학술논문
음악 서비스 만족도와 전환의도에 영향을 미치는 요인에 관한 연구 : 전환비용과 향상초점의 조절적 역할을 중심으로 / The Study on the Determinants of Music Service User’s Satisfaction and Switching Intention : Focusing on the Mediation Role of Switching Costs and Promotion Focus
Document Type
Dissertation/ Thesis
Author
Source
Subject
Language
Korean
Abstract
자본력과 기술력을 바탕으로 음악 서비스 시장이 성장하고 있다. 더불어 국외 유수의 음악 서비스들이 국내에 상륙하면서 시장 규모는 이전과 비교할 수 없을 정도로 확장되었다. 이용자들은 자신이 선택할 수 있는 음악 서비스가 다양해짐에 따라 자신을 만족시켜줄 음악 서비스를 찾아 전환하고 있다. 이에 음악 서비스 시장에서는 기존 고객의 이탈을 방지하고 새로운 고객을 유치하는 전략에 대한 필요성이 증대됐다. 하지만 음악 서비스에 대한 연구는 아직 부족한 실정이다. 본 연구는 음악 서비스 이용자의 인식이 현재 서비스의 만족도와 다른 음악 서비스로의 전환의도에 미치는 영향을 탐구하기 위해 설계되었다. 또한 만족도와 전환의도 사이에서 전환비용과 개인의 성향인 성향초점이 조절적인 역할을 하는지에 대해 알아보고자 하였다. 연구 결과, 현재 음악 서비스 이용자 인식의 3가지 요인인 시스템 품질, 지각된 개인화, 지각된 콘텐츠 다양성이 만족도에 정적인 영향을 미치고 있었으며, 이러한 만족도는 전환의도에 부적인 영향을 미치는 것으로 나타났다. 음악 서비스 전환의도에 전환비용은 유의미한 조절효과를 보이지 않았지만, 상향초점은 전환의도에 부적인 영향을 미칠 뿐만 아니라 만족도와의 관계에 있어서도 조절적 역할을 하는 것으로 나타났다. 특히 높은 상향초점 성향의 이용자들에게는 현재 서비스의 만족도에 따라 전환의도가 크게 변하는 것으로 나타났다. 따라서, 음악 서비스 이용자의 전환을 사전에 막기 위해서는 이용자의 만족도를 높이기 위한 전략을 구상하고, 이용자의 니즈를 파악하고 더 나은 서비스 품질을 제공하기 위한 전략을 구상해야 할 필요가 있다.
The music service market is expanding based on capital and technology. Since prominent overseas music services landed in Korea, the market size expanded incomparably. As diverse music services are provided to choose, users are now looking for satisfying music services to switch. Therefore, to release strategies for preventing existing customers from leaving the present platform as well as attracting new customers to the current platform is urgent for the music service market. However, research on music services is adequate. The purpose of this study includes exploring the effect of music service users' perception on the satisfaction of the current service and the intention to switch to other music services and finding out whether the switching cost and the promotion focus (i.e., individual's proclivity), can play a moderating role in the relationship between satisfaction and the switching intention. As a result of the study, it is found that three factors of music service user perception: system quality, perceived personalization, and perceived content diversity, had a positive effect on satisfaction, while the satisfaction had a negative effect on switching intention. The switching cost failed to moderate satisfaction’s effect on the switching intention. However, it is found that the promotion focus not only had a significant negative effect on the switching intention but also successfully moderated satisfaction’s effect on the switching intention. In particular, for users with a high level of promotion focus, the switching intention changed significantly depending on the satisfaction of the current service. Therefore, in order to prevent the switching of music service users in advance, it is necessary to devise strategies that can enhance user satisfaction and identify user needs, and provide better service quality.
The music service market is expanding based on capital and technology. Since prominent overseas music services landed in Korea, the market size expanded incomparably. As diverse music services are provided to choose, users are now looking for satisfying music services to switch. Therefore, to release strategies for preventing existing customers from leaving the present platform as well as attracting new customers to the current platform is urgent for the music service market. However, research on music services is adequate. The purpose of this study includes exploring the effect of music service users' perception on the satisfaction of the current service and the intention to switch to other music services and finding out whether the switching cost and the promotion focus (i.e., individual's proclivity), can play a moderating role in the relationship between satisfaction and the switching intention. As a result of the study, it is found that three factors of music service user perception: system quality, perceived personalization, and perceived content diversity, had a positive effect on satisfaction, while the satisfaction had a negative effect on switching intention. The switching cost failed to moderate satisfaction’s effect on the switching intention. However, it is found that the promotion focus not only had a significant negative effect on the switching intention but also successfully moderated satisfaction’s effect on the switching intention. In particular, for users with a high level of promotion focus, the switching intention changed significantly depending on the satisfaction of the current service. Therefore, in order to prevent the switching of music service users in advance, it is necessary to devise strategies that can enhance user satisfaction and identify user needs, and provide better service quality.