DOI QR코드

DOI QR Code

UCC 서비스 사이트의 정보품질 평가 모델 개발

An Evaluation Model of Information Quality of UCC Service Site

  • 강소라 (호서대학교 디지털비즈니스학부) ;
  • 김유정 (호서대학교 디지털비즈니스학부) ;
  • 이현주 (호서대학교 디지털비즈니스학부) ;
  • 문윤지 (호서대학교 디지털비즈니스학부) ;
  • 김우곤
  • Kang, So-Ra (Division of Digital Business, Hoseo University) ;
  • Kim, Yoo-Jung (Division of Digital Business, Hoseo University) ;
  • Lee, Hyun-Ju (Division of Digital Business, Hoseo University) ;
  • Moon, Yoon-Ji (Division of Digital Business, Hoseo University) ;
  • Kim, Woo-Dy (College of Business, Florida State University)
  • 투고 : 2010.06.19
  • 심사 : 2010.08.10
  • 발행 : 2010.08.31

초록

본 연구는 UCC의 서비스 품질 중에서 특히 정보품질을 측정하기에 적합한 모델을 개발하기 위해 정보 품질 측면에서 사용자의 참여, 개방 및 공유의 특성을 반영할 수 있는 측정요인들이 검증되었다. 연구방법은 기존 문헌연구만으로 정보품질 요소들을 도출될 수 없기 때문에 본 연구에서는 Focus Group Interview와 전문가 인터뷰를 통한 질적 연구 방법론에 기초해서 정보 품질 면에서의 UCC e-SQ 요소, 하위 요소와 세부 측정항목을 도출하였다. 그리고 도출된 항목은 다시 역으로 web 2.0 관련 선행연구에서 실제 그 중요성이 논의되고 있는지 다시 한번 광범위한 문헌연구를 통해 검토되었다. 마지막으로 확정된 설문 문항의 타당성과 신뢰성을 검증하기 위해 본 연구에서는 한국과 미국 대학생 집단을 대상으로 총 221부의 설문지를 수집하여 구조 방정식 모형을 이용하여 본 연구가 제안한 UCC e-SQ 측정모델을 검증하였다. 연구결과, 초기 정보품질은 3가지 1차 요인 (정보성, 신뢰성, 흥미성), 6 가지 2차 요인 (풍부성, 유용성, 신뢰성, 피드백, 흥미성, 기발성)의 39개 항목이 나타났는데, 최종적으로는 정보충분성(3항목), 정보피드백(3항목), 최신성(4항목), 정보활용성(7항목), 정확성(3항목), 정보신뢰성(4항목), 정보흥미성(8 항목)으로 나타났다. 이상의 연구결과를 바탕으로 연구의 논의와 시사점을 제시하였다.

This research was conducted to develop a model appropriate for the measurement of information quality of UCC service site. The evaluation factors that reflect more improvement of the information utilization capability were verified. Enhancement of information utilization capability can control greater amount of information among the users and site companies, and among users. Therefore, Wikipedia, for example, provides a Web 2.0 based information quality that is more advanced than Web 1.0 by allowing effective control of information among the users. This type of information quality presents 'information reliability' and 'information stability' as evaluation factors added to the factors such as 'information sufficiency' and 'information usability.' Information reliability and information stability are essential factors that need to conduct an evaluation in the Web 2.0 environment that can distribute greater number of information in the environment where all the users serve as participants. Moreover, 'interesting information' and 'originality of information' suggests that information itself should include the attributes that can attract the attention of users, due to the nature of the Attention Economics, which points out one of the Web 2.0 phenomenon that the number of information consumers is smaller than that of information suppliers.

