• 마케팅과학연구
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• 제20권1호
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• pp.98-109
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• 2010

对于品牌资产的组成, 测量和管理的研究开始于David A.Aaker (1991) 和Kevin Lane Keller(1993). 最近, 很多的研究都集中于品牌资产的组成: 品牌意识, 质量预期, 产品形象和品牌忠诚度. 本文主要针对于这些成分间相互关系, 而且特别主意产品种类(实用或者享受)的调节作用. 基于以上所提及的关系所建立的模型可以参看图1. 本文的假设如下: 顾客的品牌意识对于顾客的忠诚度和品牌形象有积极的影响; 顾客的质量预期对于品牌忠诚度和品牌形象有积极的影响; 品牌形象对于品牌忠诚度有积极影响; 这些品牌资产成分间的关系可以被产品种类所调节. 具体说明就是, 对于实用性产品, 质量预期对于品牌忠诚度的作用会增强, 而对于享受产品品牌形象对于品牌忠诚度的作用会更强. 为了确定适用于本研究的产品, 58名首尔的大学生参加了前测. 结果是计算机被选择成为实用性产品, 而牛仔裤被选定成为享受产品. 每一种产品各选择了两个品牌: 三星和惠普以及李维斯和NIX. 在研究中, 首尔地区的237名大学生回答了问卷. 研究对象被划分为两组: 一组(121名)回答关于计算机的问卷, 其他的116名回答关于牛仔裤的问卷. 搜集的数据通过AMOS 7来验证可信度, 效度以及变量间的相互关系. 验证性因子分析证明本研究的模型是可以用来进一步研究的. 品牌资产成分间的相互关系也通过AMOS 7 来验证. 结果模型的结果展现在图2中. 质量预期对于品牌的形象有积极的影响, 但是品牌意识却没有. 但是品牌意识, 质量预期, 以及品牌形象都对品牌忠诚度有积极的影响. 并且, 这些关系受到产品种类的调节. 本文的研究结果可以增进我们对于品牌资产成分间相互关系的了解, 并且可以支撑对于品牌资产的测量. 本文也对于产品种类的作用进行了阐述. 在现实的营销管理中, 这些结果可以提供一些建议来有效保持品牌资产.

• Asia pacific journal of information systems
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• 제21권3호
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• pp.71-96
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• 2011

Within the traditional medical delivery system, patients residing in medically vulnerable areas, those with body movement difficulties, and nursing facility residents have had limited access to good healthcare services. However, Information and Communication Technology (ICT) provides us with a convenient and useful means of overcoming distance and time constraints. ICT is integrated with biomedical science and technology in a way that offers a new high-quality medical service. As a result, rapid technological advancement is expected to play a pivotal role bringing about innovation in a wide range of medical service areas, such as medical management, testing, diagnosis, and treatment; offering new and improved healthcare services; and effecting dramatic changes in current medical services. The increase in aging population and chronic diseases has caused an increase in medical expenses. In response to the increasing demand for efficient healthcare services, a telehealth service based on ICT is being emphasized on a global level. Telehealth services have been implemented especially in pilot projects and system development and technological research. With the service about to be implemented in earnest, it is necessary to study its overall acceptance by consumers, which is expected to contribute to the development and activation of a variety of services. In this sense, the study aims at positively examining the structural relationship among the acceptance factors for telehealth services based on the Technology Acceptance Model (TAM). Data were collected by showing audiovisual material on telehealth services to online panels and requesting them to respond to a structured questionnaire sheet, which is known as the information acceleration method. Among the 1,165 adult respondents, 608 valid samples were finally chosen, while the remaining were excluded because of incomplete answers or allotted time overrun. In order to test the reliability and validity of the assessment scale items, we carried out reliability and factor analyses, and in order to explore the causal relation among potential variables, we conducted a structural equation modeling analysis using AMOS 7.0 and SPSS 17.0. The research outcomes are as follows. First, service quality, innovativeness of medical technology, and social influence were shown to affect perceived ease of use and perceived usefulness of the telehealth service, which was statistically significant, and the two factors had a positive impact on willingness to accept the telehealth service. In addition, social influence had a direct, significant effect on intention to use, which is paralleled by the TAM used in previous research on technology acceptance. This shows that the research model proposed in the study effectively explains the acceptance of the telehealth service. Second, the research model reveals that information privacy concerns had a insignificant impact on perceived ease of use of the telehealth service. From this, it can be gathered that the concerns over information protection and security are reduced further due to advancements in information technology compared to the initial period in the information technology industry, and thus the improvement in quality of medical services appeared to ensure that information privacy concerns did not act as a prohibiting factor in the acceptance of the telehealth service. Thus, if other factors have an enormous impact on ease of use and usefulness, concerns over these results in the initial period of technology acceptance may become irrelevant. However, it is clear that users' information privacy concerns, as other studies have revealed, is a major factor affecting technology acceptance. Thus, caution must be exercised while interpreting the result, and further study is required on the issue. Numerous information technologies with outstanding performance and innovativeness often attract few consumers. A revised bill for those urgently in need of telehealth services is about to be approved in the national assembly. As telemedicine is implemented between doctors and patients, a wide range of systems that will improve the quality of healthcare services will be designed. In this sense, the study on the consumer acceptance of telehealth services is meaningful and offers strong academic evidence. Based on the implications, it can be expected to contribute to the activation of telehealth services. Further study is needed to assess the acceptance factors for telehealth services, such as motivation to remain healthy, health care involvement, knowledge on health, and control of health-related behavior, in order to develop unique services according to the categorization of customers based on health factors. In addition, further study may focus on various theoretical cognitive behavior models other than the TAM, such as the health belief model.

