사용자 만족과 감정적 애착의 이론적 통합 모형에 관한 문화적 관점의 실증적 연구

다국어 초록 (Multilingual Abstract)

Recently, studies on the user experience became popular within the field of HCI and IS. Past studies on user experience hypothesized that the user satisfaction is enhanced when users have good experience with a certain device or a system and that the enhanced user satisfaction can explain and predict user loyalty effectively. However, since user experience is a broad concept which comprises many elements such as usefulness, usability, and aesthetics, whether past theoretical model focusing on user satisfaction can reflect user experience via interaction with a certain device or system and whether user satisfaction can explain user loyalty effectively is questionable.Therefore, this study took the weakness of past studies into consideration by including the new concept called emotional attachment which can complement theoretical and practical limitations of the current user satisfaction model. In study 1, new theoretical model of the emotional attachment in the perspective of user experience was developed through the literature study and was theoretically expanded for the user experience model by integrating the emotional attachment model and the user satisfaction model. Also in study 1, survey was performed by users of 4 digital products (Cell phone, MP3 Player, TV, and Refrigerator) in Korea to test the validity of the theoretically integrated model.On the other hand, degree of contribution of experience elements which affect emotional attachment or user satisfaction can be differentiated by the cultural characteristics of an individual. Thus, Study 2 hypothesized the moderating effect of an individual''s cultural characteristics related to usage of specific device within the theoretically integrated model. Moreover, moderating effect was statistically tested in 3 countries for 4 digital products (Cell Phone, MP3 Player, LCD TV, and Refrigerator).Lastly, Study 3 developed more specified model of the emotional attachment. Emotional attachment model developed in Study 1 is solely based on the theoretical concepts; therefore, there may be limitations in providing detailed implications for the development and design of the actual digital device. Therefore in Study 3, qualitative research was performed in 5 countries (Korea, US, Germany, Russia, and India) to extract additional experience elements related to emotional attachment. Extracted elements were implemented in the emotional attachment model developed in Study 1. Also, validity of specified emotional attachment model was tested with the exploratory analysis of the survey performed by cell phone users in US.

국문 초록 (Abstract)

최근 HCI나 IS 분야에서는 사용자 경험에 대한 연구가 증가하고 있으며, 사용자 경험과 관련된 기존 연구들은 특정 기기나 시스템의 사용을 통하여 사용자들이 좋은 경험을 했을 때 사용자 만족이 향상되고, 이와 같이 향상된 사용자 만족은 사용자 충성도를 효과적으로 설명하고 예측할 수 있다고 가정한다. 그러나 사용자 경험은 어떠한 기기나 시스템의 유용성이나 사용성 뿐만 아니라, 심미적인 측면이나 감성적인 양상 등 다양한 요소들을 포괄하는 광범위한 개념이기 때문에, 사용자 만족 중심의 기존 이론적 모형들이 특정 기기나 시스템과의 상호작용을 통한 사용자 경험의 양상을 충분히 반영할 수 있는 개념이고, 사용자 만족만으로 사용자 충성도를 효과적으로 설명할 수 있는지에 대한 많은 반론들이 제기되고 있다.따라서 본 연구에서는 이와 같은 기존 연구들의 문제점을 인식하여 사용자 만족의 개념이 가지고 있는 이론적·실용적 한계를 보완할 수 있는 감정적 애착이라는 새로운 이론적 개념을 도입하였으며, 이와 같은 감정적 애착이라는 개념이 사용자 만족 중심의 이론적 모형이 가지고 있는 한계점들을 보완할 수 있을 것이라고 판단하였다. 본 연구의 [연구 1]에서는 감정적 애착과 관련된 기존 연구들에 대한 조사를 통하여 사용자 경험의 관점에서 감정적 애착 형성 모형이라는 새로운 이론적 모형을 개발하고, 기존 사용자 만족 중심의 모형과 새롭게 개발된 감정적 애착 형성 모형을 통합함으로써 사용자 경험과 관련된 기존 모형을 이론적으로 확장하였다. 또한 [연구 1]에서는 한국에서 4개 디지털 기기 (핸드폰, MP3 플레이어, TV, 냉장고) 사용자들을 대상으로 한 설문을 실시하여, 개발된 이론적 통합 모형의 타당성을 실증적으로 검증하였다.한편 감정적 애착 형성이나 사용자 만족 향상에 영향을 미치는 경험 요소들의 기여 정도는 개인 수준의 문화적 성향에 따라 차별화되어 나타날 수 있다. 따라서 본 연구의 [연구 2]에서는 [연구 1]에서 개발된 이론적 통합 모형에서 특정 기기의 사용과 관련된 개인 수준의 문화적 성향이 미칠 수 있는 조절 효과를 가설화하고, 3개 국 (미국, 독일, 러시아)에서 4개 디지털 기기 (핸드폰, MP3 플레이어, LCD TV, 냉장고) 사용자들을 대상으로 한 설문을 바탕으로 가설화된 조절 효과를 통계적으로 검증하였다.마지막으로 본 연구의 [연구 3]에서는 [연구 1]에 비해 구체화된 감정적 애착 형성 모형을 개발하였다. 본 연구의 [연구 1]에서 개발된 감정적 애착 형성 모형은 이론적 개념들을 기반으로 개발되었기 때문에 실제 디지털 기기의 개발 및 디자인에 구체적인 시사점을 제공하는 데에는 한계가 있을 수 있다. 따라서 [연구 3]에서는 5개 국 (한국, 미국, 독일, 러시아, 인도)에서 4개 디지털 기기 (핸드폰, MP3 플레이어, LCD TV, 냉장고) 사용자들을 대상으로 한 정성적 연구를 실시하였으며, 이를 통하여 감정적 애착 형성과 관련된 구체적인 경험 요소들을 추가적으로 도출하고, 도출된 경험 요소들을 [연구 1]에서 개발된 감정적 애착 형성 모형에 반영하여 구체화된 감정적 애착 형성 모형을 개발하였다. 또한 [연구 3]에서 개발된 구체화된 감정적 애착 형성 모형의 타당성은 미국 핸드폰 사용자들을 대상으로 한 설문을 통하여 추가적인 탐험적 검증이 이루어 졌다.

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