경영과학 (Korean Management Science Review)

한국경영과학회 (The Korean Operations Research and Management Science Society)
권호 표지
DOI QR코드

DOI QR Code

SNS 기술의 B2C 채널 효용 기여 모형

SNS Technology Contribution to B2C Channel Benefits

  • 손진렴 (한양대학교 일반대학원, BAT Korea) ;
  • 한현수 (한양대학교 경영대학)
  • 투고 : 2015.12.01
  • 심사 : 2015.12.10
  • 발행 : 2015.12.31
PDF 다운로드
⟨ 이전 논문 다음 논문 ⟩

초록

In this paper, we intend to understand distinguishable SNS technology contributions for B2C commerce. In order to theorize this, we draw upon Technology-to-Performance chain (TPC) theory to develop the model that could explain how the technology value of the SNS could be realizable. For the purpose of capturing SNS technology effect to B2C channel effectiveness, on the basis of TPC theory, personal productivity is selected as a performance variable instead of satisfaction from SNS usage. Accordingly, as the antecedents of personal productivity, two variables of locatability and timeliness are extracted to reflect Task-technology-fit (TTF) dimension of performance precursors. For the utilization dimension of TPC framework, convenience and recreation tendency of the personal traits in shopping are included as the precursors of SNS utilization in the sense of reflecting utilitarian and hedonic value of SNS adoption. Empirical validation is conducted with reference to promotion and sales event on Facebook, which is chosen as the typical SNS based B2C commerce scenario. The data analysis result provide useful insights to further investigate the firm's SNS usage potentials for business applications.

