• Korean Journal of Human Ecology
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• v.16 no.4
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• pp.783-800
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• 2007

This study examined the evaluation on the consumers' voluntary anti-sites on on-line from the people concerned, such as the people of an enterprise, a consumer organization, and the consumer. We collected the data using in-depth interview of qualitative analysis. The in-depth interviews were carried out for about two hours in each respondent. Total 15 respondents, 5 in each part of three parts such as an enterprise, a consumer organization, and the consumer, were answered a interview. The data was analysed by content analysis method. As the result of this study, the people concerned to enterprises answered that anti-sites helped the enterprises through the objective and the constructive criticism. The consumers participating in the anti-sites also answered that the existence of anti-sites helped the companies to know the complaint and the dissatisfaction with their goods or services. We suggest the followings for the desirable consumers' voluntary anti-sites through this study. First, the companies need to recognize that the anti-sites help the companies because the anti-sites give the companies the information of improving the product and the corporate management. Second, people concerned to the consumer organizations need to take a neutral role so that the consumer members of anti-sites demand a proper compensation to the companies and receive the reasonable compensation. Third, the anti-sites' managers should give information to the consumer members of the anti-sites continuously, operate the anti-sites actively such as answering a question and managing their members. Fourth, the consumer members of anti-sites should have active attitude in participating in an anti-sites from exchanging various information to uploading their information.

• Journal of Families and Better Life
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• v.25 no.4
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• pp.113-137
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• 2007

This study examined the characteristics of total consumers' anti-sites on on-line and their changes according to the establishment year of consumers' anti-sites, the activities and the evaluation of consumers' anti-sites and their differences according to the characteristics of consumers' anti-sites. Total 649 consumers' anti sites were analyzed for examining the characteristics of total consumers' anti-sites and 18 anti sites were selected for examining the activities and the evaluations of consumers' anti site. The anti sites were evaluated by the index of using in preceding research. The result showed that about 90% of total consumers' anti-site were not activated, only a few consumers participated even in the activated sites, most activity of the anti-site were operated only on on-line not off-line, over half of anti-sites targeted to the company in the type of the subject of anti-site, and the majority of the external shape of anti-site were cafe. On the change of characteristics according to the opening year, the proportion of cafe and the sites acting on both on-line and off-line were increased year by year. The number of anti-sites was decreased since 2005 and the proportion of highly activated sites was lowest in 2005. On the activity of anti-sites, the number of providing the information were more than the number of presenting the complaint among the bulletin writings. The number of the bulletin writing were more in highly activated sites than in low activated sites. most of highly activated sites were problem solving type compared to the low activated sites. The number of the bulletin writings in company anti-sites were the most among three type of subject of anti-site. The number of the bulletin writings in cafe type were more than in home-page type. On the evaluation of consumers' anti-sites, most of the sites didn't update the notices and provided incomplete information how consumers participated in the protesting movements. The highly activated sites functioned better in most parts in providing a information, connection with other consumer and site manager, management of the site.