• Journal of Information Technology Applications and Management
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• 제12권1호
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• pp.69-90
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• 2005

Online community as a business model has gotten much attention in online market. And it has been recognized as an increasingly important tool for better understanding and relationships with customers. Thus, There are needs for conducting researches, such as those being performed in social psychology area. Due to the lack of current researches on online community, variables that have been considered in social science and factors in relationship marketing are adopted in this study. The primary purpose of this research is to develop and test a model that explains the process of how sense of online community through relationship quality influences customer loyalty. The major findings of this study are as follows: First, sense of online community was found to have a positive influence on relationship quality. Second, relationship quality was found to have a strong positive effect on customer loyalty. Finally, relationship quality was found to have a mediation effect between the sense of online community and the customer loyalty. Implications of these findings are discussed for researchers and practitioners.

• Fashion, Industry and Education
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• 제15권1호
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• pp.1-11
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• 2017

The proliferation of social media has given rise to the new consumer group, namely, social consumers. This study identified the distinct characteristics of social consumers (i.e., online social search, online social navigation, online social connection) and examined the impacts of social consumer attributes on the engagement with fashion brands via brands' SNSs (BSNSs). A sample of 141 U.S. consumers who had browsed and/or participated in a fashion brand's BSNS (i.e., the Facebook page for fashion brands) was used to examine hypothesized relationships. The analyses involved running a confirmatory factor analysis and a structural equation modeling. The result indicates that the impacts of the social consumer attributes on the benefits of BSNSs (i.e., experiential and functional benefits) as perceived by consumers were significant, except the link between online social connection and functional benefits. In addition, consumers' existing relationship with a brand served as a moderating variable, strengthening the impacts of social consumer attributes on BSNS benefits. The perceived benefits of BSNSs positively affected perceived relationship investment which in turn influenced brand loyalty. Practical marketing suggestions are provided for fashion brands.

• International Journal of Advanced Culture Technology
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• 제7권2호
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• pp.103-112
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• 2019

Online self-disclosure was hypothesized as a mediating variable, explaining the relationship between Facebook access motivation (relationship expansion, curiosity about others' life, maintenance of social connection, social pressure from others, habitual use, impression management, searching for information, and content sharing) and Facebook addiction. Data came from 407 high school students in the Busan, and Gyeongnam provinces. Structural analysis was used to specify the relations among measured construct. Facebook access motivation of curiosity about others' life, Facebook access motivation of maintenance of social connection, Facebook access motivation of social pressure from others, Facebook access motivation of habitual use, and Facebook access motivation of impression management were significant predictors of Facebook addiction. Online self-disclosure mediates between Facebook access motivation of curiosity about others' life, Facebook access motivation of social pressure from others, Facebook access motivation of searching for information & Facebook access motivation of content sharing and Facebook addiction. Viewing online self-disclosure as a mediator has important implications for social media addiction counseling practice.

• 한국정보시스템학회지:정보시스템연구
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• 제14권2호
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• pp.191-214
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• 2005

The interests and impacts on the phenomena online are increasing, due to the development of the Internet. Above all, the importance of the online community, which is similar to the community in reality and has a feature being easily committed is on the rise. Firms are transformed into a relationship for successful e-business in line with the online community utilization, as the digitalization society develops. Hereby, this study was intended to empirically analyze the impacts of individual participatory motives (perceived usefulness, perceived. ease of use and perceived playfulness) in the online community and social influences (subjective norm, visibility and image) on the user's attitudinal and behavioral commitment. In the empirical study of this study, a questionnaire survey was conducted targeting individuals who participated in the online community, and the related data was collected through on/offline. Finally, 280 samples were used in the analysis. The results of the major hypotheses test using the covariate structural model analysis are as follows: First, there are differences in the impacts of individual participatory motives in the online community and social influence factors on the commitment. The individual participatory motives in the online community influence the behavioral commitment positively, but the social influence factors are not significant. Second, the attitudinal commitment in the online community shows a mediate effect on the behavioral commitment in the subjective norms and image variables excluding visibility. Third, the relationship between the attitudinal commitment and behavioral commitment is significant.

