• 한국IT서비스학회지
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• 제7권3호
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• pp.71-85
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• 2008

The rapid growth of blog has caused information overload where bloggers in the virtual community space are no longer able to effectively choose the blogs they are exposed to. Recommender systems have been widely advocated as a way of coping with the problem of information overload in e-business environment. Collaborative Filtering (CF) is the most successful recommendation method to date and used in many of the recommender systems. In this research, we propose a CF-based recommender system for bloggers to find their similar bloggers or preferable virtual community without burdensome search effort. For such a purpose, we apply the "Interest Value" to CF recommender systems. The Interest Value is the quantity value about users' transaction data in virtual community, and can measure the opinion of users accurately. Based on the Interest Value, the neighborhood group is generated, and virtual community list is recommended using the Community Likeness Score (ClS). Our experimental results upon real data of Korean Blog site show that the methodology is capable of dealing with the information overload issue in virtual community space. And Interest Value is proved to have the potential to meet the challenge of recommendation methodologies in virtual community space.

• 한국전자거래학회지
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• 제11권2호
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• pp.49-69
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• 2006

가상커뮤니티가 기업의 효과적인 마케팅 수단으로 인식되고 있으며, 인터넷 사용자의 인터넷 사용의 주요한 동인이 되고 있음에도 가상커뮤니티 성과의 영향요인에 관한 연구가 아직까지 활발하게 진행되지 못하고 있다. 또한 현재까지 가상커뮤니티 성과의 대표적 성과변수인 사용자 충성도에 영향을 미치는 요인에 관한 연구들은 일부요인들에 대해 진행되었으나 영향요인들을 보다 종합적으로 포함하는 연구는 시도되지 못하였다. 본 연구에서는 가상커뮤니티 성과의 영향요인에 관한 통합적인 연구모형을 제시하고 이에 대한 실증분석을 행하였다. 본 연구모형에 포함된 영향요인은 가상커뮤니티 운영요소 개인특성, 유용성, 신뢰 몰입 등 5가지 변수이며 성과변수로서는 가상공동체의식, 충성도 구매의도 등 3가지이다. 실증분석을 위한 자료 수집은 가상커뮤니티 이용자를 대상으로 설문조사를 실시하였고 292개의 유효한 응답설문으로 LISREL 분석을 이용하여 연구모형 및 가설검증을 실시하였다. 통계분석 결과 가상커뮤니티 운영요소 및 개인특성이 가상커뮤니티 성과의 영향요인이 될 수 있음을 확인하였다. 또한 매개변수들로서 유용성, 신뢰, 몰입이 유의한 것으로 분석되었으나 몰입과 충성도와의 관계는 유의하지 않은 것으로 나타났다. 마지막으로 성과 변수들 간의 인과관계가 모두 지지되었지만, 성과변수들 중 가상공동체의식의 경우는 새로운 지표의 개발이 필요한 것으로 밝혀졌다.

• 경영정보학연구
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• 제6권2호
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• pp.47-63
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• 2004

인터넷의 발달로 인해 가상공간에서 벌어지는 현상에 관한 관심과 영향력이 증가하고 있다. 그 중에서도 현실의 실제 공동체와 비슷한 가상공동체의 중요성이 커지고 있다. 그런데 가상공간 자체는 몰입하기 쉬운 특징을 고루 지니고 있다. 본 연구에서는 가상공동체의 구성원들이 가상공동체를 이용함에 있어서 몰입이 큰 역할을 한다는 것을 알아보고자 한다. 연구 결과 도전의욕, 숙련도, 지각된 현실감, 욕구충족 등의 변수들은 몰입을 통해 가상공동체의 이용에 유의한 영향을 미치는 것을 확인하였다. 단지 상호작용성은 몰입을 거치지 않고 직접 가상공동체 이용에 영향을 미치고 있었다. 이는 몰입이 가상공동체 이용에 중요한 역할을 하는 요인이라는 것을 나타내는 것이며, 또한 가상공동체가 제대로 운영되기 위해서는 상호작용에 필요한 최소한의 구성원을 확보할 필요가 있다는 것을 의미한다. 가상공동체의 운영에 있어서, 몰입을 높이는 여러 가지 방법들을 고안해서 적용한다면 가상공동체의 활성화와 성과를 높이는데 큰 기여를 할 수 있을 것이다.