• 한국간호교육학회지
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• 제3권
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• pp.78-98
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• 1997

Health education, as the most fundamental concept for national health promotion, alms for developing the self-care ability of the general public. High school days are regarded as the period when most important physical, mental and social developments occur, and most health-related behaviors are formed. School health education is one of the major learning resources influencing health potential in the home and community as well as for the individual student. High school health education in Korea has a fundamental systemic flaw in that health-related subjects are divided and taught under various subjects areas at school. In order to achieve the goal of school health education, it is essential to make a systematic assessment of the learner's concerns connected with his health and life, and the factors affecting them. So far, most of the research projects that had been carried out for improving high school health education were limited in their concerns to a particular aspect of health. Even though some had been done in view of comprehensive school health education, they failed to Include a health assessment of the learner. Therefore, in this study the high school students' concerns related to health and life were investigated in the first place on the basis of the PRECEDE model, developed by Green and others for the purpose of a comprehensive diagnostic research on high school health education. This study was done in two steps : one was the basic study for developing research instrument and the other was the main one. The former was conducted at five high schools in Seoul and Cheongju for 2 months-beginning in March, 1996. The students were asked to respond to questions related to their health and lives in unstructured open-ended question forms. On the basis of analysis of the basic study, the diagnostic instruments for the quality of life, health problems, health behavior and educational factors were constructed to be used for the collection of data for main study. An expert panel and the pilot study were used to improve content validity and reliability of the instruments. The reliability of the instruments was measured at between .7697 and .9611 by the Cronbach $\alpha$. The data for this study were collected from the sample consisted of the junior and senior classes of twenty general and vocational high schools in Seoul and Cheongju for two months period beginning in July, 1996. In analyzing the data, both t-test and $X^2$-test were done by using SAS-$PC^+$ Program to compare data between the sexes of the high school students and the types of high school. A canonical correlation analysis was carried out to determine the relationships among the diagnostic variables, and a multivariate multiple regression analysis was conducted by using LISREL 8.03 to ascertain the influences of variables on the high school students' health and quality of life. The results were as follows : 1) The findings of the hypothesis tests (1) The canonical correlation between the educational diagnosis variables and behavioral, epidemiological, social diagnosis variables was .7221, which was significant at the level of p<.001. (2) The canonical correlation between the educational diagnosis variables and the behavior variables was .6851, which also was significant (p<.001). (3) The canonical correlation between the behavioral diagnosis variables and the epidemiological variables was 4295, which was significant (p<.001). (4) The canonical correlation between the epidemiological diagnosis variables and the social variables was .6005, which was also significant (p<.001). Therefore, the relationship between each diagnosis variable suggested by the PRECEDE model had been experimentally proven to be valid, supporting the conceptual framework of the study as appropriate for assessing the multi-dimensional factors affecting high school students' health and quality of life. Health behavior self-efficacy, the level of parents' interest and knowledge of health, and the level of the perception of school health education, all of which are the educational diagnostic variables, are the most influential variables in students' health and quality of life. In particular, health behavior self-efficacy, a causative factor, was one of the main influential variables in their health and quality of life. Other diagnostic variables suggested in the steps of the PRECEDE model were found to have reciprocal relations rather than a unidirectional causative relationship. The significance of this research is that it has diagnosed the needs of high school health education by the learner-centered assessment of variety of factors related to the health and the life of the students. This research findings suggest an integrated system of school health education to be contrived to enhance the effectiveness of the education by strengthening the influential factors such as self-efficacy to improve the health and quality of the lives of high school students.

