소셜 미디어 기반 금융 서비스의 비즈니스 모델: 사례 연구

함유근(Hahm Yu kun),이석준(Lee Seog jun) 건국대학교 경제경영연구소 2012 商經硏究 Vol.2016 No.2

국내외적으로 소셜 미디어(혹은 소셜 네트워킹 서비스)의 사용이 폭발적으로 증가하고 있다. 소셜 미디어는 단지 개인들의 새로운 소통 도구에 그치지 않고 산업 전반에 많은 영향을 미치고 있다. 금융산업도 예외는 아니어서 소셜 미디어를 활용한 다양한 서비스들이 새로이 나타나고 있다. 본 연구는 기존 금융 서비스를 보완하면서 틈새시장을 공략하여 새로운 수요를 창출하고 있는 소셜 미디어를 활용한 금융 서비스에 대하여 연구한다. 본 연구는 소셜 미디어를 활용한 금융 서비스 사례들을 분석하여 소셜 미디어 기반 금융 서비스라는 새로운 비즈니스 모델들을 정의하고 그 특징을 도출하는데 목적이 있다. 어떤 방식으로 소셜 미디어 금융 서비스가 고객들에게 가치를 창출하고 또한 어떤 메커니즘을 통해 이러한 서비스가 이익을 실현하는 지에 대하여 분석하고 그 사업 모델을 제시하고자 한다. 기존 서비스 대비 소셜 미디어 금융 서비스의 차이점을 비즈니스 모델 측면에서 분석해 보면, 제공하는 가치가 접근성과 편리함, 그리고 가격에 중점을 두고 있다는 점이 특징이다. 또한 가치창출이 순차적인 프로세스보다는 비순차적인 네트워크 형태로 이루어지며 그 네트워크가 개방적이고 수평적이다. 그리고 가치창출 참여자 면에서 소셜 미디어 서비스는 공동 가치창출 및 위험부담을 통해 서비스의 효과 및 효율성을 높이고 있다. Around the world, the number of social media(or SNS(Social Networking Services) user has growing explosively for the last few years and the widespread consumer adoption of the media has changes the landscape of financial service industry. Today’s financial services customers demand an ever widening array of service and communications choices from their institutions through social media. This study explores social media based financial services which complement existing services as well as create a new demand in niche market. By analyzing the cases of social media based financial services, such as social banking, social lending and social funding, this research examines the business model of social media financial services. Through this analysis it also defines how social media financial services create values and make profits. The key difference of social media financial services from existing services is in their value proposition, which emphasizes accessability, convenience and price. In addition, social media financial services cocreate value with the participants of the network and employ a open and non-sequential value creation process.

소셜네트워크서비스에 VR 기술 적용에 관한 연구

전지영 ( Jeon Ji-yeong ),최병일 ( Choi Byoung-il ) 커뮤니케이션디자인학회(구 시각디자인학회) 2017 커뮤니케이션 디자인학연구 Vol.61 No.-

오늘날 전통적 미디어에서 뉴미디어에 이르기까지 미디어는 계속 발전해왔다. 전통적 미디어에서는 정보가 텍스트로만 공유되었지만, 점차 사진, 동영상으로 미디어가 확장되면서 디지털미디어 플랫폼과 콘텐츠 형태는 변화해왔다. 그리고 현재 기술의 발전으로 가상현실이라는 감각이 확장된 미디어가 등장했다. 오감을 활용하는 가상현실이 등장하면서 사람들은 시공간에 제약받지 않고 원하는 것을 더욱 실감나게 경험할 수 있는 기술을 접할 수 있게 되었다. 미디어의 발전은 인간과 기술의 상호작용 콘텐츠를 획기적으로 증가시켰다. 이러한 기술을 바탕으로 감각이 확장된 소셜네트워크서비스가 등장하였다. 또한, 최근 기술의 발전으로 미디어 콘텐츠는 사용자와 미디어의 상호작용 방식을 다양하게 증가시켰으며 감각을 확장한 커뮤니케이션이 가능해지고 있다. 본 연구에서는 VR 기술을 적용한 소셜네트워크서비스를 제안함으로써 미래에 대한 전망을 현재 미디어 발전 동향에 따른 기술로 구현 가능한 서비스를 제안하고자 한다. 소셜네트워크서비스에 VR 기술을 적용하기 위해 콘텐츠 형태에 따른 사용자의 정보인지과정과 과거와 현재 미디어의 대표적 소셜네트워크서비스인 싸이월드의 미니룸과 알트스페이스 VR 두 서비스를 비교 및 분석했다. 이를 통해 VR 기술이 적용된 소셜네트워크서비스의 전망 및 예측한다. 가트너가 제시한 2017년 10대 전략 기술 트렌드를 바탕으로 기존 미디어에 VR 기술을 적용하여 기존 소셜네트워크서비스의 콘텐츠 공감 및 감각 기관의 한계점을 보완했다. 이에 따라 미디어의 발전으로 VR 기술의 특성인 몰입감과 실재감, 감각의 확장을 통해 상호작용성을 높인 소셜네트워크서비스가 가능성을 제안하였다. Today, media has continued to evolve, from traditional media to new media. In traditional media, information was shared only with text, but digital media platforms and content forms have changed as media have gradually expanded to images and videos. With the development of the technology, the extended media called virtual reality has emerged. Due to the emergence of a virtual reality that utilizes the five senses, people are able to use technologies that they can provide more realistic experiences without being constrained by time and space. The development of media has dramatically increased the content of interaction between humans and technology. Based on these technologies, social network services with an expanded sense have emerged. In addition, Recent developments in technology have resulted in various ways of interacting with users and media, and communication with extended senses is becoming possible. This study suggests a social network service using VR technology to propose a service that can realize the prospect for the future with the technology according to current media development trends. In order to apply VR technology to social network services, the user's information perception based on content type and Cyworld's mini-room and AltspaceVR, which are representative social network services of past and present media, are compared and analyzed. Through this, the aim is to forecast VR technology applied social network services. Based on Gartner's Top 10 Strategic Technology Trends for 2017, VR technology has been applied to existing media to complement the limitations of content sharing and sense agency limitations of existing social network services. As a result, it suggests that a social network service with increased interaction through the characteristics of VR technology such as immersion, reality, and the expansion of the senses as media is developing.

