Earticle

검색엔진을 통해서 맛집(레스토랑)에 대한 정보를 찾는 경우 유저들은 맛집을 주제로 한 블로그에 있는 맛집 리뷰 포스트만이 아니라 맛집이 아닌 다른 것들을 주제로 한 블로그에 위치한 맛집 리뷰 포스트에도 방문할 수 있다. 이 연구의 목적은 검색 엔진을 통해 맛집 리뷰 포스트에 방문 했을 때 포스트와 블로그의 주제 사이의 관련성이 해당 맛집 리뷰에 대한 유저의 신뢰에 영향을 미치는지를 알아보는 것이다. 또한, 우리는 유저의 연령이 이 결과에 영향을 미치는 지도 알아보려고 한다. 이 연구를 위해서 우리는 동일한 맛집 리뷰 포스트가 있는 2개의 다른 주제를 가진 블로그들을 제작하였다. 하나는 포스트와 블로그 주제 간의 관련성 높은 맛집을 주제로 한 블로그이고, 다른 하나는 포스트와 블로그 주제 간의 관련성 낮은 맛집을 주제로 하지 않은 블로그다. 실험참가자들은 2개의 그룹으로 나누어져 각각 다른 블로그에 있는 동일한 맛집 리뷰를 방문한 후 설문 조사에 응답했다. 이 연구는 총 206명의 실험 참가자들을 대상으로 한 온라인 설문 조사를 통해 연구를 검증했다. 본 연구의 결과는 1) 리뷰 포스트와 블로그 주제의 관련성의 높고 낮음에 따라서는 두 그룹 간의 메시지 신뢰도(리뷰에 대한 유저의 신뢰)에 큰 차이가 없었으며 2) 30세 이상 유저 그룹에서는, 포스트와 블로그 주제 간의 관련성이 유저의 블로그에 대한 매체 의구심과 전문성(리뷰 포스트가 충분한 레스토랑 정보를 제공한다는 유저의 믿음) 사이의 관계에서 조절 효과를 보였으며 3)맛집 리뷰에 대한 유저의 지각된 가치는 전문성과 추가적인 정보를 검색하려는 의도 간의 관계에서 매개 효과가 있는 것으로 검증되었다.

When people try to find restaurant information via search engine results, they look at posts not only from sites with solely restaurant reviews but also from sites with restaurant unrelated contents. This study aims to investigate whether relevance between post and blog type affects users’ trust toward a review. This study also attempts to check if the above effects interact with age. We designed a restaurant review post for two different blogs: one featuring restaurant review and another that does not feature restaurant reviews. After our participants visited one restaurant review post, they answered our questionnaire. We conducted an online survey on 206 participants to test our research model. Results show that 1) the effect of relevance between post and blog type on message credibility, which is users’ trust toward restaurant reviews, is not greater when posts are consistent with the theme of a blog. 2) Among users who are over 30 years old, relevance between post and blog type moderates the relationship between media skepticism, which is users’ feeling of mistrust toward blog, and belief in expertise, that is, users’ belief that the review post provides sufficient restaurant information. 3) Users’ perceived value of the restaurant review post mediates the relationship between users’ belief in the expertise in a post and users’ intention to seek additional information.

인터넷 사용이 보편화 되면서 소비자들은 마케팅 커뮤니케이션 메시지에 과다 노출되게 되었고, 이에 따라 소비자들은 신뢰하는 사람들이 생산하는 정보가 포함된 블로그를 통해 관련 정보를 습득하고 구매의사 결정을 내리는 경향이 늘고 있다. 본 연구는 인터넷 사용자들의 블로그 활용 수준을 확인하고, 블로그를 통한 기업의 마케팅 활동에 대한 사용자 인식을 연구함으로써 마케팅 담당자들에게 블로그 마케팅의 대상과 전달 메시지 수준에 대한 통찰을 제공하고자 한다. 이를 위하여, 본 연구에서는 다음과 같은 조사와 분석을 실시하였다. 첫째, 블로그의 활용 정도를 나타내는 블로그 지수를 측정하였다. 둘째, 블로그 마케팅에 대한 사용자들의 반응을 측정하였다. 셋째, 블로그 지수와 인구통계학적 속성과의 관계를 검증하였다. 마지막으로, 블로그 지수와 블로그 마케팅에 대한 반응의 관계를 검증하였다.

A growing percentage of internet users have maintained a personal website, blog, and the articles published by blog users play important roles to other users’ purchasing decision as reliable information or knowledge. Therefore blog has been recently regarded as a promising marketing tool, for the brand image campaigns and sales management of companies. However, the effect is not easy to be verified when blog users recognize it to be negative the marketing activity utilizing blogs. Hence, the purpose of this paper is to identify the relationship between the customers’ blog usage level and their response to blog marketing. To such purposes, this study is designed to survey the followings on office workers; Blog Quotient as a blog usage level of customers, response to blog marketing, the relation between Blog Quotient and demographic variables, and the relation between Blog Quotient and response to blog marketing. The results show that Blog Quotient has a significant relation with customers’ response to blog advertisement and a company should consider the target customers’ blog usage level to plan a blog marketing strategy.

