이용자의 중독 수준과 대안의 존재가 유료 서비스 수용행동에 미치는 영향

Abstract

This study sought to understand users' acceptance behavior towards the paid policy (monetization of online services). To this end, we looked at the difference in acceptance behavior, which varies depending on the level of relationship between the user and the service and the existence of alternatives. The analysis subjects of this study were mobile games, video platforms, and online courses, which are representative paid services. As a result of the verification, the group with a high level of addiction to paid services showed more positive acceptance behavior towards the paid policy than the group with a low addiction level. In addition, groups that thought there were no alternatives other than the service showed more positive acceptance of the paid policy than those who thought there were other alternatives.
 In addition, by examining the effect of users' addiction level on paid policy acceptance by online service type, it was found that the high-addicted group most actively embraces the paid policy in mobile games, while the low-addicted group has the most negative paid policy acceptance behavior in mobile games. On the other hand, as a result of verifying how the existence of alternatives perceived by users affects the acceptance of paid policy by each type of online service, the acceptance behavior of users who perceived that alternatives do not exist on video platforms such as YouTube was the highest, and the acceptance behavior of users who perceived that alternatives exist in mobile games was the lowest.