Journal of Digital Convergence (디지털융복합연구)

The Society of Digital Policy and Management (한국디지털정책학회)
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A Cross-Cultural Study on the Interaction of Participants in the Online Community Using Social Network Analysis

사회적 네트워크 분석을 이용한 온라인 커뮤니티의 참가자 상호작용에 대한 비교 문화적 연구

  • LEE, HYEJUN (Institute of Distribution & Franchise, Sejong University) ;
  • LEE, DONG IL (Department of Business Administration, School of Business, Sejong University) ;
  • WOO, WONSEOK (Division of International Studies, Scranton College, Ewha Womans University)
  • 이혜준 (세종대학교 유통프랜차이즈 연구소) ;
  • 이동일 (세종대학교 경영학과) ;
  • 우원석 (이화여자대학교 국제학부)
  • Received : 2015.04.23
  • Accepted : 2016.09.20
  • Published : 2016.09.28
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Abstract

The purpose of this study is to investigate the cultural difference between eastern and western culture in the online community in view of Hofstede dimensions of national culture through social network analysis. And this study tries to interpret the cultural dimensions by using social network indexes. The results show every cultural dimension offered conflicting results except uncertainty avoidance. The eastern culture shows individualism, and low power distance compared to western culture in the online community. Moreover the communication speed of eastern culture is faster than western culture. But eastern culture shows high uncertainty avoidance in the online community similar to an offline culture. This results of this study show that because of certain differences between the offline and online culture, the typical framework we use to analyze offline culture should not be applied to analyze online culture. Therefore we believe that the most important contribution of this study should be related with the finding that we need very different approach to be able to correctly understand the prevalent culture in the online community than the one that we use in the offline community.

본 연구는 Hofstede의 문화차원을 기준으로 온라인상에서의 문화적 차이를 사회 네트워크 분석을 통해 비교하는 것을 목적으로 한다. 이를 위해 동양 문화권에 속하는 한국과 영미 문화권에 속하는 미국, 영국의 온라인 커뮤니티에서 수집된 휴대폰 관련 구전 데이터를 활용하여 사회 네트워크 분석을 실시하였다. 분석결과 불확실성 회피성향을 반영하는 매개 중앙성을 제외한 모든 사회 네트워크 지표가 오프라인 상에서의 주장과 상반되는 결과를 보였다. 온라인상에서는 네트워크의 밀도와 연결 정도 중앙성, 위세 중앙성이 영미 문화권보다 한국에서 높게 나타나 한국이 영미 문화권보다 개인주의 성향이 강하고, 권력 거리가 작게 나타났다. 커뮤니케이션 속도 또한 한국보다 영미 문화권이 빠를 것으로 예상하였으나, 한국의 커뮤니케이션 속도가 영미 문화권에 비해 더 빠른 것으로 나타났다. 본 연구는 온라인상에서의 문화적 차이가 오프라인과 다르게 나타남을 발견하여 문화권에 대한 고정관념이 온라인 상에 그대로 적용되어서는 안 된다는 점을 확인함과 동시에, 온라인이 일탈의 공간으로써의 역할을 담당할 수 있음을 제시하였다. 또한 본 연구는 온라인상에서의 문화는 오프라인과는 다른 차원에서 접근할 필요가 있음을 확인하였다는 점에서 연구의 의의를 찾을 수 있을 것이다.

Keywords

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