초록 열기/닫기 버튼
본 연구는 카카오톡 이모티콘 서비스와 같은 디지털 상품의 구독 의도에 미치는 영향을 가치기반수용모델(VAM)로 근거하여 살펴보았다. 즉 개인적 특성으로 자아효능감, 혁신성, 주관적 규범을 주요 변인으로 구독기반 서비스 특징으로 콘텐츠 다양성, 추천시스템이 소비자의 지각된 혜택과 지각된 희생에 미치는 영향을 살펴보았다. 아울러 지각된 가치가 구독 의도에 미치는 영향과 그 관계에서 이모티콘 이용과 구매의 조절효과를 함께 고찰하였다. 연구 결과, 개인적 특성과 지각된 혜택과 희생과의 관계에서 혁신성을 제외한 자기효능감과 주관적 규범은 지각된 유용성과 즐거움에 유의한 영향을 미치는 것으로 나타나는 등 이모티콘 구독서비스도 가치기반수용모델의 적용이 가능한 결과가 나타났다.
This study looked at the variables affecting the subscription intention of the KakaoTalk emoticon subscription service based on personal characteristics and subscription service characteristics based on the value-based acceptance model (VAM). Specifically, the acceptance of innovative products or services is determined by consumers' perceived benefits and sacrifices. In this study, the effects of self-efficacy, innovativeness, and subjective norm as personal characteristics, content diversity, and recommendation system as subscription-based service characteristics on perceived benefits and perceived sacrifices of consumers were investigated. In addition, the effect of perceived value on subscription intention and the moderating effect of emoticon use and purchase in the relationship were also considered. As a result of the study, it was found that self-efficacy and subjective norms, excluding innovativeness, had a significant effect on perceived usefulness and enjoyment in the relationship between personal characteristics and perceived benefits and sacrifices. In the relationship between personal characteristics and perceived sacrifice, subjective norms were found to have a negative (-) effect on both technological characteristics and perceived costs, while innovativeness had a negative effect on perceived costs and self-efficacy negatively affected technological characteristics. appeared to affect
키워드열기/닫기 버튼
subscription-based service, value-based acceptance model (VAM), emoticon subscription, subscription intention