• 농촌의학ㆍ지역보건
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• 제25권1호
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• pp.113-131
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• 2000

이 연구는 일개 군 지역 농촌주민을 대상으로 한 건강증진사업 접근전략 개발을 위하여 흡연, 음주 및 운동에 대한 행태를 단계별로 그 분포를 기술함으로써 향후 건강증진사업의 기획과 평가에 적용 및 효율적이고 효과적인 건강증진사업의 접근전략 개발을 위한 기초자료를 제공하고자 시도되었다. 본 조사의 대상자는 옥천군의 30세 이상 주민 중 남성 384명(43.1%), 여성 508명(56.9%)이었다. 조사는 1999년 8월중 6일간 다단계 추출법으로 선정된 세대별로 구조화된 면담지를 이용한 직접 방문조사를 통하여 이루어졌다. 사용된 설문지는 사회인구학적 조사변수로는 성, 연령, 학력, 직업, 총수입, 결혼상태 등을 포함하였으며, 흡연과 음주 그리고 운동은 행동변화 6단계로 측정하였다. 흡연경력자의 흡연의 행동수정 변화 6단계의 분포는 남자인 경우, 계획전 단계에 50.6%, 계획 단계에 32.5%인데 반해 여자의 경우 계획전 단계 60.6%, 계획 단계 28.8%로 계획전 단계와 계획단계에 집중된 분포 양상이었다. 음주 경력자에서는 남자인 경우 계획전 단계가 72.8%, 계획단계 19.3%였으며, 여자의 경우 계획전 단계 80.3%, 계획단계 15.5%로 계획전 단계의 분포가 집중되어 있었다. 운동의 경우에도 남자가 계획전 단계가 80.6%, 유지단계 1.8%, 완료단계가 10.2%였으며, 여자의 경우 계획전 단계 87.6%, 유지단계 1.2%, 완료단계 5.3%로 계획전 단계에서는 여성이 더 높았으나 준비단계 이상의 긍정적인 단계에서는 남자가 더 많아 성별로 유의한 차이를 보였다. 따라서 성인들에서의 건강증진의 접근전략에서 위험요인별로 각기 다른 단계별 전략이 개발되어야 함을 시사하였다. 또한 특히 흡연, 음주, 운동의 건강증진 전략은 계획전 단계가 일차적으로 목표되어야 한다. 흡연과 음주 그리고 운동의 행동수정 변화 단계간에 유의한 일치도는 없었으나 상관 분석에서는 흡연과 음주, 음주와 운동이 유의한 상관을 다변수 분석에서 운동과 음주, 운동과 흡연간에 유의한 관련성을 보였다. 따라서 행동수정의 단계적 변화론 모형의 건강행태 측정에서 그 타당도가 재확인 되어야하며, 이러한 행동수정의 단계별 변화론의 적용결과는 추후 중재연구의 전향적 추적조사를 통하여 검정되어 건강행위로의 가능한 출입구(gateway)가 밝혀져야 할 것이다.

