원문정보
A Study of Personal Characteristics That Influence Platform Business
초록
영어
Technological innovation can be both an opportunity and a crisis to take the initiative in the ecosystem, and companies are constantly competing to lead the platform within the ecosystem, including innovation in new products and services, absorption or integration of related industries. To cope with this rapid change in the environment today, it is essential to define the corporate ecosystem and platform business, and to understand the role and characteristics of users. This study seeks to conduct research on the usefulness, enjoyment, technicality, facilitation conditions, and causes of social impact on platform service loyalty to users of Kakao services. And this study will enable platform service providers through apps to use them as the basis for building business strategies in the service introduction phase.
목차
1. 서론
2. 이론적 배경
2.1 기업생태계
2.2 플랫폼 비즈니스
2.3 가치기반수용모델(VAM)
2.4 통합기술수용모델(UTAUT)
2.5 플랫폼 서비스 선행연구
3. 연구모형과 가설
3.1 유용성 선행연구
3.2 즐거움 선행연구
3.3 기술성 선행연구
3.4 촉진조건 선행연구
3.5 사회적영향 선행연구
3.6 브랜드신뢰 선행연구
3.7 전환비용 선행연구
3.8 충성도 선행연구
4. 실증분석
4.1 자료의 수집 및 표본의 특성
4.2 표본의 인구통계학적 분석
4.3 신뢰 및 타당성 분석
4.4 구조모형 및 가설검정
4.5 조절효과분석
4.6 매개효과분석
4.7 동일방법편의검증(Common Method Bias)
5. 결론
5.1 연구 결과 요약
5.2 시사점
5.3 연구의 한계점 및 제언
References