The Journal of the Korea Contents Association (한국콘텐츠학회논문지)

The Korea Contents Association (한국콘텐츠학회)
권호 표지
DOI QR코드

DOI QR Code

Effects of Online Engagement on Uses of Digital Paid Contents

온라인 관여가 디지털 유료 콘텐츠 이용에 미치는 영향

  • 양정애 (한국언론진흥재단) ;
  • 송인덕 (중부대학교 문화콘텐츠학부 신문방송학전공)
  • Received : 2018.07.19
  • Accepted : 2018.09.13
  • Published : 2018.09.28
Download PDF
⟨ Previous Next ⟩

Abstract

This study aims to empirically investigate how users' online engagement behaviors predict their uses of paid contents. To this end, the data from the 2016 Korean Media Panel Survey, which has been conducted annually by the Korea Information Society Development Institute(KISDI), were analyzed. Major findings(N=8.313) were as follows. First, the active type of online engagement(e.g., posting, commenting), which contributes to direct creation of online contents, was the most powerful predictor to explain the DV. On the other hand, relatively passive actions of user engagement(e.g., sharing, endorsing, voting) turned out to have no significant effects on the uses of paid contents, just as personality traits and online privacy concerns did. Based on these results, it is recommended that online contents or platform service providers should try to establish clearly-targeted marketing strategies, after thoroughly collecting and analyzing the data of users' various online behaviors.

본 연구는 콘텐츠 유료 이용에 대한 주요 예측변인으로 온라인상에서 이용자의 관여 행동에 주목하고, 이 요인이 실제 유료 콘텐츠 이용에 미치는 영향을 경험적 데이터를 통해 확인하기 위해 수행되었다. 이러한 연구목적을 위해 정보통신정책연구원이 매년 시행하는 한국미디어패널조사의 2016년 데이터를 분석하였다. 만 20세 이상 성인남녀 8,313명의 응답을 분석한 결과, 온라인 관여, 그 중에서도 적극적 관여(게시물, 댓글 작성 등 콘텐츠 생산에 대한 직접 기여)는 모든 예측변인들 가운데 종속변인을 설명하는 데 있어 기여도가 가장 큰 요인인 것으로 확인됐다. 그에 비해 소극적 관여(공유, 평점주기, 투표 등의 간접적 콘텐츠 생산 기여)는 개인의 성격특성, 온라인 프라이버시 염려와 함께 유의미한 영향이 없는 변인인 것으로 나타났다. 이러한 연구결과는 유료 콘텐츠 판매를 통해 수익을 올리고자 하는 서비스 내지 플랫폼 사업자들의 수익 향상을 위해서는 이용자의 온라인 행동 데이터 수집이 필요하며, 이를 정교하게 분석해 목표를 명확히 한 마케팅 전략을 펼치는 것이 필요하다는 것을 시사한다.

