• Asia pacific journal of information systems
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• 제25권4호
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• pp.805-822
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• 2015

Online communities are an important source of electronic word-of-mouth (e-WOM). However, few studies have examined the use of such messages within the Middle Eastern context. This study focuses on Saudi women as members of an online beauty forum. Previous work suggested a mediating effect of gender, with women being more likely to trust word-of-mouth and follow it up with a purchase. A conceptual model with a theoretical underpinning from existing contributions in literature provides the basis of a coding framework for the message characteristics that influence members' e-WOM adoption. A total of 310 threads and 2200 messages coded into 5725 units were content analyzed to demonstrate cases where e-WOM was adopted and indicate further continuance intention with members returning to the forum. A new category of 'community bonding' was created from the content analysis given the prevalence of emotional aspects in messages. Emotion expressed in messages, often expressed in religious terms, is as influential and important as the cognitive aspects of community bonding.

• Journal of Contemporary Eastern Asia
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• 제13권2호
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• pp.3-14
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• 2014

Online communities are an important source of electronic-word-of-mouth (eWOM), however few studies have examined these types of messages within the Middle Eastern context. This study focuses on Kuwaiti women as members of an online beauty forum; previous work has suggested a mediating effect of gender with women being more likely to trust and follow-up word-of-mouth with a purchase. A conceptual model, based on existing theoretical contributions, provides the basis of a coding framework for the message characteristics that influence members' eWOM adoption. A sub-set of the analysis is presented: 218 threads (1820 messages, coded into 6702 units) illustrating cases where eWOM was adopted and thereby demonstrating continuance intention with members returning to the forum. Content analysis revealed the prevalence of emotional aspects in messages, coded into a new category of 'community bonding'. Findings show that emotion expressed in messages is as influential and important as cognitive aspects of argument quality.

• 한국보육지원학회지
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• 제10권5호
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• pp.299-319
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• 2014

본 연구의 목적은 취약계층 어머니들이 만든 양육 공동체, '아해 사랑'에 대한 이야기이다. '아해 사랑'은 2009년부터 2013년 까지 '시소와 그네'의 '어머니 학교'에 참여했던 어머니들이 만든 양육 공동체로 본 연구에 참여한 어머니들은 1기~ 5기 어머니 51명 중 연구에 참여를 원하는 어머니 14명을 대상으로 하였다. 본 연구는 개인 및 집단 인터뷰, 영상자료 및 기타 데이터를 수집한 후, 내용 분석을 하였다. 연구 결과, 양육 공동체 '아해 사랑' 어머니들은 공동체 모임의 구성하고, 운영하는 과정에 어머니들은 '시소와 그네'의 '어머니 학교' 출신이라는 것에 대한 자부심이 있었으며, 양육 공동체 형성에 중요한 역할을 하였다. 어머니들은 친목도모, 정보공유, 유아들과 어머니들을 위한 봉사활동, 그리고 더 나은 양육을 위한 학습을 하였다. 어머니들은 양육 공동체 '아해 사랑'이 생각하고 반성하는 나로 바꿔주고, 어머니들과의 진정한 만남을 경험하고, 삶의 주도권을 회복하는 경험을 할 수 있었다고 인식하고 있었다. 본 연구는 취약계층 어머니들이 능동적으로 만든 양육 공동체에 대해 다루었다는 점에서 의의가 있다.

• Asia pacific journal of information systems
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• 제18권1호
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• pp.117-144
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• 2008

Lots of virtual communities and online businesses presently derive their primary sources of revenues through advertising, but nevertheless are plagued with marginal profitability though they might possess a significant user base. In the light of the need for an efficacious business model, there have been recent insights of an online community in particular reaping profits through an innovative and lucrative revenue generation method that earns by selling digital items. There have been some obvious evidences (e.g., Cyworld, SecondLife, Habo Hotel, etc.) that online communities can be profitable through their unique business model of selling digital items. However, there is lack of understanding about the motivation of purchasing digital items. This study tries to identify the main motivators of digital item purchases based on social/individual identity theory and self-presentation theory. "Digital items", otherwise known as "virtual assets", may include online avatars, accessories for the avatars, decorative ornaments like furniture, digital wallpapers, skins, background music and virtual weapons used for Internet games. These digital items are employed by users for representation and articulation in the online space, especially to create and enhance their online profiles in web pages and games. Prices for digital items typically range from a few cents to a few dollars each. Based on the theoretical framework like social identity theory and self-presentation theory, we developed the research model and proposed seven hypotheses. An analysis of 225 members of Cyworld found that digital item purchase intention in virtual world is affected by both members' need for self-presentation and need for affiliation. We also found that the need for self-presentation is significantly increased by innovativeness of members, community group norm, and community involvement. We concluded that the need for self-presentation could be a key variable for profitable business model in online community service industry. However, neither individual self-efficacy nor the need for affiliation significantly influenced the need for self-presentation which triggers purchase intention of digital items. In term of the theoretical and practical contribution, this study can be a pioneering empirical research that investigates the purchase intention of digital items based on social identity theory and self-presentation theory in the online context. Also, the findings of our study are valuable and practical for practitioners in the market who wish to adopt or improve the business model of selling digital items in an online community. From the findings, it can be seen that innovativeness of users, community group norm, and community involvement are three significant factors that influence need for self-presentation of users which ultimately leads to their intentions to buy digital items. These findings put forth that virtual community providers and online businesses selling digital items should prioritize their efforts and focus on these three factors if they want to increase the sales of these digital items and generate greater revenues. This study provides important implications for academic researchers and practitioners to understand why the community members pay money for their digital items in virtual world and how the practitioners can increase the sales of digital items in an online community. A couple of limitations of the study and future research directions are also discussed.