• Asia pacific journal of information systems
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• 제19권1호
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• pp.63-82
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• 2009

Virtual community is a social aggregation to attain some goals in an IT-supported virtual space (Lee et al., 2002). As lots of virtual communities generate robust and reliable outputs with low control and low incentive, previous researchers was interested in the questions, "why do they participate?" or "how are they controlled?". But. as Katz (1964) said, the most important part of the high-performing organization is the behaviors of members in the organization. Therefore, this research is to examine the relationship between the performance and the behaviors of participants in the virtual community. First, we propose 6 types of behaviors related to high performance in the virtual community: 'Continuous Attendance', 'Complying with the organizational value, policies, and regulations', 'Protection', 'Suggestion for the improving', 'Self-training', and 'Favorable behavior'. The six types of behaviors are extracted from the framework of Katz (1964) and Brief and Motowidlo (1986). The reason why each behavior is positively related with high-performance is that those who continuously attend have more responsibility than temporary participants do; complying with the rules of a virtual community means that they may make more reliable outcome; 'Protection' is one of the prosocial-behaviors and those who protect the community may concern the benefit of the virtual community when they participate: those who suggest some ideas for improvement may contribute to the virtual community; 'Self-training' behavior means that participants really want to have high quality in their contribution: those who have 'Favorable attitude' consider other members in the virtual community when they participate. Then, we perform an empirical analysis with the survey from participants in the Knowledge service of Naver.com, to show those behaviors are associated with the high-performance. To make the measurement for the six behaviors, we use CVR (content validity ratio) method (Lawshe, 1975), interviewing 12 experts. The dependent variable, performance of participation, is measured by 'ratio of selected answer' given by the Naver.com. We use email survey. We sent 1200 emails to randomly selected participants in the knowledge service and received 282 responses. The results of our empirical analysis show that 4('Continuous Attendance', 'Suggestion for the improving', 'Self-training', 'Favorable attitude') are positively related to the performance, but 2('Complying with the organizational value, policies, and regulations' and 'Protection') are not significant. In line with Fitzgerald (2006), we expect that participants in the virtual community may behave similarly to employees in the off-line firms for the high performance. But 2 behaviors have different results. The reason that the 'Complying with the organizational value' behavior is not sufficiently related to performance is that the motivation of participants is more related to intrinsic pleasure or altruism than external reward. Also, the 'Protection' behavior has no significant relationship with performance, which means that the high-performing participants have little concern about the problems in the community.

• 한국전자거래학회지
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• 제14권4호
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• pp.95-118
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• 2009

온라인 공간에서의 정보 및 지식에 대한 공유활동은 매우 활발하기 진행되고 있으며, 많은 인터넷 이용자들이 자신이 필요한 정보나 지식을 카페, 블로그 등과 같은 온라인 전자공간에서 공유하며 이용하고 있다. 온라인 전자공간에서 자신이 필요한 정보나 지식을 공유하는 공간으로 사용되는 가상커뮤니티는 이용자간 온라인 커뮤니케이션 수단으로 사용될 뿐만 아니라 가상공간을 이용한 정보 및 지식공유의 장으로서 매우 중요한 역할을 하고 있다. 국내의 경우 다음, 네이버, 파란, 네이트 등 중요 포털사이트들은 사용자들의 편의제공목적은 물론이고, 주요 포털 사이트 이용자들이 가지고 있는 각종 정보 및 지식공유를 위한 수단으로 가상 커뮤니티를 이용하고 있으며, 실제로 많은 인터넷 이용자들이 자신의 관심사나 관심분야와 관련한 가상커뮤니티를 통해 많은 정보와 지식을 공유하고 있다. 가상 커뮤니티의 성공적 운영을 위한 연구들이 수행되어오고 있지만, 보다 세밀한 연구수행이 필요한 시점이며, 이에 본 연구에서는 가상 커뮤니티 이용자들이 지각한 특성들이 이용자 태도, 커뮤니티 신뢰, 만족을 경유하여 충성도에 미치는 영향력 과정을 여러 선행연구로부터 도출하고, 이를 실증적으로 검증하였다. 그 결과 가상커뮤니티 유용성과 편리성 그리고 친숙성이 이용자 태도를 경유하여 만족과 충성도에 유의적인 영향을 미친다는 점을 확인하였으며, 구성원 신뢰와 커뮤니티 명성이 커뮤니티에 대한 신뢰, 만족, 충성도에 각각 유의적인 영향을 미친다는 점을 확인하였다. 이러한 본 연구의 결과는 추후 가상커뮤니티를 운영하는 기업의 전략수립에 많은 도움이 될 것으로 기대한다.

• Journal of Information Technology Applications and Management
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• 제10권1호
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• pp.35-46
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• 2003

This study focuses on the effect of Social Scaffolding of virtual community on its growth and thrift. The research model proposed in this study is that communities, which have goof social scaffolding, tend to grow and thrive. Social Scaffolding refers to those aspects of a site Purpose, Places, Profiles, leaders, Roles, Rules, Cyclic Events, integrating with the real world, and Subgroups. The data were collected from 100 virtual communities in Daum Communications and analyzed in this study. Multiple regression is used to analyze the relationship of variables. The result is following ; purpose, loaders, rules, integrating with the real world support the effects of social scaffolding of virtual community on its growth and thrift, but profiles, roles, cyclic events do not. The result of this study implies the importance of social scaffolding of virtual community for re-searches, and developers.

