Earticle

초록

영어

The Internet possesses not only features of mass media but also features of word of mouth communication. Communication channel is considered as one of most important variables in diffusion process. In this paper, we examined functionality of technology diffusion on the Internet through the use of meta tags. We have measured the coefficients of the Bass diffusion model which has been well-established in new product diffusion. This research shows that the Bass model is appropriate for describing technology diffusion on the Internet. The external influence as represented by the coefficient of innovation was found to be much smaller while the internal influence dominates in all meta tag diffusion. In meta tag diffusion, the internal influence as represented by the coefficient of imitation was increased at least twice bigger than that of consumer durables and information technology. Collecting necessary data in social sciences research can be a burden. This research shows that it can be alleviated through the use of software agents over the Internet. The research made use of software agents for collecting longitudinal data from publicly accessible archive such as Archive.org.

목차

ABSTRACT
 1. 서론
 2. 이론적 배경
  2.1 확산이론
  2.2 Bass 모형
 3. 연구방법 및 자료수집
  3.1 연구설계
  3.2 에이전트 구현
  3.3 표본선정 및 특성
 4. 분석 및 논의
  4.1 Bass 모형 적합도
  4.2 포화율
  4.3 혁신개수
  4.4 모방계수
  4.5 메타태그 확산의 특징
 5. 결론
 참고문헌

저자

• 남호헌 [ Ho-Hun Nam | 단국대학교 겸임교수 ] 교신저자
• 양광민 [ Kwang-Min Yang | 중앙대학교 교수 ]

참고문헌