OTT서비스 등 새로운 미디어서비스에 대한 입법정책

이부하 ( Boo-ha Lee ) 한국법정책학회 2021 법과 정책연구 Vol.21 No.3

OTT서비스 시장에서는 해외 OTT사업자들과 국내 OTT사업자들의 경쟁이 치열하다. OTT 사업자는 프로그램을 기획ㆍ편성 또는 제작하여 공중에게 제공하고 있음에도 불구하고, OTT서비스 등 새로운 미디어 매체를 「방송법」에서 규율하지 못하고 있다. OTT서비스를 방송 또는 통신으로 볼 것인지 아니면 새로운 개념을 만들어 이에 대해 규율할 것인지 논의가 필요하다. 미디어사업자 또는 방송사업자가 방송 또는 서비스 등의 명칭을 사용하면서 일정한 프로그램을 기획ㆍ편성 또는 제작하여 공중에 제공하는 OTT서비스는 방송과 유사한 것으로 볼 수 있다. 그러나 「방송법」에서는 ① 텔레비전 방송, ②라디오방송, ③ 데이터방송, ④ 이동멀티미디어방송만 ‘방송’에 해당한다고 규정하고 있기 때문에, OTT서비스는 「방송법」의 적용을 받지 않는다. 방송사업자는 법에 의해 진입규제, 소유ㆍ겸영규제, 점유율 규제, 내용규제, 편성규제, 광고규제를 받음에 반해, OTT서비스 사업자는 이러한 규제를 받지 않는다. 공영방송과 다른 미디어서비스 간 구별을 전제로 하여 새로운 입법을 할 필요가 있다. 공영방송에게는 공익성과 공공성을 유지ㆍ강화하고, 다른 미디어서비스에게는 규제 완화 측면에서 언론의 자유를 향유하게 하는 방안이다. 먼저 ‘시청각미디어서비스’ 개념을 방송의 상위개념으로 설정한다. ‘동영상’ 중심인지 아니면 ‘비동영상’ 중심인지에 따라 구분하고, 콘텐츠가 동영상이 주된 서비스인 경우에는 ‘시청각미디어서비스’로, 콘텐츠가 비동영상이 주된 서비스인 경우에는 ‘정보 사회서비스’로 구분한다. 시청각미디어서비스는 ‘동영상 콘텐츠’ 제공이 주된 서비스이고, 정보사회서비스는 동영상이 보조적인 서비스다. OTT서비스는 대략 3가지 유형으로 구분하여 법적 규율을 적용받게 하는 안을 제안하고자 한다. 첫째 부류는 「전기통신사업법」상의 특수한 유형의 부가통신사업자로, 두 번째 부류는 신고 사업자로, 세 번째 부류는 「전기통신사업법」상의 부가통신사업자로 규율하는 방안이다. In the OTT service market, competition between overseas OTT operators and domestic OTT operators is fierce. Although OTT operators plan, organize, or produce programs and provide them to the public, new media media such as OTT services are not regulated by the Broadcasting Act. It is necessary to discuss whether to view OTT service as broadcast or communication, or whether to make it a new concept and regulate it. The OTT service provided to the public by planning, organizing, or producing a certain program while using the name of broadcasting or service by a media business operator or broadcasting business operator can be regarded as similar to broadcasting. However, since the “Broadcasting Act” stipulates that only ① TV broadcasting, ② radio broadcasting, ③ data broadcasting, and ④ mobile multimedia broadcasting are applicable to broadcasting, the OTT service is not subject to the ‘Broadcasting Act’. From a constitutional aspect, OTT services have ‘extensive effect’, ‘up-to-date’ and ‘potential influence’, and because they secure diversity of public opinion and form public opinion, they can be classified as broadcasting according to the constitution. Broadcasters are subject to entry regulation, ownership/concurrent regulation, market share regulation, content regulation, organization regulation, and advertisement regulation by law, whereas OTT service providers are not subject to these regulations. There is a need for new legislation on the premise of the distinction between public broadcasting and other media services. It is a plan to maintain and strengthen public interest and publicity for public broadcasting, and to guarantee freedom of the press in terms of deregulation for other media services. The concept of ‘audio-visual media service’ is set as the higher concept of broadcasting. It is classified according to whether it is ‘video’ or ‘non-video’, and if the content is a video-oriented service, it is classified as ‘audio-visual media service’, and if the content is a non-video-oriented service, it is classified as ‘information society service’. Audio-visual media services are mainly provided with ‘video content’, while information and social services are supplementary services.

