신규 애플리케이션 출시가 기존 시장 생태계에 미치는 영향: 디지털 헬스케어 사례를 중심으로

Abstract

The digital healthcare market is gradually expanding with the development of mobile applications and wearable devices, and with increased competition among applications, strategies for acquiring consumers have become increasingly important. This study verifies the impact of the launch of new digital healthcare applications on the existing market through empirical analysis using eWOM data, one of the key indicators considered by consumers when selecting mobile applications, and confirms that the impact varies depending on the functional characteristics of the application. Specifically, the entry of new applications into the market has a negative impact on the eWOM of existing similar applications, however, the impact has been mitigated if the application supports a single function or multiple languages. This study contributes to the related theory and presents practical implications for the digital healthcare industry.