The Journal of the Korea Contents Association (한국콘텐츠학회논문지)

The Korea Contents Association (한국콘텐츠학회)
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Effectiveness of User Involvement for New Service Development : Focusing on Domestic Digital Content Industry

신규 서비스 개발 시 사용자 참여 효과 및 활용 전략에 관한 연구 : 국내 디지털콘텐츠 산업을 중심으로

  • 양희태 (한국과학기술원 기술경영전문대학원) ;
  • 이기백 (한국과학기술원 기술경영전문대학원) ;
  • 최문기 (한국과학기술원 기술경영전문대학원)
  • Received : 2013.03.21
  • Accepted : 2013.05.02
  • Published : 2013.05.28
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Abstract

User involvement in New Service Development(NSD) has attracted the limelight as a good method, but we still lack an empirical analysis of the effectiveness of user involvement. In addition, positive and negative determinants of user involvement in NSD have not often been dealt with in past research, and this deficiency has been identified as a barrier to the effective utilization and diffusion of user involvement in NSD. To our knowledge, this is the first study to empirically investigate the degree of implementation of user involvement in NSD, the effectiveness of user involvement, and the utilization strategy in the digital content industry. First, we reveal that ordinary user involvement is more effective for NSP performance than lead users or business partner companies. Second, we empirically demonstrate that the effectiveness of involving lead user and ordinary user in NSP is different according to the new service type and service development stage. Based on the results of our analyses, we suggest some strategic directions for the companies who want to newly adopt or improve their current level of user involvement in NSD. We expect that the implications of this study will be utilized for efficient diffusion of user involvement in NSD and will eventually contribute to tangible achievements for companies in the digital content industry.

사용자 참여(User involvement)를 통한 신제품 또는 신규 서비스 개발이 내부 직원이나 외부 전문가 활용의 대안으로 각광받고 있다. 그러나 이러한 사용자 참여 방식이 궁극적으로 기업 성과에 긍정적인 영향을 주는지에 대한 정량적 연구는 미흡하며, 기존 연구들도 사용자 참여의 효과성에 대해 상충되는 결론을 내리고 있다. 본 연구는 최근 급성장하고 있는 국내 디지털 콘텐츠 산업에서의 신규 서비스 개발 시 사용자 참여 효과를 실증적으로 분석하고, 이를 바탕으로 세부 활용 전략을 제시하고자 한다. 사용자 활용 현황 및 성과 창출 효과를 다각적으로 분석하기 위해 사용자 군을 선도 사용자와 일반 사용자로 구분하였고, 급진적 서비스와 점진적 서비스로 서비스 유형을 분류하였다. 서비스 개발 단계 또한 아이디어 발굴, 개발, 마케팅으로 나누어, 실제 사용자를 활용하고자 하는 기업들이 서비스 유형 및 개발 단계를 조합하여 적절한 사용자 활용 전략을 수립할 수 있도록 사용자 활용 전략 매트릭스를 제안하였다.

Keywords

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