• 유통과학연구
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• 제14권12호
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• pp.107-118
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• 2016

Purpose - In today's markets, new technologies such as social network systems and user generated contents have provided consumers with access to unlimited amounts of information and an ability to communicate with other consumers in the world. Specially, the massive of the internet and the development of online communities and interactive platforms offer the potential to cocreate with a large number of consumers. Significant changes in marketplace suggest that simply being consumer oriented is not enough, so firms must learn from and collaborate with consumers to create values that meet their individual and dynamic needs. In these sense, emergent perspectives in marketing highlight new opportunities for co-opting consumers as a means to define and cocreate value through their engagement. Although the importance of consumer co-creation with firms, the current literature lacks the respond to two questions: (1) who are the most competent consumers for creating the values with firm? and (2) what are the stimulaters to help the consumers engage for co-creation? To this answer the question, this research investigate how to structure consumer motivations to encourage consumers to be more engaged for co-creation and what drives a consumer to get involved to respond to a call for co-creation. Research design, data, and methodology - To empirically test the hypotheses, a survey was conducted among consumers who had experienced the co-creation including upstream, downstream, autonomous, and sponsored co-creation with the firms. We collected a total of 343 responses. After we excluded 37 questionnaire because of incomplete responses, a total of 306 questionnaire remained. Working with a sample of 306 responses in Seoul and Kwangju, hierarchical moderated regression is employed to test research hypotheses. Results - The results indicated that consumer creativity and emergent nature are positively related to engagement in co-creation including upstream, downstream, autonomous, and sponsored co-creation. Also, the relationships between consumer creativity/emergent nature and engagement in co-creation were moderated by intrinsic motivation in case of upstream and downstream co-creation. Finally, interaction effects between consumer creativity/emergent nature and extrinsic motivation were not significant. Conclusions - These results suggest that marketing managers have to consider the consumer personality such as creativity and emergent nature and stimulate the intrinsic motivation of consumer to achieve the co-creation project successfully.

• 한국의류학회지
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• 제46권6호
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• pp.1088-1104
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• 2022

The motivation behind consumers' voluntary participation plays a key role in determining the successful out-come of co-creation activities. This study, in the context of online-community-based co-creation, investigates the effect of consumers' motivation on continuance participation and advocacy intention by mediating perceived empowerment. We focused on analyzing the co-creation process of new product developments for beauty-related firms and platforms. A web survey was conducted on active users of the online beauty community who have participated in co-creation projects. A total of 226 responses were analyzed using SPSS 26.0 and AMOS 22.0 statistical programs. The findings illustrate that all motivations for participation (intrinsic, social, and financial) influenced perceived empowerment. This increased empowerment also positively affected continuance participation and advocacy intention for future co-creation projects. Furthermore, we explored the moderating role of the engagement period in the community regarding the relationship between participation motivation and empowerment. The results show, consumers with high intrinsic motivation greatly perceive empowerment when they have short-term engagement in the community; those with high social motivation strongly recognize empowerment when they have long-term engagement in the community. We provide valuable recommendations regarding how to make innovative co-creation experiences between beauty firms and consumers via an online-based community.

• 지식경영연구
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• 제18권2호
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• pp.1-22
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• 2017

Knowledge creation has become one of core assets for companies' survival and success, companies are putting their effort to find the way to stimulate sharing knowledge among their workers. In this vein, the purpose of this study was to examine the effect of supervisor support and co-worker support on knowledge sharing and the mediating effects of work engagement. 328 employees from varity of organizations located in Korea particiapted for questionnaire survey. Structural equation modeling was used to analyze the data. The result has shown that the static correlation exists between supervisor support, co-worker support and work engagement. Co-worker support had positive influences on knowledge sharing intention. However, supervisor support did not have any influence on knowledge sharing intention. There was a mediate effect of work engagement between both of supervisor and co-worker support and knowledge sharing intention. The study implies that co-worker support is important in order to improve organizational learning and work engagement as a strategy to enhance organizational performance.

