Asia pacific journal of information systems

The Korea Society of Management Information Systems (한국경영정보학회)
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A Comparative Study on the Factors Affecting the Loyalty to Cyber Communities: Focusing on Korea and India

가상공간에서의 사회적 교류가 가상공동체 몰입에 미치는 영향에 관한 연구: 한국과 인도를 비교하여

  • 김봉준 (한국전자통신연구원 정보통신서비스연구단 네트워크경제연구팀) ;
  • 정창미 (정보통신정책연구원(KISDI) 미래한국연구실) ;
  • 조남재 (한양대학교 경영대학 경영학과)
  • Published : 2004.06.30
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Abstract

Since IT industry has changed very rapidly in technology, market environments, the cyber communities raise new social space. In spite of such growth of cyber communities, academic discussion is relatively limited. This Paper suggested several factors that affect the level of participator's loyalty on cyber communities. Participator's loyalty was classified into two categories, the psychological loyalty, which measure the psychological responses, and the behavior loyalty, which measure the absorption of time, the volume and frequency of visit to cyber communities. Consequently, this research has showed social awareness about cyber community culture and suggested the strategy directions for customer-oriented cyber Community Company.

Keywords

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