• 한국체육학회지인문사회과학편
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• 제51권3호
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• pp.373-382
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• 2012

본 연구의 목적은 신체변인과 최대하 대사반응을 이용하여 최대산소섭취량(VO₂max)을 간편하고 정확하게 추정하는 데 있다. 18~34세 남성 250명을 대상으로 추정집단(n=179)과 타당도 검증집단(n=71)으로 나누어 최대 운동부하검사를 실시하였으며 3분인 1단계와 6분인 2단계 종료 시점의 대사반응을 측정하였다. 추정 집단을 대상으로 단계선택법(stepwise method)으로 다중회귀분석 (multiple regression analysis)을 실시하였다. 단계별분석법으로 분석한 모형 1의 추정변인은 체중, 6분HR, 6분VO₂이고 R은 0.64(p<.01)이었으며 SEE와 CV는 각각 4.74, 11.7%로 나타났고(p<.01), 추정식은 VO₂max(ml/kg/min)= 72.256-0.340(Weight)-0.220(6분HR)+0.013(6분VO₂)이며 다중공선성이 나타나지 않았다. 모형 2의 추정변인은 체중, 6분HR, 6분VO₂, 6분VCO₂이고 R은 0.66(p<.01)이었으며 SEE와 CV는 각각 4.59, 11.3%로 나타났고(p<.01), 추정식은 VO₂max(ml/kg/min)= 68.699-0.277(Weight) -0.206(6분HR)+0.020(6분VO₂)-0.009(6분VCO₂)이며, 역시 다중공선성이 나타나지 않았다. 모형 1과 비교했을 때 모형 2는 상관이 더 높지만 다중공선성 측면에서는 다소 불리하게 나타났다. 모형 1과 모형 2를 교차타당도 검증집단에 적용했을 때, 측정된 VO₂max와 추정된 VO₂Max 간에 유의한 상관관계가 나타났다(R=0.53, 0.56, P<.001). 타당도 검증을 통해 유용성과 간편성을 고려하면, 본 연구에서 얻은 신체변인 및 최대하 대사반응을 이용한 추정모형들이 모두 사용가능하나 모형 2가 정확도 측면에서 다소 유리하다.

• Asia pacific journal of information systems
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• 제23권3호
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• pp.25-53
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• 2013