• 한국정보시스템학회지:정보시스템연구
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• 제17권3호
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• pp.79-109
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• 2008

Cyworld was successful where others have foiled because of its unique and profitable business model that relies on the purchase of digital items and its ability to mimic and recreate aspects of face-to-face interpersonal relationships among the members of the online community. The purpose of this study is to understand how the needs for self-presentation and needs for affiliation influence digital item purchase intention, and to analyze the moderating roles of gender and purchase experience in those relationships. Based on the theoretical framework including self-presentation theory and theory of affiliation, we developed the research model and proposed ten hypotheses. A survey was conducted with 225 members of Cyworld. The research model and the related hypotheses were tested using Amos. As the result of the analysis, eight hypotheses out of ten hypotheses were supported. In particular, digital item purchase intention in virtual world was found to be affected by both members' needs for self-presentation and needs for affiliation. We also found that the needs for self-presentation is significantly influenced by innovativeness of members, self-efficacy, and group norm. Also, needs for affiliation is significantly affected by self-efficacy, group norm and perceived value. Furthermore, the results indicate that 1) moderating effects of gender on those relationship is supported; and 2) moderating effects of purchase experience is partially identified. This study provides several implications for academic community and practitioners to understand why the community members pay real money for their digital items as well as how the sales of digital items can be increased in online communities. Some study limitations and future research directions are also discussed.

• 인터넷정보학회논문지
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• 제15권1호
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• pp.73-88
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• 2014

정보기술의 발전과 소셜 네트워크의 확산으로 온라인 커뮤니티의 중요성은 점점 커지고 있다. 온라인 커뮤니티가 성공하기 위해서는 커뮤니티 구성원들이 정보를 공유하고 컨텐츠를 지속적으로 창출하여야 한다. 하지만, 온라인 커뮤니티에 참여하는 대부분의 사람들이 글이나 컨텐츠를 공유하려는 적극적인 참여보다는 단순히 타인의 글이나 컨텐츠를 감상하는 수동적인 참여를 하고 있다. 즉, 사용자가 글/컨텐츠를 감상하는 의도와 글/컨텐츠를 창출하는 의도사이에는 큰 격차가 존재함을 알 수 있다. 본 연구는 왜 온라인 커뮤니티에서 사람들은 글이나 컨텐츠 공유를 통한 참여 활동보단, 타인의 글이나 컨텐츠를 보기만 하는 잠복관찰 활동을 많이 하는지에 대한 물음에 답하고자 한다. 이를 위해, 온라인 커뮤니티 자체의 특성과 커뮤니티 멤버와의 관계적 특성, 개인의 특성에 초점을 맞추어, 사용자의 잠복관찰 활동에 영향을 줄 수 있는 다양한 요인들을 도출하고 실증 분석하였다. 구체적으로, 멤버와의 관계적 특성 변수 중 멤버들간의 친밀감, 커뮤니티와의 동일시 등은 커뮤니티에 대한 소속감을 증가시키고 잠복관찰 의도를 감소시키는 데 중요한 역할을 함이 밝혀졌다. 반면, 커뮤니티의 유용성과 사용용이성, 멤버들의 전문성의 경우, 오히려 잠복관찰 의도를 증가 시키는 영향을 주는 것을 확인할 수 있었다. 흥미롭게도, 자기존중감이 낮을수록 잠복관찰보다는 온라인 상의 활발한 참여를 하는 것을 발견하였다. 본 연구의 결과를 토대로 잠복관찰자를 활발한 참여자로 변모시키기 위한 커뮤니티 전략을 제시할 수 있을 것으로 생각된다.

