• Asia pacific journal of information systems
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• v.14 no.2
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• pp.151-172
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• 2004

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.

• 한국IT서비스학회:학술대회논문집
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• 2007.05a
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• pp.467-473
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• 2007

사용자의 가상커뮤니티 활동성이 기술 수용에 미치는 영향을 P2P시스템의 파일공유서비스를 중심으로 알아보려고 한다. P2P시스템 재사용의도가 커뮤니티 활동성과 몰입에 의해 영향을 받을 것이라는 강한 추측에도 불구하고 이를 반영한 연구는 아직 없었다. 따라서 본 연구는 사용자의 가상커뮤니티 활동성이라는 개념을 새롭게 도출하고, 사용자의 가상커뮤니티 활동성이 어떠한 경로로 P2P시스템 재사용에 영향을 주고 있는가를 실증적으로 검증하는 것을 목적으로 한다.

• 한국IT서비스학회:학술대회논문집
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• 2006.05a
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• pp.78-87
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• 2006

본 연구에서는 가상커뮤티니 성과의 영향요인들에 관하여 보다 포괄적이고 객관적으로 파악할 수 있도록 (1)가상커뮤니티 성과의 영향요인에 관한 현재까지의 대부분의 연구에 대한 이론적 고찰을 통해 (2)가상커뮤니티 성과의 영향요인에 관한 12개의 변수와 51개의 측정지표를 도출하였으며, (3)가상커뮤니티 사용자들에 대한 설문조사와 Lisrel 분석을 통하여 도출된 연구모형을 실증적으로 검증하였다.

• The Journal of Society for e-Business Studies
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• v.11 no.2
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• pp.49-69
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• 2006

The virtual community has been recognized as an effective marketing tool and has been an important motive of using internet to Internet users, but very few attempts have been done for the development of virtual community success. Although many studies have been made on influencing factors of virtual community success, the comprehensive studies have never been done so far. Therefore, this study focused on developing the comprehensive model and verifying empirically. This study proposed five influencing factors(Virtual Community Operational factor, Characteristics of Users, Usefulness, Trust, Commitment) that affect virtual community success and three success factors(Sense of Virtual Community, Loyalty, Purchasing Intention) by carrying out literature review extensively and suggesting the relationship among factors. The relationship among factors were empirically validated by structural equation modeling. The data used in this study were collected from 292 users of the existing virtual communities. As the result of statistical analysis. It was found that Virtual Community Operational Factor and Characteristics of Users statistically significantly influenced Virtual Community Success. Also, it was shown that the intervening effects of Usefulness, Trust and Commitment were statistically significant, but that the relationship between commitment and Loyalty was not statistically significant. Finally, it turned out that the causality among success variables of Virtual Community was supported, but that sense of Virtual Community was required to be measured by new measurements.

• The Journal of Society for e-Business Studies
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• v.14 no.4
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• pp.95-118
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• 2009

Virtual community, which is formed on the internet, is expected to serve the needs of members for communication, information, and knowledge sharing. The executives of organizations should consider operating strategy of virtual community as a new innovation or knowledge pool since members share knowledge. However, many virtual community have failed due to members' low willingness to engage and furthermore to share knowledge with other members. Thus, there is a need to understand and foster the determinants of members' loyalty in virtual community. The objective of this study is to develop an integrated model designed to investigate and explain the relationships between contextual factors, personal perceptions of virtual community, usefulness, ease of use, familiarity, members' trust, reputation, community trust, attitude, satisfaction and loyalty. Empirical data was collected from 286 internet users and tested using structural equation modeling to verify the fit of the hypothetical model. The results show that the usefulness, familiarity significantly influences attitude and members' trust is significantly influence the community trust. And I confirmed that ease of use and attitude play the role of determinants in making the satisfaction, community trust and reputation influence the satisfaction that have the direct effect to making the loyalty. The results of the study can be used to identify the loyalty in virtual community. By investigating the impacts of contextual factors and personal perceptions on virtual community, the integrated model better explains behavior than other proposed models. This study might help executives of virtual communities and organizations to manage and promote community trust, attitude, satisfaction to stimulate members' willingness to revisit the community and futhermore enhance their virtual community loyalty.

