화상회의 플랫폼의 지각가치에 관한 연구

• 영문명: A Study on the Perceived Value of Video Conferencing Platform: Focused on Heuristic-Systematic Model and Value-based Adoption Model
• 발행기관: 강원대학교 경영경제연구소
• 저자명: 지엔항(To-Diem-Hang Tran) 김민숙(Min-Sook Kim)
• 간행물 정보: 『아태비즈니스연구』제12권 제2호, 205~222쪽, 전체 18쪽
• 주제분류: 인문학 > 문학
• 파일형태: PDF
• 발행일자: 2021.06.30

영문 초록

Purpose - Due to the Covic-19 pandemic, the perceived value of video conferencing platforms has been increased drastically. However, there is little guidance on how service providers can improve video conferencing platforms. The purpose of this study is to investigate the factors that influence the users’ perceived value of video conferencing services based on the heuristic-systematic model and the value-based adoption model. Design/Methodology/Approach - In this paper, we theoretically explore the relationship of the antecedents of perceived value(credibility, expertise, attractiveness, economic feasibility, security, and interactivity) and its outcomes (perceived usefulness, perceived risk and perceived value). The outcomes of this research is a conceptualization of antecedents of perceived value supported by research hypothesis based on the existing literature. A total of 100 valid questionnaires were collected to empirically test the research model. Findings - The analysis results showed that credibility, economic feasibility, and interactivity positively influenced perceived usefulness. On the other hand, credibility, professionalism and interactivity negatively influenced perceived risk. Perceived usefulness positively affects perceived value and perceived risk has a negative effect on perceived value. The brand image as a moderating variable was found to decrease the effect of perceived risk on perceived value. Research Implications - The contribution of this study is significant for video conferencing providers as follows. First, a service provider can actively utilize influencers or referees with high credibility and expertise to maximize the perceived usefulness of users. Second, economic feasibility should be ensured in respect of users through various alliance discount strategies. Third, a video conferencing service company needs to build a positive brand image in order to increase users’ perceived value.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경 및 근거

Ⅲ. 가설 및 연구모형

Ⅳ. 실증분석 결과

Ⅴ. 결론

키워드

Video Conferencing Service HSM Model VAM Model Perceived Value Brand Image