뉴미디어의 상호작용성과 사회성이 고객주도 마케팅에 미치는 영향 연구 : 집합적 효능감과 연결적 사회자본 형성을 중심으로

국문 초록 (Abstract)

모바일 컴퓨팅 환경 확산에 따른 급격한 사회변화
우리나라는 스마트폰 보급 2년 만에 2000만대를 돌파해 2011년 현재 세계에서 가장 높은 스마트폰 보급률을 기록하고 있다. 그리고 이러한 모바일 컴퓨팅 환경의 확산은 가상공간을 통한 사람들의 활동만을 증가시킨 것이 아니라, 집단의 참여를 강화시키고, 사회에 새로운 변화와 혁명을 불러일으키고 있다. 일례로 2011년 서울시장 재보궐 선거에서는 선거 1개월 전까지 지지율 5% 미만이었던 후보자가 SNS 등 뉴미디어를 활용한 젊은 층의 적극적인 지지와 참여를 통해 당선되는 결과를 낳기도 하였다.

뉴미디어를 통한 마케팅 환경변화에 발맞춘 연구의 부족
뉴미디어의 성장은 기업의 마케팅 환경 역시도 혁명적으로 변화시키고 있다. 고객은 상호작용성이 강화된 미디어, 즉 고객이 통제력을 지니고 있는 미디어 사용을 확대해 나가고 있으며, 이는 고객이 일방적인 기업의 메시지 수용자가 아니라 직접 기업과의 소통에 참여하고, 고객들 간의 상호작용을 확대해 기업에게 보다 더 큰 영향력을 행사할 수 있는 집단으로, 또 행동하는 집단으로 성장하게끔 하였다. 이에 따라 기존 매스미디어를 통한 기업의 광고 효율성은 점차 약화되어가고 있으며, 제조업과 유통업, 서비스업에 있어서도 고객의 참여를 통해 고객이 원하는 상품과 서비스를 공급할 수 있는 역량이 향후의 기업 성패에 큰 영향을 미칠 것으로 여겨진다. 그러나 아직까지 이러한 급진적인 미디어 환경 변화에 따른 고객의 변화에 발맞춘 마케팅 측면에서의 연구는 부족한 실정이다.

고객 주도형 마케팅 시대의 기업 중심적 사고
이미 마케팅에서의 고객 참여는 다양한 곳에서 다양한 형태로 나타나고 있다. 대형 온라인 쇼핑몰에서도 고객들은 상품 평가와 만족도 평가를 통해 상품에 대한 비평가 역할을 수행하고 있으며, 때로는 오픈 마켓을 통해 직접 소매상 역할을 수행하기도 한다. 또 고객들은 다른 어떤 정보보다도 고객들이 만들어 낸 정보를 신뢰하고 있으며, 실제로도 기업의 마케터 보다 더 높은 수준의 지식을 쌓아가고 있다. 그러나 아직까지 많은 기업들은 뉴미디어를 통한 고객 참여보다는 기업의 컴퓨팅 역량 강화에 초점을 맞추어 고객의 정보를 바탕으로 한 다이렉트 마케팅 강화와 고객관계관리에 더 많은 투자를 수행하고 있는 것으로 보인다.

