소셜 미디어는 캐즘(Chasm)과 구매 가치에 얼마나 영향을 미치는가?

• 영문명: How Much Impact do Social Media Make on Chasm and Buyer's Value?: The Information Accessibility and Trust Effect among Adopting Groups
• 발행기관: 한국IT서비스학회
• 저자명: 정병호(Byungho Jung) 권태형(Taehyoung Kwon)
• 간행물 정보: 『한국IT서비스학회지』한국IT서비스학회지 제13권 제1호, 221~251쪽, 전체 30쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2014.03.31

영문 초록

This paper is to investigate the degree of impact of social media use on buyer's value. Buyers of innovative digital devise are classified into three groups based on adopting behaviors. This study focuses on the degree of changes in information accessability and trust, and their associations with increased value perceived in resulting quality life. The result shows the gap in information accessability has disappeared while the one in trust remained. This implies that the gap among adopters in diffusion curve, so-called the chasm notion is very likely to be lessened or disappeared due to social network openness. Also, shown are the relationship of these variables with the degree of purchase value more stable with information accessability than with trust, all in varying patterns though. It implies that information sharing through social media be accompanied with source credibility in order to be of more value not only to buyers but also to sellers especially for new interactive devices.

목차

Abstract

1. 서론

2. 이론적 배경

3. 연구 모형 및 가설 설정

4. 연구분석 및 결과

5. 논의

6. 의의 및 결어

참고문헌

저자소개

키워드

Chasm Innovation Knowledge Sharing Trust Social Media