Journal of Digital Convergence (디지털융복합연구)

The Society of Digital Policy and Management (한국디지털정책학회)
권호 표지
DOI QR코드

DOI QR Code

A Study on the Influence of Flow on Online Community Satisfaction: Focusing on the Mediating Role of Social Capital

온라인 커뮤니티에서 몰입이 만족에 미치는 영향에 관한 연구: 사회자본의 매개효과를 중심으로

  • Yeu, Minsun (Korea University-Medical Applied R&D Global Initiative Center, Korea University) ;
  • Bae, So Young (College of Hotel and Tourism Management, Kyung Hee University)
  • Received : 2016.07.23
  • Accepted : 2016.09.20
  • Published : 2016.09.28
Download PDF
⟨ Previous Next ⟩

Abstract

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 discussed non-commercial online communities despite its popularity. This study examined the influence of flow on satisfaction in the context of the non-commercial online community as well as the role of social capital as a significant mediator between flow and satisfaction. The result also included the differences between employed mothers and non-employed mothers. This study has expanded the research scope of online communities and offered theoretical and practical implications based on the interdisciplinary discussion that involves one of the understudied populations, mothers.

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. 본 연구는 송파지역 육아여성을 대상으로 한 온라인 커뮤니티 상에서의 실험을 통해 온라인 커뮤니티 활동에 대한 몰입이 온라인 커뮤니티의 만족에 영향을 미친다는 것을 검증하였다. 그리고 이러한 현상이 사회자본 형성을 통해 매개됨을 밝혔다. 이 때, 비취업모의 경우 연결적, 결속적 사회자본이 모두 형성되지만, 취업모의 경우 연결적 사회자본만 형성됨을 보였다. 본 연구는 특정 분야에서만 많이 사용되는 육아여성이라는 특징이 온라인 커뮤니티와 융합하여 연구될 수 있음을 제시하였고, 이를 바탕으로 실무적 시사점을 제공하였다.

