[논문]온라인 커뮤니티에서 자기표현욕구의 영향요인과 디지털 아이템 구매의도에 미치는 효과

고준; 신선진; 김희웅

온라인 커뮤니티에서 자기표현욕구의 영향요인과 디지털 아이템 구매의도에 미치는 효과
The Antecedents of Need for Self-Presentation and the Effect on Digital Item Purchase Intention in an Online Community 원문보기

경영정보학연구 = The journal of MIS research, v.18 no.1, 2008년, pp.117 - 144

고준 (전남대학교 경영대학 경영학부) , 신선진 (세계한상문화연구소) , 김희웅 (싱가포르국립대학교 정보시스템학부)

Abstract ▼ AI-Helper

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.

주제어

질의응답

핵심어	질문	논문에서 추출한 답변
	온라인 커뮤니티의 연구를 세 가지 관점에서 보면?	온라인 커뮤니티의 연구를 종합해 보면, 크게 다음의 세 가지 관점에서 수행되고 있다. 첫째는 온라인 커뮤니티의 형성 및 유형분류에 관한 연구들이다[Hagel and Armstrong, 1997; Figallo, 1998; Kim, 2000; Wellman et al., 1996; 이재관, 2000; Muniz and O'guinn, 2001; Bagozzi and Dholakia, 2002; Fernback and Thompson, 1995; 강명수, 2005]. 이러한 연구들에서는 일정한 기준에 의하여 다양한 커뮤니티 유형들을 제시하고 있다. 둘째는 온라인 커뮤니티가 어떻게 활성화되는지에 관한 연구들이 있다[Dutton et al., 1994; Kim, 2000; 서건수, 2003; 박혜원, 2002; 문주연과 최지훈, 2003; Koh et al., 2007]. 이러한 연구들은 온라인 커뮤니티 활성화에 영향을 미치는 주요 요인들을 다루고 있다. 셋째는 온라인 커뮤니티가 어떤 과정을 통해 결과변수에 영향을 미치는지에 관한 연구로서[Davidson and Cotter, 1991; McMillan and Chavis, 1986; 고준과 김영걸, 2001; 박성연과 유승현, 2003], 문제 해결, 회원 만족, 체류시간 증가 등 활성화 과정이나 결과에 대한 내용을 파악하고자 하는 것이다.
	개인들의 업무활동 및 라이프스타일이 전통적 오프라인 활동 중심에서 사이버 활동으로 옮겨지고 있는 이유는?	정보기술의 급격한 발전과 인터넷의 빠른 확산으로 개인들의 업무활동 및 라이프스타일이 전통적 오프라인 활동 중심에서 사이버 활동으로 그 비중이 옮겨지고 있다. 또한 인터넷과 컴퓨터 네트워크의 발전은 사람들로 하여금 물리적 공간과 시간적 제약 없이 커뮤니케이션을 가능하게 하여, 컴퓨터를 매개로 공통의 목적과 유사한 관심사를 가상공간에서 형성하는 온라인 커뮤니티의 발전을 유도하였다.
	온라인 커뮤니티란 무엇인가?	전자 커뮤니티(electronic community), 가상 커뮤니티(virtual community), 실행공동체(community of practice), 컴퓨터 매개 커뮤니케이션(computer mediated communication) 등의 다양한 용어로 불리는 온라인 커뮤니티(online community)는 “구성원들이 생성한 콘텐츠에 중점을 두고 커뮤니케이션과 콘텐츠의 통합이 컴퓨터를 매개로 하여 구축된 공간[Hagel and Armstrong, 1997; Rheingold, 1993],” 혹은 “온라인 상호작용에 관계하는 사람이나 집단[Williams and Cotherel, 2000]”을 의미한다.

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표제어: PCR

동의어: Packet Collision Rate

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용어 설명: PCR은 세균 특이성이 있는 primer를 이용하여 적은 수의 세균이 있을지라도 쉽게 검출할 수 있는 유용한 방법이며, 이를 이용하여 구강 내 치면세균막이나 타액에서 직접 세균을 검출할 수 있게 되었다[8].

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