International Journal of Human-Computer Interaction, 37(10), pp.949-962. [https://doi.org/10.1080/10447318.2020.1861761]
  • Su, CY., CH. Chiu(2021). “Perceived Enjoyment and Attractiveness Influence Taiwanese Elementary School Students’ Intention to Use Interactive Video Learning,” International Journal of Human-Computer Interaction, 37(6), pp. 574-583. [https://doi.org/10.1080/10447318.2020.1841423]
  • Szabo, M.(1996), “Smart contracts: building blocks for digital markets,” EXTROPY: The Journal of Transhumanist Thought, 18(2).
  • Taylor, S., P. Todd(1995), “Assessing IT Usage: The Role of Prior Experience,” MIS Quarterly, 19(4), pp.561-570. [https://doi.org/10.2307/249633]
  • Venkatesh, V., FD. Davis(2000), “A Theoretical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies,” Management Science, 46(2), pp.186-204. [https://doi.org/10.1287/mnsc.46.2.186.11926]
  • Venkatesh, V., MG. Morris, GB. Davis, and FD. Davis(2003), “User Acceptance of Information Technology: Toward a Unified View,” MIS Quarterly, 27(3), pp.425-478. [https://doi.org/10.2307/30036540]
  • Vertinsky, I., RT. Barth, and VF. Mitchell(1975), “A study of OR/MS implementation as a social change process,” Implementing Operations Research/Management Science, 18(6), pp. B314-B327.
  • Wang, S., Y. Yuan, X. Wang, et al.(2018), “An Overview of Smart Contract: Architecture, Applications, and Future Trends,” In 2018 IEEE Intelligent Vehicles Symposium (IV). [https://doi.org/10.1109/IVS.2018.8500488]
  • Wang, W., Y. Lin(2021), “The Relationships among Students’ Personal Innovativeness, Com- patibility, and Learning Performance,” Edu- cational Technology & Society, 24(2), pp. 14-27. [https://doi.org/10.1037/t86877-000]
  • Wu, W., L. Yu.(2022), “How does personal inn- ovativeness in the domain of information technology promote knowledge workers’ inno- vative work behavior?,” Information & Management, 59(6), 103688. [https://doi.org/10.1016/j.im.2022.103688]
  • Wu, X., IKW. Lai(2021), “The acceptance of augmented reality tour app for promoting film-induced tourism: the effect of celebrity involvement and personal innovativeness,” Journal of Hospitality and Tourism Technology, 12(3), pp.454-470. [https://doi.org/10.1108/JHTT-03-2020-0054]
  • Zhang, Z., FR. Jiménez, and JE. Cicala(2020), “Fear Of Missing Out Scale: A self-concept perspective,” Psychology & Marketing, 37 (11), pp.1619-1634. [https://doi.org/10.1002/mar.21406]
  • Ziamou, P., S. Ratneshwar(2002), “Promoting Consumer Adoption of High-Technology Products: Is More Information Always Better?,” Journal of Consumer Psychology, 12(4), pp.341-351. [https://doi.org/10.1207/15327660260382379]

∙ 저자 홍정인은 대전대학교 일반대학원에서 경영컨설팅학 박사학위를 취득하였다. 연구 관심 분야는 기술 수용 및 지속 사용에 관한 인간 행동 심리이다.

∙ 저자 서영욱은 대전대학교 일반대학원 융합컨설팅학과 부교수이다. 연구 관심 분야는 소셜 네트워크 분석 및 스마트 인간-컴퓨터 상호작용이다.