Keywords

References

  1. Ruth L. Williams and Joseph Cothrel, "Four Smart Ways to Run Online Communities," MIT Sloan Management Review, Vo1. 41, No. 4, pp. 81, 2000.
  2. E. G. Park and J. H. Kim, "The Effect of Social Support in On-line Community on Community Involvement and Self-esteem," The Korean Psychological Association, Vol. 19, No. 1, pp. 13-25, 2005.
  3. M. B. Song, H. G., Yoo, E. A. Jo, and S. H. Lee, "Effect of the Strength of Weak Ties & Emotional Perception on the Social Network Games Diffusion," Journal of Digital Convergence, Vol. 12, No. 5, pp. 69-78, 2014.
  4. J. Y. Lee and P. S. Jang, "Effects of Message Polarity and Type on Word of Mouth through SNS (Social Network Service)," Journal of Digital Convergence, Vol. 11, No. 6, pp. 129-135, 2014.
  5. Y. J. Park, "Development of a ICT Convergence Business Model based on Smart Phone," Journal of Digital Convergence, Vol. 13, No. 6, pp. 81-89, 2015. https://doi.org/10.14400/JDC.2015.13.6.81
  6. Y. J. Jo, "A Study on the Influence of Connectivity and Convenience of Smartphones of Word-of-mouth Intentions in the Convergence Era: Focused on the Mediating Effects of Application," Journal of Digital Convergence, Vol. 13, No. 5, pp. 69-78, 2015.
  7. K. B. Kim, G. C. Kim, and S. B. Choi, "The Upbringing Plan of R&D Special Enterprise in Mobile Convergence," Journal of Digital Convergence, Vol. 12, No. 4, pp. 85-92, 2014. https://doi.org/10.14400/JDC.2014.12.4.85
  8. Amy Bruckman and Mitchel Resnick, "Virtual Professional Community: Results from The MediaMOO Project," Third International Conference on Cyberspace in Austin, 1993.
  9. Amy B. Woszczynski, Philip L. Roth, and Albert H. Segars, "Exploring The Theoretical Foundations of Playfulness in Computer Interactions," Computers in Human Behavior, Vol. 18, No. 4, pp. 369-388, 2002. https://doi.org/10.1016/S0747-5632(01)00058-9
  10. S. E. Kim and E. D. Kim, "A Study of the Measurement of Personal Activity on Online Marketing: Focus on SNS," Knowledge Management Research, Vol. 16, No. 3, pp. 81-102, 2015. https://doi.org/10.15813/kmr.2015.16.3.005
  11. J. W. Park and P. S. Song, "A Study of Tourism Industry's SNS Marketing Activity Effect on Brand Awareness, Brand Image, Corporate Image and Purchase Intention," Korea Journal of Tourism and Hospitality Research, Vol. 29, pp. 225-239, 2015
  12. Barry Wellman, Jeffrey Boase, and Wenhong Chen, "The Networked Nature of Community: Online and offline," It & Society, Vol. 1, No. 1, pp. 151-165, 2002.
  13. Nan Lin, Karen S. Cook, and Ronald S. Burt, eds, "Social Capital: Theory and Research," Transaction Publishers. 2001.
  14. Nicole B. Ellison, Charles Steinfield, and Cliff Lampe, "The Benefits of Facebook "Friends:" Social Capital and College Students' Use of Online Social Network Sites," Journal of Computer Mediated Communication, Vol. 12, No. 4, pp. 1143-1168, 2007. https://doi.org/10.1111/j.1083-6101.2007.00367.x
  15. S. M. Ko, B. H, Hwang, and Y. G. Ji, "A Study on Social Network Service and Online Social Capital : Focusing on a Korean and Chinese Case," The Jounal of Society for e-Business Studies, Vol. 15, No. 1, pp. 103-118, 2010.
  16. K. A. Shin and M. J. Han, "The Effect of Online Social Capitial on Energy-Saving Attitudes and Behavioral Intentions," The Korean Journal of Advertising and Public Relations, Vo. 11, No. 3, pp. 126-158, 2009.
  17. H. Lee and N. Lee, "Effect of Online Community Activities on Social Capital," The Korea Contents Society, Vol. 14, No. 9, pp. 153-163, 2014. https://doi.org/10.5392/JKCA.2014.14.09.153
  18. Mihaly Csikszentmihalyi, "Play and Instrinsic Rewards," Journal of Humanistic Psychology," 1975.
  19. Charla Mathwick and Edward Rigdon, "Play, Flow, and The Online Search Experience," Journal of Consumer Research, Vol. 31, No. 2, pp. 324-332, 2004. https://doi.org/10.1086/422111
  20. Mihaly Csikszentmihalyi and Judith LeFevre, "Optimal Experience in Work and Leisure," Journal of Personality and Social Psychology, Vol. 56, No. 5, pp. 815, 1989. https://doi.org/10.1037/0022-3514.56.5.815
  21. Richard G. Mitchell Jr, "Sociological Implications of the Flow Experience," 1988
  22. Robert M. Mitchell Jr and Shelby D. Hunt, "The Commitment-trust Theory of Relationship Marketing," The Journal of Marketing, pp. 20-38, 1994.
  23. S. Y. Roh, "The Relationship between Instructors Attractiveness Perceived by Pilates Participants, Pilates Flow and Passion," Journal of Digital Convergence, Vol. 14, No. 3, pp. 409-418, 2016. https://doi.org/10.14400/JDC.2016.14.3.409
  24. M. S. Kim and S. Y. Yun, "Factors influencing flow state of cooperative learning among nursing students: in convergence era," Journal of Digital Convergence, Vol. 13, No. 10, pp. 397-403, 2015. https://doi.org/10.14400/JDC.2015.13.10.397
  25. E. G. Park and J. H. Kim, "The Effect of Involvement and Identity in On-line Community on Community Citizenship Behavior, " Journal of Cybercommunication Academic Society, Vol. 19, pp. 41-77, 2006.
