Journal of Digital Convergence (디지털융복합연구)

The Society of Digital Policy and Management (한국디지털정책학회)
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The Moderating Effect of Activation Factors : An Empirical Study on the Motivation of Co-creation Participation

공동가치창출을 위한 활성화 정책이 참여 동기에 미치는 조절 효과 분석

  • Received : 2016.04.01
  • Accepted : 2016.05.20
  • Published : 2016.05.28
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Abstract

Co-creation is an important approach to innovation that uses internal and external sources for value creation. This study identified the effects of intrinsic motivation, extrinsic motivation, and the moderating effects of activation factors using multiple regression and moderated multiple regression. To this end, 181 usable questionnaires were collected and analyzed. The result of analysis showed that intrinsic motivation had the significant meaning and the moderating effects of activation factors on the relationship between extrinsic motivation and co-creation participation exist. Companies may use this result to activate the co-creation participation of the customer. The future study analyzed by survey responses in multiple layers will improve the generalization of the study.

공동가치창출은 기업 내 외의 자원을 이용하여 혁신을 달성하는 중요한 접근방법이 된다. 본 연구의 목적은 고객의 경험에 기반한 공동가치창출의 참여에 영향을 미치는 요인을 밝혀내는 것이다. 이를 위해 공동가치창출 경험이 있는 고객을 대상으로 설문조사를 실시하여 회수된 181개의 유효 데이타를 분석 하였다. 다중회귀분석과 조절회귀분석을 이용하여, 내재적 동기와 외재적 동기가 공동가치창출 참여에 미치는 영향과 활성화 요인의 조절 효과를 분석하였다. 그 결과 내재적 동기는 공동가치창출 참여에 긍정적인 영향을 미쳤으나, 외재적 동기는 공동가치창출 참여에 유의미한 영향을 미치지 않는 것으로 나타났다. 조절효과 분석결과 공동가치창출 활성화 요인은 내재적 동기와 참여에 조절효과를 보이지 않았으나, 외재적 동기와 참여관계에서는 긍정적인 조절효과를 가지고 있었다. 본 연구 결과는 기업에서 공동가치창출 참여 동기 요인에 근거하여 고객의 참여를 증진시키고 활성화 할 수 있는 실질적인 방안을 모색하는데 활용 될 수 있을 것이다. 향후 여러 계층에서의 설문응답을 확보하여 분석한다면 연구결과의 객관성을 높일 수 있을 것이다.

Keywords

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