카노(Kano)모델을 이용한 모바일 라이브 커머스 콘텐츠 운영 전략에 관한 연구

초록

This study derived the service quality attributes of mobile live commerce content using the Kano model. First, service quality attributes of mobile live commerce content, derived using the Kano model, were classified, and satisfaction/dissatisfaction coefficients were derived to identify differences between quality attributes. In addition, the potential customer satisfaction improvement index (PCSI) was calculated to identify priorities for enhanced user satisfaction. As a result, it was found that the three quality attributes corresponding to 'economic efficiency' were the most important in providing a differentiated user experience. As a result of this analysis, it was determined that the ‘responsiveness’ of smooth customer problem should be addressed first. Based on these results, theoretical and practical implications for the operation of mobile live commerce content are presented.

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