• 복식문화연구
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• 제32권2호
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• pp.148-163
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• 2024

With the digitalization of production and consumption environments, consumers are no longer merely targets of marketing, but key players in creating value jointly with companies by participating in various decision-making processes. Much virtual content in particular, such as fashion shows, exhibitions, games, social activities, and shopping, which fashion brands implement in virtual worlds, cannot be completed without consumers' active engagement and interaction. Thus, this study considers consumers' participation in virtual content provided by fashion brands as value co-creation in virtual worlds. This study aims to examine how consumer (i.e., consumer smartness) and fashion firm (i.e., perceived intellectual capital) factors influence value co-creation behavior intention in virtual worlds. Data were collected from 410 consumers in their 20s nationwide through an online survey, and a higher-order structural equation modeling analysis was conducted to test the research model. The results showed that both consumer smartness and perceived intellectual capital positively influenced customer participation behavior and citizenship behavior intentions. Specifically, perceived intellectual capital had a greater impact on value co-creation behavior in the virtual world than consumer smartness. The findings provide empirical evidence that the fashion firms' intangible assets and consumers' competence in the digital shopping environment encourage their intentions to co-create value in virtual worlds.

• 아태비즈니스연구
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• 제14권4호
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• pp.129-150
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• 2023

Purpose - This study is based on the Theory of Planned Behavior and aims to explore the decision-making mechanisms of consumers participating in value co-creation activities within virtual brand communities. Methodology - The research involved a comprehensive survey of 405 participants from various virtual brand communities. Structural Equation Modeling (SEM) was used for data analysis, applying SPSS and AMOS to test the hypotheses. The study focused on community rules and regulations, community experience and community trust. Results - The research found that community rules and regulations significantly impact subjective norms and perceived behavioral control, but not directly influence consumer attitudes. Community experience positively affected consumer attitudes, subjective norms and perceived behavioral control. Community trust was found to positively influence these aspects of consumer decision-making. However, a gap was identified in the direct influence of perceived behavioral control on actual consumer behavior. Implications - The findings of this study contribute to a more comprehensive understanding of factors affecting consumer behavior in virtual brand communities. It underscores the necessity for community managers to develop strategies that consider these internal decision-making mechanisms, facilitating more effective community engagement. The study also identifies a potential area for future research in the direct influence of perceived behavioral control on actual consumer behavior.

• World Technopolis Review
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• 제5권1호
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• pp.30-46
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• 2016

This paper is intended as an opening of a dialog on how to apply platform thinking in the development of innovation environments. It will briefly describe a new STP (Science and Technology Park) concept called 3GSP (Third Generation Science Park), which is gaining momentum in Finland. The paper explains the fundamental changes that are currently taking place in the global innovation environment and explains why platform thinking is becoming an essential element in ecosystem development. The theoretical background and classifications of platforms are described and the benefits to be gained from STP perspective are highlighted. The paper emphasizes especially the role of so called 'competence platforms' and explains the main characteristics of a fully working competence platform. The role of competence platforms in understanding serendipity and as a fundamental factor in building the team is also highlighted. The paper analyses from STP perspective several practical examples, where platform thinking supports the emergence of new innovation environments, including Urban Mill (Finland) and Meetberlage (Netherlands). The requirements for comprehensive competence platform services are presented and their potential to support community building and therefore ecosystem development is illustrated. This analysis will provide STP practitioners with new models for applying platform thinking and will help to establish co-creation, open innovation and serendipity management practices. The case studies presented will help STP management teams to evaluate the benefits of competence platforms in different contexts.

• 벤처혁신연구
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• 제7권3호
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• pp.159-182
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• 2024

본 연구는 가치기반기술수용모델(VAM; Value based Adoption Model)을 기반으로 가정간편식 구독서비스의 고객경험 및 고객만족에 미치는 영향 요인을 분석하고자 했다. 이 과정에서 고객가치 공동창출의 매개효과에 대해 확인하고자 했다. 이를 위해 3개월 이내 가정간편식 구독서비스 이용경험이 있는 사람을 대상으로 설문조사를 실시하였으며 최종 200부를 연구 대상으로 분석하였다. 통계 분석은 AMOS 24.0을 사용하였다. 분석결과 가정간편식 구독서비스의 유용성, 즐거움, 편의성, 큐레이션은 고객가치공동창출에 정(+)의 영향을 미치며, 인지된 불안감은 부(-)의 영향을 미치는 것으로 나타났다. 반면 인지된 비용이 고객가치공동창출에 미치는 영향관계는 검정되지 않았다. 가정간편식(HMR) 구독서비스가 고객가치공동창출에 영향을 주는 변수의 영향력은 큐레이션, 편의성, 유용성, 즐거움, 인지된 불안감 순으로 나타났다. 고객가치 공동창출은 고객경험 및 고객만족에 유의한 정(+)의 영향을 미치는 것으로 나타났다. 고객경험은 고객만족에 유의한 정(+)의 영향을 미치는 것으로 분석되었다. 한편, 유용성, 즐거움, 편의성, 큐레이션, 인지된 불안감은 고객가치 공동창출을 매개로하여 고객 경험 및 고객 만족에 유의한 영향을 미치는 것으로 나타났다. 본 연구는 가정간편식 구독서비스의 고객경험과 고객만족에 있어서 고객가치 공동창출의 매개역할을 실증분석하여 규명했다는 점에서 학술적인 의의가 있었다. 또한 가정간편식 구독서비스에 있어서 고객가치 공동창출 나아가 고객경험 및 고객만족 제고를 위해서는 큐레이션 서비스의 중요성이 부각되었다는 점이 실무적인 시사점으로 보인다.

