Asia pacific journal of information systems

The Korea Society of Management Information Systems (한국경영정보학회)
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Affecting Factors on Commercialization of Virtual Community: The Perspective of Purchasing Intention

가상 커뮤니티의 상업화에 미치는 영향요인: 구매의도의 관점에서

  • 이종옥 (동국대학교 경영대학 정보관리학과) ;
  • 김인재 (동국대학교 경영대학 정보관리학과) ;
  • 정경미 (동국대학교 경영대학 정보관리학과)
  • Published : 2004.06.30
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Abstract

본 연구는 가상커뮤니티의 상업화에 관한 연구이다. 가상커뮤니티의 상업화에 미치는 영향요인을 문헌조사에 의하여 정리하고 가상커뮤니티 사이트를 실증 분석하였다. 공변량 구조방정식을 이용하여 연구모형을 제시하였으며 215개의 설문내용에 대해서 통계분석을 하였다. 본 연구결과는 현재 가상커뮤니티를 구축하거나, 운영중인 기업의 의사결정과 운영 전략 수립에 기여할 수 있을 뿐 아니라 가상커뮤니티의 비즈니스 모델을 제시하는데 유용한 자료가 될 것이다.

Keywords

References

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