뉴미디어 환경 속 고객의 사회자산/집합적 효능감 강화 통한 고객주도마케팅으로의 연결 모형 제시 및 가설검증
따라서 본 연구는 고객의 영향력이 강화되어가는 뉴미디어의 환경적 요소에 대한 연구와, 이러한 환경의 구축이 어떤 과정을 거쳐 과거보다 더 큰 고객 집단의 행동과 참여로 이어지게 되는가에 대해 제시하고 있다. 연구의 결과 고객들은 상호작용적 시스템(전달매체, 접속도구, 매체특성) 강화와 매체의 사회성을 통해 높은 수준의 정보품질을 유지하고 있으며, 기업의 마케팅에 참여하고자 하는 높은 의도를 지니고 있다. 그러나 아직까지 고객들이 참여하고, 공유하며, 협업할 수 있는 고객참여 플랫폼의 구축은 미진한 것으로 보인다. 본 연구는 기존 이론적 연구를 바탕으로 뉴미디어 환경의 변화가 고객 주도형 마케팅에 미치는 영향을 모형화 하였으며, 모바일 설문조사를 실시하여 총 240개 표본을 수집해 분석하였다. 공변량 구조모형을 활용하여 분석한 주요 가설검증 결과는 다음과 같다.
첫 째로, 강화된 고객-시스템의 상호작용 환경은 참여자들에게 높은 수준의 사용자 통제권과 비선형적 정보 획득에 따른 반응성을 제공하고 있으며, 이는 고객 집단이 매체를 활용해 원하는 목표를 달성할 수 있다는 매체를 통한 집합적 효능감으로 이어지고 있다.
둘째로, 고객들 간 사회적인 활동을 지원해주는 매체의 사회성 강화는 고객들 끼리 더 많은 정보와 감정을 교환할 수 있게 하며, 자신을 알리고, 사회적 네트워크를 구축할 수 있는 기회를 제시하고 있으며, 이는 가상공간 상에서 참여자들의 연결적 사회자본 형성에 기여하는 것을 제시하고 있다.
셋째로, 연결적 사회자본은 기존의 강한 관계적 몰입과 신뢰, 동일시와는 다른 형태의 사회자본으로 약한 유대에 기반하고 있으나, 동일한 관심사를 바탕으로 지속적인 관여와 새로운 시도를 수행할 수 있게 한다. 이러한 연결적 사회자본은 집합적 효능감을 강화시키며, 공유되는 정보의 품질을 높이고, 기업의 마케팅 활동에 참여하고자 하는 힘으로 작용하고 있다. 본 연구에서 제시하고 있는 연결적 사회자본의 경우 현재 기업에서 수행하고 있는 고객과의 깊은 관계 구축을 위한 노력 뿐 아니라, 공통의 관심사를 통해 모일 수 있게 하고, 모인 곳에서 정보교류와 감정교류, 자긍심 강화와 사회적 네트워킹 강화가 가능한 기반을 제공하는 등 소통 매체의 사회성을 강화해 획득할 수 있다. 이는 기업의 제품에 관심이 있는 사람들을 모을 수 있는 역할을 수행함과 동시에 고객 주도적 마케팅 성과에도 영향을 줄 수 있다. 따라서 타겟 고객을 집객하는 목적으로도 활용될 수 있으며, 이를 바탕으로 타겟 고객에게 맞는 다양한 상품과 서비스 제공이 가능한 고객 참여 플랫폼 구축에도 활용할 수 있다.
넷째로, 상호작용적 매체환경 속에서 구축된 미디어 집합적 효능감과 연결적 사회자본은 소비자들 간의 정보공유로 이어지며, 높은 정보품질을 유지하게끔 하고 있으며, 기업에 대해 마케팅 제안 등을 수행하는 적극적 고객참여 의도를 높이고 있는 것으로 확인되었다. 또한 추가적으로 실행된 ‘모바일을 통한 고객 참여 플랫폼 수용도 조사’에서는 고객 참여를 통해 상품개발 속도와 정보생산의 효율성이 증가하고, 프로모션 비용이 감소하며, 기업의 차별적 역량으로 작용할 것으로 예상되었다.

뉴미디어 환경과 고객의 집합적 영향력에 대한 이론적 시사점 제시
본 연구의 이론적 시사점은 첫째로 기존 다양한 분야에서 다루어지고 있던 상호작용에 대한 연구를 마케팅의 맥락에서 고객의 매체 사용 환경적인 측면만을 구분해 매체의 상호작용성과 매체의 사회성 개념을 제시하여 향후 다양한 연구에서 활용될 수 있게끔 하였으며, 둘째로 고객참여에 대한 기존 연구를 개인적 차원이 아닌 고객 네트워크 측면에서 접근하여, 고객 간 사회적 자산 구축을 통해 이루어지는 과정을 제시하였다. 셋째로 고객 참여의 선행요인으로써 연결적 사회자본과 집합적 효능감을 제시하고 있으며, 넷째로 그 중요성에 비해 연구가 부족했던 고객의 적극적 아이디어 참여활동과 고객 주도의 지식 형성에 관한 연구를 수행하였다는 점에서 그 시사점을 찾을 수 있다.

