• 제목/요약/키워드: Platform business model

검색결과 413건 처리시간 0.027초

농산물 판매시 농가들의 정보화 기기 이용 선택 결정요인 분석 (Analysis of Factors of Farmers' Use of Information Technology Equipment When Selling Agricultural Products)

  • 이향미;고종태
    • 농촌계획
    • /
    • 제24권4호
    • /
    • pp.121-134
    • /
    • 2018
  • By using the raw data of the 2015 Agriculture, Forestry and Fishery Consensus that surveyed the farmers engaged in agriculture, forestry and fishery in 2015, this study investigated the effects of the characteristics of the farms in Gangwon-do on the utilization of the digital devices, which was classified into computers usage only, smartphones usage only, both computers and smartphones usage, and no digital device usage. This study used the Multinomial Logit Model for the above purpose. Moreover, the IIA(Independence of Irrelevant Alternatives) method of the Multinomial Logit Model was analyzed to be suitable. Upon the result of the analysis, when all the other variables were constant in the average, the probability of choosing both computers and smartphones increased by 0.02% as the family member living together with the farm owner increased by 1 person. In addition, the farms with agricultural machineries have 0.03% increased probability of using smartphones to sell their agricultural products, when compared with the farms without agricultural machinery. Moreover, for the farms with high sales profit of the agricultural products, the probability of using computers and the probability of using smartphones increased by 0.04% and 0.01%, respectively, and the probability of using both computers and smartphones increased by 0.02%. On the other hand, for the farms affiliated with the agricultural organization, the probability of using both computers and smartphones increased by 0.17%, and the probability of using only smartphones and the probability of using only computers increased by 0.16% and 0.15%, respectively. In case of selling to the National Agricultural Cooperative Federation(NACF), the probability of using smartphones increased by 0.11% if all other variables were to be constant in the average. In particular, the farms participating in the agriculture-related industries have 1.09% increased probability of using computers, have 0.92% increased probability of using smartphones, and 0.85% increased probability of using both computers and smartphones. Therefore, the implications suggested based on the results of the analysis are as follows. First, the farms' choices of the digital devices are made independently. Hence, the future agricultural industry business platform establishment should necessarily consider the types of farms' choices of the digital devices in the future. Second, since the usage of digital devices has a generally positive influence on the farm household income, digital education to improve farmers' ability to use the digital devices should be urgently provided in order to improve the farm household income in the farms in Gangwon-do. Third, because the digital devices used to sell agricultural products differ depending on the age of the farm owner, it would be desirable to target the younger generation of the farm owners rather than establishing the agricultural industry business platform for the farms in the aged farm villages. Fourth, it would be advisable for the future agricultural business platform to consider the characteristics of agricultural products sales source.

GE 모델을 응용한 게임 플랫폼별 산업 평가 (Evaluating Korea Game Platform by Applying GE Model)

  • 김형길;이지훈;김태식
    • 한국게임학회 논문지
    • /
    • 제6권4호
    • /
    • pp.17-23
    • /
    • 2006
  • 기업들은 시장에서 많은 매출을 창출하고 있는 주력 제품과 기업의 이미지 및 미래의 시장변화에 의해 매출을 증대시킬 수 있는 비주력 제품 등 사업을 단위별로 구성하여 운영하고 있다. 사업단위 평가는 자사가 보유하고 있는 사업들이 현재 시장에서 어떤 위치를 차지하고 있으며 투자 가치가 있는지의 판단 여부와 함께 사업 다각화 등에 있어 반드시 필요한 부분이다. 본 연구에서는 5개의 게임플랫폼을 국내 시장에 맞추어 ‘시장/산업전체의 매력도’와 ‘시장 내에서 해당 비즈니스의 경쟁적 우위’을 가지고 사업단위를 평가할 수 있는 GE 모델을 설명하고 이를 국내게임산업에 적용해 보았다. 본 연구결과 주력 플랫폼과 비주력 플랫폼이 다양하게 분포되고 있음을 알 수 있고, 향후 신제품 개발 시기와 함께 주력투자플랫폼 및 마케팅 전략 방안을 찾을 수 있다.

