플랫폼 보조서비스 수용에 관한 연구

Abstract

Abstract This study focuses on the network externality effect related to the platform supplementary services. This study designs the network externality of platform and suggests a supplementar y service adoption model. Additionally, this study exam-ines the moderating effect of demand forecasting for the platfo rm. Using AMOS program, a structural equation modeling has been used to analyze the research model. The findings can b e summarized as follows : First, we find out the structural relationship among the factors (usefulness, perceive d value, purchase intention) affecting adoption of the supplementary services. Second, positive perception of platform flow can promote the platform interaction. Third, positive perception of present users based on platform can arouse friend ly evaluation in the platform interaction. Fourth, loyalty to the platform brand can improve the perceived usefulness of s upplementary services, but cannot lessen the resistance to supplementary service cost. In addition, the moderating effe cts of demand forecasting for the platform in the path leading from platform factors to supplementary service factors were identified. In conclusion, traditional brand strategy may be effective in platform marketing activities but the exten t of performance in the strategy can appear to be quite different. Therefore, taking the relationship with network exte rnality into consideration should be involved in the marketing strategy in platform.