• Management & Information Systems Review
• /
• v.29 no.2
• /
• pp.27-52
• /
• 2010

Research on the user motivation of online brand community, the flow, community identification, brand attachment and the structural relationships between them This study is focused on the utilization motives of online brand community (emotional motivation, social motivation, informational motives), and their influences on each motivation on the flow and structural relationships between the brand identification and attachment. For the research, hierarchical chi-squal analysis, was used among Structural Equation Models, to statistically verify the size between the two paths. First, the research has proven the positive influence of user motivation of online brand community on flow. Especially on this research, user motivation of online brand community on flow was divided and analyzed into three motivations; emotional motivation, social motivation, informational motivation, the social and emotional motivation are proven to have the biggest influence on the flow and informational motivation has comparatively low influence on the flow. Secondly, this research will prove that the type of flow built on user motivation of online brand community can give positive influence on community identification and brand attachment. And third, the influence of community identification on brand attachment is very high on the flow. Result will clearly shows the flow built on user motivation of online brand community can help build brand attachment through community identification.

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

• Proceedings of the Korea Contents Association Conference
• /
• 2019.05a
• /
• pp.37-38
• /
• 2019

최근 인터넷 기반의 웹 2.0의 시작으로 정보나 콘텐츠를 누구나 이용할 수 있는 인터넷환경이 제공되었다. 특히 소셜미디어를 통해 빠르게 공통관심사를 공유할 수 있는 커뮤니티를 구성하고 있으며, 온라인에서의 공동체는 개인의 정체성과 집단적 정체성을 교차하는 영역을 이루고 있다. 이러한 온라인 공동체에서 팬덤은 참여가 높고 사적 수준에서 결속력이 강한 공동체를 형성하는 집단이라고 할 수 있다. 본 연구는 이러한 문화 현상에서 유대관계가 강하게 형성된 '팬덤'이라는 이용자를 대상으로 이용동기 요인과 이에 따른 스타와의 상호작용을 통해 형성되는 커뮤니티의 충성도에 어떠한 영향을 미치는가를 알아보고자 한다. 커뮤니티 사례의 내용분석을 통해 팬덤의 일반화된 이용동기에 관해 살펴봄으로써 커뮤니티의 사용자 측면에서 시사점을 제시하고자 하였다.

• Journal of Digital Convergence
• /
• v.15 no.1
• /
• pp.97-108
• /
• 2017

Web 2.0 paradigm and technologies allow users to contribute their information voluntarily and actively to online community. This paper aims to investigate key determinants of information contribution in online communities. We come up with the research model and proposed hypotheses on the basis of intensive literature review on motivation theory, information literacy, and self expression. Using survey response date collected from those who have ever experienced in uploading or providing information on online community such as social media. A total of 262 survey responses were used to test research hypotheses. The results show that self expression motive influences on information representation capability(IRC) and information contribution. The impact of Information literacy on IRC is found to be significant, and IRC is positively related to information contribution. In addition, approval motive is proven to be key determinant of IRC and information contribution. Some practical implications of these findings are discussed.

• Journal of Korea Game Society
• /
• v.20 no.1
• /
• pp.67-82
• /
• 2020

This study looked at the influence of MMORPG's motivation on interpersonal competence through MMORPG's social usage. For this, 496 surveys were retrieved. As a result, the social usage of MMORPG was completely mediated in the relationship between motivation and interpersonal competence. The social usage of MMORPG has a positive full mediation effect on the relationship between the social relationships motivation and the interpersonal competence. And Immersion/Escapism motivation, the social usage of MMORPG has reduced the negative effect on the interpersonal competence.

• Proceedings of the Korea Information Processing Society Conference
• /
• 2023.11a
• /
• pp.1090-1091
• /
• 2023

최근 자동차와 항공 산업에서는 승객들의 편의에 맞추어 엔터테인먼트 서비스를 선보이고 있다. 선행 연구에 따르면, 이동 시간대 스마트폰으로 프로그램을 이용하는 동기로는 '오락용'(19.8%), '소통용(SNS)'(18.8%), '정보용'(15.0%), '게임용'(6.8%)로 전체의 60.4 %를 차지한다. 이는 콘텐츠와 커뮤니티 이용 및 정보탐색 등으로 이동 중 지루한 시간을 해소한다는 유의미한 통계를 보여준다. 해상 분야에서도 정보와 오락 기능을 결합해 편리한 항해를 지원할 필요가 있다고 사료된다. 본 논문은 인터넷 통신이 어려운 선박에서도 무선 통신망을 이용하여 미디어 콘텐츠 및 커뮤니티 활성화뿐만 아니라 안전사고 발생 시 신속하고 정확한 정보 전달 등을 목표로 삼는 선박 인포테인먼트 시스템을 제안하고자 한다.