  • PDF

정보시스템의 실제 이용에 대한 연구: 모바일 서비스 시스템 품질을 중심으로 (A Study on Actual Usage of Information Systems: Focusing on System Quality of Mobile Service)

  • 조우철;김기민;양성병
    • Asia pacific journal of information systems
    • /
    • 제24권4호
    • /
    • pp.611-635
    • /
    • 2014
  • Information systems (IS) have become ubiquitous and changed every aspect of how people live their lives. While some IS have been successfully adopted and widely used, others have failed to be adopted and crowded out in spite of remarkable progress in technologies. Both the technology acceptance model (TAM) and the IS Success Model (ISSM), among many others, have contributed to explain the reasons of success as well as failure in IS adoption and usage. While the TAM suggests that intention to use and perceived usefulness lead to actual IS usage, the ISSM indicates that information quality, system quality, and service quality affect IS usage and user satisfaction. Upon literature review, however, we found a significant void in theoretical development and its applications that employ either of the two models, and we raise research questions. First of all, in spite of the causal relationship between intention to use and actual usage, in most previous studies, only intention to use was employed as a dependent variable without overt explaining its relationship with actual usage. Moreover, even in a few studies that employed actual IS usage as a dependent variable, the degree of actual usage was measured based on users' perceptual responses to survey questionnaires. However, the measurement of actual usage based on survey responses might not be 'actual' usage in a strict sense that responders' perception may be distorted due to their selective perceptions or stereotypes. By the same token, the degree of system quality that IS users perceive might not be 'real' quality as well. This study seeks to fill this void by measuring the variables of actual usage and system quality using 'fact' data such as system logs and specifications of users' information and communications technology (ICT) devices. More specifically, we propose an integrated research model that bring together the TAM and the ISSM. The integrated model is composed of both the variables that are to be measured using fact as well as survey data. By employing the integrated model, we expect to reveal the difference between real and perceived degree of system quality, and to investigate the relationship between the perception-based measure of intention to use and the fact-based measure of actual usage. Furthermore, we also aim to add empirical findings on the general research question: what factors influence actual IS usage and how? In order to address the research question and to examine the research model, we selected a mobile campus application (MCA). We collected both fact data and survey data. For fact data, we retrieved them from the system logs such information as menu usage counts, user's device performance, display size, and operating system revision version number. At the same time, we conducted a survey among university students who use an MCA, and collected 180 valid responses. A partial least square (PLS) method was employed to validate our research model. Among nine hypotheses developed, we found five were supported while four were not. In detail, the relationships between (1) perceived system quality and perceived usefulness, (2) perceived system quality and perceived intention to use, (3) perceived usefulness and perceived intention to use, (4) quality of device platform and actual IS usage, and (5) perceived intention to use and actual IS usage were found to be significant. In comparison, the relationships between (1) quality of device platform and perceived system quality, (2) quality of device platform and perceived usefulness, (3) quality of device platform and perceived intention to use, and (4) perceived system quality and actual IS usage were not significant. The results of the study reveal notable differences from those of previous studies. First, although perceived intention to use shows a positive effect on actual IS usage, its explanatory power is very weak ($R^2$=0.064). Second, fact-based system quality (quality of user's device platform) shows a direct impact on actual IS usage without the mediating role of intention to use. Lastly, the relationships between perceived system quality (perception-based system quality) and other constructs show completely different results from those between quality of device platform (fact-based system quality) and other constructs. In the post-hoc analysis, IS users' past behavior was additionally included in the research model to further investigate the cause of such a low explanatory power of actual IS usage. The results show that past IS usage has a strong positive effect on current IS usage while intention to use does not have, implying that IS usage has already become a habitual behavior. This study provides the following several implications. First, we verify that fact-based data (i.e., system logs of real usage records) are more likely to reflect IS users' actual usage than perception-based data. In addition, by identifying the direct impact of quality of device platform on actual IS usage (without any mediating roles of attitude or intention), this study triggers further research on other potential factors that may directly influence actual IS usage. Furthermore, the results of the study provide practical strategic implications that organizations equipped with high-quality systems may directly expect high level of system usage.

