비즈니스 생태계의 고객참여와 심리적 오너십: 다음카카오와 페이스북의 생태계 = Customer Participation into Business Ecosystems and Psychological Ownership: DaumKakao and Facebook Ecosystems

다국어 초록 (Multilingual Abstract)

Purpose By participating in the business ecosystems, customers make both positive and negative impacts in the ecosystem. In particular, users of platform businesses participate in the business ecosystem as partial employees who voluntarily create and manage content. According to the organizational behavior literature, employees`` psychological ownership toward the organization has an influence on the organizational competitiveness. Thus, with an assumption that customers gain psychological ownership toward the business that they participate in, it is important to analyze the process and the factors that influence their psychological ownership. This study proposes a research model that describes the process: customers undertake customer socialization, which then lead them to participate in the business-level and the business ecosystem-level activities. Through the participation, customers gain psychological ownership toward the business. Design/methodology/approach Based on a structural equation model, this study analyzes the data regarding the factors in the research model. Data was collected by surveying college students who represent themselves as Facebook and DaumKakao users. By analyzing the collected data, the relationships are validated between customer socialization and customer participations (i.e., both business-level and business ecosystem-level participation), and between the participations and customers’ psychological ownership. Findings Based on the validation, this study confirms the importance of managing customers`` psychological ownership and offers customers’ participation by their socialization as a solution for increasing customers`` psychological ownership. Also, this study proposes the business ecosystem research model as the general research framework for future research and expands the scope of strategic management from the individual level strategy to the business ecosystem wide perspective.

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