지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
논문 기본 정보
- 자료유형
- 학술저널
- 저자정보
- 발행연도
- 2019.10
- 수록면
- 25 - 38 (14page)
- DOI
- 10.25052/KSCM.2019.10.19.2.25
이용수
초록· 키워드
오류제보하기
This study examines the causal relationship between customer engagement, customer ROI profitability, and service coordination costs for YouTubers in the content supply chain. In particular, it examines the moderating effects of types of business (MCN or personal) and the mediating effects of customer ROI profitability on the relationship between customer engagement and service coordination costs.
The results of the analysis show that the degree of customer engagement in YouTube channels has a positive effect on customer ROI profitability and service coordination costs, and customer ROI profitability has a negative effect on service coordination costs. The relationship between the degree of customer engagement and the customer ROI profitability according to the type of business could not be confirmed, but the relationship between customer engagement and service coordination cost was confirmed. This study will contribute to the creation of added value of MCN and the establishment of MCN policy for service literature and service providers.
The results of the analysis show that the degree of customer engagement in YouTube channels has a positive effect on customer ROI profitability and service coordination costs, and customer ROI profitability has a negative effect on service coordination costs. The relationship between the degree of customer engagement and the customer ROI profitability according to the type of business could not be confirmed, but the relationship between customer engagement and service coordination cost was confirmed. This study will contribute to the creation of added value of MCN and the establishment of MCN policy for service literature and service providers.
목차
1. 서론
2. 이론적 배경 및 가설 설정
3. 실증 연구
4. 결론 및 시사점
REFERENCES
참고문헌 (46)
참고문헌 신청
Alam, I. (2002). An exploratory investigation of user involvement in new service development. Journal of the Academy of Marketing Science, 30(3), 25
Bogers, M., Afuah, A., & Bastian, B. (2010). Users as innovators: A review, critique, and future research directions. Journal of Management, 36(4), 857-875.
Cha, M., Yi, Y., & Bagozzi, R. P. (2016). Effects of customer participation in corporate social responsibility (CSR) programs on the CSR-brand fit and brand loyalty. Cornell Hospitality Quarterly, 57(3), 235-249.
Chaffey, D. (2009). E-business and E-commerce management, strategy, implementation & practice, prentice hall, 2009: E-business and E-commerce management, strategy, implementation & practice Bukupedia.
Chaffey, D., Ellis-Chadwick, F., Mayer, R., & Johnston, K. (2009). Internet marketing: Strategy, implementation and practice Pearson Education.
Bogers, M., Afuah, A., & Bastian, B. (2010). Users as innovators: A review, critique, and future research directions. Journal of Management, 36(4), 857-875.
Cha, M., Yi, Y., & Bagozzi, R. P. (2016). Effects of customer participation in corporate social responsibility (CSR) programs on the CSR-brand fit and brand loyalty. Cornell Hospitality Quarterly, 57(3), 235-249.
Chaffey, D. (2009). E-business and E-commerce management, strategy, implementation & practice, prentice hall, 2009: E-business and E-commerce management, strategy, implementation & practice Bukupedia.
Chaffey, D., Ellis-Chadwick, F., Mayer, R., & Johnston, K. (2009). Internet marketing: Strategy, implementation and practice Pearson Education.
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