• Asia pacific journal of information systems
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• v.18 no.1
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• pp.117-144
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• 2008

Lots of virtual communities and online businesses presently derive their primary sources of revenues through advertising, but nevertheless are plagued with marginal profitability though they might possess a significant user base. In the light of the need for an efficacious business model, there have been recent insights of an online community in particular reaping profits through an innovative and lucrative revenue generation method that earns by selling digital items. There have been some obvious evidences (e.g., Cyworld, SecondLife, Habo Hotel, etc.) that online communities can be profitable through their unique business model of selling digital items. However, there is lack of understanding about the motivation of purchasing digital items. This study tries to identify the main motivators of digital item purchases based on social/individual identity theory and self-presentation theory. "Digital items", otherwise known as "virtual assets", may include online avatars, accessories for the avatars, decorative ornaments like furniture, digital wallpapers, skins, background music and virtual weapons used for Internet games. These digital items are employed by users for representation and articulation in the online space, especially to create and enhance their online profiles in web pages and games. Prices for digital items typically range from a few cents to a few dollars each. Based on the theoretical framework like social identity theory and self-presentation theory, we developed the research model and proposed seven hypotheses. An analysis of 225 members of Cyworld found that digital item purchase intention in virtual world is affected by both members' need for self-presentation and need for affiliation. We also found that the need for self-presentation is significantly increased by innovativeness of members, community group norm, and community involvement. We concluded that the need for self-presentation could be a key variable for profitable business model in online community service industry. However, neither individual self-efficacy nor the need for affiliation significantly influenced the need for self-presentation which triggers purchase intention of digital items. In term of the theoretical and practical contribution, this study can be a pioneering empirical research that investigates the purchase intention of digital items based on social identity theory and self-presentation theory in the online context. Also, the findings of our study are valuable and practical for practitioners in the market who wish to adopt or improve the business model of selling digital items in an online community. From the findings, it can be seen that innovativeness of users, community group norm, and community involvement are three significant factors that influence need for self-presentation of users which ultimately leads to their intentions to buy digital items. These findings put forth that virtual community providers and online businesses selling digital items should prioritize their efforts and focus on these three factors if they want to increase the sales of these digital items and generate greater revenues. This study provides important implications for academic researchers and practitioners to understand why the community members pay money for their digital items in virtual world and how the practitioners can increase the sales of digital items in an online community. A couple of limitations of the study and future research directions are also discussed.

• Knowledge Management Research
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• v.14 no.2
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• pp.25-48
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• 2013

SNS is one of the fastest service entering in mature stage. But now there are not any empirical analysis the effect of SNS from user point of view. In this paper, we investigate the effect of self presentation on SNS to interpersonal relation and intention to use. we set online presentation self-efficacy and involvement as two antecedent factors. And we suggest that the purposes of using SNS be Image improvement and knowledge contribution. The change of interpersonal relation in offline is set a result of using SNS and a mediating variable between online self-presentation and intention to use. In the results, firstly, we confirmed that the online presentation self-efficacy and involvement are predisposing factors for online self-presentation on SNS in the positive direction. Secondly, the using SNS has significantly positive effect on the change of interpersonal relation. Especially, the improvement of interpersonal relation is originated from image improvement and knowledge contribution. Thirdly, the improvement of interpersonal relation have also significantly more higher effect on the intention of use.

• International Journal of Internet, Broadcasting and Communication
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• v.13 no.2
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• pp.127-135
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• 2021

The goal of this study was to explore the use of multiple SNS platforms and determine whether the number of used platforms affects one's online self-presentations across the said platforms and if there is any difference in one's online and offline self-presentations based on how many SNS platforms are used. This work studied online self-presentations, compared the on/offline ones and tried to find out if the inconsistencies of one's own (observer's) self-presentations both online (across platforms) and on/offline affected the observer's impression formation (likability, trustworthiness and hypocrisy) of others. The study also aimed to find out if the impression of the others' inconsistency both online and offline would differ based on the level of intimacy between the observer and the discussant. Three levels of intimacy were studied in order to do this: friends, acquaintances and strangers (online-only friends). The results showed that the more platforms people used the more inconsistent their online self-presentations got. Even though the results of the study showed barely significant relationship between the number of SNS accounts and one's online and offline self-presentation, and partial connection between observer's inconsistent self-presentations and impression formation of others, interestingly enough, the results managed to find significant differences between the impressions based on the level of intimacy between the observer and the discussants.

• Asian Journal for Public Opinion Research
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• v.10 no.3
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• pp.230-253
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• 2022

Based on Goffman's dramaturgical theory and self-objectification framework, this study examined: 1) Chinese female's WeChat self-presentation, 2) the impact of WeChat usage on female self-objectification, and 3) the impact of self-objectification on WeChat self-presentation tactics. An online survey was conducted. The main findings include: 1) most of the participants chose to beautify their pictures and videos before they posted them, 2) the respondents attached higher importance to appearance-based body attributes than competence-based ones, 3) the most frequently applied self-presentation tactic was ingratiation, 4) WeChat usage was not a predictor of Chinese women's self-objectification, and, 5) along with extroversion, self-objectification had an impact on ingratiation, supplication, self-promotion, and exemplification. Meanwhile, use of the electronic curtain and audience sifting to control who can see a post and for how long demonstrated the empowerment of the users when they conduct self-presentation.