• 한국심리학회지 : 문화 및 사회문제
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• 제28권4호
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• pp.691-715
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• 2022

본 연구에서는 인스타그램 부계정 사용과 지각된 온라인 사회적 지지, 자기감시성, 그리고 주관적 안녕감의 관계를 살펴보았다. 더 나아가, 자기감시성과 지각된 온라인 사회적 지지의 관계를 인스타그램 계정 수가 매개하는지 알아보았다. 이를 위하여 20대 성인을 대상으로 온라인 조사 연구를 수행하였으며, 총 396명의 자료를 수집하였다. 분석 결과, 인스타그램 계정 수는 지각된 온라인 사회적 지지 및 자기감시성과 정적 상관을 보였으나, 주관적 안녕감과는 유의한 상관을 보이지 않았다. 다음으로, 자기감시성이 인스타그램 부계정 사용에 미치는 영향을 분석한 결과, 자기감시성이 높을수록 부계정을 사용할 확률이 높음을 알 수 있었다. 또한, 인스타그램 계정 수는 자기감시성과 지각된 온라인 사회적 지지의 관계를 부분 매개하는 것으로 나타났다. 즉, 자기감시성이 높을수록 인스타그램 계정이 많았으며, 많은 인스타그램 계정은 지각된 온라인 사회적 지지의 수준을 증가시키는 것으로 나타났다. 본 연구는 국내에서 최초로 인스타그램 부계정 사용과 지각된 온라인 사회적 지지, 자기감시성 및 주관적 안녕감의 관계를 확인하였으며, 자기감시성이 인스타그램 계정 수를 매개로 하여 지각된 온라인 사회적 지지로 이어지는지 탐색하였다는 데 의의가 있다. 또한, 온라인 상호 작용이 현실 세계와 어떻게 연결되는지 조명했다는 점에서 사회적 의의도 지닌다.

• 인지과학
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• 제31권3호
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• pp.55-76
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• 2020

사회성은 인간 삶의 고유 영역이자 종합적인 능력으로서 중요한 가치를 지닌다. 일반 통념상 사회성 부족이 게임 이용의 대표적인 문제점으로 지적되는 가운데, 본 문헌 고찰에서는 비디오 게임 중 온라인 비디오 게임을 대상으로 사회적 역량과의 관계를 살펴본 연구들을 분석했다. 해당 분야에는 현재 온라인 게임 안의 관계가 실제 관계를 대체하거나 보완하여 사회성 발달을 저해할 것이라는 견해와 온라인 비디오 게임이 직접적으로 사회성에 악영향을 미치지 않으며 오히려 사회적 학습의 공간을 제공함으로써 유익한 결과를 낼 수 있다는 주장이 팽팽하게 맞서고 있다. 또한 온라인 게임 이용과 심리특성 및 사회적 역량을 측정한 대규모 설문 조사에서도 게임 이용과 사회성 저하 간의 뚜렷한 관계성이 관찰되지 않았다. 이에 본 문헌 고찰 연구를 통해 온라인 게임 플레이가 사회성 저하를 초래한다는 고정관념에서 벗어날 것과 관련 연구의 타당성을 높이기 위한 노력이 필요함을 제안한다.

• Educational Technology International
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• 제22권2호
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• pp.111-137
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• 2021

Embracing the important roles of presence, this study focused on exploring how to enhance online learners' learning engagement and learning achievement in distance higher education settings. More specifically, this study examined the structural relationships among university students' teaching presence, social presence, learning engagement, and perceived learning achievement in online learning environments using structural equation modeling. Data were collected from 206 university students enrolled in online courses in the second semester of 2020 at two large universities. According to the results of the data analysis, there was a significant relationship between teaching and social presence. Teaching presence and social presence predicted learning engagement that positively affected perceived learning achievement. Teaching presence was strongly associated with perceived learning achievement while social presence had a negative impact on that. Additionally, learning engagement had a mediating effect on the relationship between teaching presence and perceived learning achievement. This study found that students who perceived higher levels of teaching and social presences tend to more engage in learning, leading to perceiving better learning achievement. The findings suggest that the design, development, and implementation of effective online instruction should be needed to promote learning engagement, which can be linked to enhancing students' learning achievement. Implications and discussion are addressed in this article.

