무엇이 승객으로 하여금 플랫폼에 출근하도록 만드는가? = 네트워크내 고객유지에 영향을 미치는 플랫폼 서비스 품질 요인

다국어 초록 (Multilingual Abstract)

Recently, researchers and practitioners have paid increasing attention to the making strategy of Platform. This study explored using factors of platform from a consumer point of view. A key assumption is that customer might be strengthened the status quo bias in platform on the basis of social identity theory. Therefore, we searched strategies of maintenance of a customer participatory behavior in platform business by exploring service quality which affect long-term behavior of customer rather than to explore motivation that approach of prior studies on platform. It is important these approach because customer used platform with motivation but they sometimes used habitually.
We performed a first study to building a measure for platform business service quality (PB-SQ). The conceptualization is based on a literature review of service quality research and a qualitative method. The qualitative research indicated that they have a difference in content but just items are nearly the same between internet business platform service quality and existing internet service quality including online shopping. A measure for internet business service quality consist of ten dimension of fulfillment, system availability, ease of use, timeliness, responsiveness, design, personalization, playfulness, reputation, privacy. In terms of content, internet business platform service quality is reflected characteristic of complex and diversified business compared with existing internet service and characteristic of customer as agents of production, distribution, and consumption.
A second study also were conducted qualitative method with respondents who do not participate in the first investigation. The purpose of second study are to confirm whether it is being carried out functional partition of platform, to investigate whether it have a different priorities of service quality items according to social network, and to search effect of each platform service at each stage on purchase decision making process.
The results are as follows. For the purpose of participation of friendship network, customer usually used the closed SNS and considered ease of use, timeliness, fulfillment, playfulness as key factors of platform use. For the purpose of participation of information sharing network, they usually used internet portal-based platform and considered ease of use, system availability, fulfillment, reputation as key factors of platform use. For the purpose of participation of hybrid network, they usually used the open SNS and considered playfulness as the most important factors of platform use and privacy, ease of use, system availability as factors of platform use. This study suggest that each platform service have a different impact on each stage of purchase decision making process. It is most influence friendship network on attention stage likewise hybrid network on interest stage, information sharing network on search stage. It is possible that each social network share other information on share stage. Customer are not affected by platform on action stage.
This study aim at offering an expanded framework of platform business, examining a method of qualitative and thereby providing hypothetical proposal base on the result and implication for managers and scholars about platform business.

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