The Journal of Society for e-Business Studies (한국전자거래학회지)

Society for e-Business Studies (한국전자거래학회)
권호 표지

Operation Strategy in Online Knowledge Sharing Community

지식공유 목적의 가상 커뮤니티 운영전략에 관한 연구

  • 이국용 (전북대학교 상과대학 경영학부)
  • Published : 2009.11.30
Download PDF
⟨ Previous Next ⟩

Abstract

Virtual community, which is formed on the internet, is expected to serve the needs of members for communication, information, and knowledge sharing. The executives of organizations should consider operating strategy of virtual community as a new innovation or knowledge pool since members share knowledge. However, many virtual community have failed due to members' low willingness to engage and furthermore to share knowledge with other members. Thus, there is a need to understand and foster the determinants of members' loyalty in virtual community. The objective of this study is to develop an integrated model designed to investigate and explain the relationships between contextual factors, personal perceptions of virtual community, usefulness, ease of use, familiarity, members' trust, reputation, community trust, attitude, satisfaction and loyalty. Empirical data was collected from 286 internet users and tested using structural equation modeling to verify the fit of the hypothetical model. The results show that the usefulness, familiarity significantly influences attitude and members' trust is significantly influence the community trust. And I confirmed that ease of use and attitude play the role of determinants in making the satisfaction, community trust and reputation influence the satisfaction that have the direct effect to making the loyalty. The results of the study can be used to identify the loyalty in virtual community. By investigating the impacts of contextual factors and personal perceptions on virtual community, the integrated model better explains behavior than other proposed models. This study might help executives of virtual communities and organizations to manage and promote community trust, attitude, satisfaction to stimulate members' willingness to revisit the community and futhermore enhance their virtual community loyalty.

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.

