디지털융복합연구 (Journal of Digital Convergence)

  • 제14권5호
  • /
  • Pages.227-236
  • /
  • 2016
  • /
  • 2713-6434(pISSN)
  • /
  • 2713-6442(eISSN)
한국디지털정책학회 (The Society of Digital Policy and Management)
권호 표지
DOI QR코드

DOI QR Code

공동가치창출을 위한 활성화 정책이 참여 동기에 미치는 조절 효과 분석

The Moderating Effect of Activation Factors : An Empirical Study on the Motivation of Co-creation Participation

  • 투고 : 2016.04.01
  • 심사 : 2016.05.20
  • 발행 : 2016.05.28
PDF 다운로드
⟨ 이전 논문 다음 논문 ⟩

초록

공동가치창출은 기업 내 외의 자원을 이용하여 혁신을 달성하는 중요한 접근방법이 된다. 본 연구의 목적은 고객의 경험에 기반한 공동가치창출의 참여에 영향을 미치는 요인을 밝혀내는 것이다. 이를 위해 공동가치창출 경험이 있는 고객을 대상으로 설문조사를 실시하여 회수된 181개의 유효 데이타를 분석 하였다. 다중회귀분석과 조절회귀분석을 이용하여, 내재적 동기와 외재적 동기가 공동가치창출 참여에 미치는 영향과 활성화 요인의 조절 효과를 분석하였다. 그 결과 내재적 동기는 공동가치창출 참여에 긍정적인 영향을 미쳤으나, 외재적 동기는 공동가치창출 참여에 유의미한 영향을 미치지 않는 것으로 나타났다. 조절효과 분석결과 공동가치창출 활성화 요인은 내재적 동기와 참여에 조절효과를 보이지 않았으나, 외재적 동기와 참여관계에서는 긍정적인 조절효과를 가지고 있었다. 본 연구 결과는 기업에서 공동가치창출 참여 동기 요인에 근거하여 고객의 참여를 증진시키고 활성화 할 수 있는 실질적인 방안을 모색하는데 활용 될 수 있을 것이다. 향후 여러 계층에서의 설문응답을 확보하여 분석한다면 연구결과의 객관성을 높일 수 있을 것이다.

Co-creation is an important approach to innovation that uses internal and external sources for value creation. This study identified the effects of intrinsic motivation, extrinsic motivation, and the moderating effects of activation factors using multiple regression and moderated multiple regression. To this end, 181 usable questionnaires were collected and analyzed. The result of analysis showed that intrinsic motivation had the significant meaning and the moderating effects of activation factors on the relationship between extrinsic motivation and co-creation participation exist. Companies may use this result to activate the co-creation participation of the customer. The future study analyzed by survey responses in multiple layers will improve the generalization of the study.

