Earticle

초록

영어

Recently, the importance of entrepreneurship based on innovative ideas is being emphasized. Most startup companies misunderstand that a good solution is a good idea, so they try to start a business by choosing an idea that prioritizes solutions, products, and technology rather than problem-first. However, to be a successful startup, it is essential to focus on the quality of the problems your customers are trying to solve. The online community is a place where many people exchange their thoughts and communicate with each other through a network, and communities about consumption, a concern of modern people, are developing. Against this background, this study proposed an integrated methodology that combines big data and netnography analysis so that entrepreneurs can use online community data to derive customercentered startup ideas. The integrated methodology was verified based on the actual start-up case, who derived a startup idea based on the data of domestic cloth diapers online cafe. The case company found customer problems based on online community data and used it to develop startup items and new products. The integrated methodology for deriving entrepreneurial ideas in this study is expected to be an important guideline that explains in detail the consumer-centered idea derivation process.

목차

Abstract
1. 서론
2. 이론적 배경
2.1 온라인 커뮤니티 기반의 고객 욕구 분석
2.2 창업 아이디어 도출을 위한 네트노그라피
3. 연구방법
3.1 연구대상 선정 및 자료 수집
3.2 빅데이터 분석을 통한 네트노그라피 분석 데이터선별
3.3 네트노그라피 분석
4. 분석결과 및 연구모형
4.1 근거이론을 이용한 질적 자료 분석
4.2 창업가 인터뷰 내용 개방코딩 및 축코딩 결과
4.3 빅데이터와 질적자료 분석을 적용한 창업아이디어도출 통합모델 제안
5. 결론
References
<부록 1> 온라인 카페 데이터 개념의 범주화
<부록 2> 창업가 인터뷰 데이터 개념의 범주화

키워드

저자

• 오승희 [ Seunghee Oh | Adjunct Professor, Graduate School of Business, Hanyang University ] First Author
• 박상혁 [ Sanghyeok Park | Professor, Dept. of Entrepreneurship, Graduate School, Gyeongsang National University ] Corresponding Author
• 박순화 [ Soonhwa Park | Instructor, Department of Computer Science, Gyeongsang National University ] Co Author

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  JITAM [Journal of Information Technology Applications and Management]

• 간기

  격월간

• pISSN

  1598-6284

• eISSN

  2508-1209

• 수록기간

  1999~2026

• 십진분류

  KDC 005 DDC 005