The Impact of Over-the-top (OTT) Services on South Korean Users’ Media Use Behavior : Focusing on the Media Substitute and Complementary Relationships

Jiyoon Chang(장지윤) 한국정보사회학회 2024 정보사회와 미디어 Vol.25 No.1

본 연구는 최근 코로나 사태를 겪으며 그 시장의 규모를 키우고 있는 OTT(Over-the-top) 서비스가 다른 미디어와 어떠한 관계를 맺고 있는지 대체 및 보완 이론을 활용하여 살펴보고자 하였다. 기존의 OTT와 타 미디어 간의 대체 및 보완관계를 살펴보았던 2010년대 중반의 연구들과 비교하였을 때, 코로나 사태를 겪으며 OTT 지변에도 큰 변화가 있었던 만큼, 본 연구는 최근의 OTT 와 타 미디어 간의 관계를 살펴보고자 하였다. 이를 위하여 연구자는 정보통신정책연구원(KISDI)의 2019~2021년 3개년의 미디어패널데이터를 활용하여 정량 분석을 실시하였다. 분석에는 다중회귀방법이 활용되었으며, 이를 위해 데이터를 종단으로 구성하여 활용하였다. 연구 결과, 케이블 TV는 OTT와 대체 관계에 있는 것이 확인되었다. 하지만, 이와반대로 IPTV는 명확한 대체 보완관계를 보이고 있지 않은 것으로 나타나 케이블 TV와 다른 성격을 지니고 있음을 유추해 볼 수 있었다. 또한, 이용자들 중 UCC나 영화 콘텐츠를 많이 소비하는 이용자들이 OTT 또한 많이 이용하는 것을 확인하여 이 또한 OTT의 보완 효과를 지니는 것을 확인할 수 있었으나, TV프로그램은 명확한 긍정 혹은 부정 효과를 보이지 않는 것으로 나타났다. 이러한 결과를 통해 OTT 서비스 또한 과거로부터 현재까지 많은 변화를 통해 그 특성을 변화시켜왔으며, 이러한 특성을 국내에서는 특히 IPTV 서비스 사업자들이 본인들의 사업 영역을 확장하는 보완 전략으로써 활용하고 있음을 유추해 볼 수 있었다. This study examines how other media services are affected by over-the-top (OTT) services, which have rapidly penetrated people’s daily lives since COVID-19. In particular, technological development in the media area and the rapid diffusion of OTT services and contents through the users are bringing about a major change in the OTT landscape, so it is important to take a new look at the relationship between OTT and other media. To this end, a research model was constructed using media substitution theory, in which users stop using legacy media and replace it with new media when the new media are functionally more desirable than others in the media environment. It is known that identifying the relationship between media from the perspective of media substitution and complementarity could help in dynamically understanding the media environment and establish a more detailed management strategy for companies and effective policies for policymakers, so research on this has been conducted continuously. Using the Korean Media Panel Data (KMP) built by the Korea Information Society Development Institute (KISDI), this study also analyzed how other media usage times affected the OTT service usage time of Korean media users from 2019 to 2021. In particular, KMP data was judged to be suitable for analysis because it was required to carefully record which media each user used per day and for how many hours through users’ media diaries. In this data, OTT usage time was measured as the time users used OTT devices and apps. For the analysis, multiple regression models were derived, and for this purpose, data were organized into longitudinal groups and utilized. In order to construct the model, previous studies on factors affecting the relationship between OTT and other media were referenced, and the model examined the effects of other media (Cable TV, IPTV, Internet, and Wifi) usage time, content type (TV program, movie, and UCC) usage time, and personal characteristics (gender, age, education, and income) on OTT usage time. The results showed that cable TV was in an alternative relationship with OTT services, and Wi-Fi was in a complementary relationship. Internet Protocol Television was found to have no clear substitution or complementary relationship with OTT services. These results are similar to those of previous studies that explained the alternative relationship between OTT services and cable TV through coat cutting and coat shaving in the United States and South America. In particular, in Korea, IPTV operators have recently partnered with OTT services to build win-win relationships. Through this, it can be inferred that IPTV operators recognize OTT as a complement, although statistically significant results were not derived in this study. Also, it implies that IPTV is expanding its services in a differentiated way from other home TV services through a new strategy, although previous studies have emphasized that OTT has an alternative relationship with home TV. In addition, this study found that OTT service use may vary depending on the type of video content preferred by users. It was confirmed that users who consume a lot of UCC or movie content also use OTT a lot, but TV programs did not show a clear positive or negative effect. This is also contrary to previous studies, which have confirmed that domestic users have a great preference for real-time broadcasting and broadcasting content in choosing OTT services, whereas they do not nowadays. Through the research results, it was confirmed that there has been a big change in the OTT landscape, and the research results have implications for each media operator in terms of management strategy.