Keywords

References

  1. KT경제경영연구소, 온라인 콘텐츠 유료화와 무료 미디어(Free media)의 확산, 2009.
  2. 송진, 이영주, 방송영상 웹콘텐츠 현황 및 활성화 방안, 한국콘텐츠진흥원, 2015.
  3. L. J. Albert, N. Aggarwal, and T. R. Hill, "Influencing cutromer's purchase intentions through firm participation in online consumer communities," Electronic Markets, Vol.24, No.4, pp.285-295, 2014. https://doi.org/10.1007/s12525-014-0169-3
  4. N. Barhemmati and A. Ahmad, "Effects of social network marketing(SNM) on consumer purchase behavior through customer engagement," Journal of Advanced Management Science, Vol.3, No.4, pp.307-311, 2015.
  5. C. M. K. Cheung, X. Shen, Z. W. Y, Lee, and T. K. H. Chan, "Promoting sales of online games through customer engagement," Electronic Commerce Research & Applications, Vol.14, No.4, pp.241-250, 2015. https://doi.org/10.1016/j.elerap.2015.03.001
  6. J. L. H. Bowden, "The process of customer engagement: A conceptual framework," Journal of Marketing Theory and Practice, Vol.17, No.1, pp.63-74, 2009. https://doi.org/10.2753/MTP1069-6679170105
  7. L. D. Hollebeek, "Demystifying customer brand engagement: Exploring the loyalty nexus," Journal of Marketing Management, Vol.27, No.7-8, pp.785-807, 2011.
  8. A. Mollen and H. Wilson, "Engagement, telepresence, and interactivity in online consumer experience: Reconciling scholastic and managerial perspectives," Journal of Business Research, Vol.63, No.9, pp.919-925, 2010. https://doi.org/10.1016/j.jbusres.2009.05.014
  9. S. D. Vivek, S. E. Beatty, and R. M. Morgan, "Customer engagement: Exploring customer relationship beyond purchase," Journal of Marketing Theory and Practice, Vol.20, No.2, pp.122-146, 2012. https://doi.org/10.2753/MTP1069-6679200201
  10. J. Van Doorn, K. N. Lemon, V. Mittal, S. Nass, D. Pick, P. Pirner, and P. C. Verhoef, "Customer engagement behavior: Theoretical foundations and research directions," Journal of Service Research, Vol.13, No.3, pp.253-266, 2010. https://doi.org/10.1177/1094670510375599
  11. P. Patterson, T. Yu, and K. De Ruyter, "Understanding customer engagement in services," Proceedings of Australian and New Zealand Marketing Academy, Brisbane, Australia, 2006.
  12. L. Zalmanson and G. Oestreicher-Singer, "Turning content viewers into subscribers," MIT Sloan Management Review, Vol.57, No.3, pp.11-13, 2016.
  13. L. Arnone, A. Geerts, and C. Scoubeau, "Implementing company-managed virtual communities as a relationship marketing tool: A decision system analysis," Journal of Customer Behavior, Vol.8, No.1, pp.5-27, 2009. https://doi.org/10.1362/147539209X414362
  14. A. Puri, "The web of insights: The art and practice of webnography," International Journal of Market Research, Vol.49, No.3, pp.387-408, 2007. https://doi.org/10.1177/147078530704900308
  15. W. You, M. Xia, L. Liu, and D. Liu, "Customer knowledge discovery from online reviews," Electronic Markets, Vol.22, No.3, pp.131-142, 2012. https://doi.org/10.1007/s12525-012-0098-y
  16. M. T. Adjei, S. M. Noble, and C. H. Noble, "The influence of C2C communications in online brand communities on customer purchase behavior," Journal of Academy of Marketing Science, Vol.38, No.5, pp.634-653, 2010. https://doi.org/10.1007/s11747-009-0178-5
  17. J. Batsell, Engaged journalism: Connecting with digitally empowered news audiences, New York: Columbia University Press, 2015.
  18. P. T. Costa and R. R. McCrae, The NEO personality inventory, Odessa, FL: Psychological Assessment Resources, 1985.
  19. P. T. Costa and R. R. McCrae, "Four ways five factors are basic," Personality & Individual Differences, Vol.13, pp.653-665, 1992. https://doi.org/10.1016/0191-8869(92)90236-I
  20. T. Correa, A. W. Hinsley, and H. G. de Zuniga, "Who interacts on the web? The intersection of users' personality and social media use," Computers in Human Behavior, Vol.26, pp.247-253, 2010. https://doi.org/10.1016/j.chb.2009.09.003
  21. O. P. John and S. Srivastava, "The big five trait taxonomy: History, measurement, and theoretical perspectives," in L. A. Pervin and O. P. John (Eds.), Handbook of personality: Theory and research(2nd ed.), New York: Guilford, pp.102-138, 1999.
  22. 양정애, 장현미, "소비자의 인터넷 접근성 및 활용능력이 상품구매 성향에 미치는 영향," 한국언론학보, 제58권, 제2호, pp.160-190, 2014.
  23. 진보래, 양정애, "성격특성, 오프라인 활동, 정치 성향, 삶의 만족도에 따른 SNS 이용," 한국언론학보, 제59권, 제5호, pp.239-271, 2015.
  24. J. M. Cortina, "What is alpha coefficient? An examination of theory and applications," Journal of Applied Psychology, Vol.78, pp.98-104, 1993. https://doi.org/10.1037/0021-9010.78.1.98