키워드

참고문헌

  1. 이한희, 강소라, 김유정, "UCC 서비스 사이트의 신뢰가 UCC사용자에 미치는 영향," 한국콘텐츠학회 논문지, 제9권, 제12호, pp.759-776, 2009. https://doi.org/10.5392/JKCA.2009.9.12.759
  2. 이형석, 사회과학논문의 기초, 한경사, 2008.
  3. 전자신문, http//www.etnews.co.kr, 2009.
  4. Ahmad, S., "Service Failures and Customer Defection: A Closer Look at Online Shopping Experiences," Managing Service Quality, Vol.12, No.1, pp.19-29, 2002. https://doi.org/10.1108/09604520210415362
  5. Amit, R., and Zott, C.,"Value Creation in E-Business," Strategic Management Journal, Vol.22, pp.493-520, 2001. https://doi.org/10.1002/smj.187
  6. Anderson, P., "What is Web 2.0? Ideas, Technologies and Implications for Education," Joint Information Systems Committee, Retrieved from http://www.jisc.ac.uk/media/documents/techwatch/tsw0701b.pdf, 2007.
  7. Ariely, D., "Controlling the Information Flow: Effects on Consumers' Decision Making and Preferences," Journal of Consumer Research, Vol.27, No.2, pp.233-248, 2000. https://doi.org/10.1086/314322
  8. Bansal, H., McDougall,G.., Dikolli, S., and Sedatole, K. "Relating E-satisfaction to Behavioral Outcomes: An Empirical Study," The Journal of Services Marketing, Vol.18, No.4/5, pp.290-302, 2004. https://doi.org/10.1108/08876040410542281
  9. Barnes, S., and Vidgen, R., "An integrative approach to the assessment of e-commerce quality,"Journal of Electronic Commerce Research, Vol.3, No.3, pp.114-127, 2002.
  10. Bauer, C. and Scharl, A. "Acquisition and Symbolic Visualization of Aggregated Customer Information for Analyzing Web Information Systems", Proceedings of the 32nd Hawaii International Conference on System Sciences (HICSS-99). Vol.V, 1999.
  11. Dearstyne, B. W.,"Oh, My!,"Information Management Journal, Vol.41, No.4, pp.25-33, 2007.
  12. DeLone, W., and McLean, E. "Information Systems Success: The Quest for the Dependent Variable," Information Systems Research, Vol.3, No.1, pp.60-95, 1992. https://doi.org/10.1287/isre.3.1.60
  13. DeLone, W., and McLean, E. "The DeLone and McLean Model of Information Systems Success: A Ten-Year Update," Journal of Management Information Systems, Vol.19, No.4, pp.9-30, 2003. https://doi.org/10.1080/07421222.2003.11045748
  14. Devaraj, S., Fan, M., and Kohli, R. "Examination of Online Channel Preference: Using the Structure-Conduct-outcome Framework," Decision Support Systems, Vol.42, No.2, pp.1089-1103, 2006. https://doi.org/10.1016/j.dss.2005.09.004
  15. Dutta, S., and Segev, A. "Business Transformation on the Internet," European Management Journal, Vol.17, No.5, pp.466-476, 1999. https://doi.org/10.1016/S0263-2373(99)00032-8
  16. Evans P., and Wurster, T. Blown to Bits: How the New Economics of Information Transforms Strategy, Boston M.A.: Harvard Busienss School Press, 2000.
  17. Floh, A. and Treiblmaier H. " What Keeps the E-Banking Customer Loyal? A Multigroup Analysis of the Moderating Role of Consumer Characteristics on E-Loyalty in the Financial Service Industry", Journal of Electronic Commerce Research, Vol.7, No.2, pp. 97-110, 2006.
  18. Gaudin, S., Companies Failing at Online Customer Service. Retrieved from http://itmanagement.earthWeb.com/erp/article.php/1588171, 2003.
  19. Hair, J.F., Black, W.C., Babin, B.J., Anderson, R.E. and Tatham, R.L. Multivariate Data Analysis (6th Edition), Pearson, 2006.