EXPLORING SOCIAL MEDIA SEVICES OF GLOBAL FASHION BRANDS: DOES CUSTOMER SOCIAL PARTICIPATION HAVE AN IMPACT ON CUSTOMER EQUITY?

Heeju Chae,Eunju Ko,Jinghe Han 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.7

Social media, Web 2.0 based social activity and powerful marketing tool, brought about a new paradigm for the 21st century culture and society. In line with the trend, the fashion industry is vigorously undertaking marketing activities on social media, seeking to build and maintain relationships with their customers through the Internet and mobile devices. The one-way provision of information by firms to customers has evolved to a symmetrical form of customers, whereby the customers also supply information to the firms share information with other customers. Through social media services, customers not only share their thoughts and experiences but also exchange tangible products and publicize the products, thereby directly participating in production and marketing activities of brands. Such participation of consumers offers inspirations for differentiated service on the part of the brands, for which proactive and long-term participatory activities of customers are required. Customer participation is of primary importance in current service marketing industry. Until now, related literature on customer participation has mostly centered on offline service situations. However, the advent of social media has simplified the process of participation for customers, and invoking voluntary customer participation has become the greatest challenge facing service industries, and, at the same time, the path to success. Those of us who live in the age of information technology are offered the opportunity to engage in two-way communication with other customers, the brand, and the media. Thus, customer participation is just as, if not, more important in an online environment. More and more customers are becoming directly involved in brand activities, which affect the brands as well as the customers themselves. Nonetheless, extant customer participation research focuses on developing constructs that are largely based on offline situations. Although such constructs correspond in part to the online setting, they fall short of meeting the unique characteristics of customer participation in social media. Therefore, in order to establish constructs for customer participation in social media, revision and supplementation of the offline-based constructs were found to be necessary. Based on interaction theory, this study explored the notion of customer participation in fashion brands’ social networking site (SNS) service by categorizing it into three types: customer-customer, customer-brand, and customer-media participation. In addition, it examined the external factors that influence customer social participation and how active social participation of customers in SNS affects trust and customer equity. The association between measurement variables according to the brand type was also closely examined. This study underwent two pre-tests to revise and supplement the survey items on customer social participation. A preliminary investigation was conducted on 516 respondents, and a total of 582 respondents participated in the main investigation. The respondents who were invited to participate lived in Korea, were in their 20s or 30s, and had previous experience in using fashion brands’ SNS service, SPSS 18.0 was used to conduct frequency analysis, exploratory factor analysis, reliability analysis, and t-test. Based on the results, AMOS 18.0 was used to undergo confirmatory factor analysis and structural equation modeling. The results of the study are summarized as follows. Based on the brand type (SPA and luxury) and the rate of sales, Uniqlo, a global SPA brand that boasts the largest number of SNS fans, and Louis Vuitton, a global luxury brand, were chosen for the study. The respondents consisted of consumers in their 20s and the 30s who, within the last six months, had previous experience in using the SNS service of the brands. The sample consisted of 40.7% male and 59.6% female, and 72.5% were in their 20s and 27.5% in 30s. A large percentage of the respondents were students (64.9%). The large proportion of university students reflects the trend of most active users of SNS being university students. Second, SNS service shopping context found positive association with customer-customer participation and customer-brand participation, but customer-media participation was insignificant. The results show that as the SNS is characterized by its linkage to different websites and platforms, customers are exposed to constant opportunities for participation. On the other hand, customer-media participation was found to be insignificant, which can be interpreted as indiscriminate constant supply of information that seeks to spur impulsive buying leading to antagonism of the customers. Such negative situations can be avoided by departing from indiscriminate provision of information to offering information that is customized to the needs and demands of each customer and invoking the customer to participate in information delivery. Third, SNS participation motivation and customer social participation were all positively associated. In particular, customer-media participation demonstrated the strongest influence, followed by customer-customer and customer-brand participation. As such, active participation of the customer with the brand is the most effective way to create collaborative, synergy effect or co-creation. Fourth, all routes from SNS user orientation to customer social participation were significant. SNS users in general possessed high levels of self-efficacy and tended to feel elevated as well as find altruistic pleasure in providing information that would help others. Such users participate through numerous ways such as customer-brand and customer-media participation but were the most active in customer-customer participation. Fifth, it was found that customer-customer and customer-brand participation builds trust of the customers toward the SNS service and the information or the information provider. However, customer-media participation did not indicate the same results. In order to build trust through participation, brands need to provide an inviting environment for customers to post comments and share information. Furthermore, marketing strategies, such as offering events and coupons to stimulate E-WOM activities of customers as well as creating a space for open communication are vital to building trust. Sixth, customer-media participation was positively associated with customer equity. Unlike customer-customer and customer-brand participation which requires constant physical effort of the customer, customer-media participation demands considerably less time and effort apart from the initial stages during which customization process is undergone to receive tailored information with just one click. Therefore, establishing convenient and practical system that targets the Y-generation in their 20s and 30s is emphasized in order to maintain a long-term relationship. Seventh, trust is positively associated with customer equity. Building trust is based on interactivity among people. This study found that customer-customer participation and customer-brand participation influence customer equity through trust, while customer-media participation leads to customer equity without being mediated by trust. Therefore, all three types of participation are equally important to customer equity. Eighth, brand type was a meaningful moderator to the relationship between SNS service shopping context, SNS service user orientation, participation motivation, customer social participation, trust, and customer equity. To summarize, the type of participation to encourage is based on the brand type, and as customers may have different expectations according to the brand, it is important to understand their orientations and provide customized information or an open space for communication. In addition, participation behavior has a strong potential to influence customer equity, but depending on the type of participation, trust may not necessarily positively influence customer equity. Therefore, it is recommended that brands offer credible and sincere information that customers can trust and follow. The significance of this study is that it is one of the first studies to examine customer participation in a social media environment. At a point in time where customers’ value creation is attracting increased attention, this study empirically revealed that customer-media relationship, which enables customer-customer and customer-brand participation on SNS, is also within the bounds of participation. Furthermore, this study identified the importance of relational marketing approach to brand and customer through customer social participation. By applying the concept of customer equity, which is in its fledgling stage in the area of consumer fashion marketing, it offers a basis for future research on long-term relationship building with firms The limitations of the study and suggestions for future research are discussed below. The sample of the study consisted of Koreans between the ages of 20 to 30. The limitation in the sample is inadequate to generalize the findings, and therefore, a comparative study with broader sample across culture and age is necessary. Moreover, this study observed customer participation on SNS environment. However, as there was a lack of preceding literature in this area, the measurement scales were revised and supplemented to fit the purpose of this study. The measurement instrument, therefore, needs to be further applied with different antecedents and consequences in subsequent research. Finally, due to the lack of previous literature on customer participation in SNS environment, the theoretical basis of the relationship between the variables lacked solidity. This study adapted a part of a theoretical framework to fit the context of the study to come up with the hypothesized relationship between the variables. Therefore, it is suggested that future research works toward developing and strengthening the theoretical framework of customer social participation.

