소셜미디어의 유료화 전환에 따른 이용자들의 소비행동 방향에 관한 연구

• 영문명: A Study on User Behavior Direction of Chargeable Social Media
• 발행기관: 한국무역연구원
• 저자명: 강인원(Inwon Kang) 손제영(Jeyoung Son)
• 간행물 정보: 『무역연구』제14권 제4호, 407~424쪽, 전체 18쪽
• 주제분류: 경제경영 > 무역학
• 파일형태: PDF
• 발행일자: 2018.08.23

영문 초록

Recently, many social media are generating revenue through monetization, but the chargeable policy seems to be limited in terms of practical implications. In order to overcome these limitations, this study focuses on how consumers are immersed in social media for what purpose and how consumers behave according to their level of commitment. As a result of the research study, it was found that the main reason why consumers use social media is fulfillment of social relation needs. However, research results show that consumers are more likely to perceive distrust than to perceive their trust when they move from free to chargeable. In addition, this study conducted multi group analysis to verify the difference between the partial chargeable model and the chargeable model in order to carry out a comparison of these models. As a result, we conclude that the evaluation of consumer resistance can be more favorable when subscription payment is converted to partial fee rather than full payment.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경 및 가설설정

Ⅲ. 연구방법론

Ⅳ. 실증분석

Ⅴ. 결론

키워드

Chargeable Policy Multi Group Analysis Online Consumer Behavior Social Media