• 한국정보시스템학회지:정보시스템연구
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• 제21권3호
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• pp.163-186
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• 2012

With the development of Internet and transition to information society, social capital is expanding to online from the traditional offline context. Especially with the widespread of social network service(SNS) the number of SNS users is increasing sharply and the importance of online social capital has been more and more significant. Most studies on social capital focused on organizational aspects but few studies have payed attention to personal aspect. Empirical studies on the relation between SNS and social capital were seldom conducted in previous studies. Based on the theory of social capital this study targets on the relationship formed through SNS and analyzes on how the relationship affects the perceived social capital. In this study 'self-presentation', 'playfulness' and 'critical mass' are posited as the antecedent factors of 'SNS usage'. This study proposes a research model to examine the effect of 'SNS usage' on 'relationship reinforcement', 'relationship building' and 'perceived social capital'. According to the results of empirical analysis, 'self-presentation', 'playfulness' and 'critical mass' can generate significant positive influence on 'SNS usage'. It also confirms not only the effect of 'relationship reinforcement' and 'relationship building' formed through SNS on 'perceived social capital' but also relationship between the social capital formation and SNS usage. The outcome obtained in this study can be applied in developing SNS services.

• The Journal of Asian Finance, Economics and Business
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• 제7권11호
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• pp.381-391
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• 2020

This research article investigates the way eWOM in social media influences the formation of destination image through development of trust and satisfaction for the potential tourist. The research involved administering an 18-point questionnaire taking online reviews, tourist involvement, and eWOM, destination image components of trust and satisfaction as variables. Data was collected from 554 individuals forming a cross-section of social media users and analyzed using multi-variate techniques (Reliability, CFA, and SEM). Results indicate a positive and significant relationship between all except online review and destination trust and satisfaction. Indirect and direct effects indicate that eWOM fully mediates the relationship between destination satisfaction and involvement and partially mediates the relationship between destination trust and involvement. In the case of online reviews, eWOM acts as a full mediator between destination trust and destination satisfaction for the future traveler using social media. The study proposes that components of image vary depending upon the degree of involvement, volume online reviews and eWOM generated also termed as 'virality' and these in turn influence the intention to revisit or recommend a destination. The study highlights its utility for National Tourist Organizations (NTOs) and online travel intermediaries to enhance destination marketing efforts.

• 유통과학연구
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• 제16권7호
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• pp.57-65
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• 2018

Purpose - Recently, internet access and social network utilization using smart phone are increasing. In such a smart environment, interactive activities such as information generation, information searching and information sending are increasing rapidly on-line environment. Therefore, consumers tend to purchase something according to eWOM and also meet the social consensus online environment. In connectivity society, consumers became accessible and engaged in the opinions of others easily. Many decisions that seem like personal decisions are actually social decisions on online connectivity. This paper seeks to explore factors that can help generate a social decision on purchasing of new products in an online environment. Research design, data, and methodology - The process of collecting a lot of wisdom and making an agreement online is called social decision. The purpose of this paper is to examine empirically the influence of factors such as online ties, online eWOM expectancy and online information behavior on online social decision. In addition, We studied online social decision by analyzing the moderating effect of new product innovation. To understand this structural relationship, research hypotheses and research models were set up and empirical analysis was conducted. In order to verify the hypothesis, 208 questionnaires were collected from the residents of Seoul city/Gyeonggi province. The answered questionnaire verifies reliability and validity using SPSS/AMOS and test hypotheses through path analysis and multiple regression analysis. Results - According to the research results, First, online ties don't have a positive impact on online social decision, Second, online eWOM expectancy have a positive impact on online social decision. Third, online information behaviors have a positive impact on online social decision. The degree of innovation of new products have a moderating effect between Independent variables of three factors and dependent variable of social decision. Conclusions - Social decisions have a positive impact on purchasing decisions about new product. There is a great significance in the fact that the online social influence and online social decision have been studied academically. It is meaningful that we have studied in depth the changing phenomenon of consumer purchase decision process in smart environment. The results of these studies provide academic and practical implications.