EXPLORING SOCIAL MEDIA SEVICES OF GLOBAL FASHION BRANDS: DOES CUSTOMER SOCIAL PARTICIPATION HAVE AN IMPACT ON CUSTOMER EQUITY?

Heeju Chae,Eunju Ko,Jinghe Han 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.8

Social media, Web 2.0 based social activity and powerful marketing tool, brought about a new paradigm for the 21st century culture and society. In line with the trend, the fashion industry is vigorously undertaking marketing activities on social media, seeking to build and maintain relationships with their customers through the Internet and mobile devices. The one-way provision of information by firms to customers has evolved to a symmetrical form of customers, whereby the customers also supply information to the firms share information with other customers. Through social media services, customers not only share their thoughts and experiences but also exchange tangible products and publicize the products, thereby directly participating in production and marketing activities of brands. Such participation of consumers offers inspirations for differentiated service on the part of the brands, for which proactive and long-term participatory activities of customers are required. Customer participation is of primary importance in current service marketing industry. Until now, related literature on customer participation has mostly centered on offline service situations. However, the advent of social media has simplified the process of participation for customers, and invoking voluntary customer participation has become the greatest challenge facing service industries, and, at the same time, the path to success. Those of us who live in the age of information technology are offered the opportunity to engage in two-way communication with other customers, the brand, and the media. Thus, customer participation is just as, if not, more important in an online environment. More and more customers are becoming directly involved in brand activities, which affect the brands as well as the customers themselves. Nonetheless, extant customer participation research focuses on developing constructs that are largely based on offline situations. Although such constructs correspond in part to the online setting, they fall short of meeting the unique characteristics of customer participation in social media. Therefore, in order to establish constructs for customer participation in social media, revision and supplementation of the offline-based constructs were found to be necessary. Based on interaction theory, this study explored the notion of customer participation in fashion brands’ social networking site (SNS) service by categorizing it into three types: customer-customer, customer-brand, and customer-media participation. In addition, it examined the external factors that influence customer social participation and how active social participation of customers in SNS affects trust and customer equity. The association between measurement variables according to the brand type was also closely examined. This study underwent two pre-tests to revise and supplement the survey items on customer social participation. A preliminary investigation was conducted on 516 respondents, and a total of 582 respondents participated in the main investigation. The respondents who were invited to participate lived in Korea, were in their 20s or 30s, and had previous experience in using fashion brands’ SNS service, SPSS 18.0 was used to conduct frequency analysis, exploratory factor analysis, reliability analysis, and t-test. Based on the results, AMOS 18.0 was used to undergo confirmatory factor analysis and structural equation modeling. The results of the study are summarized as follows. Based on the brand type (SPA and luxury) and the rate of sales, Uniqlo, a global SPA brand that boasts the largest number of SNS fans, and Louis Vuitton, a global luxury brand, were chosen for the study. The respondents consisted of consumers in their 20s and the 30s who, within the last six months, had previous experience in using the SNS service of the brands. The sample consisted of 40.7% male and 59.6% female, and 72.5% were in their 20s and 27.5% in 30s. A large percentage of the respondents were students (64.9%). The large proportion of university students reflects the trend of most active users of SNS being university students. Second, SNS service shopping context found positive association with customer-customer participation and customer-brand participation, but customer-media participation was insignificant. The results show that as the SNS is characterized by its linkage to different websites and platforms, customers are exposed to constant opportunities for participation. On the other hand, customer-media participation was found to be insignificant, which can be interpreted as indiscriminate constant supply of information that seeks to spur impulsive buying leading to antagonism of the customers. Such negative situations can be avoided by departing from indiscriminate provision of information to offering information that is customized to the needs and demands of each customer and invoking the customer to participate in information delivery. Third, SNS participation motivation and customer social participation were all positively associated. In particular, customer-media participation demonstrated the strongest influence, followed by customer-customer and customer-brand participation. As such, active participation of the customer with the brand is the most effective way to create collaborative, synergy effect or co-creation. Fourth, all routes from SNS user orientation to customer social participation were significant. SNS users in general possessed high levels of self-efficacy and tended to feel elevated as well as find altruistic pleasure in providing information that would help others. Such users participate through numerous ways such as customer-brand and customer-media participation but were the most active in customer-customer participation. Fifth, it was found that customer-customer and customer-brand participation builds trust of the customers toward the SNS service and the information or the information provider. However, cu

