Knowledge Management Research (지식경영연구)
- Volume 15 Issue 2
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- Pages.23-41
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- 2014
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- 1229-9553(pISSN)
Encouraging organizational responsibility in web-based activity and evaluation of marketing performance
지식정보화사회에서 요구되는 기업의 웹생산활동과 웹마케팅성과에 관한 연구
- Received : 2014.02.06
- Accepted : 2014.06.02
- Published : 2014.06.01
Abstract
Firms increasingly utilize Social Networking Service(SNS) to lead user's voluntary behavior. In the web-based environment, users show coexist loyal behavior which is represented by 'web-based pro-organization citizenship behavior' and 'anti-citizenship behavior'. To measure genuine performance of web-activity, we separated degree of compliance based on credibility, 'deep-level' and 'surface-level' to comprehend different behavior after compliance. The analysis result shows that contents credibility is important to enhance deep-level of compliance which has significant influence on web-based pro-organization citizenship behavior. Contrastively, surface-level of compliance has influence on anti-citizenship behavior. Based on the results of these analyses, the directions of web-based activities for the common good and self-interests of the stakeholders of the web-based activities will be proposed.
Keywords
- Performance of web-activity;
- Credibility;
- Compliance;
- Web-based pro-organization citizenship behavior;
- Anti-citizenship behavior