연구의 전략적 제언과 고객참여 플랫폼 수용도 조사를 통한 고객주도 성과의 추가적 확인
마케팅 전략적 시사점으로써 발전적인 고객 참여를 위해서는 매체를 통한 사회적 자산 형성이 필요하며, 이를 위해 고객과 시스템의 상호작용성을 높이고, 다양한 사회적 활동을 지원해 줄 수 있는 매체의 사회성 강화가 요구된다는 것을 밝히고 있다. 본 연구에서 도출된 내용을 바탕으로 모바일을 통한 고객참여 플랫폼을 구성하고 이에 대한 수용도 조사를 221명의 대학생을 대상으로 수행하였다. 고객참여기반 쇼핑백 컨테스트를 제시하였으며, 대학생들은 이를 통해 시대를 선도하는 트렌드 도출, 새로운 스타의 탄생, 고객의 직접적 참여, 히트상품 탄생, 상품개발속도 증가, 프로모션 비용 감소 등 다양한 형태의 고객 주도적 성과가 나타날 것으로 예측하고 있었다. 따라서 기업은 뉴미디어 환경을 활용해 고객이 주도할 수 있는 고객참여 플랫폼을 구축하였을 때 고객이 원하는 상품과 서비스를 공급할 수 있을 것이며, 이는 뉴미디어의 발전이 가져오고 있는 혁명적 환경변화에서 기업이 적응하고, 성장할 수 있는 중요한 역량으로 작용할 것이다.

고객참여 매체의 매력도와 정보의 생산 및 공유에 대한 접근의 한계
본 연구는 매체를 이미 이용하고 있는 고객을 대상으로 실증조사를 수행하였다. 따라서 이용을 통해 고객이 지니게 되는 인식과 행동만을 다루고 있어, 실제 플랫폼에 고객이 참여할 수 있게 하는 영향요인과 플랫폼의 매력도에 대한 접근은 부족하다. 따라서 고객이 매체에 참여해 소비자-소비자의 상호작용과 소비자-컨텐츠의 상호작용에 영향을 미치는 요소에 대한 연구와, 플랫폼의 매력도를 높이는 요인에 대한 연구가 추가적으로 수행되어야 할 필요가 있다.
또한 중요한 고객참여 요인으로 제시되고 있는 집합적 효능감의 경우 사회와 기업활동에 강한 영향을 주고 있으나, 그 기능이 기업의 입장에서 역기능의 방향으로 나타날 수 있다. 실제 커뮤니티나 블로그를 중심으로 부정적 구전이나, 집단 불매운동 등이 나타나기도 한다. 따라서 향후 연구에서는 집합적 효능감의 역기능과, 영향요인, 관리를 위한 방향 등에 대한 연구도 필요할 것으로 여겨진다.

다국어 초록 (Multilingual Abstract)

Rapid social transition with the proliferation of mobile computing environment
The proliferation of smart phones in Korea exceeded 20 million in the last 2 years, and currently in 2011, holds the highest penetration rate of smart phones in the world. And this proliferation of mobile computing environments not only increased virtual space for people to use, but also reinforced communal participation, and has stirred up new transitions and revolutions in the society. For example, in 2011’s Seoul mayoral by-election, the candidate whose approval rating was less than 5% with a month left till the election, was elected as Seoul Mayor through active support of younger generations using new media such as SNS.

Insufficient research based on the transition of marketing environment through new media
The development of new media is transforming the marketing environment in a revolutionary way. Customers are expanding the use of interactive media, which they are able to take part in and communicate with the corporation along with other costumers, rather than unilaterally accepting the corporate message. This customer community will be able to exert greater influences to the corporation, and will become a powerful community that takes action. Because of this, the effectiveness of the corporate advertising through existing mass media is gradually diminishing. Not only for the corporation but also manufacturing industries, distributions, and service industries, the capability of providing products and services through customer participation, will be a great influential factor in evaluating the corporate success. But marketing based research on radical transition of media environment along with customer transition is still quite insufficient.

Corporate centered thinking in the Customer Marketing Era
Already customer participation in marketing can be seen in various places, in diverse forms. Even in large online shopping malls, customers are taking on the role as critics, rating and commenting on the products, and also becoming retailers themselves through open markets. Customers trust information created by other customers more than any other information, and in reality are generating higher quality knowledge than marketers. But many corporations are still focusing on strengthening their computing capability and investing a great deal on direct marketing and customer relationship management based on customer information, rather than focusing on customer participation through new media.