This study analyzes the effect of Computer Aided Innovation (CAI) to improve R&D Capabilities empirically. Survey was distributed by e-mail and Google Docs, targeting CTO of 235 SMEs. 142 surveys were returned back (rate of return 60.4%) from companies. Survey results from 119 companies (83.8%) which are effective samples except no-response, insincere response, estimated value, etc. were used for statistics analysis. Companies with less than 50billion KRW sales of entire researched companies occupy 76.5% in terms of sample traits. Companies with less than 300 employees occupy 83.2%. In terms of the type of company business Partners (called 'partners with big companies' hereunder) who work with big companies for business occupy 68.1%. SMEs based on their own business (called 'independent small companies') appear to occupy 31.9%. The present status of holding IT system according to traits of company business was classified into partners with big companies versus independent SMEs. The present status of ERP is 18.5% to 34.5%. QMS is 11.8% to 9.2%. And PLM (Product Life-cycle Management) is 6.7% to 2.5%. The holding of 3D CAD is 47.1% to 21%. IT system-holding and its application of independent SMEs seemed very vulnerable, compared with partner companies of big companies. This study is comprised of IT infra and IT Utilization as CAI capacity factors which are independent variables. factors of R&D capabilities which are independent variables are organization capability, process capability, HR capability, technology-accumulating capability, and internal/external collaboration capability. The highest average value of variables was 4.24 in organization capability 2. The lowest average value was 3.01 in IT infra which makes users access to data and information in other areas and use them with ease when required during new product development. It seems that the inferior environment of IT infra of general SMEs is reflected in CAI itself. In order to review the validity used to measure variables, Factors have been analyzed. 7 factors which have over 1.0 pure value of their dependent and independent variables were extracted. These factors appear to explain 71.167% in total of total variances. From the result of factor analysis about measurable variables in this study, reliability of each item was checked by Cronbach's Alpha coefficient. All measurable factors at least over 0.611 seemed to acquire reliability. Next, correlation has been done to explain certain phenomenon by correlation analysis between variables. As R&D capabilities factors which are arranged as dependent variables, organization capability, process capability, HR capability, technology-accumulating capability, and internal/external collaboration capability turned out that they acquire significant correlation at 99% reliability level in all variables of IT infra and IT Utilization which are independent variables. In addition, correlation coefficient between each factor is less than 0.8, which proves that the validity of this study judgement has been acquired. The pair with the highest coefficient had 0.628 for IT utilization and technology-accumulating capability. Regression model which can estimate independent variables was used in this study under the hypothesis that there is linear relation between independent variables and dependent variables so as to identify CAI capability's impact factors on R&D. The total explanations of IT infra among CAI capability for independent variables such as organization capability, process capability, human resources capability, technology-accumulating capability, and collaboration capability are 10.3%, 7%, 11.9%, 30.9%, and 10.5% respectively. IT Utilization exposes comprehensively low explanatory capability with 12.4%, 5.9%, 11.1%, 38.9%, and 13.4% for organization capability, process capability, human resources capability, technology-accumulating capability, and collaboration capability respectively. However, both factors of independent variables expose very high explanatory capability relatively for technology-accumulating capability among independent variable. Regression formula which is comprised of independent variables and dependent variables are all significant (P<0.005). The suitability of regression model seems high. When the results of test for dependent variables and independent variables are estimated, the hypothesis of 10 different factors appeared all significant in regression analysis model coefficient (P<0.01) which is estimated to affect in the hypothesis. As a result of liner regression analysis between two independent variables drawn by influence factor analysis for R&D capability and R&D capability. IT infra and IT Utilization which are CAI capability factors has positive correlation to organization capability, process capability, human resources capability, technology-accumulating capability, and collaboration capability with inside and outside which are dependent variables, R&D capability factors. It was identified as a significant factor which affects R&D capability. However, considering adjustable variables, a big gap is found, compared to entire company. First of all, in case of partner companies with big companies, in IT infra as CAI capability, organization capability, process capability, human resources capability, and technology capability out of R&D capacities seems to have positive correlation. However, collaboration capability appeared insignificance. IT utilization which is a CAI capability factor seemed to have positive relation to organization capability, process capability, human resources capability, and internal/external collaboration capability just as those of entire companies. Next, by analyzing independent types of SMEs as an adjustable variable, very different results were found from those of entire companies or partner companies with big companies. First of all, all factors in IT infra except technology-accumulating capability were rejected. IT utilization was rejected except technology-accumulating capability and collaboration capability. Comprehending the above adjustable variables, the following results were drawn in this study. First, in case of big companies or partner companies with big companies, IT infra and IT utilization affect improving R&D Capabilities positively. It was because most of big companies encourage innovation by using IT utilization and IT infra building over certain level to their partner companies. Second, in all companies, IT infra and IT utilization as CAI capability affect improving technology-accumulating capability positively at least as R&D capability factor. The most of factor explanation is low at around 10%. However, technology-accumulating capability is rather high around 25.6% to 38.4%. It was found that CAI capability contributes to technology-accumulating capability highly. Companies shouldn't consider IT infra and IT utilization as a simple product developing tool in R&D section. However, they have to consider to use them as a management innovating strategy tool which proceeds entire-company management innovation centered in new product development. Not only the improvement of technology-accumulating capability in department of R&D. Centered in new product development, it has to be used as original management innovative strategy which proceeds entire company management innovation. It suggests that it can be a method to improve technology-accumulating capability in R&D section and Dynamic capability to acquire sustainable competitive advantage.

