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NTIS 바로가기디지털융복합연구 = Journal of digital convergence, v.14 no.9, 2016년, pp.171 - 179
여민선 (고려대학교 KU-MAGIC) , 배소영 (경희대학교 호텔관광대학)
An online community serves as a communication hub among members who desire to share their opinions and emotions. Thus, it is often utilized as a corporate or brand marketing tool. While focusing on commercial online communities from the marketing perspective, however, researchers have barely discuss...
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핵심어 | 질문 | 논문에서 추출한 답변 |
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온라인 커뮤니티는 무엇을 의미하는가? | 온라인 커뮤니티는 온라인상에서 상호작용을 하며 관계를 맺고 있는 사람이나 집단을 의미한다[1]. 사람들은 오프라인 공간에서와 마찬가지로 온라인 커뮤니티를 통해 관계를 맺은 사람들과 정보뿐만 아니라 감정까지 교류한다[2, 3, 4]. | |
온라인 커뮤니티는 무엇으로 활용되는가? | 온라인 커뮤니티는 구성원들이 의견을 공유하고 감정을 교류하는 장이다. 이는 기업이나 브랜드의 마케팅 도구로도 적극 활용되고 있다. 이에 따라 마케팅 분야에서 온라인 커뮤니티에 대한 연구가 활발히 진행되고 있으나 비영리 온라인 커뮤니티를 규명한 연구는 드물고 특히 온라인 커뮤니티를 통해 형성되는 사회자본이 구성원의 특성에 따라 달라짐을 본 연구는 거의 없다. | |
온라인 커뮤니티에 대한 몰입은 어떤 영향을 미치는가? | 사회정체성 이론에 의하면, 집단에 대해 몰입은 집단의 영속에 긍정적인 영향을 미친다고 밝히고 있다. 즉, 온라인 커뮤니티에 대한 몰입은 온라인 커뮤니티에 대한 긍정적인 태도를 유발할 수 있으며, 만족과 지속적 이용의도에도 긍정적인 영향을 미친다[25]. |
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