• 한국주거학회논문집
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• 제19권1호
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• pp.57-66
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• 2008

In the past, strong social bands, which had spontaneous communities, existed in Korean traditional society. However, while it's developing through industrialization; monolithic apartment houses were introduced which causes less interaction between neighbors. With the growing attention to the higher living quality, various schemes to revitalize the community spirits have been groped, including to improve in hardhearted neighborhood relationships and to cope with the dreariness in the city. With the development of the internet and the spread of 'digital home', the communities in cyber space have been especially revitalized since the information-oriented society. In a move to strengthen the communities in apartment complexes, this study tries to find the revitalization scheme for virtual communities in apartment complexes by analyzing the contents of its web sites and understanding the world of virtual community. These are compared and analyzed. The related virtual communities ("cafe" or "blogs") are also analyzed. The results are as follows. 1) There are some differences among the contents provided by apartment virtual community developing companies, still, it could be categorized into four types; "apartment complex introduction and management information" "community revitalization" "living guide" "individual services" 2) The contents provided by self-organized communities of residents neither require additional charge nor special membership for information while the formation is not systematized. 3) In the comparison of apartment virtual community developing companies with residents self-organized communities, "apartment complex introduction and management information" on freeboard, notice, request and Q&A, and "community revitalization" on communication board are both provided throughout the web sites. 4) The contents provided by apartment virtual community developing companies makes the information available in a wide range with managers, on the other hand, self-organized communities emphasize on showing attachment and concern of residents and requiring communications between neighborhoods.

• 아태비즈니스연구
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• 제14권4호
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• pp.129-150
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• 2023

Purpose - This study is based on the Theory of Planned Behavior and aims to explore the decision-making mechanisms of consumers participating in value co-creation activities within virtual brand communities. Methodology - The research involved a comprehensive survey of 405 participants from various virtual brand communities. Structural Equation Modeling (SEM) was used for data analysis, applying SPSS and AMOS to test the hypotheses. The study focused on community rules and regulations, community experience and community trust. Results - The research found that community rules and regulations significantly impact subjective norms and perceived behavioral control, but not directly influence consumer attitudes. Community experience positively affected consumer attitudes, subjective norms and perceived behavioral control. Community trust was found to positively influence these aspects of consumer decision-making. However, a gap was identified in the direct influence of perceived behavioral control on actual consumer behavior. Implications - The findings of this study contribute to a more comprehensive understanding of factors affecting consumer behavior in virtual brand communities. It underscores the necessity for community managers to develop strategies that consider these internal decision-making mechanisms, facilitating more effective community engagement. The study also identifies a potential area for future research in the direct influence of perceived behavioral control on actual consumer behavior.

• 한국정보시스템학회지:정보시스템연구
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• 제33권1호
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• pp.183-205
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• 2024

Purpose This study aims to identify the factors that form the social identity of metaverse community users and to investigate the processes that influence engagement behavior. Specifically, this study is to verify the structural relationship between socio-technical factors and social identity of metaverse community. Furthermore, we would figure out the role of psychological ownership and virtual assets in engagement of metaverse community members. Design/methodology/approach Hypotheses were derived through literature research and a survey was conducted for users of the metaverse community. 357 collected responses were analyzed for the structural equitation modeling(SEM) with AMOS 24.0. Findings As a result of the study, all of the proposed hypotheses were supported. As a result, it was found that technical and social perceptions of the metaverse community platform had a positive effect on social identity. Social identity affects the intention to engage in the metaverse community through psychological ownership, and its influence is reinforced by the perceived value of virtual assets.

• 한국IT서비스학회지
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• 제13권1호
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• pp.71-86
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• 2014

This study investigated knowledge browsing behavior as the factor affecting the increase of knowledge sharing intention. To conduct this study in the specific context of knowledge seeking and sharing behavior of virtual community members, literature on knowledge seeking behavior, meta-knowledge, and knowledge sharing intention was reviewed. Structural Equation Modeling was conducted to analyze survey data to test the research model of this study. The result showed that knowledge browsing have positive effects on creating of virtual community members' subject knowledge and meta-knowledge, which, in turn, affected positively their knowledge sharing intention. One of the main contributions of this study is that knowledge seeking behavior influence one's knowledge sharing intention in a virtual community. Organization managers should consider knowledge seeking behavior as not only a self-interested, consuming activity, but also a productive one through its function of constructing subject knowledge and meta-knowledge.