Keywords

References

  1. 고일상, 최수정, "인터넷 쇼핑몰에서 신뢰와 친밀감이 고객충성도에 미치는 영향에 관한 연구", 경영정보학연구, 제15권, 제3호, 2005, pp. 187-207.
  2. 배병렬, LISREL 구조방정식모델-이해 활용 및 프로그래밍-, 청람, 2006.
  3. 서건수, "인터넷 커뮤니티의 특성과 개인 특성이 사용자 충성도에 미치는 영향", 경영정보학연구, 제13권, 제2호, 2003, pp. 1-21.
  4. 이국용, "가상커뮤니티 지각특성이 이용자 만족과 몰입행동에 미치는 영향", 경영연구, 제20권, 제2호, 2005, pp. 47-71.
  5. 이국용, 형성우, 박경수, "웹사이트 계속적 이용에 있어 신뢰와 태도의 매개효과 연구", 한국경영과학회지, 제30권, 제2호, 2005, pp. 81-104.
  6. Bagozzi, R. P. and Dholakia, U. M., "Intentional Social Action in Virtual Communities," Journal of Interactive Marketing, Vol. 16, No. 2, 2002, pp. 2-21. https://doi.org/10.1002/dir.10006
  7. Bauer, H. H., Grether M., and Leach M., "Building Customer Relations over the Internet," Industrial Marketing Management, Vol. 31, 2002, pp. 155-163. https://doi.org/10.1016/S0019-8501(01)00186-9
  8. Byrne, B. M., Structural Equation Modeling with AMOS-Basic Concepts, Applications, and Programming, Mahwah, NJ：Lawrence Erlbaum Associates, 2001.
  9. Casalo, L., Flavian, C., and M. Guinaliu, "The role of perceived usability, reputation, satisfaction and consumer familiarity on the website loyalty formation process," Computers in Human Behavior, 24, 2008, pp. 325-345. https://doi.org/10.1016/j.chb.2007.01.017
  10. Casalo, L. C., Flavian, C., and Guinaliu, M., "Promoting Consumer's Participation in Virtual Brand Communities：A New Paradigm in Branding Strategy," Journal of Marketing Communications, Vol. 14, No. 1, 2008, pp. 19-36. https://doi.org/10.1080/13527260701535236
  11. Chiles, T. H. and McMackin, J. F., "Integrating variable risk preferences, trust, and transaction cost economics," Academy of Management Review, Vol. 21, No. 1, 1996, pp. 73-99. https://doi.org/10.2307/258630
  12. Chiu, C. M., Hsu, M. H., and Wang, E. T.G., "Understanding Knowledge Sharing in Virtual Communities：Am Integrating of Social Capital and Social Cognitive Theories," Decision Support Systems, Vol. 42, 2006, pp. 1872-1888. https://doi.org/10.1016/j.dss.2006.04.001
  13. Chow, L. S. and Chan, L. S., "Social network, social trust and shared goals in organizational knowledge sharing," Information and Management, Vol. 45, 2008, pp. 458-465. https://doi.org/10.1016/j.im.2008.06.007
  14. Chowdhury, S., "The role of affecttrust and cognition-based trust in complex knowledge sharing," Journal of Managerial Issues, Vol. 17, No. 3, 2005, pp. 310-326.
  15. Davis, F. D., "Perceived Usefulness, Perceived Ease of Use, and End User Acceptance of Information Technology," MIS Quarterly, Vol. 13, No. 3, 1989, pp. 319-340. https://doi.org/10.2307/249008
  16. DeLone, W. H. and McLean, E. R., "Information system success：the quest for the dependent variable," Information Systems Research, Vol. 3, No. 1, 1992, pp. 60-95. https://doi.org/10.1287/isre.3.1.60
  17. Figallo, C., Internet World; Hosting Web Communities, New York：John Wiley and Sons, 1998.
  18. Flavian, C., Guinaliu, M. Gurrea, R., "The influence of familiarity and usability on loyalty to online journalistic services：The role of user experience," Journal of Retailing and Consumer Services, Vol. 13, 2006, pp. 363-375. https://doi.org/10.1016/j.jretconser.2005.11.003
  19. Flavian, C., Guinaliu, M. and Gurrea, R., "The Role Played by Perceived Usability, Satisfaction and Consumer Trust on Website Loyalty," Information and Management, Vol. 43, No. 1, 2006, pp. 1-14. https://doi.org/10.1016/j.im.2005.01.002
  20. Gefen, D., "E-commerce：The Role of Familiarity and Trust," Omega, Vol. 28, No. 2, 2000, pp. 725-737. https://doi.org/10.1016/S0305-0483(00)00021-9
  21. Gefen, D. and Straub, D., "Managing User Trust in B2C e-Services," e- Service Journal, Vol. 2, No. 2, 2003, pp. 7-23. https://doi.org/10.2979/ESJ.2003.2.2.7
  22. Gefen, D., Karahanna, E. and Straub, D. W., "Trust and TAM in Online Shopping：An Integrated Model," MIS Quarterly, Vol. 27, No. 1, 2003, pp. 51-90. https://doi.org/10.2307/30036519