A Case Study on Energy focused Smart City, London of the UK: Based on the Framework of 'Business Model Innovation'

  • Song, Minzheong
    • International journal of advanced smart convergence
    • /
    • 제9권2호
    • /
    • pp.8-19
    • /
    • 2020
  • We see an energy fucused smart city evolution of the UK along with the project of "Smart London Plan (SLP)." A theoretical logic of business model innovation has been discussed and a research framework of evolving energy focused smart city is formulated. The starting point is the silo system. In the second stage, the private investment in smart meters establishes a basement for next stages. As results, the UK's smart energy sector has evolved from smart meter installation through smart grid to new business models such as water-energy nexus and microgrid. Before smart meter installation of the government, the electricity system was centralized. However, after consumer engagement plan has been set to make them understand benefits that they can secure through smart meters, the customer behavior has been changed. The data analytics firm enables greater understanding of consumer behavior and it helps energy industry to be smart via controlling, securing and using that data to improve the energy system. In the third stage, distribution network operators (DNOs)' access to smart meter data has been allowed and the segmentation starts. In the fourth stage, with collaboration of Ofwat and Ofgem, it is possible to eliminate unnecessary duplication of works and reduce interest conflict between water and electricity. In the fifth stage, smart meter and grid has been integrated as an "adaptive" system and a transition from DNO to DSO is accomplished for the integrated operation. Microgrid is a prototype for an "adaptive" smart grid. Previous steps enable London to accomplish a platform leadership to support the increasing electrification of the heating and transport sector and smart home.

푸드 온라인 플랫폼 비즈니스 프레시코드 사례: 린 스타트업 방식을 중심으로 (A Case Study on Freshcode for the Food Online Platform Business: A Focus on the Lean Start-Up)

  • 김차영;박철
    • 한국IT서비스학회지
    • /
    • 제20권5호
    • /
    • pp.89-104
    • /
    • 2021
  • Food delivery service combined with IT technology and HMR (Home Meal Replacement) are rapidly growing due to the COVID-19. Recently, the demand for salads along with HMR has increased among office workers in their 20s and 30s who are interested in health and beauty. Freshcode is a food startup with 6 years of experience that started selling salad products through O2O service. Freshcode applied for a patent for a service that collects orders from nearby areas and delivers them on the same day to a designated delivery address 'FCOSPOT' to save shipping costs. In March 2021, in recognition of the growth potential of the regular delivery service, Freshcode received an investment of 6 billion won in Series A. This study may have practical implications to early-stage startups and scale-up stage startups through a longitudinal case study on the growth of a single company. As for the research method, the lean startup methodology and lean canvas were used in the early stage of startup. In particular, the process of the build-measure and learn feedback-loop, which is the core of lean startup methodology, was applied to each major decision-making step. In the scale-up stage after 5 years, the business model canvas was used to schematize the growth as a food online O2O platform to verify continuous innovation. This case study has three main findings. First, the idea of 'FCOSPOT' was successfully implemented through the Lean Startup methodology. Second, Freshcode demonstrated the scalability of the differentiated business model of shared base delivery O2O. Third, a key factor of success was the digital integrated communication operation strategy that maximizes the experience for the created customers.

The Effect of Service Qualities' Characteristics on Customer Satisfaction and Revisit Intention in Chinese Mid/Low-Priced Hotel

