학술논문
디지털 플랫폼 구독 서비스의 선택속성이 지속적 구독의도에 미치는 영향에 관한 연구 / A Study on the Effect of Selection Attributes of Digital Platform Subscription Service on Continuous Subscription Intention
Document Type
Dissertation/ Thesis
Author
장첸 / ZHANG CHEN
Source
Subject
Language
Korean
Abstract
최근 신종 코로나바이러스의 출연은 온라인 쇼핑 및 배달 앱, 온라인 강의, 자택 근무 등 언택트 소비문화를 확산시키고 있다. 본 연구는 이러한 언택트 소비문화의 중심에 있는 디지털 콘텐츠 구독 서비스의 특성에 관한 연구로 디지털 콘텐츠 구독 서비스는 기존 구독 서비스와는 달리 IT 플랫폼을 기반으로 하여 글로벌 시장에서 차별적 비즈니스 수단으로 활용 가치가 확산하여 지속적인 성장을 거듭하고 있다. 본 연구는 국내 구독 서비스 이용자들을 대상으로 구독 서비스의 지속적 이용 의도에 미치는 요인을 분석하였다. 구독 서비스의 채택 요인을 밝히고 변수 간의 관계를 검증하기 위해 온라인 설문조사를 실행하였다. 디지털 콘텐츠 시장에서의 주된 관심은 디지털 불법복제 문제를 근본적으로 해결할 수 있는 유료 서비스 모델을 구축하는 것이다. 그중에서 도 정액제 모델은 디지털 콘텐츠를 합리적인 비용으로 이용할 수 있는 대안 모델로 인식되고 있다. 특별히, 음원, 영상 및 도서 플랫폼을 중심으로 구독기반 디지털 콘텐츠 정액제 서비스가 도입되었다. 그러나 서비스 플랫폼 간 과도한 경쟁과 넷플릭스와 같은 글로벌 플랫폼의 출현에 대응하기 위해 대부분 디지털 콘텐츠 서비스 제공자들은 실질적인 유료화 모델의 성공보다는 단기적인 저가 프로모션 전략 위주의 외형적 성장을 추구하고 있는 실정이다. 본 연구는 구독 서비스 이용자들을 대상으로 구독 서비스의 지속적 이용 의 도에 미치는 요인을 분석하였다. 구독 서비스의 채택 요인을 밝히고 변수 간의 관계를 검증하기 위해 온라인 설문조사를 실행하였다. 총 328부의 설문지를 회수하였고, 구독 서비스 이용 경험이 없는 설문지와 불성실한 응답자를 제외한 318부가 실제 분석 데이터로 사용되었다. 연구가설을 검증하기 위해 SPSS 24.0 프로그램을 활용하였다. 본 연구는 SOR이론, 지각된 가치이론 기반으로 모델 구축을 하고 구독 서비스의 선택 속성, 지각된 비용, 지각된 기능적 가치, 지각된 혜태 등을 독립변수로 삼고, 매개 변수 몰입, 지각된 매몰 비용을 통해 결과 변수에 의한 지속적인 구독 의도에 간접적으로 작용하고 있다. 이에 디지털 콘텐츠 서비스 제공업체는 소비자와의 장기적인 관계가 안정적인 수익원을 창출 하는 효과적인 방법임을 인식하고 장기 사용자 관점에서 현재 서비스를 재설계할 필요가 있다. 구독 경제는 기업과 소비자의 장기적인 관계 구축에 초점을 두고 있으며, 장기적으로는 소비자들이 현재의 구독 체계를 보완해 보다 나은 구독 경험을 할 수 있도록 하는 한편, 기업 입장에서는 지속적인 구독 의도를 연구해 소비자들의 지속적인 구독에 영향을 미치는 요인을 파악해 보다 시장에 맞는 구독 서비스를 내놓을 수 있도록 자신의 위치를 더 잘 알고 있다.
The recent appearance of the novel coronavirus is spreading the untact consumption culture, including online shopping and delivery apps, online lectures, and home work. This study is about the characteristics of digital content subscription services, which are at the center of this untact consumption culture, and unlike conventional subscription services, digital content subscription services are continuing to grow as differentiated business means in the global market based on the basis of IT platforms. This study analyzed the factors affecting the intention to continue using the subscription service for domestic subscription service users. An online survey was conducted to identify the factors for adopting the subscription service and verify the relationship between variables. The main interest in the digital content market is to build a paid service model that can fundamentally solve the digital illegal copying problem. Among them, the flat-rate model is recognized as an alternative model that can use digital content at a reasonable cost. In particular, subscription-based digital content flat-rate services were introduced centering on music, video, and book platforms. However, in order to cope with excessive competition among service platforms and the emergence of global platforms such as Netflix, most digital content service providers are pursuing external growth centered on short-term low-cost promotion strategies rather than the success of practical paid models. This study analyzed the factors affecting the intention to continue using subscription services for subscription service users. An online survey was conducted to identify the factors for adopting the subscription service and verify the relationship between variables. A total of 328 questionnaires were collected, and 318 were used as actual analysis data, excluding questionnaires and insincere respondents who had no experience using subscription services. The SPSS 24.0 program was used to verify the research hypothesis. This study builds a model based on SOR theory and perceived value theory, uses subscription service selection attributes, perceived costs, functional values, and perceived benefits as independent variables, and indirectly acts on continuous subscription intentions by outcome variables through parameter immersion and sunk costs. Accordingly, digital content service providers need to redesign their current services from a long-term user's point of view, recognizing that long-term relationships with consumers are an effective way to generate stable revenue sources. The subscription economy focuses on establishing a long-term relationship between companies and consumers, and in the long run, consumers can supplement their current subscription system to experience better subscriptions, while companies know factors affecting consumers' continuous subscriptions.
The recent appearance of the novel coronavirus is spreading the untact consumption culture, including online shopping and delivery apps, online lectures, and home work. This study is about the characteristics of digital content subscription services, which are at the center of this untact consumption culture, and unlike conventional subscription services, digital content subscription services are continuing to grow as differentiated business means in the global market based on the basis of IT platforms. This study analyzed the factors affecting the intention to continue using the subscription service for domestic subscription service users. An online survey was conducted to identify the factors for adopting the subscription service and verify the relationship between variables. The main interest in the digital content market is to build a paid service model that can fundamentally solve the digital illegal copying problem. Among them, the flat-rate model is recognized as an alternative model that can use digital content at a reasonable cost. In particular, subscription-based digital content flat-rate services were introduced centering on music, video, and book platforms. However, in order to cope with excessive competition among service platforms and the emergence of global platforms such as Netflix, most digital content service providers are pursuing external growth centered on short-term low-cost promotion strategies rather than the success of practical paid models. This study analyzed the factors affecting the intention to continue using subscription services for subscription service users. An online survey was conducted to identify the factors for adopting the subscription service and verify the relationship between variables. A total of 328 questionnaires were collected, and 318 were used as actual analysis data, excluding questionnaires and insincere respondents who had no experience using subscription services. The SPSS 24.0 program was used to verify the research hypothesis. This study builds a model based on SOR theory and perceived value theory, uses subscription service selection attributes, perceived costs, functional values, and perceived benefits as independent variables, and indirectly acts on continuous subscription intentions by outcome variables through parameter immersion and sunk costs. Accordingly, digital content service providers need to redesign their current services from a long-term user's point of view, recognizing that long-term relationships with consumers are an effective way to generate stable revenue sources. The subscription economy focuses on establishing a long-term relationship between companies and consumers, and in the long run, consumers can supplement their current subscription system to experience better subscriptions, while companies know factors affecting consumers' continuous subscriptions.