  23. Gupta, S. and Kim, H. W., "Linking structural equation modeling to Bayesian networks：Decision support for customer retention in virtual communities," European Journal of Operational Research, Vol. 190, 2008, pp. 818-833. https://doi.org/10.1016/j.ejor.2007.05.054
  24. Hair, J. F., Anderson, R. E., Tatham, R. L., and Black, W. C., Multivariate Data Analysis with Readings, 5th ed., Prentice-Hall, 2006.
  25. Heijden, H., "Factors Influencing the Usage of Web Sites：the Case of a Generic Portal in The Netherlands," Information and Management, Vol. 40, 2003, pp. 541-549. https://doi.org/10.1016/S0378-7206(02)00079-4
  26. Hsu, M. H., Ju, T. L., Yen, C. H., ang Chang, C. M., "Knowledge sharing behavior in virtual communities： The relationship between trust, selfefficacy, and outcome expectations," International journal of Human-Computer Studies, Vol. 65, 2007, pp. 153-169. https://doi.org/10.1016/j.ijhcs.2006.09.003
  27. Hsu, C. L. and Lin, J. C., "Acceptance of blog usage：The roles of technology acceptance, social influence and knowledge sharing motivation," Information and Management, Vol. 45, 2008, pp. 65-74. https://doi.org/10.1016/j.im.2007.11.001
  28. Igbaria, M., "The Driving Forces in the Virtual Society," Communications of the ACM, Vol. 42, No. 12, 1999, pp. 64-70. https://doi.org/10.1145/322796.322812
  29. Jarvenpaa, S. L., Tractinsky, J. and Vitale, M., "Consumer Trust in an Internet Store," Information Technology and Management, Vol. 1, No. 1/2, 2000, pp. 45-71. https://doi.org/10.1023/A:1019104520776
  30. Johnson, C. M., "A survey of current research on online communities of practice," Internet and Higher Education, Vol. 4, No. 1, 2001, pp. 45-60. https://doi.org/10.1016/S1096-7516(01)00047-1
  31. Jones, Q., "Time to Split, Virtually： Expanding Virtual Publics into Vibrant Virtual Metropolises," Proceedings of the 33rd HICSS. 2000.
  32. Kim, A.J., Community Building on the Web, Berkeley：Peachpit Press, 2000.
  33. Kim, Y. J. and Baker, J., "An Exploratory Study of Social Factors Influencing Virtual Community Members' Satisfaction With AVATARS," Communications of the Association for Information Systems, Vol. 20, 2007, pp. 567-593
  34. Lee, H., and Choi, B., "Knowledge management enablers, processes, and organizational performance, An integrative view and empirical examination," Journal of Management Information System, Vol. 20, No. 1, 2003, pp. 179-228. https://doi.org/10.1080/07421222.2003.11045756
  35. Lee, M. and Turban, E., "A Trust Model for Consumer Internet Shopping," International Journal of Electronic commerce, Vol. 6, No. 1, 2001, pp. 75-91. https://doi.org/10.1080/10864415.2001.11044227
  36. Lin, H.F., "Understanding Behavioral Intention to Participate in Virtual Communities," CyberPsychology and Behavior, Vol. 9, No. 5, 2006, pp. 540-547. https://doi.org/10.1089/cpb.2006.9.540
  37. Lin, H. F., "Determinants of successful virtual communities：Contributions from system characteristics and social factors," Information and Management, Vol. 45, 2008a, pp. 522-527. https://doi.org/10.1016/j.im.2008.08.002
  38. Lin, H. F., "Antecedents of Virtual Community Satisfaction and Loyalt y：An Empirical Test of Computing Theories," CyberPsychology and Behavior, Vol. 11, No. 2, 2008b, pp. 138-144. https://doi.org/10.1089/cpb.2007.0003
  39. Lin, J.C., and Lu, H., "Towards an Understanding of the Behavioral Intention to Use a Web Site," International Journal of Information Management, Vol. 20, 2000, pp. 197-208. https://doi.org/10.1016/S0268-4012(00)00005-0
  40. Lin, M. J., Hung, S.W., and Chen, C.J., "Fostering the Determinants of Knowledge Sharing in Professional Virtual Communities," Computers in Human Behavior, Vol. 25, 2009, pp. 929-939. https://doi.org/10.1016/j.chb.2009.03.008
  41. Lohse, G.L. and Spiller, P., "Electronic shopping," Communications of the ACM, Vol. 41, No. 7, 1998, pp. 81-87. https://doi.org/10.1145/278476.278491