  • HAN, Sun;JUNG, Jin-Sup
    • 산경연구논집
    • /
    • 제12권6호
    • /
    • pp.57-74
    • /
    • 2021
  • Purpose: Before COVID-19 pandemic, Chinese mid/low-priced hotel industry has been steadily growing in recent years, and internal and external competition has been intensifying. Under these circumstances, this study started with a strategic objective to increase the quality of service, thus enabling customer satisfaction and revisit intention. For enhancing the competitiveness of Chinese mid/low-priced hotel business, we plan to establish a model using SERVQUAL, O2O platform, and identify their relationship through empirical analyses. Research design, data and methodology: Through the consideration of the existing literature, this study intended to identify the characteristics of service quality in Chinese mid/low-priced hotels and to consider their impact on customer satisfaction and revisit intention. We also wanted to examine the moderating effect of the O2O platform between the characteristics of service quality and customer satisfaction. A survey was carried out on customers using mid/low-priced hotels in China and empirical analyses were conducted using regression analyses. Results: First, in the hypothesis of service qualities' effects on customer satisfaction were identified with significant positive effects. Second, in the hypothesis of service qualities' effects on revisit intention, "tangibles, reliability, and empathy" have shown significant positive. Third, in the verification of the moderating effect of the O2O platform, there were "positive partial moderating effects" between service qualities and customer satisfaction. Finally, the effect of customer satisfaction on revisit intention was positive significant. Conclusions: In order to satisfy their customers, improvements in service quality should be made first. In addition, customer satisfaction had a positive impact on revisit intention. In order to revitalize Chinese mid/low-priced hotels, differentiation strategy is also needed for specialized customers such as college students, and basically, efforts should be made to optimize the O2O platform. O2O platforms should establish optimal platform construction strategies based on the customer's perspective. After all, in the case of Chinese mid/low-priced hotels, it is necessary to strengthen the construction of the latest hardware infrastructure and O2O platform of software infrastructure, and to improve customers' advanced online and offline experiences. Finally, regarding the hypothesis that was rejected among service qualities' characteristics, we tried to discuss the reason and find the implications of these.

Factors affecting COVID-19 health information sharing behaviors via social media: A comparison between South Korea and China

  • Kim, Jong Ki;Wang, Jian Bo
    • 한국정보시스템학회지:정보시스템연구
    • /
    • 제33권1호
    • /
    • pp.159-182
    • /
    • 2024
  • Purpose This study aims to investigate the factors influencing social media users' sharing behaviors of COVID-19 health information. Specifically, we seek to examine the impact of three key antecedents-trust in information source, trust in information content, and trust in social media platform-on users' trust in information quality and determine whether their effects vary between South Korea and China. Design/methodology/approach To fulfill our research objectives, we conducted an online survey across two countries, collecting 408 valid responses (South Korea: N = 201; China: N = 207) for our analysis. We employed Partial Least Squared based Structural Equation Modeling (PLS-SEM) with SmartPLS 4 and performed Exploratory Factor Analysis (EFA) and independent t-tests with SPSS 27. Findings The study revealed that perceived risks significantly inhibit users from sharing health information, highlighting the critical role of trust in countering these effects. We also identified variances in the levels of trust in information content and trust in social media platform between the two countries, which offers fresh perspectives for designing culturally tailored public health communications and interventions.

크라우드펀딩 참여와 구전의도에 대한 실증적 분석 : 플랫폼 신뢰를 중심으로 (Empirical Analysis of Participation and Word of Mouth Intention of Reward-based Crowdfunding: Focusing on Platform Trust)

  • 김보라;박현선;김상현
    • 한국정보시스템학회지:정보시스템연구
    • /
    • 제30권2호
    • /
    • pp.1-27
    • /
    • 2021
  • Purpose Even if many startups firms have developed innovative items and a potential for success, they often have a limited financial resources, which makes them difficult to do business. To overcome this financial difficulty, startups have used one of fintech services, called crowdfunding that can be a good alternative to solving the difficulty of financing. The purpose of this study is to empirically validate the proposed research model that investigates the reasons of trusting crowdfunding platform, which positively leads to two outcomes - intention to participate and word-of-mouth for reward-based crowdfunding project. Design/methodology/approach We proposed several factors categorized as trust, information quality, and platform traits that have a positive impact on trust of crowdfunding platform, which positively leads to intention to participate and word-of-mouth of crowdfunding. The collected(n=285) from individuals who have participated in crowdfunding project was analyzed with SmartPLS 3.0 to test proposed hypotheses. Findings The results showed that all proposed variables (website reputation, crowdfunding familiarity, digital storytelling, information quality, and interaction) had a significant impact on crowfunding platform trust with exception of product differentiation. In addition, crowfunding platform trust was positively associated with participating intention and word-of-mouth. Based on findings, we discussed the research results and implication alone with a direction for future studies.