장애인의 미디어 접근권에 관한 법적 연구 - 영국 주문형 비디오(VOD) 서비스에의 장애인 접근을 중심으로 -

이부하 한국법정책학회 2023 법과 정책연구 Vol.23 No.3

영국은 2003년 통신법 제정 이후 텔레비전 방송에서 장애인방송을 의무화할 뿐만 아니라 2017년부터 VOD 서비스와 OTT 서비스 사업자에게도 장애인방송(자막방송・화면해설방송・수어방송) 의무화하려고 노력하고 있다. 영국 TV 방송에는 자막, 화면해설, 수어 방송이 법적 의무이지만, 주문형 비디오(VOD) 서비스에는 자막, 화면해설, 수어 방송이 법적 의무사항은 아니다. 「통신법 2003」(2017년 「디지털 경제법 2017」로 개정됨)에 따라 영국 국무장관은 장애인이 주문형 비디오(VOD) 서비스에 접근할 수 있도록 보장하기 위해 서비스 제공자에게 요구사항을 부과할 권한이 있다. 영국 정부는 방송뿐만 아니라 주문형 비디오(VOD) 서비스에도 장애인의 접근권 보장을 위한 입법안을 마련하기 위해 오프콤(Ofcom)과 협의하고 있다. 외국 기반의 주문형 비디오(VOD) 서비스에서 영국 시청자가 이용할 수 있는 콘텐츠에 대한 우려가 있지만, 일반적으로 주문형 비디오(VOD) 서비스는 시청자 보호를 위해 독자적인 시스템을 구축하고 있다. 이러한 법적 규제는 강제적이지 않으며 자율 규제에 의한다. 주문형 비디오(VOD) 서비스가 영국에 기반을 두고 있지 않다면, 영국 시민들을 위한 법적 구제책은 아직까지 존재하지 않는다. 장애인이 접근가능한 미디어의 범위를 방송(지상파방송, 종합유선방송, 위성방송, 중계유선방송 등)뿐만 아니라 미디어(OTT서비스) 등으로 넓혀야 한다. ‘장애인 미디어접근 기본법’을 제정하여 「방송법」 제2조 제3호에 따른 방송사업자와 「전기통신사업법」 제2조 제12의2호의 온라인 동영상 서비스 사업자는 장애인의 시청을 도울 수 있도록 한국수어・폐쇄자막・화면해설・자막해설 등 장애인방송을 대통령령으로 정하는 바에 따라 제공하여야 한다고 규정할 것을 제안한다. 우리나라의 경우, 새로운 법률(장애인 미디어접근 기본법) 제정을 통해 주문형 비디오(VOD) 서비스와 OTT 서비스에 대해 장애인방송(자막방송, 화면해설방송, 수어방송)을 법적 의무사항으로 할 필요가 있다. The UK has not only mandated broadcasting for the disabled in television broadcasting since the enactment of the Communications Act in 2003, but has also been trying to mandate broadcasting for the disabled (subtitled broadcasting, on-screen description broadcasting, and sign language broadcasting) for VOD service and OTT service providers since 2017. Subtitles, screen descriptions, and sign language broadcasting are legally obligatory for British TV broadcasting, but subtitles, screen descriptions, and sign language broadcasting are not legally required for video-on-demand (VOD) services. Under the Communications Act 2003 (as amended by the Digital Economy Act 2017 in 2017), the UK Secretary of State imposes requirements on service providers to ensure that people with disabilities can access video-on-demand (VOD) services. The British government is negotiating with Ofcom to prepare a legislative bill to guarantee access rights for the disabled to video-on-demand (VOD) services as well as broadcasting. There are concerns about the content available to UK viewers on foreign-based video-on-demand (VOD) services, but in general, video-on-demand (VOD) services are building their own systems to protect their viewers. These legal regulations are not compulsory and are self-regulating. If the video-on-demand (VOD) service is not based in the UK, there is no legal remedy for UK citizens. The scope of media accessible to the disabled should be expanded to include not only broadcasting (terrestrial broadcasting, comprehensive cable broadcasting, satellite broadcasting, relay cable broadcasting, etc.) but also media (OTT service). By enacting the ‘Basic Act on Media Access for Disabled Persons’, broadcasting companies pursuant to Article 2, Subparagraph 3 of the Broadcasting Act and online video service providers pursuant to Article 2, Article 12-2 of the Telecommunications Business Act provide Korean sign language to help people with disabilities watch. It is proposed to stipulate that broadcasts for the disabled, such as closed captions, screen commentary, and caption commentary, should be provided as prescribed by the Presidential Decree. In Korea, it is necessary to make broadcasting for the disabled (subtitled broadcasting, screen description broadcasting, sign language broadcasting) a legal requirement for video on demand (VOD) services and OTT services through the enactment of a new law (Basic Act on Media Access for Persons with Disabilities). Recently, the broadcasting notice for the disabled has been revised to increase the mandatory broadcasting ratio. The law should stipulate the standards for the compulsory programming of broadcasting for the disabled.

