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Customer Model Analysis for UCC Knowledge Sharing Service : A Case
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Eun Jung Yoon (Management Research Institute and School of Management, KyungHee University)
Kyoung Jun Lee (Management Research Institute and School of Management, KyungHee University)
Vol. 15, No. 1, Page: 15 ~ 30
Keywords
UUCC, Technology Adoption in Life Cycle, Chasm, Customer Model, Business Model
Abstract
As knowledge is now being distributed and shared through the Internet not only in the form of text but also in that of video, UCC (User Created Content) knowledge video sharing services have emerged on the Internet such as Instructables.com. This paper deals with a UCC knowledge video service in real world and reports the case of analyzing its customer model. The knowledge video sharing service can be considered as both a kind of discontinuous innovation, which requires knowledge provider's technical ability of creating and editing UCC video, and a value network, which matches UCC providers and consumers therefore brings network effect, we first adopt the Chasm theory as the base of the customer model and refine the customer model referencing the Technographics, which is also an Internet-refinement of the Chasm model. Finally, non-customer analysis of Blue Ocean strategy is applied for exploring potential customers of the service.
Show/Hide Detailed Information in Korean
UCC 지식 동영상 공유 서비스의 고객 모델 분석 사례
윤은정 (경희대학교 경영대학 & 경영연구원)
이경전 (경희대학교 경영대학 & 경영연구원)
Abstract
인터넷을 통한 지식의 유통이 텍스트 형태의 지식뿐만 아니라 동영상 형태의 지식 유통으로 진화하고 있는 상황에서, UCC 지식 동영상을 공유하는 서비스가 나타나왔다. 본 논문은 동영상 UCC를 중심으로 지식 공유를 하는 'H' 사이트의 비즈니스 모델 평가 과정에서 수행된 고객 모델 분석사례를 보고한다. UCC 지식 동영상 공유 서비스는, 텍스트 형태의 지식공유 형태를 벗어나 새로운 형태인 동영상으로 지식을 공유한다는 점에서 불연속적 혁신의 형태를 띠며, 컨텐트 제공자와 컨텐트 소비자가 상호 매개되므로 직간접적 네트워크 효과가 일어나는 Value Network라는 특성을 가진다. 이렇게 불연속적 혁신이 일어나는 Value Network의 고객 모델 분석을 위해 첨단기술수용주기 이론인 캐즘 이론과 이를 심화 발전시킨 테크노그래픽스, 그리고 블루오션 전략에서 소개된 비고객 분석을 적용하여, UCC 지식 동영상 공유 사이트인 'H'사이트의 To-Be 고객 모델을 제안한다.
Cite this article
JIIS Style
Yoon, E. J., and K. J. Lee, "Customer Model Analysis for UCC Knowledge Sharing Service : A Case", Journal of Intelligence and Information Systems, Vol. 15, No. 1 (2009), 15~30.

IEEE Style
Eun Jung Yoon, and Kyoung Jun Lee, "Customer Model Analysis for UCC Knowledge Sharing Service : A Case", Journal of Intelligence and Information Systems, vol. 15, no. 1, pp. 15~30, 2009.

ACM Style
Yoon, E. J., and Lee, K. J., 2009. Customer Model Analysis for UCC Knowledge Sharing Service : A Case. Journal of Intelligence and Information Systems. 15, 1, 15--30.
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@article{Yoon:JIIS:2009:356,
author = {Yoon, Eun Jung and Lee, Kyoung Jun},
title = {Customer Model Analysis for UCC Knowledge Sharing Service : A Case},
journal = {Journal of Intelligence and Information Systems},
issue_date = {March 2009},
volume = {15},
number = {1},
month = Mar,
year = {2009},
issn = {2288-4866},
pages = {15--30},
url = {},
doi = {},
publisher = {Korea Intelligent Information System Society},
address = {Seoul, Republic of Korea},
keywords = { UUCC, Technology Adoption in Life Cycle, Chasm, Customer Model and Business Model },
}
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%A Eun Jung Yoon
%A Kyoung Jun Lee
%T Customer Model Analysis for UCC Knowledge Sharing Service : A Case
%J Journal of Intelligence and Information Systems
%@ 2288-4866
%V 15
%N 1
%P 15-30
%D 2009
%R
%I Korea Intelligent Information System Society