  20. Hu, L., and Bentler, P. M. "Cutoff Friteria for Fit Indexes in CovarianceStructure Analysis: Conventional Criteria versus New Alternatives," Structural Equation Modeling, Vol.6, pp.1-55, 1999. https://doi.org/10.1080/10705519909540118
  21. Lazar, I.. "Creating Enterprise2.0 from Web2.0," Business Communications Review, Vol.37, No.8, pp.14-16, 2007.
  22. Lennon, R. and J. Harris, "Customer Service on the Web: A Cross-Industry Investigation," Journal of Targeting, Measurement and Analysis for Marketing, Vol.10, No.4, pp.325-38,2002. https://doi.org/10.1057/palgrave.jt.5740057
  23. Liu, C. and Arnett, K.P. Exploring the factors associated with Web site success in the context of electronic commerce, Information & Management, Vol. 38, pp. 23-33, 2000. https://doi.org/10.1016/S0378-7206(00)00049-5
  24. LoCascio, R., A Web Site Is Not a Vending Machine. Retrieved from http://www.clickz.com/crm/onl_cust_serv/article.php/825521, 2000.
  25. Loiacono, E., Watson, R. T., and Goodhue, D. "WebQualTM: A Web Site Quality Instrument," American Marketing Association's Winter Marketing Conference, Austin, TX, 2002.
  26. Malhotra, N. Marketing Research: An Applied Orientation (3rd ed.). Publisher: Pearson Education, 2006.
  27. Nielsen, J.. Designing for usability. Indiana: New Riders Publications, 2000.
  28. Nunnally, J. Psychometric Theory (2nd ed.), New York: McGraw-Hill, 1978.
  29. Palmer, J.W., "Web site usability, design, and performance metrics", Information Systems Research, Vol. 13, No.2, pp.151-67, 2002. https://doi.org/10.1287/isre.13.2.151.88
  30. Parasuraman, A., Zeithaml, V., and Malhotra, A. "A Multiple-Item Scale for Assessing Electronic Service Quality," Journal of Service Research, Vol.7, No.3, pp.213-233, 2005. https://doi.org/10.1177/1094670504271156
  31. Pastore, M. Online Customer Service Still Has Work to Do. Retrieved from http://cyberatlas.internet.com/markets/retailing/article/0,,6061_577051,00.html, 2001.
  32. Sprengers, J. "Objective Evaluation of Likely Usability Hazards - Preliminaries for User Testing," Rtrieved from http://www.abeleto.nl/resources/articles/objective1.html, 2004.
  33. Szymanski, D.M., and Hise, R.T. "E-satisfaction: An Initial Examination," Journal of Retailing, Vol.76, No.3, pp.309-322, 2000. https://doi.org/10.1016/S0022-4359(00)00035-X
  34. Wolfinbarger, M., and Gilly, M. "E-Tail: Dimensionalizing, Measuring and Predicting E-tail Quality," Journal of Retailing, Vol.79, No.3, pp.183-198, 2003. https://doi.org/10.1016/S0022-4359(03)00034-4
  35. Yoo, B., and Donthu, N. "Developing a Scale to Measure the Perceived Quality of an Internet Shopping Site (SITEQUAL)," Quarterly Journal of Electronic Commerce, Vol.2, No.1, pp.31-45, 2001.
  36. Yoon, S-J. "The Antecedents and Consequences of Trust in Online-Purchase Decisions," Journal of Interactive Marketing, Vol.16, No.2, pp.47-63, 2002. https://doi.org/10.1002/dir.10008
  37. Zeithamal,V., Parasuraman, A., andMalhotra, A. "Service Quality Delivery through Web Sites: A Critical Review of Extant Knowledge," Journal of the Academy of Marketing Science, Vol.30, No.4, pp.362-375, 2002. https://doi.org/10.1177/009207002236911
  38. Zeithamal,V., Parasuraman, A., andMalhotra, A., "A Conceptual Framework for Understanding e-Service Quality: Implications for Future Research and Managerial Practice," working paper, report No.00-115, Marketing Science Institute, Cambridge, MA., 2000.