키워드

참고문헌

  1. S. G. Hong, H. M. Lee and N. R. Kim, "An evaluation of web accessibility for idea proposal websites", The Journal of Korea society of IT services, Vol. 13, No. 2, pp.99-111, 2014. https://doi.org/10.9716/KITS.2014.13.2.099
  2. D. B. Chung, S. J. Kim, Y. J. Song, Y. H. Hwang, "A study on the status of the idea supported platform", Asia-pacific Journal of Multimedia Services Convergent with Art, Humanities, and Sociology, Vol .5, No. 4, pp.37-44, 2015
  3. J. M. Wee, "Moving people power, incentives", SERI Management Notes, Vol. 105, pp.1-10, 2011.
  4. C. K. Prahalad and V. Ramaswamy, "Co-creation experiences: the next practice in value creation", Journal of Interactive Marketing, Vol. 18, No. 3, pp.5-14, 2004.
  5. C. W. Jang and T. H. Kwon, "Research on strategies of open innovation activities with impacts on dynamic competitive advantage: in the context of digital convergence and disruptive innovation", Journal of Digital Convergence, Vol. 13, No. 5, pp.119-127, 2015. https://doi.org/10.14400/JDC.2015.13.5.119
  6. D. W. Kim, Sang M. Lee, S. G. Hong and J. W. Kim, "The impact of co-creation implementation on the performance of small and medium manufacturers: an empirical study", Journal of The Information Systems, Vol. 24, No. 4, pp.1-19, 2015.
  7. S. G. Hong, H. M. Lee, S. B. Lim and N. R. Kim, "Conceptual study and research of Co-creation", The Journal of Information Systems, Vol. 23, No. 1, pp.203-223, 2014. https://doi.org/10.5859/KAIS.2014.23.1.203
  8. Amabile, T. M., Hill, K. G., Hennessey, B. A., and Tighe, E. M., "The work preference inventory: assessing intrinsic and extrinsic motivational orientations", Journal of personality and social psychology, Vol. 66, No. 5, pp.950-967, 1994. https://doi.org/10.1037/0022-3514.66.5.950
  9. Ryan, Richard M., and Edward L. Deci. "Intrinsic and extrinsic motivations: Classic definitions and new directions", Contemporary educational psychology, Vol. 25, No. 1, pp.54-67, 2000. https://doi.org/10.1006/ceps.1999.1020
  10. N. R. Kim, S. G. Hong, J. K. Kim and S. H. Park, "Study on the behavioral model of co-creation by customers", Journal of The Korea Industrial Information Systems Research, Vol. 21, No. 2, pp.57-70, 2016. https://doi.org/10.9723/jksiis.2016.21.3.057
  11. Prahalad, C. K. and Ramaswamy, V., "Co-opting customer competence", Harvard business review, Vol. 78, No. 1, pp.79-90, 2000.
  12. Prahalad, C. K. and Ramaswamy, V., "The future of competition", Harvard Business Press, 2004.
  13. Williamson, P. and De Meyer, A., "Ecosystem advantage: how to successfully hamess the power of partners", California Management Review, Vol. 55, No. 1, pp.24-46, 2012. https://doi.org/10.1525/cmr.2012.55.1.24
  14. Ramaswamy, V and Gouillart, F. J., "The power of co-creation: Build it with them to boost growth, productivity, and profits", Simon and Schuster, 2010.
  15. Prahalad, C. K. and Ramaswamy, V., "The new frontier of experience innovation", MIT Sloan management review, Vol. 44, No. 4, pp.12-18, 2003.
  16. Y. S. Choi and S. B. Kim, "A study on the relationships among intrinsic motivators, psychological empowerment, affective commitment and service quality", The Journal of digital policy & management, Vol. 11, No. 7, pp.111-122, 2013.
  17. S. K. Lee, AMARMEND. D and D. J. Lee, "The effects of intrinsic motivation on job satisfaction and job involvement : focus on the moderate effects of procedural justice, distributive justice", The Journal of digital policy & management, Vol. 9, No. 4, pp.157-168, 2011.
  18. D. W. Han, "A critical review on intrinsic motivation theories", The Korean Journal of Social and Personality Psychology, Vol. 2, No. 1, pp.54-93, 1984.
  19. T. H. So and J. Ko, "Factors affecting the mobile SNS closed continuous use", Korea Intelligent Information Systems Society Conference, pp.153-177, 2015. (conference)
  20. Freida, P., "An empirical study on triggers motivating consumers participation in co-creation of value from the consumer perspective", Dong-A University, Ph. D Dissertation, 2014.
  21. S. H. Kim, "Online word-of-mouth: motivation for writing product reviews on internet shopping sites", Fashion Business, Vol. 14, No. 2, pp.81-94, 2010.
  22. CH. Park and T. M. Lee, "A cross-cultural study on the determinants of eWOM effect, Business Research", Vol. 35, No. 6, pp.29-56. 2006.
  23. S. I. Hong, H. J. Choi, and J. K. Lee, "Social motivational factors influencing the intention to use of blog", The Journal of the Korea Contents Association, Vol. 10, No. 1, pp.122-137, 2010.
  24. Y. J. Jo, "A study on the influence of connectivity and convenience of smartphones of word-of mouth intentions in the convergence era : focused on the mediating effects of application", Journal of Digital Convergence, Vol. 13, No. 5, pp.69-78, 2015.
  25. K. H. Lim, "A study on the influence of relation commitment of sns marketing features in domestic enterprise", Journal of Digital Convergence, Vol. 11, No. 10, pp.341-350, 2013.
  26. S. M. Cha, "Developing Word-of-Mouth (WOM) communication paradigm model of restaurant information", Yon-Sei University, Master's thesis, 2006.
  27. K. H. Yim and J. H. Kwon, "A study on the effect of shopping value of on-line shopping-mall on shopping-mall satisfaction - mediating effect of price sensitivity", Journal of Digital Convergence, Vol. 12, No. 11, pp.49-55, 2014.
  28. H. J. Park, "The influence of tourist's ethical consumption concept on fair tourism attitude and purchasing intention of fair tourism on tourism social media -considering risk perception of ethical consumption as the mediator", Journal of Digital Convergence, Vol. 14, No. 1, pp.83-90, 2016.
  29. Nunnally, Jum C., "Psychometric Theory", New York: McGraw-Hill Book, 1978.
  30. Myung-Seong Yim, "A Convergence of Technology and Service of My Music Taste : The Success Factors for Online Platform Service Innovation", Journal of the Korea Convergence Society, Vol. 5, No. 4, pp.87-92, 2014. https://doi.org/10.15207/JKCS.2014.5.4.087
  31. Sunghyun Yun, Keunho Lee, Heuiseok Lim, Daeryong Kim, Jung-hoon Kim, "The Method of Digital Copyright Authentication for Contents of Collective Intelligence", Journal of the Korea Convergence Society, Vol. 6, No. 6, pp.85-193, 2015.