• 지능정보연구
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• 제22권3호
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• pp.165-183
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• 2016

스마트폰을 넘어 차세대 IT 비즈니스의 주목할 만한 후보군으로 가상현실이 이슈가 되고 있다. 가상현실은 컴퓨터와 VR헤드셋을 통해 구현한 입체적인 가상공간을 제공함으로써 사용자의 시각을 완전히 장악하고, 청각, 촉각 등 오감과의 상호작용 및 음성, 동작인식 등을 통해 가상공간을 마치 현실처럼 느끼게 한다는 점에서 향후 주목할 만한 산업 분야로 떠오르고 있다. 많은 글로벌 대기업들이 가상현실과 관련한 사업에 투자를 하고 있으나 소비자의 관점에서 가상현실 관련 제품군은 아직 쉽게 접하거나 구매하기 어려운 제품군으로 인식된다. 그렇기 때문에 소비자의 태도 변화가 큰 변화가 발생되고 있지 않으며 Acception & Diffusion 모델의 초기단계에 지나지 않아 구매로 연결되지 않는 실정이다. 본 연구는 기존 선행연구의 관점을 바탕으로 가상현실 헤드기어 제품들의 판매 촉진을 위한 사용자 관점에서의 사용자 저항을 매개 변수로 저항을 감소시키고 사용 및 구매의도에 영향을 주는 선행요인들을 도출하고자 하였으며 사용자가 가지고 있는 태도에 대한 자신감에 영향을 주어 행동 의도까지 변화시키는 현상에 대한 분석을 하고자 하였다. 본 연구의 결과는 태도 자신감에 대한 사용 용이성과 사용 혁신성의 영향력을 확인할 수 있었다. 마찬가지로 사용자 혁신저항에 영향력을 주는 변수로는 가격, 심미적 외관, 즐거움, 콘텐츠 및 화질 관련 변수들을 도출하였다. 결과적으로 본 연구는 태도 자신감의 가상현실 혁신 수용에 대한 영향력을 제시하고 가격 이외 변수인 콘텐츠의 양과 저항감의 관계성을 바탕으로 관련 변수들을 제시하였다. 특히 초기 시장인 가상현실 제품의 특성에 따라 브랜드에 대한 선점효과의 필요성과 콘텐츠의 부족함 등이 실무적으로 해결해야 할 과제로서 확인되었다.

• 한국유통학회지:유통연구
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• 제17권2호
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• pp.29-62
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• 2012

최근 유통환경과 소비자 라이프스타일의 변화 속에서 단순히 제품을 판매하고 유통시키는 것에 그치는 것이 아닌 소매점자산을 증대시켜 고객을 획득하고 유지할 수 있는 차별화된 경쟁우위가 필요하게 되었으며, 이러한 대안으로 소매점 이미지의 중요성이 날로 커지고 있다. 이에 따라, 본 연구는 소매점의 이미지와 자아이미지 일치성이라는 요인과 고객기반 소매점자산과의 구조적관계를 조사하여 소비자들의 재이용의도에 어떠한 영향을 미치는지를 알아보고자 하였다. 본 연구의 가장 큰 학문적 기여점은 소매점자산에 영향을 주는 자아이미지일치성이라는 선행 요인을 찾아내는데 있으며, 또한 소매점자산이 재이용의도에 강력한 선행요인임을 확인하는데 있어서 기존의 연구들이 보여준 Second-order Construct 유형의 소매점자산척도와 결과 변수간의 단일차원 인과관계가 아닌, 소매점자산을 구성하는 각각의 요인들과 재이용의도의 좀 더 구체적인 변수간의 구조적관계를 실증할 수 있게 되었다. 본 연구는 소매점과 자아의 이미지일치성을 두 가지 차원(실제 자아이미지일치성, 이상적 자아이미지일치성)으로 나누고 소매점자산의 구성요소인 소매점인지, 소매점연상, 지각된 소매점 품질, 소매점충성도에 어떠한 영향을 미치는가를 분석하고 자아이미지일치성을 토대로 평가된 소매점자산 요인들이 소매점의 재이용의도에 미치는 영향을 분석하여 소매점의 이미지의 관리와 투자에 대한 마케팅 측면의 중요성을 제시하고 있다. 연구모델에 대한 분석결과 소매점-실제 자아이미지일치성과 소매점-이상적 자아이미지일치성 모두 모두 소매점자산 요인들에 긍정적인 영향을 미쳤으며, 그 중 이상적 자아이미지일치성이 소매점자산 요인들에 미치는 상대적인 영향력이 더 크게 나타났다. 또한 소매점자산을 구성하는 각각의 요인들은 소비자의 소매점 재이용의도에 긍정적인 영향을 주는 것으로 나타났다. 이는 타겟 소비자들의 자아 이미지와 소매점의 상징적 이미지를 일치시키는 마케팅 노력을 통해 소비자들과 소매점 사이의 강력한 감정적 결속이 형성되어 해당 소매점의 자산을 높게 평가하고 지속적인 이용의도를 가져올 수 있음을 시사한다.

