상세정보

Select 임파워먼트는 고객 임파워먼트 전략(Customer Empowerment Strategy, CES) 중 고객이 투표를 통해 최종 선정될 상품을 결정하는 방식이다. 하지만 선행연구는 Select 임파워먼트 중 투표의 장단점에 국한되어 연구되었으며, 투표 시스템에 따른 분석은 없었다. 이러한 배경에서 본 연구는 Select임파워먼트를 두 가지 차원: 1) 고객이 행사하는 투표 수와 2)최종 선정 개수로 세분화하고, 투표 시스템에 따라 종속변수인 고객의 지속적 투표 참여와 투표 참여 방식에 미치는 영향을 분석하였다. 또한 투표 시스템간 차이를 만드는 요인을 불확실성으로 보고, 매개효과를 검증하였다. 데이터는 사람과 상품을 대상으로 투표를 하는 두 개의 실험을 진행하여 수집하였으며, 가설 검증을 위해 다중 선형 회귀 분석과 매개 효과 검증을 실시하였다. 상품 투표의 경우, 다중투표 시스템은 모든 종속변수인 참여 횟수와 투표 행사 방식에 직접 효과가 있었다. 그러나 사람을 뽑는 경우, 투표 행사 방식에만 유의하였다. 또한 불확실성은 두 경우 모두 다중 투표 시스템의 효과를 매개하지 않아 간접효과가 없는 것으로 나타났다.

Select Empowerment, a method in which customers vote to determine the final product, is one of the major types of Customer Empowerment Strategy (CES). In previous studies, however, limited research was conducted on the advantages and disadvantages of Select Empowerment, and there was no analysis regarding the composition of a voting system. This study contributes to the field by categorizing Select Empowerment into two dimensions:1) the number of votes per customer, and 2) the number of final choices. It also analyzes the effect of Select Empowerment on customers' continuous participation and voting behavior. In addition, uncertainty was analyzed as the mediating effect that differentiates between the voting systems. The data was collected in two experiments, both on humans and products in a different context but using the same process. For the analysis, multiple linear regression analysis and mediation analysis were performed. As a result, the multiple voting system had a direct effect on the continuous participation and voting behavior in voting for ‘product’ context. Still, it was found that it had a limited effect in the ‘human context. Additionally, the result shows that both the product and the people context had no indirect effect, as the uncertainty did not mediate the voting system.

ABSTRACT   i
국문초록   ii
TABLE OF CONTENTS   iii
CHAPTER 1. INTRODUCTION   １
CHAPTER 2. THEORETICAL BACKGROUND   3
 2.1 Select Empowerment   3
 2.2 Comparison of 1 x N and K x N voting systems   5
 2.3 Uncertainty   5
 2.4 Customer Participation   7
 2.5 Sincere Voting and Strategic Voting   8
CHAPTER 3. HYPOTHESIS   ９
 3.1 Impact of Multiple Voting on Voting Participation and Behavior   9
 3.2 Impact of Multiple Voting System on Uncertainty   10
 3.3 Impact of Multiple Voting System on Customer Participation   11
 3.4 Impact of Multiple Voting System on Customer Voting Behavior   11
CHAPTER 4. RESEARCH METHODOLOGY   13
 4.1 Experiment Structure and Data Collection   13
 4.2 Measurement   16
  4.2.1 Dependent Variables   16
  4.2.2 Independent Variables (NUMVOTE)   17
  4.2.3 Mediation (UNCER)   18
  4.2.4 Control Variables   18
 4.3 Models   19
CHAPTER 5. RESULTS   21
 5.1 Chi squared test   21
 5.2 Multiple Linear Regression Analysis   24
 5.3 Mediation analysis   25
CHAPTER 6.GENERAL DISCUSSION   27
 6.1 Results of Comprehensive data analysis   28
 6.2 Theoretical Contributions   30
 6.3 Managerial Implications   30
 6.4 Limitations and Future Research   31
REFERENCES   33
APPENDICES   27
 A. Select Empowerment   37
 B. Example of Experiments Image   37