  26. Lyda J. Hanifan, "The Rural School Community Center," The Annals of the American Academy of Political and Social Science, Vol. 67, pp. 130-138, 1916. https://doi.org/10.1177/000271621606700118
  27. Robert Putnam, "Social Capital: Measurement and Consequences," Canadian Journal of Policy Research, Vol. 2, No. 1, pp. 41-51, 2001.
  28. John F. Helliwell and Robert D. Putnam, "The Social Context of Well-being," Philosophical Transactions-royal Society of London Series B Biological Sciences, pp. 1435-1446, 2004.
  29. Dmitri Williams, "On and Off the Net: Scales for Social Capital in an Online Era," Journal of Computer Mediated Communication, Vol 11, No. 2, pp. 593-628, 2006. https://doi.org/10.1111/j.1083-6101.2006.00029.x
  30. Ichiro Williams, Daniel Kim, Adam Coutts, and SV Subramanian, "Commentary: Reconciling the Three Accounts of Social Capital," International Journal of Epidemiology, Vol. 33, No. 4, pp. 682-690, 2004. https://doi.org/10.1093/ije/dyh177
  31. H. S. Lee and N. Lee, "Effect of Online Community Activities on Social Capital," Journal of The Korea Contents Association, Vol. 14, No. 9, pp. 153-163, 2014. https://doi.org/10.5392/JKCA.2014.14.09.153
  32. J. E. Choi and D. H. Lee, "The Impact of SNS Network's Features on the Formation of Social Capital,", Korean Management Review, Vol. 42, No. 3, pp. 719-741, 2013.
  33. S. K. Yang and H. J. Moon, "The Effects of Social Capital and Ego-Resilience of Children Perceived Parent-Child Relationships, and Sociodemographic Variables on Their School Adjustment," Family and Environment Research, Vol. 47, No. 7, pp. 59-71, 2009.
  34. Y. A. Park, "Exploration of Variables Related to Parenting Stress of Mothers with Infants and Young Children," Journal of Young Child Studies, Vol. 8, pp. 97-113, 2005.
  35. S. M. Sohn, "Parenting Stress and Related Factors of Employed and Non-employed Mothers with Infants," Journal of Future Early Childhool Education, Vol. 19, No. 1, pp. 331-357, 2012.
  36. A. Samuel, "Foreword: The Truth of Motherhood Online," Motherhood Online, Newcastle, England: Cambridge Scholars Publishing, 2001.
  37. M. H. Kim and H. J. Kim, "Participation of Mothers in the Internet Community: Relationship to Their Perceptions of Social Support and Parenting efficacy," Korean Journal of Child Studies, Vol. 28, No. 3, pp. 1-17, 2007.
  38. T. D. Glover and D. C. Parry, "Friendships Developed Subsequent to a Stressful Life Event: The Interplay of Leisure, Social Capital, and Health," Journal of Leisure Reserarch, Vol. 40, No. 2, pp. 208-230, 2008. https://doi.org/10.1080/00222216.2008.11950138
  39. C. H. Park and S. S. Kim, "The Effect of Leisure Commitment on Psychological Well-Being and Self-Actualization in University Students," Korea Journal of Tourism and Hospitality Research, Vol. 25, No. 2, pp. 213-231, 2011.
  40. Kristopher J. Preacher and Andrew F. Hayes, "Asymptotic and Resampling Strategies for Assessing and Comparing Indirect Effects in Multiple Mediator Models," Behavior Research Methods, Vol. 40, No. 3, pp. 879-891, 2008. https://doi.org/10.3758/BRM.40.3.879
  41. H. E. Lee, "Review of Methods for Testing Mediating Effects in Recent HRD Research," The Korean Journal of Human Resource Development Quarterly, Vol. 16, No. 3, pp. 225-249, 2014. https://doi.org/10.18211/kjhrdq.2014.16.3.009
  42. Reuben M. Baron and David A. Kenny, "The Moderator - mediator Variable Distinction in Social Psychological Research: Conceptual, Strategic, and Statistical Considerations," Journal of Personality and Social Psychology, Vol. 51, No. 6, pp. 1173, 1986. https://doi.org/10.1037/0022-3514.51.6.1173
  43. J. K. Kam and M. H. Park, "The Functional Mechanism of Motivations as Predictor of Continuous Volunteering : Focused on Mediation by Empowerment and Moderation by Management Situations," Journal of Critical Social Policy, Vol. 45, pp. 7-50, 2014.
  44. K. J. Kwak and S. C. Kim, "The Differences in the Touch Patterns to Mother's Internal States," Vol. 17, No. 1, pp. 1-18, 2004.
  45. Carolyn Webster-Stratton, "Preventing Conduct Problems in Head Start Children: Strengthening Parenting Competencies," Journal of Consulting and Clinical Psychology, Vol. 66, No. 5, pp. 715, 1998. https://doi.org/10.1037/0022-006X.66.5.715
  46. Bronwen L. Valtchanova, Diana C. Parrya, Troy D. Glovera, and Caitlin M. Mulcahy, "'A Whole New World': Mothers' Technologically Mediated Leisure," Leisure Sciences, Vol. 38, No. 1, pp. 50-67, 2016. https://doi.org/10.1080/01490400.2015.1043414
  47. Richard R. Abidin, "Introduction to the Special Issue: The Stresses of Parenting," Journal of Clinical Child Psychology, Vol. 19, No. 4, pp. 298-301, 1990. https://doi.org/10.1207/s15374424jccp1904_1
  48. Mary Beth Mann and Kathy R hornburg, "Guilt of Working Women with Infants and Toddlers in Day Care," Early Child Development and Care, Vol. 27, No. 3, pp. 451-565, 1987. https://doi.org/10.1080/0300443870270304