키워드

참고문헌

  1. 금융결제원, "금융IT환경 변화에 따른 은행의 대응전략", 지급결제와 정보기술, 제53호(2013), pp.98-129.
  2. 김남훈, "트위터, 페이스북 등 SNS가 금융에 주는 영향", 하나 산업정보 Hana Industry Info, 제58호(2010), pp.1-18.
  3. 김동준, 황대욱, "호텔기업의 SNS(Social Networking Service)품질이 만족과 재구매의도에 미치는 영향", 관광연구, 제27권, 제3호(2010), pp.59-76.
  4. 김서영, "국내외 금융기관의 SNS 활용 현황 및 시사점", 지급결제와 정보기술, 제48호(2012), pp.2-29.
  5. 김홍기, 손재역, 서길수, "트위터를 통한 기업과 고객과의 소통 : 지속적인 팔로윙과 구전 의도에 영향을 미치는 요인에 대한 연구", Asia Pacific Journal of Information Systems, 제22권, 제3호(2012), pp.1-27. https://doi.org/10.1111/j.1365-2575.2011.00398.x
  6. 나스미디어, "2014 NPR 요약보고서", 2014.
  7. 나종연, "사용확산모형을 적용한 소비자의 온라인 소셜 네트워크 활용에 대한 연구", 소비자학연구, 제21권, 제2호(2010), pp.443-472.
  8. 백미영, 한상린, "모바일 소셜 커머스의 사용동기와 재이용의도 분석", 대한경영학회지, 제28권, 제1호(2015), pp.103-120.
  9. 서윤교, 김주완, 조소연, "기업의 성공적인 SNS도입 전략", Information Systems Review, 제13권, 제3호(2011), pp.1-14.
  10. 심은선, 이정훈, 정법근, "기업 SNS 이용자(고객)의 지속적 사용의도에 관한 연구 : Facebook 팬페이지 운영 목적을 조절변수로", 한국IT서비스학회지, 제12권, 제4호(2013), pp.41-57. https://doi.org/10.9716/KITS.2013.12.4.041
  11. 이강호, "연구논문 : 기업의 트위터 활용유형에 따른 도입방안에 관한 연구", 기업경영연구 제37호(2011), pp.279-297.
  12. 이동일, 김현교, "모바일, PC 온라인 매체 방문 행동이 쇼핑 사이트 방문에 미치는 영향에 대한 동태적 연구", 한국경영과학회지, 제39권, 제4호(2014), pp.85-95. https://doi.org/10.7737/JKORMS.2014.39.4.085
  13. 이은선, 김미경, "마케팅 커뮤니케이션 수단로서의 기업 페이스북 팬페이지 이용행태 분석", 광고학연구 제23권, 제2호(2012), pp.31-55.
  14. 임기흥, "국내 기업의 SNS 마케팅 특성이 관계 몰입에 미치는 영향에 관한 연구", 디지털정책연구, 제11권, 제10호(2013), pp.341-350.
  15. 정동훈, 이현지, "기업 SNS 분석을 위한 범주화 연구", 광고연구, 제90권(2011), pp.197-243.
  16. 주영진, 지민성, 임종혁, "스마트폰을 이용한 위치기반 쿠폰광고의 효과", 한국경영과학회지, 제40권, 제1호(2015), pp.35-55. https://doi.org/10.7737/JKORMS.2015.40.1.035
  17. 최재원, 박영진, 김경규, "페이스북 기업 팬페이지 지속적 이용의도의 결정요인", 대한경영학회지, 제27권, 제4호(2014), pp.525-545.
  18. 한현수, 박근영, "ICT 기반 융합 서비스 모델의 기술, 프로세스, 전략적 적합 연구", Journal of Information Technology Applications and Management, 제21권, 제4호(2015), pp.225-245.
  19. 한현수, 정석인, "디지털 매체 기술과 제품 구매 태스크의 적합성 탐색", 한국전자거래학회지 제16권, 제4호(2011), pp.283-299. https://doi.org/10.7838/JSEBS.2011.16.4.283
  20. DMC 미디어, "한국인의 소셜미디어 라이프스타일", DMC리포트, (2012), pp.1-38.
  21. IBM 기업가치연구소, "기업의 소셜 비즈니스 활용전략 : 소셜 비즈니스의 이점과 방향", IBM GLOBAL BUSINESS Executive Report, (2013).
  22. KB금융지주 경영연구소, "금융권의 소셜 마케팅 활용", KB지식 비타민, 13-132호(2013), pp.1-8.
  23. KPR 소셜커뮤니케이션연구소, "2012 국내 기업 소셜미디어 운영 현황 및 담당자 인식 조사", The PR.KPR 소셜커뮤니케이션연구소 공동연구보고서, The PR 5월호(2012).
  24. Akar, E. and B. Topcu, "An examination of the factors influencing consumers' attitudes toward social media marketing," Journal of Internet Commerce, Vol.10, No.1(2011), pp.35-67. https://doi.org/10.1080/15332861.2011.558456
  25. Anitsal, I. and D.J. Flint, "Understanding Customer Productivity in Shopping : Preliminary Qualitative Insights from Technology-Based Self-Service," Marketing in a Dynamic Global Environment, Vol.19(2003b), pp.200-206.
  26. Anitsal, I., "Technology-based self-service : From customer productivity toward customer value", Doctoral dissertation, University of Tennessee-Knoxvill, 2005.
  27. Aula, P., "Social media, reputation risk and ambient publicity management," Strategy and Leadership, Vol.38, No.6(2010), pp.43-49. https://doi.org/10.1108/10878571011088069
  28. Babin, B.J., W.R. Darden, and M. Griffin, "Work and/or Fun : Measuring Hedonic and Utilitarian Shopping Value," Journal of Consumer Research, Vol.20, No.4(1994), pp.644-656. https://doi.org/10.1086/209376
  29. Berry, L.L., K. Seiders, and D. Grewal, "Understanding Service Convenience," Journal of Marketing, Vol.66, No.3(2002), pp.1-17. https://doi.org/10.1509/jmkg.66.3.1.18505
  30. Cao, M., Q. Zhang, and J. Seydel, "B2C e-commerce web site quality : an empirical examination," Industrial Management and Data Systems, Vol.105, No.5(2005), pp.645-661. https://doi.org/10.1108/02635570510600000
