Essays on the impact of adopting newly emerging it service platforms on consumption behavior change = 신규 IT 서비스 플랫폼 도입으로 인한 소비 행동 변화에 대한 연구

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The development of the Information technology has introduced the new IT services in various areas and the adoption of them has changed the consumption pattern of users. In these new IT platforms, people can use the resources more efficiently and purchase products in more economical way. As Rifkin said, in the age of access, the ownership of products is not necessary any more as people can consume products just by accessing them through the IT platforms. In this sense, the consumption behavior of people has changed with the adoption of newly emerging IT service platforms. This thesis investigates the impact of adopting newly emerging IT platforms or systems in the context of two different industries; music and energy In the music industry, the consumption pattern has shifted to access-based consumption, which is called online streaming service. This newly introduced IT platform is different from the previous digital downloads. Consumers do not need to own music files anymore, but they just access a music through streaming services. People may have the motivation to own CDs again to satisfy their desire for ownership. In this context, we investigate whether digital consumption has an influence on physical consumption under the existence of access-based consumption with a dataset collected from the nationwide music chart in South Korea where the spread of online streaming services has been faster than in other countries. It is found that digital consumption influences physical consumption somewhat positively under the adoption of an access-based platform. Additionally, this study demonstrates that the effect of digital consumption on physical consumption is moderated by the popularity of individual songs, and the effect is different for online streaming and digital downloads. The effect of digital consumption on physical consumption is stronger for online streaming services than for digital downloads. In the energy context, we investigate whether the adoption of an emerging home energy management system in apartment complexes influences the user’s energy consumption behavior. Previous studies mostly focused on the energy feedback, but not directly on the adoption of an energy management system. With the dataset of the electricity consumption of apartment complexes in South Korea, this study addresses the impact of the energy management system in apartment complexes, on the electricity consumption. The result suggests that the installation of energy management system reduces the electricity consumption even if it is installed by construction companies, not by individual households. Furthermore, the promotion of the home energy management system is found to be important for the successful adoption. This result provides an empirical connection between the home energy management system and residential energy conservation behavior to motivate an increase in the installation of the systems in residential buildings.
Lee, Heeseokresearcher이희석researcher
한국과학기술원 :경영공학부,
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학위논문(석사) - 한국과학기술원 : 경영공학부, 2017.2,[iv, 64 p. :]


IT Platform Adoption▼aIT System▼aConsumption Behavior▼aAccess-based Consumption▼aOwnership-based Consumption▼aMusic Streaming▼aEnergy Management System; IT 플랫폼 도입▼aIT 시스템▼a소비 행동▼a접속 기반 소비▼a소유 기반 소비▼a음악 스트리밍▼a에너지 관리 시스템

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