현행 멀티미디어법에 대한 비교법적 고찰과 발전방안

김선미(Kim Sun-Mi),지성우(Ji Seong-Woo) 미국헌법학회 2015 美國憲法硏究 Vol.26 No.3

2000년대 디지털화 및 융합 시대를 겪으면서 우리나라에서는 방송과 통신 서비스의 융합과 사업자 융합이 급속도로 진행되었다. 미디어의 디지털화 및 융합에 따라 다채널멀티미디어방송 서비스를 이용하는 사람들의 이용 행태가 수동적 이용에서 능동적 이용행태로 변화했다. 이러한 미디어 이용행태의 변화는 서비스 사업자들과 콘텐츠 사업자들의 사업 전략과 규범형성에도 영향을 끼쳐 실시간 방송 서비스 뿐 만 아니라 VOD 서비스에 대한 새로운 미디어관련 규범의 재정립이 요구되고 있다. 최근의 국내 방송 미디어 환경은 ‘인터넷’ 기반의 ‘선택적 시청’이라는 키워드로 요약할 수 있다. 연령층이 낮을수록 실시간 방송에 대한 의존도가 낮고 원하는 콘텐츠를 원하는 시간에 볼 수 있는 OTT(Over the Top) 서비스와 N-스크린 환경으로 변화하고 있으며, 따라서 미디어 관련법도 이러한 추세를 고려하여 적합하게 변화할 필요가 있다. 특히 미국을 중심으로 OTT서비스가 케이블TV, 위성방송, IPTV방송 보다 많이 이용되고, 국내에서도 미국 OTT서비스 사업자인 넷플릭스가 2016년에 한국시장에서 서비스를 시작하면서 관련 규범의 대대적인 정비가 필요한 상황이다. 이러한 세계적인 미디어 환경의 변화에도 불구하고 현재 한국의 미디어 관련 법은 미디어의 국제적인 경쟁력을 확보할 수 있는 토대가 되기보다는 관련 산업의 발전을 저해하는 요소로 작용해왔다. 이 논문에서는 이러한 문제점에 근거하여 미디어 융합 환경에서 새로운 매체인 OTT서비스의 합리적인 규제를 위한 미국과 한국 양국의 규범을 비교 고찰하고, 발전방안을 제시하고자 한다. Korea"s broadcasting market is the digital experience of integration and convergence to the carriers, suffering an era, broadcasting and communication services. And when it became the converged environment, multichannel digital broadcasting of multimedia broadcast services using the behavior of people who used passive behavior from using active use Change. This change of behavior using tv of content providers and service providers affects business strategy for real time broadcasting service for services as well as VOD(Video-on-Demand) Internet environment reflecting a more flexible business strategy and investment demand. ‘Optional viewing’ under the ‘internet’ environment can be summed up under a keyword that of local broadcasting media. The lower age bracket are low dependence on real-time broadcasting and can be seen in the desired content time we want to OTT(Over the top) services and the environment was the dominant N-screen. Recently has been increasing interest in service OTT. Especially, Cable TV, Satellite broadcasting, and IPTV service, presenting and showing explosive growth, and this is the situation worldwide. Netflix, service providers in American OTT, announced for Korean media market the move in 2016. Recent media competition market environment, users have to choose the media services - internet media service and TV media service. Netflix in 2016 OTT services in ahead of the United States entered the Korean regulations and service compare American law and Korean law related OTT service.