  42. Lucas, L. M., "The impact of trust and reputation on the transfer of best practices," Journal of Knowledge Management, Vol. 9, No. 4, 2005, pp. 87-101. https://doi.org/10.1108/13673270510610350
  43. McKnight, D.H., Choudhury, V., and Kacmar, C., "Developing Validation Trust Measures for e-Commerce： An Integrative Typology," Information Systems Research, Vol. 13, No. 3, 2002, pp. 334-359. https://doi.org/10.1287/isre.13.3.334.81
  44. McKnight, D.H., Choudhury, V., and Kacmar, C., "The impact of initial consumer trust on intentions to transact with a web site：a trust building model," Journal of Strategic Information Systems, Vol. 11, 2002b, pp. 297-323. https://doi.org/10.1016/S0963-8687(02)00020-3
  45. Pavlou, P.A., "Consumer Acceptance of Electronic Commerce-Integrating Trust and Risk, with the Technology Acceptance Model," International Journal of Electronic Commerce, Vol. 7, No. 3, 2003, pp. 69-103.
  46. Pavlou, P. A., and Gefen, D., "Building Effective Online Marketplaces with Institution-Based Trust," Information Systems Research, Vol. 15, No. 1, 2004, pp. 37-59. https://doi.org/10.1287/isre.1040.0015
  47. Porter, C. E. and Donthu, N., "Cultivating Trust and Harvesting Value in Virtual Communities," Management Science, Vol. 54, No. 1, 2008, pp. 113-128. https://doi.org/10.1287/mnsc.1070.0765
  48. Rheingold, H., "The Virtual Community： Homestanding In The Electronic Frontier," New York：Harper Collins, 1993.
  49. Ridings, C. M., Gefen, D., and Arinze, B., "Some Antecedents and Effects of Trust in Virtual Communities," The Journal of Strategic Information Systems, Vol. 11, No. 3/4, 2002, pp. 271-295. https://doi.org/10.1016/S0963-8687(02)00021-5
  50. Rovai, A. P., "Building Sense of Community at a Distance," International Review of Research in Open and Distance Learning Vol. 3, No.1, 2002a, Available at：http://www.irrodl.org/content/v3.1/rovai.html.
  51. Rovai, A. P., "A Preliminary Look at the Structural Differences of Higher Education Classroom Communities in Traditional and ALN Courses," Journal of Asynchronous Learning Networks, Vol. 6, No. 1, 2002b, Available at：http://www.aln.org/publications/jaln/v6n1/v6n1_rovai.asp.
  52. Ryu, S. W., Ho, S. H. and Han, I., "Knowledge sharing behavior of physicians in hospitals," Expert Systems with Applications, Vol. 25, 2003, pp. 113-122 https://doi.org/10.1016/S0957-4174(03)00011-3
  53. Seddon P. B., "A respecification and extension of the De-Lone and McLean model of IS success," Information Systems Research, Vol. 8, 1997, pp. 240-253. https://doi.org/10.1287/isre.8.3.240
  54. Sultan, F., Urban, G. L., Shankar, V., Bart, I., "Determinants and Consequences of Trust in e-Business," Working Paper, Sloan School of Management, MIT, 2002, Cambridge, MA 02142.
  55. Teo, H. H., Chan, H. C., Wei, K. K., and Zhang Z., "Evaluating information accessibility and community adaptivity features for sustaining virtual learning communities," International Journal of Human-Computer Studies, Vol. 59, No. 5, 2003, pp. 671-.697. https://doi.org/10.1016/S1071-5819(03)00087-9
  56. Teo, T.S.H. and Liu, J., "Consumer trust in e-commerce in the United States, Singapore and China," Omega, Vol. 35, 2007, pp. 22-38. https://doi.org/10.1016/j.omega.2005.02.001
  57. de Valck, K., Langerak, F., Verhoef, P. C., and Verlegh, P. W. J., "Satisfaction with Virtual Communities of Interest：Effect on Members' Visit Frequency," British Journal of Management, Vol. 17, 2006, pp. 1-16. https://doi.org/10.1111/j.1467-8551.2006.00482.x
  58. Whitener, E. M., "Do high commitment human resource practices affect employee commitment- A cross-level analysis using hierarchical linear modeling," Journal of Management, Vol. 27, No. 5, 2001, pp. 515-535.
  59. Williams, M., "In whom we trust： Group membership as an affective context for trust development," Academy of Management Review, Vol. 26, No. 3, 2001, pp. 377-397. https://doi.org/10.2307/259183