  31. Chin, W.W., "The partial least squares approach to structural equation modeling," Modern methods for business research, Vol.295, No.2(1998), pp.295-336.
  32. Claude, R.M. Jr., D.A. Horne, and W.S. Chan, "A perspective on client productivity in business-to-business consulting services," International Journal of Service Industry Management, Vol.12, No.2(2001), pp.137-158. https://doi.org/10.1108/09564230110387515
  33. Davis, F.D., "Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology," MIS Quarterly, Vol.13, No.3(1989), pp.319-340. https://doi.org/10.2307/249008
  34. DeLone, W.H. and E.R. McLean, "Information Systems Success : The Quest for the Dependent Variable," Information Systems Research, Vol.3, No.1(1992), pp.60-95. https://doi.org/10.1287/isre.3.1.60
  35. Devaraj, S., M. Fan, and R. Kohli, "Antecedents of B2C channel satisfaction and preference : validating e-commerce metrics," Information Systems Research, Vol.13, No.3(2002), pp.316-33. https://doi.org/10.1287/isre.13.3.316.77
  36. Dishaw, M.T. and D.M. Strong, "Assessing software maintenance tool utilization using tasktechnology fit and fitness-for-use models," Journal of Software Maintenance : Research and Practice, Vol.10, No.3(1998), pp.151-179. https://doi.org/10.1002/(SICI)1096-908X(199805/06)10:3<151::AID-SMR165>3.0.CO;2-#
  37. Donthu, N. and D. Gilliland, "Observations : The informercial shopper," Journal of Advertising Research, Vol.36, No.2(1996), pp.69-76.
  38. Eastlick, M.A. and R.A. Feinberg, "Shopping Motives for Mail Catalog Shopping," Journal of Business Research, Vol.45, No.3(1999), pp.281-290. https://doi.org/10.1016/S0148-2963(97)00240-3
  39. Ellison, N.B., C. Steinfield, and C. Lampe, "The benefits of Facebook "friends" : Social capital and college students' use of online social network sites," Journal of Computer-Mediated Communication, Vol.12, No.4(2007), pp.1143-1168.
  40. Falk, R.F. and N.B. Miller, "A primer for soft modeling," University of Akron Press, 1992.
  41. Fornell, C. and D.F. Larcker, "Evaluating structural equation models with unobservable variables and measurement error," Journal of marketing research, Vol.18, No.1(1981), pp.39-50. https://doi.org/10.2307/3151312
  42. Gefen, D. and D. Straub, "A practical guide to factorial validity using PLS-Graph : Tutorial and annotated example," Communications of the Association for Information systems, Vol.16, No.1(2005), pp.91-109.
  43. Goodhue, D.L. and R.L. Thompson, "Task-Technology Fit and Individual Performance," MIS Quarterly, Vol.19, No.2(1995), pp.213-236. https://doi.org/10.2307/249689
  44. Goodhue, D.L., "I/S Attitudes : Toward Theoretical and Definitional Clarity," ACM SIGMS Database, Vol.19, No.3(1988), pp.6-15. https://doi.org/10.1145/65766.65768
  45. Guiry, M. and R.J. Lutz, "Recreational Shopper Identity : Implications of Recreational Shopping for Consumer Self-Definition," Unpublished doctoral dissertation, (2006).
  46. Gummesson, E., "Productivity, quality and relationship marketing in service operations," International Journal of Contemporary Hospitality Management, Vol.10, No.1(1998), pp.4-15. https://doi.org/10.1108/09596119810199282
  47. Gummesson, E., "Service Management : An Evaluation and the Future," International Journal of Service Industry Management, Vol.5, No.1(1994), pp.77-96. https://doi.org/10.1108/09564239410051920
  48. Johanna, G., V. Liljander, E. Weman, and M. Pihlstrom, "Customer engagement in a Facebook brand community," Management Research Review, Vol.35, No.9(2012), pp.857-877. https://doi.org/10.1108/01409171211256578
  49. John, R., "Why Most Social Media Strategies Fail," Forbes, 2014.