• Proceedings of the Korea Society of Information Technology Applications Conference
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• 2007.11a
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• pp.92-92
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• 2007

• Proceedings of the Korea Multimedia Society Conference
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• 2003.05b
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• pp.541-545
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• 2003

인터넷 사용자수의 폭발적인 증가로 가상공간 내에서의 커뮤니티 또한 새로운 생활공간으로 자리 잡아 가고 있다 그런데 사용자들이 자주 찾을 수 있는 가상 커뮤니티 설계를 위해서는 전통적인 전산학 연구 방법들의 목표라 할 수 있는 효율성 측면이나, 초기 HCI 연구의 주류를 이룬 사용성, 편리성의 차원을 넘어서서, 사회적 정서적 측면 등 더욱 복잡한 내용들이 고려되어져야 한다. 본 논문은 인제 대학교 컴퓨터광학부 학생들의 telnet기반 BBS ('라이크')와 학부 홈페이지 사용에 관련하여 실시한 인터뷰 연구 결과를 소개한다. 이를 통해 사용성을 넘어서 가상 커뮤니티 설계에 요구되어지는 다양한 측면들을 논의하고, 앞으로의 연구 방향을 생각해 보고자 한다.

• Proceedings of the Safety Management and Science Conference
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• 2000.11a
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• pp.171-175
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• 2000

가상 커뮤니티는 짧은 기간에 많은 사용자들을 불러모으면서 대량의 트래픽을 발생시킬 수 있기 때문에 비즈니스적 기회를 창출할 기회가 빨리 다가온다. 하지만 많은 사용자들을 확보하는 것이 이러한 사용자들을 대상으로 수익모델을 창출하는 것을 의미하지는 않으므로 많은 운영자들이 경제적 면에서 어려움을 겪고 있다. 그래서 가상 커뮤니티에서 수익을 이끌어내기 위해서는 커뮤니티 운영자의 체계적인 경영전략이 뒤따라야 하며, 회원들이 거부감을 느끼지 않도록 자연스럽게 수익모델로 연결시켜야 한다는 힘겨운 과제가 놓여있다. 따라서 본 연구에서는 이러한 가상 커뮤니티의 전략적 구축, 운영 및 성장 방법에 대해서 분석하고 커뮤니티의 특성에 맞는 다양한 수익모델들을 제시하여 이를 바탕으로 사례에 대한 적용안을 마련해 본다.

• Korean journal of communication and information
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• v.30
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• pp.7-33
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• 2005

This study examined the type of needs involved in the activities of a virtual community and the impart of gender on online participants' needs and 'perceived control behavior'. In addition, the study tried to figure out how people behave on certain factors. The survey was conducted to 230 local students who have experienced online community activities. The study results showed there were three factors related to a virtual community, 'relational need', 'entertainment need', 'instrumental need'. There was, however, no significant effect between gender and the type of needs, and between gender and 'perceived behavior control'. The results also showed that 'entertainment need' is the most important factor to predict a virtual community participation. This might not Imply the improvement of information technologies helps us return to the communities in which Individuals have a close and affectionate relationship each other.

• Journal of Korea Society of Industrial Information Systems
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• v.13 no.3
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• pp.38-53
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• 2008

This study focuses on identifying motivation factors affecting knowledge sharing behavior in virtual communities. To achieve this research objective, a research model has been developed through two major coordinated theories such as social cognitive theory(self-efficacy and community-related outcome expectation) and social exchange theory (codification effort, image, reciprocity, and enjoyment in helping others). 246 samples have been collected and simple regression and multiple regression methods have been used for empirical analysis. The research result is that self-efficacy has a positive influence on image, reciprocity, enjoyment in helping others, and community-related outcome expectation and thus this result reveals that self-efficacy indirectly affects knowledge sharing behavior. Among the antecedents of knowledge sharing behavior, codification effort, enjoyment in helping others and community-related outcome expectation are significant, but image and reciprocity are not. The research results help to derive practical strategic implications related to knowledge sharing to activate a virtual community.