• Journal of Global Scholars of Marketing Science
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• v.10
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• pp.111-137
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• 2002

The purpose of the current study was to examined the effect of the perceived membership and social support on the members' identification in online community. The sample consisted of 189 college students in pusan, korea. The results of the study were as follows. First, the effects of perceived memberships on the online community members' identification was influenced significantly. Second, perceived social support was found to be significantly influenced on the online community members' identification. Third, community members' identification in the online was found to be significantly influenced on relationship-oriented behavior. Finally, perceived membership and social support was found to be significantly influenced on relationship-oriented behavior mediating community identification.

• Journal of the Korea Society of Computer and Information
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• v.14 no.4
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• pp.153-160
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• 2009

This study investigated what factors influence the knowledge contribution in online communities. Based on the theoretical framework like self-presentation theory and organizational citizenship behavior theory, we developed the research model and proposed four hypotheses. In order to test our hypotheses with an empirical study, we have conducted a survey which resulted in 192 valid responses in the final sample. The PLS analysis results indicate that knowledge contribution is influenced by self-presentation, innovation, organizational citizenship behavior, and affection similarity of online community users. Practical implications of these findings and future research implications are also discussed.

• Journal of KIISE
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• v.45 no.2
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• pp.165-174
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• 2018

An online community is a virtual group whose members share their interests and hobbies anonymously with nicknames unlike Social Network Services. However, there are malicious user problems such as users who write offensive contents and there may exist data fragmentation problems in which the data of the same user exists in different nicknames. In addition, nicknames are frequently changed in the online community, so it is difficult to identify them. Therefore, in this paper, to remedy these problems we propose a behavior pattern feature vectors for users considering online community characteristics, propose a new implicit behavior pattern called relationship pattern, and identify the nickname of the same user based on Random Forest classifier. Also, Experimental results with the collected real world online community data demonstrate that the proposed behavior pattern and classifier can identify the same users at a meaningful level.

• Information Systems Review
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• v.15 no.1
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• pp.69-89
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• 2013

This study examined the factors influencing participation of online community and intention of joint purchase in Korea and China. The online community member actively participate the social activities that can cause the effective communication characters and the great support of the society. In these two factors, the sense of worth related with compensation, norm, interaction, shared values will be taken as the independent variables. These variables as a parameter are related with the intention of joint purchase. To be aware of their behavior norm, interaction, compensation, shared value, these factors will be taken as predicting their behaviors in the online community and their further participating, commitment and co-shopping intention. As the results, compensation, norms, interaction, shared values had significant effects on the participation of online community, and this affected the intention of joint purchase in online community. Compensation and norm were significant in Korean sample. Implications and further direction are suggested on the base of the results.

• Management & Information Systems Review
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• v.31 no.3
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• pp.271-305
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• 2012

Due to the growing activity of online communities recently, its influence is gradually growing. Furthermore, it also has a huge effect on corporations in establishing their marketing strategy. One important aspect that occurs is that there is a high possibility that the interest of online community members, which was first organized because of a common interest, will be similar. Thus, there is a growing desire to share information and knowledge that would be mutually useful among them. Therefore, this study aims at revealing the motivation factors on why such knowledge sharing behavior occurs among online community members that are voluntarily organized. The detailed objectives of this survey is to first conduct qualitative research on online community members, and then to examine what are the motivation factors that cause knowledge sharing behavior among online community members. Second, by developing questionnaires according to the analyzed contents of the qualitative research results, the reliability and feasibility of such questions are to be verified. As a result, new motivation factor of knowledge sharing which was not suggested in the existing studies because of characteristics of online community was revealed. If the results of existing related studies and those of this study are compared, the six factors such as desire of showing off, awareness, perceived benefits, pleasure, challenge and sense of belonging except for motivator such as sense of achievement and compensation, trust are newly discovered motivators of knowledge sharing behavior.