• Asia pacific journal of information systems
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• 제22권3호
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• pp.53-74
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• 2012

A challenge in fostering virtual communities is the continuous supply of knowledge, namely members' willingness to contribute knowledge to their communities. Previous research argues that giving away knowledge eventually causes the possessors of that knowledge to lose their unique value to others, benefiting all except the contributor. Furthermore, communication within virtual communities involves a large number of participants with different social backgrounds and perspectives. The establishment of mutual understanding to comprehend conversations and foster knowledge contribution in virtual communities is inevitably more difficult than face-to-face communication in a small group. In spite of these arguments, evidence suggests that individuals in virtual communities do engage in social behaviors such as knowledge contribution. It is important to understand why individuals provide their valuable knowledge to other community members without a guarantee of returns. In virtual communities, knowledge is inherently rooted in individual members' experiences and expertise. This personal nature of knowledge requires social interactions between virtual community members for knowledge transfer. This study employs the social capital theory in order to account for interpersonal relationship factors and identity theory for individual and group factors that may affect knowledge contribution. First, social capital is the relationship capital which is embedded within the relationships among the participants in a network and available for use when it is needed. Social capital is a productive resource, facilitating individuals' actions for attainment. Nahapiet and Ghoshal (1997) identify three dimensions of social capital and explain theoretically how these dimensions affect the exchange of knowledge. Thus, social capital would be relevant to knowledge contribution in virtual communities. Second, existing research has addressed the importance of identity in facilitating knowledge contribution in a virtual context. Identity in virtual communities has been described as playing a vital role in the establishment of personal reputations and in the recognition of others. For instance, reputation systems that rate participants in terms of the quality of their contributions provide a readily available inventory of experts to knowledge seekers. Despite the growing interest in identities, however, there is little empirical research about how identities in the communities influence knowledge contribution. Therefore, the goal of this study is to better understand knowledge contribution by examining the roles of social capital and identity in virtual communities. Based on a theoretical framework of social capital and identity theory, we develop and test a theoretical model and evaluate our hypotheses. Specifically, we propose three variables such as cohesiveness, reciprocity, and commitment, referring to the social capital theory, as antecedents of knowledge contribution in virtual communities. We further posit that members with a strong identity (self-presentation and group identification) contribute more knowledge to virtual communities. We conducted a field study in order to validate our research model. We collected data from 192 members of virtual communities and used the PLS method to analyse the data. The tests of the measurement model confirm that our data set has appropriate discriminant and convergent validity. The results of testing the structural model show that cohesion, reciprocity, and self-presentation significantly influence knowledge contribution, while commitment and group identification do not significantly influence knowledge contribution. Our findings on cohesion and reciprocity are consistent with the previous literature. Contrary to our expectations, commitment did not significantly affect knowledge contribution in virtual communities. This result may be due to the fact that knowledge contribution was voluntary in the virtual communities in our sample. Another plausible explanation for this result may be the self-selection bias for the survey respondents, who are more likely to contribute their knowledge to virtual communities. The relationship between self-presentation and knowledge contribution was found to be significant in virtual communities, supporting the results of prior literature. Group identification did not significantly affect knowledge contribution in this study, inconsistent with the wealth of research that identifies group identification as an important factor for knowledge sharing. This conflicting result calls for future research that examines the role of group identification in knowledge contribution in virtual communities. This study makes a contribution to theory development in the area of knowledge management in general and virtual communities in particular. For practice, the results of this study identify the circumstances under which individual factors would be effective for motivating knowledge contribution to virtual communities.

