IT融合의 서비스 産業 應用 硏究

Abstract

The dissertation is organized with two related research questions as follows. The first study is conducted as an exploratory analysis to investigate the process effectiveness of IT convergence based service model. It is a daunting task to theorize the process effectiveness of IT convergence based service model. Despite the criticalness of investigating process enhancement impact of IT convergence based service model, the theoretical research in this field is relatively scarce, possibly due to the too wide and comprehensiveness of research scope. In this vein, we conducted preliminary exploratory analysis to understand the contributional impact of IT convergence based service model on resolving service process limitations. We first identified five IT convergence based service models in the area of typical service industry, which include entertainment, learning, location based services, tourism, and healthcare. The research model classified value creation factors of the IT convergence model in twofold. The one is defined as basic value creation factor of the IT convergence, which is treated as the second-order factor that consists of two first-order factors of mobile functionality and Internet with digital contents merging functionality. The other is defined as service process limitations resolving factor which are comprised with the two first-order factors of simultaneousity and perishability. Both the second-order factors are modeled, each respectively, with the two first-order factors in formative manner. Using PLS(Partial Least Square), empirical validation is executed to analyze each value creating factor’s contribution impact on the relative advantage, as well as the mediating effect of basic value creation factor on resolving service process limitations. On the basis of the insights revealed from this paper, further theory building research could be elaborated in the area of IT convergence applications for service industry. The second study is to analyze the synergy and contingency fit for digital convergence value attributes. In this research, we attempted to theorize the synergy effect between the value creating attributes for digital convergence model in the service industry. Our investigation is based upon contingency fit theory to understand the strategic fit for the two inherent value attributes of fixed and mobile value, as well as resolving fundamental limitations of service processes. Empirical validation of the derived research model is analyzed using hierarchical regression method. The results indicate that the relative advantage of each value creating attributes are strongly associated with the characteristics of domain service industries, and compatibility is critical to user adoption of convergent service model. Moreover, the less significant statistical impact of the synergy between mobile and fixed value attributes and others implies that each value attribute uniquely contributes to particular IT convergence model, which thereby offers critical insight that focusing the convergent value in conjunction with specific application domain is the most appealing managerial focus. The findings provide useful insight for the further research in IT based industry convergent business model areas.