• 복식문화연구
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• 제12권5호
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• pp.691-701
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• 2004

The first purpose of this study was to compare the factors of information searching before purchasing with the factors of information offering after purchasing of the products, which were communication contents about the wedding Hanbok in internet communities. The second purpose was to propose marketing strategies for internet wedding Hanbok marketer. To accomplish the goal, the content analysis method which considered references and opinions of internet community members was used. Two hundred cases from WEDDING CLUB(62,893members), WEDDING GONGBU (18,649members), and WEDDING DOUMI (17,326members) in Daum internet portal site were selected from August 1 to September 21, 2003. The results were as follows: First, the information factors which were considered seriously when consumers purchased wedding Hanbok, were design, the level of sewing, price, store location, cognitive power, service level, and manufacturing time. Second, the consumers considered the price as the most important factor when they searched internet information. Third, the service factor was also considered importantly, and it was recognized important factor so much after purchasing as before purchasing wedding Hanbok. Fourth, the factors such as cognitive power, manufacturing time and store location were seriously considered as the information searching factors before purchasing. It showed higher rate when compared with information offering factors of after purchasing the wedding Hanbok. Fifth, the factor of sewing was considered as lower rate than other factors. It showed similar results before and after purchasing the wedding Hanbok.

• Asian Pacific Journal of Cancer Prevention
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• 제13권6호
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• pp.2781-2789
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• 2012

Assessment of perceptions of the community, the determinants and development of their behavior regarding common malignancies, helps in establishing evidence-based activities for prevention and early diagnosis of cancer. However information on this important aspect is lacking in our country. Qualitative methods were here used to obtain information through in depth interviews and Focus Group Discussions (FGDs) with all categories of identified stakeholders. Most were unaware of the activities of the cancer control program. Even the providers were not fully conversant. All respondents mentioned lack of diagnostic and treatment facilities in government, primary and secondary level facilities. Perceptions of different categories of stakeholders regarding why many community members did not attend screening camps and other services reflect the determinants of community behavior, acting independently as well as in combination. The cancer control program was thought to be restricted only to some private facilities and overcrowded government tertiary care facilities where the visits were time consuming. Almost all the facilities were considered curative oriented. Issues of supervision, monitoring and feedback were inadequately addressed by providers who were inadequately trained in many program activities. The program lacked effective planning, coordination and appropriate implementation at the grass roots level in Delhi. Social mobilization was grossly inadequate, as most of the community members were unaware of the existence of the program. Misconceptions about the risk factors, signs and symptoms, diagnosis, and treatment were common amongst community members as well as many of the providers. Thus the national cancer control program in our country needs further community participation and social mobilization. Accessibility, availability, acceptability and affordability of various preventive, curative and rehabilitative activities, as well as intersectoral coordination, training, supervision and monitoring of program activities, all need to be addressed to ensure the success of this important public health program.

• 한국지역사회생활과학회지
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• 제17권3호
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• pp.67-87
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• 2006

This study examined how middle-aged jobholders anticipate their living after retirement, how they plan their post-retirement financial welfare and what attitude they have towards old age. The data came from 290 middle-aged male and female people in Incheon, Suwon and Cheongju city and were analyzed to find the differences among public planned pension types, such as the National Pension System (NPS), the Government Employee Pension Corporation (GEPC), and the Korea Teachers Pension (KTP). The major results were as follows: First, the expected income level after retirement in GEPC members was the highest and the lowest in KTP members. Second, the expected living period after retirement is the main criteria used when determining the amount of money needed for old age. Third, KTP members were of the most inferior at financial planning and practice, especially self-reflection of their expending behavior, thrift and saving practice for old age.

• 한국농촌건축학회논문집
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• 제25권2호
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• pp.25-33
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• 2023

In the village, the community consciousness of members appears as a landscape characteristic according to the passage of time. In addition, when the landscape of the village is stabilized, the relationship between members is strengthened. Urban villages change and become outdated depending on social conditions. So, it investigates and analyzes the landscape data of the village and the status of the community. The Jeonju Hanok village, which is the subject of the study, was restored from an slum urban village through urban regeneration projects. The village is a tourist attraction with more than 10 million tourists. However, as the commerce in the village was strengthened, the function of the village was weakening. Also, the existing village landscape was changing for commercial purposes. The current village is in a situation where the restored landscape can be changed again. Therefore, efforts are needed to maintain the landscape of the village and restore its function. Jeonju Hanok village needed a member's perspective, not a resident's perspective. Lastly, the relationship between members can be strengthened only when the village landscape is stable.