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http://dx.doi.org/10.5392/JKCA.2016.16.10.001

Influencing Factors on Knowledge Adoption of Administrator in an Online Idea Proposal Community: Focusing on the Tourism Idea Bank of Korea Tourism Organization  

Park, Jong-Won (연세대학교 정보대학원)
Koo, Chulmo (경희대학교 컨벤션경영학과)
Yang, Sung-Byung (경희대학교 경영학과)
Publication Information
The Journal of the Korea Contents Association / v.16, no.10, 2016 , pp. 1-17 More about this Journal
Abstract
Recently, although many government agencies, including the Korea Tourism Organization, have been operating two-way interactive online idea proposal communities in order to reflect the various ideas of citizens in business, the utilization rate is still extremely low due to the lack of public's understandings and management's commitments. Therefore, based on previous studies on the characteristics of information quality, this research (1) derives key factors constituting idea quality in the context of online idea proposal communities, (2) classifies them into the content cues (value-added, relevancy, originality, and completeness) and the non-content cue (amount of writing) according to the heuristic-systematic model, and (3) finally validates how these content/non-content cues influence the knowledge adoption of administrators in an online idea proposal community. The findings of the structural equation modeling analysis with all of the 240 completed idea proposals in the 'Tourism Idea Bank' of Korea Tourism Organization reveal that, among content cues, value-added, relevancy, and originality have a significant effect on knowledge adoption. Moreover, it is also found that amount of writing as a non-content cue has a positive moderation effect on the relationships between originality and knowledge adoption.
Keywords
Idea Quality; Knowledge Adoption; Heuristic-Systematic Model; Online Idea Proposal Community; Tourism Idea Bank; Korea Tourism Organization;
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Times Cited By KSCI : 4  (Citation Analysis)
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