• Proceedings of the Costume Culture Conference
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• 2004.04a
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• pp.140-143
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• 2004

최근의 비즈니스 환경에서 가장 두드러지게 나타나고 있는 특징 중의 하나는 인터넷의 보급과 발전으로 네트워크 환경이 구축되고 사이버 사회가 급속하게 발전하고 있다는 점이다. 이러한 환경에서 인터넷상에 가상의 공간과 사회가 만들어져 온라인 커뮤니티(online community)라는 개념이 생기기 시작하였다. 온라인 커뮤니티란 회원(멤버)들에 의해 이루어지는 커뮤니케티션과 이들에 의해 만들어지는 자생적인 컨텐츠(member-generated contents)의 통합이 컴퓨터를 매개로 하여 구축된 공간(Armstrong과 Hagel, 1996),또는 온라인상에서의 상호작용에 관계하고 있는 사람이나 집단(Williams와 Cotherel, 2000)을 의미한다. (중략)

• The Journal of the Korea Contents Association
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• v.10 no.12
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• pp.352-365
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• 2010

Most of studies concerned with on-line Brand community show that it makes users to increase their brand loyalty and brand attachment. But it wouldn't be explained that on-line brand community could be the field of consumer's public complaining in service failure. So, this study tried to focus the dimensions of negative emotions and customer characteristics that may cause relationship dissolutions in on-line brand community. The findings of the present study following as, high relationship quality of on-line brand community user directly effects negative emotions, especially, disappointment and betrayal. second, disappointment and betrayal influences the desire of revenge. Third, customer's negative reactions (for example, negative replies about the brand or public complaining in community) are mediated by customer's desire of revenge. The analysis was held with brand community customers who has been experienced service recently by using SPSS14K and Smart PLS 2.0. The study verified the structural equation model hypothesizing the between emotional factors and negative reactions. In conclusion, this article provides implications into understanding of customer's negative emotions and user's characteristics that cause negative reactions in on-line brand community. thus, this may allow marketers to have managerial insights on handling of on-line brand community independently operated by consumers.

• Journal of Korean Library and Information Science Society
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• v.54 no.1
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• pp.191-220
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• 2023

This research attempts to identify how members of an online community collaboratively engaged with particular social information behaviors and accomplished a defined collective action. While responding to the Sewol Ferry tragedy, MissyUSA members quickly communicated and mobilized a collective action, a full-page ad campaign in The New York Times. As a follow up study, this secondary analysis quantitatively analyzes the primary data from a previous study to explore potential relationships or underlying factors among the various identified information behaviors. In this study, nineteen of the previously identified information behaviors were analyzed using exploratory factor analysis, yielding a total of eight factors. The two major factors of shared representation/collective identification and mobilizing resources verified the findings of the previous study and are in line with the findings typical of political science. The three factors of collaborative decision-making, reaction to tension, and brainstorming were factors that maximized communication and mobilization online, without any face-to-face communication or physical organization. Three emergent factors of outburst of dissent, boycott, and planning explained how members used negative emotions of anger, referential information for boycott, and incubated next collective actions. Through exploratory factor analysis, this study verifies and expands on the findings of the previous study by identifying several emergent factors that relate to the collaborative information behaviors of an online community engaged in a collective action.

• Journal of the Korean Society of Costume
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• v.65 no.7
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• pp.101-117
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• 2015

Along with the development of overall internet service, online fashion communities appeared and have started to thrive. The growth of mobile service has led to an even bigger expansion of these communities, and will wield a strong influence for the foreseeable future. The purpose of our study is to investigate the relationship between the behavior of these fashion communities and personality characteristics of the community features. For our data analysis, our study used 302 men and women, aged from their 20's and their 40's. The study results are as follows: First, some features, such as interaction, entertainment, promotion, information, and system technique, were drawn as the factors of the online fashion communities. Second, we could divide the community behavioral types into three different groups: buyer, maven, and onlooker groups. Third, all three groups showed different community characteristics. The primary concern for the buyer group was promotion while the mavens and the on-lookers were most interested in information. Fourth, they also showed different demographic characteristics in terms of gender, age, duration of membership, on-line time per visit and number of visits per week. These results show that a new strategy is necessary for online fashion communities to differentiate themselves and their marketing to consumers and their community behavioral types.

• Journal of The Korean Association of Information Education
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• v.11 no.1
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• pp.79-89
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• 2007

Considering the continuous increase of teenagers' Internet use and the high rate of their participation in online communities, educators need to devote efforts to minimize the negative function of teenagers' Internet use and to guide them to experience positive aspects of Internet. Through activities in online communities, teenagers can experience various socialities and explore their self-consciousness. However, on the other hand many communities do not provide teenagers with considerate care. This may cause conflict in their sense of value and mislead them. Through this study, online learning community is designed and developed, which can reflect teenagers' various needs and connect their needs with learning experiences. The community consists of the following categories: 'about e-Tivity'(community vision, general information, list of activities, Q&A), 'activity space for teens'(event hall, data park, e-Tivity center), 'administrative space for teachers and managers'(research room, management room), and 'teen's private space'(my room, my avatar).