미디어서비스 중독 변인의 종단적 추세변화 연구 - 2000~2021년 청소년 대상 연구를 중심으로

배승주(SeungJu Bae),이상호(SangHo Lee) 한국산업정보학회 2021 한국산업정보학회논문지 Vol.26 No.5

본 연구는 장기적인 관점에서 미디어서비스에 대한 중독이 어떻게 연구되었는지 흐름을 살펴보고, 향후 중독 연구의 기반이 될 수 있는 변인을 확인하였다. 연구자들은 특히 청소년의 미디어 서비스의 중독에 주목하였으며, 미디어 환경변화에 따라 다양한 요인이 복합적으로 작용하는 것을 확인하였다. 중독 변인은 크게 청소년기 속성, 개인 속성, 매체 속성, 미디어 의존 속성 등 4가지 속성으로 취합되었다. 속성에 귀속되는 중독 변인은 주요 미디어의 영향을 받았으며 4기로 나뉘었다. 연구대상 기간 동안 변인의 빈도는 개인 속성과 관련된 변인이 가장 많았고, 매체 속성, 청소년기 속성, 미디어 의존 속성 순으로 나타났다. 또한 개인 속성 변인은 대상관계 요인에서 점차 개인의 심리적 요인으로 옮겨갔다. 매체 속성의 변인은 새로운 매체 도입과 확산으로 청소년의 중독 현상 연구가 증가하였다. 청소년기 속성과 미디어 의존 속성의 변인에 대하여 청소년의 미디어 이용 동기를 관찰하거나 중독 관련성을 띤 연구가 미약했으며 2020년부터 발표된 논문은 없었다. 미디어서비스 중독 연구는 산업적 측면에서 중요한 가치가 있음에도 불구하고, 그간 사회적 측면이 강조되는 면이 있었으나, 본 연구의 연구결과를 바탕으로 향후 미디어서비스 개선과 이용자의 건전한 몰입의 측면에서 산업적으로 다양하고 구체적인 개별 미디어와 사회ㆍ문화적 차이에 따라 비교되는 중독 변인에 대한 후속연구가 기대된다. This paper is a study to check the flow of how addiction to media services has been studied from a long-term perspective, and to identify variables that can be the basis for future addiction research. Researchers noted the addiction of media services in adolescents in particular, and identified a combination of factors depending on the background of the times. Addiction variables were largely aggregated into four properties: adolescent properties, personal properties, media properties, and media-dependent properties. Addiction variables belonging to the attribute were influenced by major media and divided into four periods. During the study period, the frequency of variables was most related to personal attributes, followed by media attributes, adolescent attributes, and media-dependent attributes. Also Individual attribute variables gradually shifted from object-relationship to individual psychological factors. Variants in media attributes were influenced by the introduction and spread of new media. Variations in adolescent and media-dependent attributes have been weak in studies that observe teenagers" motivations for media use or are related to addiction, and no papers have been published since 2020. Although addiction research on media services is important in terms of industry, there has been an emphasis on social aspects, based on the results of this study, we hope to continue to study the variables of service users who can be used in terms of industry.

The Role of User Characteristics in Social Media Marketing -The Case of Professional Service Firms

이희정(Lee, Hee-Jung),하연희(Ha, Youn-Hee) 한국물류학회 2016 물류학회지 Vol.26 No.4

많은 기업들이 페이스북과 같은 소셜 미디어를 이용하여 자신의 서비스를 홍보하거나 고객과의 관계를 돈독히 하기 위한 노력을 끊임없이 하고 있다. 이런 기업들이 소셜 미디어를 어떻게 효과적으로 사용 할 수 있는지에 관한 다양한 연구가 이루어졌으나, 소셜 미디어 사용자의 특 성이 의료기관과 같은 전문서비스 기업의 소셜 미디어 정보 의존에 어떤 영향을 미치는지에 관한 연구는 상대적으로 빈약한 편이다. 따라서 본 연구의 목적은 어떤 상황에서 소셜 미디어 사용자들이 소셜 미디어 정보에 좀 더 의존하는지, 그리고 그 결과로 소셜 미디어 정보가 유저들의 전문서비스 기업의 평가에 큰 영향을 미치는지를 알아보는 것이다. 온라인 패널을 상대로 한 조사를 바탕으로 다음과 같은 결과를 도출하였다. 첫째, 소셜 미디어 사용자들은 자신들의 소셜 미디어 사용량에 따라 소셜 미디어 정보에 의존하는 정도가 달랐다. 또한, 소비자들이 소셜 미디어를 많이 사용하는 경우, 소셜 미디어의 정보에 좀 더 의존하여 이를 전문서비스 기업평가에 크게 반영하였다. 본 연구는 소비자 의사 결정에 미치는 타인의 영향에 관한 기존 연구를 토대로 하여 소셜 미디어 마케팅과 전문서비스 마케팅전략에 관한 기존 문헌에 기여하고 있다. 또한, 실무자들은 이 연구의 결과를 바탕으로 좀 더 효과적인 소셜 미디어 페이지를 구축하여 그들의 현재 고객은 물론 잠재 고객과 의사소통할 수 있는 기회를 만들 수 있을 것으로 기대한다. Many companies eager to engage in social media such as Facebook in order to promote their business and/or to build a close relationship with their customers. Although much research has investigated how companies can use social media as a marketing tool in general by exploring characteristics of social media users(e.g., frequency to check social media), very little research has investigated how these characteristics moderate users’ reliance on social media information. In this research, we aim to fill this gap by identifying circumstances that social media users would rely more on information from social media of professional service, and therefore increasing the effect of this information on their evaluation. Analysing data from online panel, we showed that users perceive information from social media as more or less reliable depending on their general tendency to use social media. Based on interpersonal influence literature, we suggest that if individuals tend to heavily use social media the impact of information on their evaluation is greater than otherwise. Findings of this research contributes existing literature on social media marketing, interpersonal influence, and professional service marketing strategy. In addition, practitioners take advantage of the findings to build impactful social media pages to maintain a firm relationship with current customers and attract potential customers.