UCC웹사이트 서비스품질이 지각된 가치와 사용자만족에 미치는 영향 = An Effect of Service Quality on Perceived Value and User Satisfaction in UCC Web-site.

다국어 초록 (Multilingual Abstract)

Recently according to quantitative growth of UCC, competition is more intensive, therefore, value as well as web-site quality are considered as important factors for raising company performance. In this paper, we examined casual relationship among UCC web-site quality, value, user satisfaction and loyalty intention using research model. As a result of this, we empirically confirmed casual relationship among every theoretically possible constructs. Also, we testified and confirmed that value is important factors preceding user satisfaction and loyalty intention. The objective of this study is to explore factors affecting value and user satisfaction and to find role of value between UCC web-site quality and user satisfaction.
Empirical results of this study are as follows. Firstly, it is important for relevant companies to deliver major factor such as ease of use, technique quality and entertainment. Secondly, these relevant companies should find differential service factor be suitable to themselves according to users' needs, and they should apply them in strategic marketing plan.

국문 초록 (Abstract)

최근 사회적 이슈가 되고 있는 동영상 UCC와 관련 웹사이트에 대한 연구는 사회적 중요성에도 불구하고 관련 연구는 부족한 실정이다. 본 연구는 UCC웹사이트를 선택하는 속성과 그에 따른 가치와 사용자 만족도를 조사하고자 하였으며, 궁극적으로 관련기업에게 고객만족과 충성의도를 제고시킬 수 있는 방안을 마련하고자 하였다.
연구 결과, 가치를 매개로한 간접효과와 직접효과를 감안한 총 효과 측면에서 보면 오락성, 기술품질, 편리성의 순으로 사용자만족에 영향을 미치는 것으로 나타났다. 이러한 결과는 사용자의 UCC제작활동이 기술적 편리성을 추구하는 전형적인 취미 또는 오락적 성격이 강함을 발견할 수 있다. 결론적으로 UCC웹사이트 운영기업에서 가치를 고려한 서비스의 제공은 오락성, 기술품질, 편리성에 중점을 두어야 하고 신뢰성은 최소요건으로써 기본적으로 유지되어야 한다. 따라서 UCC웹사이트 운영기업들을 사용자의 니즈와 이들이 느끼는 가치를 고려하여 서비스 총 효과를 계량적으로 파악하여 이를 사용자만족을 제고하기 위한 기업전략에 적용시키는 것이 중요하다.

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