Strengthened customer social capital and collective efficacy within the new media environment, through the model proposal and verification of hypothesis of customer participation
Therefore this study explores the environmental factors of new media, which is reinforcing the influence of customers, while proposing the process of this environmental structure and how it has created a larger participatory customer community compared from the past. As a result of the study, customers strengthen interactive system (communication media, input devices, and media features), and maintain high information quality through the sociality of the media, and show great enthusiasm to participate in the corporate marketing. But the customer participation platform is not refined enough to execute customer participation, information sharing, and collaboration. This study is based on the existing theoretical researches, and proposes a model on the influences of new media transitions towards customer marketing, and executes 240 surveys, which were later analyzed and summarized. The following is the result of the hypothesis verification using the Structural Equation Modeling for analyzing.
Firstly, strengthened environment of user-system interactivity provides the participants with responsiveness according to the high degree of user control and acquisition of non-linear information. This leads to collective efficacy through media, which helps customer community to achieve the goals they want using the media.
Secondly, reinforcing media sociability in order to support the social activities between the customers will enable them to exchange more information and impressions while having the opportunity to let people about each other, and to develop a social network. This suggests the contribution of bridging social capital of the customers through virtual space.
Thirdly, bridging social capital is a different form of social capital compared to the existing relational commitment, trust, and identification, and comes from a weak tie, but seeing it is based on the same interests, continuous involvements and new attempts are being performed. This bridging social capital reinforces collective efficacy, and improves the information quality being shared, and acts as the power to participate in the corporate marketing activity.
The bridging social capital suggested in this study, is not only to build a stronger relationship with the corporate and customer, but also to provide gatherings for customers with common interests, and exchange information and impressions, gain self-esteem, and develop a social network, which acquires media sociability. Gathering people with common interests of corporate products will be influential to the outcomes of the customer marketing. Therefore, it can be used for attracting target customers, and designing the customer participated platform, which provides products and services customized to the different targets.
Fourthly, the collective efficacy and the bridging social capital developed within the interactive media environment leads to information sharing amongst consumers, and tries to maintain high quality information. It is also proven to have improved the intentions of customer participation in order to execute marketing suggestion for the corporation. Furthermore, through the additional process of ‘research on the feasibility of customer participation platform through mobile device’ shows an increased efficiency in the product development process and the intelligence production, while reducing promotion cost and being able to distinguish the corporate’s capability.

Theoretical implications
First of all is, extracting the customer media usability environment to related with marketing, within the existing studies on interactivity from various disciplines, and proposing the interactivity and social concept of media, in order to be used in various studies in the future. Secondly, approaching the existing customer participation studies in the customer network level, rather than on a personal level, and suggesting the process created by developing a social capital amongst the customers. Thirdly, suggesting bridging social capital and collective efficacy, as a preceding factor of customer participation, and lastly, proceeding the study on the customer active participation on new ideas, and customer knowledge development, which is considered quite significant but has not been formerly studied.

Strategic implications
As an implication of marketing strategy, social capital through media is needed for progressive customer participation. In order to make this possible, the interactivity of customer and the system must be enhanced, and reinforced sociality of media that can support diverse social activities is required. Based on the generated information from this study, customer participation platform was designed through the mobile device, in which 221 undergraduate students were surveyed in order to find out the level of reception. A shopping bag contest based on customer participation was executed and through this, undergraduate students were able to discover the leading trends of the generation, create new style, experience actual customer participation, create hit items, reduce product development process, and reduce promotion cost, etc., expecting to reveal the customer-led results in many ways. Therefore, corporations can use new media environment to create customer participation platform initiated by the customers and provide products and service that customers are looking for. The development of new media is bringing a revolutionary transition in the environment, andthe adaptation and progression will act as an important capability to the corporation.

Limitations and future directions
This study executed substantiated research on the customers,who were already using media, which means only the recognition, and behavior of the customer were dealt with. So the approach of the effective factors and level of attraction that make customers participate in the actual platform is insufficient. Therefore, additional studies on the influential factors of user-user interaction, and user-content interaction, with customer participation media, and studies on the factors needed to improve the platform attractiveness will be needed in the future.
In addition, the collective efficacy, suggested as a crucial factor in customer participation, has great impact on the society and corporate activities, but may work in negative ways for the corporation. According to actual communities and blogs, there have been cases where negative word of mouth propagated, or communal boycotting was staged. Therefore, for future studies, the negative effect of collective efficacy, influential factors, and directions of management must be considered.

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