Industry Promotion Research (산업진흥연구)

Industrial Promotion Institute (산업진흥원)
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The Impact of Artificial Intelligence Marketing (AIM) on Firms' Competitive Performance: The Sequential Mediating Role of Absorptive Capacity & Government Support Services

인공지능마케팅(AIM)이 기업의 경쟁우위성과에 미치는 영향; 흡수역량과 정부지원서비스의 순차적매개효과

  • Ik-Su Kim (Korea Technology Innovation Marketing Development Institute) ;
  • Su-Yeon Son (Hanbat University Entrepreneurship Master's Program) ;
  • Myeoung-Seop Son (AION CO., LTD Head Office) ;
  • Sung-Su Shin (Department of Business Consulting, Daejeon University) ;
  • Young-Sik Bak (Local Bridge Social Economic Research Institute Social Cooperative) ;
  • Eun-Kyoung Lee (Andandcompany Head Office) ;
  • Seok-Dong Song (Marketing Design at Hanbat University)
  • 김익수 (한국기술혁신마케팅개발원) ;
  • 손수연 (한밭대학교 창업석사과정) ;
  • 손명섭 ((주)아이온) ;
  • 신성수 (대전대학교 융합컨설팅학과) ;
  • 박영식 (로컬브릿지 사회경제연구원) ;
  • 이은경 (앤드앤컴퍼니) ;
  • 송석동 (한밭대학교 디자인마케팅)
  • Received : 2024.10.06
  • Accepted : 2024.10.18
  • Published : 2024.10.31
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Abstract

Recent advancements in AI have significantly transformed corporate marketing strategies, benefiting SMEs as well. While government support services play a key role in promoting firm & startup growth, research on optimizing their effectiveness remains limited. This study examines the sequential mediating roles of absorptive capacity & government support services in enhancing AI marketing outcomes using Hayes' (2018) Process Macro Model 6. Results show that while AI marketing does not directly impact competitive performance or government support services, it positively influences absorptive capacity, which in turn positively affects government support services & competitive performance. The findings highlight the importance of firms enhancing their absorptive capacity & efficiently using government support, while governments should design more effective support programs & policies for firms to fully leverage these resources.

최근 인공지능(AI)의 발전은 기업의 마케팅 전략에 큰 변화를 가져왔다. 중소기업도 이를 활용해 성과를 내고 있으며, 특히 다양한 기업과 스타트업의 성장을 촉진하는데 중요한 역할을 하는 정부지원서비스의 효과를 극대화 할 필요성이 제기되고 있으나 관련 연구는 여전히 부족하다. 본 연구는 인공지능마케팅의 성과를 높이고자 흡수역량과 정부지원서비스의 순차적 매개효과를 검증하고 Hayes (2018)의 프로세스 매크로 분석 6번 모형을 적용하여 분석하였다. 분석 결과, 인공지능마케팅은 경쟁 우위 성과와 정부지원서비스에 영향을 미치지 않았으나 흡수역량에는 긍정적인 영향을 미치고, 흡수역량은 정부지원서비스와 경쟁 우위 성과에 긍정적인 영향을 미치는 것으로 확인하였다. 또한, 인공지능 마케팅과 경쟁 우위 성과 사이에서 흡수역량과 정부지원서비스는 순차적으로 매개하는 것을 확인하였다. 연구 결과 인공지능 마케팅의 효과를 극대화하기 위해서는 기업은 흡수역량을 키우고 정부지원서비스를 효율적으로 활용해야 하며 ,정부는 더 효과적인 지원 프로그램을 설계하고 기업이 이러한 프로그램을 잘 활용할 수 있도록 관련 정책을 개선할 필요가 있다.

Keywords

Acknowledgement

본 논문은 2024년 KIRD(한국과학기술인력개발원)의 연구활동비를 지원받아 수행된 결과물임.

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