• Title/Summary/Keyword: 대리이론 인지균형설

Search Result 1, Processing Time 0.014 seconds

An Empirical Analysls Approach to Investigating the Influence of Online Community Site Trust on Its Community Forum Activity (온라인 커뮤니티 사이트에 대한 신뢰가 해당 커뮤니티 내에서 이뤄지는 포럼활동에 미치는 영향에 관한 실증연구)

  • Moon, Byung-Suk;Lee, Kun-Chang;Jo, Chang-Hyeon;Kang, Shin-Jang
    • Journal of the Korean Society for information Management
    • /
    • v.24 no.1 s.63
    • /
    • pp.227-250
    • /
    • 2007
  • With the advent of social networking activity on the Internet, online community sites are becoming more popular. The main purpose of this study is to empirically investigate the influence of intermediary trust and system trust on the forum activity trust and information quality satisfaction. We assume that the intermediary trust and system trust come from the online community site itself, while the forum activity is made within a specific forum allowed on the online community site, and therefore forum activity trust and information quality satisfaction are related to a specific forum. The 591 valid questionnaire data were gathered from the users acting in forums allowed on the Samsung Economic Research Institute (SERI) (www. seri.org). The empirical results are as follows. First, the SERI intermediary trust and its system trust have positive influence on the SERI forum information quality, system quality, and perceived effectiveness. Second, the SERI intermediary trust contributes to reducing the SERI forum perceived risks, while the SERI system quality does not. Third, the higher the SERI intermediary trust is, the higher the SERI forum trust and information quality satisfaction increase.