Journal of Digital Convergence (디지털융복합연구)

The Society of Digital Policy and Management (한국디지털정책학회)
권호 표지
DOI QR코드

DOI QR Code

An analysis of consumption behavior and consumption problem according to the digital convergence

디지털 융복합에 따른 소비행동과 소비문제

  • Kim, Yeon-Jeong (Division of Management of Digital Technology, Hoseo University)
  • 김연정 (호서대학교 경영학부 디지털기술경영전공)
  • Received : 2015.12.23
  • Accepted : 2016.02.20
  • Published : 2016.02.28
Download PDF
⟨ Previous Next ⟩

Abstract

The purpose of this study is to estimate convergence level of digital device and service and analyze group difference of consumption behavior and problem according to digital convergence level. The research method was survey with digital business expert and 343 samples. ANOVA research method was applied. The results of research are as follows. First, the study suggests that with a self-directed consuming attitude associated with both online and offline, there are the possibility to spread social problem which has unclear boundary, the possibility of intrusion into privacy through the network flow, and the matter of the credibility of information in convergence media. Second, since digital devices are important to connect consumers to the network, consumers have anxious dependence on the devices, which causes the fatigue of information to increase rapidly.

본 연구는 디지털 융복합의 시대를 살고 있는 소비자들이 보유한 디지털기기 및 서비스 참여수준을 평가하고 평가수준에 따른 소비행동의 차이를 분석하여 디지털 융복합 시대의 소비행동과 문제를 추정해보았다. 디지털기기와 서비스의 융복합 수준을 평가하기 위해 IT 전문가를 대상으로 평가 기준 제시와 설문분석을 실시하였다. 분석방법으로 집단 간 평균과 ANOVA 분석을 수행하였다. 연구결과는 첫째, 자기 주도적 소비태도와 함께 온라인이 오프라인까지 연계 되서 그 경계가 모호한 사회적 문제로의 확산 가능성과 융복합 미디어를 통한 정보의 신뢰성과 네트워크상의 플로우를 통한 교류로 개인의 프라이버시 침해 가능성이 제시되었다. 두 번째, 디지털 기기가 소비자를 네트워크에 연결하는 중요 도구이기 때문에 기기 의존적 성향을 보이며, 정보의 피로도가 급증할 수 있다. 디지털 환경 속에서 소비자들은 생산자적 소비자로서 사이버공간상에서 관계 지향적이고, 유희적 즐거움, 창조적 태도와 참여적 소비행동을 나타냈다.

Keywords

References

  1. S.R. Kang, B.J, Jun, Y,J.Kim , Y.J. Kim, "A Study on the UCC Service Usage using Technology Acceptance Model and Pleasure-Arousal Model. ICE", Vol.6 No.3 pp. 1-26. 2007.
  2. Y.J. Kim "Convergence Media marketing. CK technology management, Hoseo Univ", 2015.
  3. Y.J.Kim, K.H, Park, "An Exploratory Study on Consumer Behaviors and Media Use in Age of Digital Convergence: Qualitative Approach by FGI for Future Consumers. KITS", Vol.9, No.2, pp.135-150, 2010.
  4. Y.J. Kim, K.H. Park, "Digital Convergence Generation and Economic Activity. KISDI", 2010.
  5. D. Tapscott, "Digital Natives. Business books", 2005.
  6. J.W.Doo, "Flow concept and Consumer Buy intention. J. of Business", Vol 32. No.1, pp.87-117, 2003.
  7. Daehong Ad, "The history of Media Ad and Media Convergence" 2005.
  8. S.H.Park, W.J.Choi, "Internet use motivation and corelation use type : Korea and US netizen. HCR", Vol 48, No.4, pp.243-270. 2004.
  9. H.R.Paik, J,C, Lee, "Conceptualization and the Development of Prosumer Propensity Scale. J. of Consumer Studies", Vol 20, No 3, pp.135-161. 2009.
  10. S.R.Baik, "An exploratory study of motives toward word of mouth activities on the Internet. J. of Ad", Vol7, No.1, pp.108-114. 2004.
  11. H.Y.Lee, E.H.Jung, H.Jang, "Web 2.0 Consumers UCC participation and diffusion. KISDI", 2005.
  12. J. Baek, "Game generation occupy the firm. Sejong", 2005.
  13. Hassenein, K. & Head, M. "The role of social presence in establishing loyalty in e-Service environment Interacting with computer" 19, 43-56 2007.
  14. Helibrun, B, "The Blandness and delight of a daily object, Caru & Cova eds. "Consuming Experience, Routledge Inc", 2007.
  15. Hoffman, D & Novak, T., Marketing in Hypermedia Computer Mediated Environment: (Janis eds.) Conceptual Foundation. J. of marketing", 60, pp.50-68. 1996. https://doi.org/10.2307/1251841
  16. Firat, A.F. & Dhorakia, N, "Consuming people: From Political Economy to Theaters of Consumption, Consuming Experience, Routledge Inc". 1998.
  17. Jenkins, H. Kim & Kim Translation, "Convergence Culture ; Biz and Biz", 2006.
  18. Nel, D., Niekert, R., Berhorn, J. & Davies, P., "Going with the flow; website and Customer Involvement. Internet REs: Electron, Networking Application, Policy", pp.109-116. 1999.
  19. Caru, A. and Cova, B. "Consuming Experience, Routledge Inc", 2007.
  20. Seong-Hoon Lee, "Actual Cases and Analysis of IT Convergence for Green IT", Journal of the Korea Convergence Society, Vol. 6, No. 6, pp. 147-152, 2015. https://doi.org/10.15207/JKCS.2015.6.6.147
  21. Dong-Il, Tag, "A Study on The Influence of Convergence Benefit of Facebook Fan Page in Brand Attachment and Brand Commitment", Journal of the Korea Convergence Society, Vol. 6, No. 5, pp. 199-206, 2015. https://doi.org/10.15207/JKCS.2015.6.5.199

Cited by

  1. Self-service technologies (SSTs) streamlining consumer experience in the fashion retail stores: The role of perceived interactivity vol.9, pp.4, 2018, https://doi.org/10.1080/20932685.2018.1503558