• Journal of Digital Convergence
• /
• v.20 no.5
• /
• pp.221-226
• /
• 2022

The purpose of this study is to explore the differentiated motivations of users of live commerce by focusing on the entry into untact consumption culture. In addition, we intend to verify the mediating effect of engagement in the relationship between the motivation and attitude of live commerce use. As for the research method, an online survey was conducted targeting live commerce users, and 245 valid samples were used for analysis. For data analysis, frequency analysis, exploratory factor analysis, reliability analysis, multiple regression analysis, and mediation regression analysis were performed. As a result of the analysis, the motivation for using live commerce was derived from four factors: Enjoyment of interaction, Substitutability of personal examination, Need for community, Trend setting. And Engagement was found to have a significant effect on attitude. Finally, engagement was found to have a partial mediating effect in the relationship between the motivation and attitude of live commerce use. The research results will provide implications for understanding non-face-to-face consumption culture and establishing effective strategies for the live commerce industry in the future.

• Proceedings of the Korea Information Processing Society Conference
• /
• 2016.10a
• /
• pp.323-326
• /
• 2016

웹 서비스를 기반으로 이루어진 MOOC(Massive Open Online Course)는 대규모 학습자에게 공개된 온라인 교육이다. MOOC는 교수와 학습자 사이 커뮤니티를 통해 상호 참여적으로 수업을 진행한다. 그러나 무료로 강의를 들을 수 있고 성적을 내지 않기 때문에 학습자들에게 큰 동기 부여가 되지 않아 등록하는 학습자는 많지만 수료하는 학습자는 현저히 적게 나타났다. 본 논문은 이러한 문제 해결 방안 마련을 위해 KDD Cup 2015에서 제공한 MOOC 데이터를 통해 중도 포기와 관련된 변수들을 선정하였으며, Decision Tree, KNN, Logistic Regression, Naive Bayesian, SVM, Neural Network인 6가지 머신 러닝 알고리즘을 통해 데이터 예측의 정확률을 확인하였다. 그 결과 Naive Bayesian이 89.3%로 가장 높은 정확률을 보였다. 본 연구를 통해 중도포기를 정확히 예측하며, 향후 학습자들에게 특정 동기부여의 효과로 학습을 수료하는 결과를 기대할 수 있다.

• The Research Journal of the Costume Culture
• /
• v.26 no.6
• /
• pp.951-965
• /
• 2018

The purpose of this study was to investigate the effect of perceived risk, community usage motive, and price sensitivity of customers who purchase children's wear directly from overseas on customer satisfaction. Specifically, this study is aimed at verifying the moderating effect of price sensitivity when perceived risk and community usage motive significantly influence customer satisfaction. A survey was conducted among consumers who experienced directly purchasing children's wear from overseas and engaging in communities. A total of 415 questionnaires were distributed, which 41 responses were insincere and excluded; thus, 374 responses were analyzed. Results of this study are as follows. First, the analysis on how perceived risk and community usage motive influence customer satisfaction reveals the significant influence of economic and social psychological risk on customer satisfaction. Moreover, informational, recreational, and social emotional usage motive have a significant influence on customer satisfaction. Second, the effect of perceived risk and community usage motive on customer satisfaction based on different levels of price sensitivity was verified. As a result, delivery and economic risks affect customer satisfaction for consumers with high price sensitivity. Moreover, recreational usage motive has a significant influence on customer satisfaction for high price sensitive consumers. In conclusion, perceived risk negatively impacts customer satisfaction. Therefore, it is essential to provide a system that can reduce the perceived risk of consumers who purchase children's wear directly from overseas.

• The Journal of Society for e-Business Studies
• /
• v.27 no.2
• /
• pp.79-103
• /
• 2022

COVID-19 is forcing people to minimize face-to-face networking activities between members of society, and they are increasing their use of online platforms. In particular, interest in the metaverse, a virtual community with enhanced realism, is growing. Specifically, this study suggests a mechanism to improve the intention to continuous use of metaverse users by using the self-determination theory, and confirms that trust between metaverse members moderates the relationship between self-determination and intrinsic motivation. We obtained 353 samples through a questionnaire targeting those who have used metaverse and verified the hypothesis through structural equation modeling. As a result of the analysis, individual self-determination of the metaverse formed intrinsic motivation such as identification and enjoyment, which affected the intention to continue use, and the trust of metaverse members partially moderated the relationship between self-determination and motivation. The result contributes to the sustainability of the metaverse platform by suggesting an approach to users and the environment to improve the intention of continuous use of metaverse.