개방형 소셜 네트워킹 서비스 플랫폼 출현에 따른 인터넷 서비스 시장의 패러다임 변화 : Facebook을 중심으로 (Internet Service Paradigm Shift Driven by Emergence of Open Social Networking Service: Focusing on Facebook)

  • 윤영석;최문기;김상권;이현진;조기성
    • 서비스연구
    • /
    • 제1권1호
    • /
    • pp.29-48
    • /
    • 2011
  • 최근 소셜 네트워킹 서비스(Social Networking Service)에 대한 산업계화 학계의 관심이 집중되고 있다. 그러나 소셜 네트워킹 서비스의 폭발적 성장을 가능케 한 동인과 비즈니스 모델에 대한 이해가 배재된 무분별한 모방만으로는 개방형 생태계의 성공적인 안착을 도모하기 어렵다. 따라서 본 연구는 소셜 네트워킹 서비스의 플랫폼 전략, 비즈니스 모델을 분석하여 웹 기반 플랫폼 서비스를 추구하는 사업자들에게 시사점을 제공하는 것을 주요 목적으로 한다. 소셜 네트워킹 플랫폼은 개인 이용자에게 자신의 개인 정보를 공유하고 갱신할 자발적 동기를 부여하였다는 측면에서 개인화 광고를 가능케 하여 양면시장의 다른 소비자인 광고주들에게 전폭적인 지지를 받고 있다. 소비자의 참여를 유도하여 양적 팽창을 가능케 한 동인은 이용자 간 상호작용 유도와 플랫폼의 개방성에 있으며 이 플랫폼은 향후 광고 시장뿐 아니라 통신시장에 편재된 개별 기업들의 고유 영역으로 그 영향력을 확장하고 있다. 따라서 포털 사업자, 네트워크 사업자들은 소셜 네트워킹 서비스를 단순히 새로운 웹 서비스로만 인지하는 수준에서 벗어나 개별 일반 소비자의 수요를 응집시킬 수 있는 서비스 플랫폼의 확산 방안을 도출하고 광고주들의 수요를 충족시키지 위해 미디어의 진화를 촉진시켜야 한다.

  • PDF

Crowdfunding 활성화를 위한 투자자 동기요인 분석 : 후원형(Reward) 플랫폼의 투자자(Funder)를 중심으로 (Factor Analysis of the Motivation on Crowdfunding Participants : An Empirical Study of Funder Centered Reward-type Platform)

  • 이채린;이정훈;신동영
    • 한국전자거래학회지
    • /
    • 제20권1호
    • /
    • pp.137-151
    • /
    • 2015
  • 인터넷의 진화와 트위터, 페이스북 등의 새로운 미디어의 등장으로 인해 인터넷 기반 플랫폼을 이용하여 대중으로부터 자금을 모으는 크라우드 펀딩이 주목 받고 있다. 하지만 이와 관련된 연구는 초입단계로 크라우드펀딩을 성공적으로 활용하고자 할 때 고려되어야 할 요인들을 분석한 실증적 연구는 부재한 실정이다. 이에 본 연구는 동기이론에 기반을 두어 참여자의 지속적 참여의도를 상승시키는 요인을 도출하여 실증적으로 검증하였다. 연구 결과 즐거움, 친밀감, 기관신뢰도, 보상기대가 지속적인 참여에 영향을 미쳤으며 모금모드 유형에 따라 참여를 유도할 수 있는 요소를 제공할 필요성을 실증적으로 증명하였다. 이를 기반으로 하여 본 연구의 학문적 및 실무적 시사점을 논의하고 아울러 연구의 한계점을 확인함으로써 향후 추가적인 연구 방향을 제시하였다.