Journal of Venture Innovation (벤처혁신연구)

Korean Academy of Venture Innovation (한국벤처혁신학회)
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Leveraging Psychology in Digital Marketing : Case Study

디지털 마케팅에 있어서 심리학 원리 적용사례

  • 최양애 (호서대 벤처대학원 정보경영학과) ;
  • 정병규 (남서울대학교)
  • Received : 2018.10.15
  • Accepted : 2018.12.14
  • Published : 2018.12.31
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Abstract

The applications of psychology principles in marketing areas were pervasived. As the importance of digital marketing has increased, the cases of applications of psychology principles in digital marketing areas also has increased. This study analnyzed digital marketing cases based on the psychology principles of social proof, scarcity and loss aversion, reciprocity, commitment and consistency, anchoring. Cases were analnyzed amomg USA and Korea in digital marketing areas. This attempt will facilitating interdisciplinary research. It also will improve customer engagement, increase customer life value, and develope virtuous circle of customer journey through optimal user interface and message strategies.

마케팅에 있어서 심리학 원리의 적용은 매우 보편화되고 있는 현상이다. 최근 들어 디지털 마케팅의 중요성이 대두되면서 디지털 마케팅에도 심리학의 원리를 적용하는 사례가 늘어나고 있다. 이에 본 연구에서는 심리학의 원리중 social proof, scarcity and loss aversion, reciprocity, commitment and consistency, anchoring 5가지가 디지털 마케팅에 적용된 사례를 분석하였다. 각각의 심리학 원리에 대해 해외사례 2개, 국내사례 2개를 분석하였다. 이러한 시도는 향후 학제 간 연구를 촉진시킬 수 있을 것이다. 또한, 고객의 몰입도(customer engagement)을 높이고 궁극적으로는 고객생애가치(life time value)를 높여 고객 여정에 선순환 고리를 만드는데 필요한 이용자 인터페이스 개발 및 메시지 전략 개발 등에 유용한 시사점을 제공할 것이다.

Keywords

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