• 디지털융복합연구
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• 제19권10호
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• pp.1-13
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• 2021

본 연구는 플랫폼 정부를 차세대 정부 모델로 상정하고, 국내의 대표적인 플랫폼 비즈니스 성공 모델인 웹툰플랫폼의 성공요인으로부터 플랫폼 정부의 활성화 방안을 도출하고자 하였다. 특히 네이버웹툰의 사례를 중심으로 플랫폼 전략의 핵심요소에 따라 성공요인을 도출하였다. 첫째, 플랫폼 인프라 측면에서 기존의 강력한 포털사이트의 플랫폼 기반에 구축되어 이용자를 모으기 용이하고, 로그인 없이 웹툰을 이용하는 등 플랫폼의 접근성을 제고 하였다. 둘째, 이해관계자 참여 측면에서 웹툰 무료제공으로 이용자를 모았고, PPS라는 수익모델을 통해 웹툰 창작자에 대한 인센티브를 제공하고, 다른 이해관계자와 연결시키는 등 매개자 역할을 수행하였다. 셋째, 산출물 생산 측면에서 웹툰 하단에 피드백을 실시간으로 제공하여 이용자들이 웹툰제작에 영향을 끼칠수 있도록 하였다. 그리고 인큐베이팅 시스템을 통해 이용자도 언제든 직접 웹툰을 제작할 수 있도록 하였다. 또한 PPS를 통해 2차 산출물 생산을 지원하여, 웹툰에 한정되지 않는 다양한 콘텐츠 생산을 가능케 하였다. 네이버웹툰 사례를 통해 도출된 성공요인에 라 국내 플랫폼 정부의 활성화 방안을 제시하였다.

• 정보화정책
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• 제30권4호
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• pp.113-137
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• 2023

본 연구는 플랫폼 정부의 개념이 다양하게 인지되고 있는 상황에서, 플랫폼 정부의 유형화를 수행하였다. 플랫폼 정부 개념의 포괄성 및 모호성이 실무자들의 정책추진에 장애가 되기 때문이다. 이에 관련 문헌 및 사례를 토대로 플랫폼 정부의 유형화 기준을 도출하였다. 기술적 측면은 데이터를 핵심 요인으로 하여, 공공부문의 정보시스템 및 웹사이트 등을 통합하는 통합시스템 플랫폼과 공공부문의 데이터를 단일 창구를 통해 제공 및 활용토록 하는 데이터 플랫폼 등의 플랫폼 정부 유형을 제시하였다. 거버넌스적 측면은 이해관계자를 핵심 요인으로, 공공부문과 민간부문의 교류를 목적으로 하는 소통 플랫폼과 공공부문과 민간부문이 협업하여 새로운 산출물을 도출하는 협업생산 플랫폼 등의 플랫폼 정부 유형을 제시하였다. 각 유형에 따른 플랫폼 정부 실제 사례를 제시하고, 이에 따른 함의를 제시하였다. 추가적으로 플랫폼 정부 유형 기준을 토대로 국내 디지털플랫폼정부의 추진현황에 대해 세부과제를 중심으로 어떠한 유형으로 분류되는지 내용분석을 진행했다. 분류결과 통합시스템 플랫폼 측면이 강조되고 있는 것으로 확인되었다. 플랫폼 정부 유형화를 토대로 국내 디지털플랫폼정부 구현의 정책적 제언은 다음과 같다. 첫째, 플랫폼 정부의 다양한 유형에 대한 균형 있는 구현이 요구된다. 둘째, 이해관계자의 참여와 협업을 촉진할 방안을 마련해야 한다. 셋째, 플랫폼 정부 구현을 위한 공공부문의 재구조 및 재창조의 필요성이다.