• 한국문헌정보학회지
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• 제4권
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• pp.43-71
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• 1975

Operations research has developed rapidly since its origins in World War II. Practitioners of O. R. have contributed to almost every aspect of government and business. More recently, a number of operations researchers have turned their attention to library and information systems, and the author believes that significant research has resulted. It is the purpose of this essay to introduce the library audience to some of these accomplishments, to present some of the author's hypotheses on the subject of library management to which he belives O. R. has great potential, and to suggest some future research directions. Some problem areas in librianship where O. R. may play a part have been discussed and are summarized below. (1) Library location. It is usually necessary to make balance between accessibility and cost In location problems. Many mathematical methods are available for identifying the optimal locations once the balance between these two criteria has been decided. The major difficulties lie in relating cost to size and in taking future change into account when discriminating possible solutions. (2) Planning new facilities. Standard approaches to using mathematical models for simple investment decisions are well established. If the problem is one of choosing the most economical way of achieving a certain objective, one may compare th althenatives by using one of the discounted cash flow techniques. In other situations it may be necessary to use of cost-benefit approach. (3) Allocating library resources. In order to allocate the resources to best advantage the librarian needs to know how the effectiveness of the services he offers depends on the way he puts his resources. The O. R. approach to the problems is to construct a model representing effectiveness as a mathematical function of levels of different inputs(e.g., numbers of people in different jobs, acquisitions of different types, physical resources). (4) Long term planning. Resource allocation problems are generally concerned with up to one and a half years ahead. The longer term certainly offers both greater freedom of action and greater uncertainty. Thus it is difficult to generalize about long term planning problems. In other fields, however, O. R. has made a significant contribution to long range planning and it is likely to have one to make in librarianship as well. (5) Public relations. It is generally accepted that actual and potential users are too ignorant both of the range of library services provided and of how to make use of them. How should services be brought to the attention of potential users? The answer seems to lie in obtaining empirical evidence by controlled experiments in which a group of libraries participated. (6) Acquisition policy. In comparing alternative policies for acquisition of materials one needs to know the implications of each service which depends on the stock. Second is the relative importance to be ascribed to each service for each class of user. By reducing the level of the first, formal models will allow the librarian to concentrate his attention upon the value judgements which will be necessary for the second. (7) Loan policy. The approach to choosing between loan policies is much the same as the previous approach. (8) Manpower planning. For large library systems one should consider constructing models which will permit the skills necessary in the future with predictions of the skills that will be available, so as to allow informed decisions. (9) Management information system for libraries. A great deal of data can be available in libraries as a by-product of all recording activities. It is particularly tempting when procedures are computerized to make summary statistics available as a management information system. The values of information to particular decisions that may have to be taken future is best assessed in terms of a model of the relevant problem. (10) Management gaming. One of the most common uses of a management game is as a means of developing staff's to take decisions. The value of such exercises depends upon the validity of the computerized model. If the model were sufficiently simple to take the form of a mathematical equation, decision-makers would probably able to learn adequately from a graph. More complex situations require simulation models. (11) Diagnostics tools. Libraries are sufficiently complex systems that it would be useful to have available simple means of telling whether performance could be regarded as satisfactory which, if it could not, would also provide pointers to what was wrong. (12) Data banks. It would appear to be worth considering establishing a bank for certain types of data. It certain items on questionnaires were to take a standard form, a greater pool of data would de available for various analysis. (13) Effectiveness measures. The meaning of a library performance measure is not readily interpreted. Each measure must itself be assessed in relation to the corresponding measures for earlier periods of time and a standard measure that may be a corresponding measure in another library, the 'norm', the 'best practice', or user expectations.