• The Journal of Information Systems
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• v.17 no.3
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• pp.79-109
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• 2008

Cyworld was successful where others have foiled because of its unique and profitable business model that relies on the purchase of digital items and its ability to mimic and recreate aspects of face-to-face interpersonal relationships among the members of the online community. The purpose of this study is to understand how the needs for self-presentation and needs for affiliation influence digital item purchase intention, and to analyze the moderating roles of gender and purchase experience in those relationships. Based on the theoretical framework including self-presentation theory and theory of affiliation, we developed the research model and proposed ten hypotheses. A survey was conducted with 225 members of Cyworld. The research model and the related hypotheses were tested using Amos. As the result of the analysis, eight hypotheses out of ten hypotheses were supported. In particular, digital item purchase intention in virtual world was found to be affected by both members' needs for self-presentation and needs for affiliation. We also found that the needs for self-presentation is significantly influenced by innovativeness of members, self-efficacy, and group norm. Also, needs for affiliation is significantly affected by self-efficacy, group norm and perceived value. Furthermore, the results indicate that 1) moderating effects of gender on those relationship is supported; and 2) moderating effects of purchase experience is partially identified. This study provides several implications for academic community and practitioners to understand why the community members pay real money for their digital items as well as how the sales of digital items can be increased in online communities. Some study limitations and future research directions are also discussed.

• Journal of the Korean Society of Clothing and Textiles
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• v.45 no.5
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• pp.804-824
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• 2021

This study qualitatively explored the case of users utilizing multiple accounts on one social network service to create their own multiple spaces and different personas. The purpose of the study was to understand the behavior of people who use multiple accounts to express their identity online using Carl Jung's personality theory. We used in-depth interviews and the Zaltman metaphor elicitation technique (ZMET), targeting 19 people in their 20s and 30s who use more than one personal account on Instagram. Creating a shared consensus map using the configuration concept of ZMET derived six personas in relation to Instagram accounts. The motivations for the respondents' self-presentation associated with their personas and self-presentation types shown on Instagram were analyzed in terms of persona and fashion and subdivided into five dimensions: relationship management strategic presentation, self-monitoring presentation, competence demonstration presentation, anonymous presentation, and persona-centered presentation. Each respondent's persona and self-presentation formed by the Instagram account was analyzed.

• Journal of Digital Convergence
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• v.18 no.7
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• pp.149-156
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• 2020

This study investigated the key factors affecting online relational intimacy in the context of SNS. Based on the use and gratification theory, self-presentation, relationship formation and information searching were identified as the main needs of SNS usage. These needs were expected to influence online relational intimacy through user satisfaction, subjective well-being, and disclosing information behaviors. The theoretical framework was validated by a longitudinal method. Hypotheses were tested by using the partial least squares to data from 199 Facebook users. Self-presentation and information searching had a significant impact on both user satisfaction and subjective well-being. However, relationship formation did not significantly affect both user satisfaction and subjective well-being. User satisfaction had a significant direct effect only on online relational intimacy. Subjective well-beings played a significant role in enhancing both disclosing information behaviors and online relational intimacy. Finally, it has been found that disclosing information behaviors are a key factor in enhancing online relational intimacy. The results of this study are expected to provide academic and practical implications for the key antecedents of online relational intimacy.

• 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 Engineering Education Research
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• v.24 no.1
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• pp.34-45
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• 2021

This research is a case study about "Critical Thinking and Debate Education" class which was done for freshmen at the engineering college of "S" Women's University. Real time remote classes through LMS and ZOOM were the most effective tools under on-line circumstances, considering the fact that video lectures only cannot cultivate students' capabilities of critical thinking and communication. Throughout the analysis on students' self-reflection journals and lecture evaluations, this paper examined considerable future points and the pros and cons of "Critical Thinking and Debate Education" under online presentation and discussion situation. As research outputs, students told they could feel less nervousness and anxiety when they exercise and have a presentation because they could choose familiar space for them. In addition, students also told that they feel comfortable about both self-feedback and peer evaluation, repeatedly seeing the recorded video clip. However, on the contrary, sometimes students felt uncomfortable due to unstable internet connection through the online classes, and they also were regretful about the missing chances of interaction between a teacher and students and of intimate exchanges among students. They also told they had felt a kind of limit of enhancing their presentation skills just in front of the monitor. Considering these outcomes, this research paper points out that online education needs to be proceeded by strengthening multi layered feedback to students with the build-up of a non-face-to-face stable educational infrastructure, application of online instructional strategy, and utilization of YouTube platform and video contents. Through this research paper, I hope the new system of encompassing on/off line "Critical Thinking and Debate Education" and effective teaching and learning method can be developed soon by strengthening the strength of online education.

• The Journal of Information Systems
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• v.21 no.3
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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.