학술논문
관심사 기반 취향 커뮤니티 고객 경험 향상 연구 -참여 목적별 중심으로-
A Study on Enhancing User Experience in Interest-based Preference Communities -Focused on Purpose-centric Approach
A Study on Enhancing User Experience in Interest-based Preference Communities -Focused on Purpose-centric Approach
Document Type
Article
Author
Source
커뮤니케이션 디자인학연구 / Journal of Communication Design. Apr 30, 2024 87:238
Subject
Language
Korean
ISSN
1976-1562
Abstract
최근 2030세대를 중심으로 기존의 모임 형태에서 벗어나 개인의 취향이나 관심사를 기반으로 온라인에서 모여 오프라인에서 만나 사람들과 교류하는 새로운 형태의 모임이 나타났다. 이에 다양한 커뮤니티 플랫폼들이 성장하고 사용자 수가 증가하고 있으나, 취향 커뮤니티 서비스에 대한 연구는 아직 미흡한 상황이다. 이에 본 연구는 취향 커뮤니티 서비스 참여 목적 유형별 고객 경험을 극대화하기 위한 서비스디자인 전략을 제안을 목적으로 하였다. 이를 위해 관련 문헌을 조사하여 이론적 개념을 분석하고, 국내 주요 커뮤니티 사례를 분석하여 커뮤니티 경험의 주요 요인과 하위 요인을 도출했다. 심층 인터뷰를 통해 고객 경험 여정에서 발생하는 페인포인트와 기회 영역을 발견하고, 이를 바탕으로 취향 커뮤니티 서비스의 고객 경험을 향상시킬 수 있는 구체적인 아이디어와 기능을 제안했다. 카노 모델 설문을 통해 각 기능의 유용성을 검증하고, 설문 결과를 카노모델과 고객 만족계수, 잠재적 고객만족 개선지수를 활용하여 분석하였다. 해당 결과를 바탕으로 3가지 참여 목적 유형별 취향 커뮤니티 서비스 콘셉트 전략을 도출하였고, 서비스디자인의 개발 방향성을 UI 프로토타이핑으로 제안하였다. 본 연구의 결과가 취향 커뮤니티 서비스 경험을 해석하고 취향 커뮤니티 서비스의 실증적인 개선 전략으로 활용되어 사용자 경험 향상에 기여할 수 있기를 기대한다.
Recently, a new form of gatherings has emerged, particularly among the 2030s, moving away from traditional meeting formats towards ones based on individual tastes or interests, where people meet online and then gather offline to interact. This shift has spurred growth in various community platforms, leading to a rapid increase in user numbers, yet research on interest-based community services remains inadequate. This study aims to propose strategies for interest-based community service design to maximize customer experience according to the type of participation intent. To this end, we analyzed theoretical concepts through literature review and examined major interest-based community cases to identify key and sub-factors of the interest-based community experience. Through in-depth interviews, we uncovered pain points and opportunities in the customer experience journey, and based on these findings, suggested concrete ideas and features to enhance the customer experience. Utilizing the Kano Model through surveys, we verified the usefulness of each feature and analyzed the characteristics of users according to the type of participation intent using the Kano Model, customer satisfaction coefficient, and the Potential Customer Satisfaction Improvement Index. Based on these results, we derived three service concept strategies for interest-based community services according to participation intent and visualized the direction for service design development through UI prototyping. The outcomes of this research are expected to contribute to improving user experience by interpreting the experience of interest-based community services and utilizing them as empirical strategies for improvement.
Recently, a new form of gatherings has emerged, particularly among the 2030s, moving away from traditional meeting formats towards ones based on individual tastes or interests, where people meet online and then gather offline to interact. This shift has spurred growth in various community platforms, leading to a rapid increase in user numbers, yet research on interest-based community services remains inadequate. This study aims to propose strategies for interest-based community service design to maximize customer experience according to the type of participation intent. To this end, we analyzed theoretical concepts through literature review and examined major interest-based community cases to identify key and sub-factors of the interest-based community experience. Through in-depth interviews, we uncovered pain points and opportunities in the customer experience journey, and based on these findings, suggested concrete ideas and features to enhance the customer experience. Utilizing the Kano Model through surveys, we verified the usefulness of each feature and analyzed the characteristics of users according to the type of participation intent using the Kano Model, customer satisfaction coefficient, and the Potential Customer Satisfaction Improvement Index. Based on these results, we derived three service concept strategies for interest-based community services according to participation intent and visualized the direction for service design development through UI prototyping. The outcomes of this research are expected to contribute to improving user experience by interpreting the experience of interest-based community services and utilizing them as empirical strategies for improvement.