  50. Junglas, I., C. Abraham, and B. Ives, "Mobile technology at the frontlines of patient care : Understanding fit and human drives in utilization decisions and performance," Decision Support Systems, Vol.46, No.3(2009), pp.634-647. https://doi.org/10.1016/j.dss.2008.11.012
  51. Kaplan, A.M. and M. Haenlein, "Users of the world, unite! The challenges and opportunities of Social Media," Business horizons, Vol.53, No.1(2010), pp.59-68. https://doi.org/10.1016/j.bushor.2009.09.003
  52. Lee, C.C., H.K. Cheng, and H.H. Cheng, "An empirical study of mobile commerce in insurance industry : Task-technology fit and individual differences," Decision Support Systems, Vol.43, No.1(2007), pp.95-110. https://doi.org/10.1016/j.dss.2005.05.008
  53. Leung, X.Y., B. Bai, and K.A. Stahura, "The Marketing Effectiveness of Social Media in the Hotel Industry A Comparison of Facebook and Twitter," Journal of Hospitality and Tourism Research, Vol.39, No.2(2015), pp.147-169. https://doi.org/10.1177/1096348012471381
  54. Morganosky, M.A., "Cost-Versus Convenience-oriented Consumers : Demographic, Lifestyle, and Value Perspectives," Psychology and Marketing, Vol.3, No.1(1986), pp.35-46. https://doi.org/10.1002/mar.4220030104
  55. Novak, T.P., D. Hoffman, and Y.F. Yung, "Measuring the Customer Experience in Online Environments : A Structural Modeling Approach," Marketing Science, Vol.19, No.1(2000), pp.22-42. https://doi.org/10.1287/mksc.19.1.22.15184
  56. Parasuraman, A., "Service quality and productivity : a synergistic perspective," Managing Service Quality, Vol.12, No.1(2002), pp.6-9. https://doi.org/10.1108/096045202104
  57. Parsons, A.L., "Social media from a corporate perspective : A content analysis of official Facebook pages," Proceedings of the academy of marketing studies, Vol.16, No.2(2011), pp.11-15.
  58. Schivinski, B. and D. Dabrowski, "The impact of brand communication on brand equity dimensions and brand purchase intention through facebook," Faculty of Management and Economics, Gdansk University of Technology, 2013.
  59. Seiders, K., L.L. Berry, and L.G. Gresham, "Attention, retailers! How convenient is your convenience strategy?," Sloan Management Review, Vol.41, No.3(2000), pp.79-89.
  60. Seiders, K., G.B. Voss, A.L. Godfrey, and D. Grewal, "Journal of the Academy of Marketing Science," Journal of the Academy of Marketing Science, Vol.35, No.1(2007), pp.144-156. https://doi.org/10.1007/s11747-006-0001-5
  61. Tenenhaus, M., V.E. Vinzi, Y.M. Chatelin, and C. Lauro, "PLS path modeling," Computational statistics and data analysis, Vol.48, No.1(2005), pp.159-205. https://doi.org/10.1016/j.csda.2004.03.005
  62. Teo, T.S. and Y. Yu, "Online buying behavior : a transaction cost economics perspective," Omega, Vol.33, No.5(2005), pp.451-465. https://doi.org/10.1016/j.omega.2004.06.002
  63. Trainor, K.J., J.M. Andzulis, A. Rapp, and R. Agnihotri, "Social media technology usage and customer relationship performance : A capabilities-based examination of social CRM," Journal of Business Research, Vol.67, No.6(2014), pp.1201-1208. https://doi.org/10.1016/j.jbusres.2013.05.002
  64. Winpenny, E.M., T.M. Marteau, and E. Nolte, "Exposure of children and adolescents to alcohol marketing on social media websites," Alcohol and Alcoholism, Vol.49, No.2(2014), pp.154-159. https://doi.org/10.1093/alcalc/agt174
  65. Wolfinbarger, M. and M.C. Gilly, "Shopping online for freedom, control, and fun," California Management Review, Vol.43, No.2(2001), pp.34-55. https://doi.org/10.2307/41166074
  66. Wu, J.H. and S.C. Wang, "What drives mobile commerce? : An empirical evaluation of the revised technology acceptance model," Information and management, Vol.42, No.5(2005), pp.719-729. https://doi.org/10.1016/j.im.2004.07.001