지식경영연구 (Knowledge Management Research)
- 제15권2호
- /
- Pages.23-41
- /
- 2014
- /
- 1229-9553(pISSN)
지식정보화사회에서 요구되는 기업의 웹생산활동과 웹마케팅성과에 관한 연구
Encouraging organizational responsibility in web-based activity and evaluation of marketing performance
- 투고 : 2014.02.06
- 심사 : 2014.06.02
- 발행 : 2014.06.01
초록
Firms increasingly utilize Social Networking Service(SNS) to lead user's voluntary behavior. In the web-based environment, users show coexist loyal behavior which is represented by 'web-based pro-organization citizenship behavior' and 'anti-citizenship behavior'. To measure genuine performance of web-activity, we separated degree of compliance based on credibility, 'deep-level' and 'surface-level' to comprehend different behavior after compliance. The analysis result shows that contents credibility is important to enhance deep-level of compliance which has significant influence on web-based pro-organization citizenship behavior. Contrastively, surface-level of compliance has influence on anti-citizenship behavior. Based on the results of these analyses, the directions of web-based activities for the common good and self-interests of the stakeholders of the web-based activities will be proposed.
키워드