본 연구는 초등학생의 정보윤리의식 향상을 위하여 블로그 기반 자율적 협동학습 모형을 개발하고 적용하였다. 이러한 목적을 달성하기 위하여 본 연구에서 개발한 블로그 기반 자율적 협동학습을 초등학교 5, 6학년을 대상으로 적용하고 효과를 분석하였다. 실험처치는 3주 동안 6차시에 걸쳐 진행되었으며, 실험집단에는 블로그 기반 자율적 협동학습 모형을 적용하고 비교집단에는 전통적인 방식의 자율적 협동학습 모형을 적용하였다. 정보윤리의식 수준의 향상 정도를 측정하기 위하여 두 집단 간 평균을 비교하는 독립표본 t 검증을 실시하였다. 연구 결과, 블로그 기반 자율적 협동학습 모델이 학습자의 정보윤리의식 향상에 긍정적인 영향을 미치는 것을 알 수 있었다. 또한 학습자의 정보윤리의식 변화를 영역별로 분석한 결과 모든 영역에서 블로그 기반 자율적 협동학습 모델이 학습자 정보윤리의식 향상에 유의미한 결과를 나타내었다.

The purpose of this study is to develop and apply the Blog-Based Co-op Co-op learning model to improve elementary student's Information Ethics Consciousness. For this goal, we have develope the Blog-Based Co-op Co-op learning model and verified its effectiveness. The developed model was applied to 5th and 6th elementary school students. Test was done for 6 sessions during 3 weeks. The developed model was applied to the treatment group and ordinary Co-op Co-op learning model was applied to the comparison group. We applied independent sampling t-test that can compare averages of two groups. As a result, the Bolg-Based Co-op Co-op learning model was significantly enhance student's Information Ethics Consciousness. We've analyzed student's Information Ethics divided into area, were significant in all areas.

본 연구의 목적은 웹 기반 PBL에서 블로그의 활용 방안을 모색하고 그 효과를 측정하기 위한 것이다. 본 연구에서 블로그는 웹 기반 PBL에서의 개인별 자기 주도적 학습 활동을 지원하기 위한 것이었으며, 질문지와 면담, 성찰 노트 분석을 통하여 그 효과를 분석하였다. 39명의 학습자들을 대상으로 8주간 커뮤니티를 이용한 웹 기반 PBL 수업을 진행하였으며, 이후 8주간의 기간은 블로그를 추가로 활용하도록 하였다. 분석 결과 웹 기반 PBL에서 학습자들은 심리적, 기능적 측면에서 블로그 활용에 대하여 유용성을 인식하였으며, 블로그가 성찰적 학습 활동을 촉진하고, 학습자들을 동기화하는 데 기여하였음을 확인할 수 있었다.

The purpose of this research is to suggest the direction of using blog in e-PBL. In this research we used blog for supporting individual self-regulated learning activity. We distributed space for individual learning and collaborative learning by using blog and community. 39 students participated during the 16 weeks, which includes 8 weeks of traditional e-PBL and 8 weeks of Blog based e-PBL. We conducted questionnaires and interviews, and analyzed learners' reflection notes. Data show learners feel comfortable with using blog in their independent learning activity. And blog activated learners' reflective activity and motivated their self-regulated learning.

블로그는 트랙백이라는 기술을 이용하여 개인이 생산한 정보나 일상의 기록을 웹 상에서 다수의 사람들과 공유할 수 있게 하는 미디어 체계이다. 즉 기존까지 행하여 진 웹활동이 수동적이었고 일방적이었던 반면 블로그는 개인이 주체적이고 사회의 일원으로써 관심을 받을 수 있게되는 계기가 되었다. 이에 본 연구에서는 블로그 활 동이 학생들의 일반적, 사회적 자아 존중감에 어떠한 영향을 주는 가를 알아보기위해 학급 블로그 시스템을 설계하여 실제 운영해 보았다. 그 결과 6개월간 블로그를 활용 한 집단이 그렇지 않은 집단에 비해 일반적 자아 존중감, 사회적 자아존중감 등 대부 분의 자아 존중감 수치가 유의미하게 높게 나타났다.

The latest BLOG is highlighted both freely writing about the personal life and the tool which is maintaining friendly relations with many people by trackback. In this study, this BLOG system is designed for improving self-esteem in the class by using these characteristic of BLOG. the internet activity of students and their normal activity in the classroom connects with The Star-Gift-Shop module. This module induces students to an active BLOG, activity with interest. as a result of this activity in the class BLOG system, students improves their computer application ability and confidence of them. Which is effected teacher's efficient classroom management.

In this study, a survey was carried out to 375 cosmetic purchasers to look into the cosmetic purchase behaviors through a blog. The results of data analysis are as follows. Most of them purchased cosmetics 2～3 times for recent 6 months. Most of them purchased cosmetics less than 100,000 won for recent 6 months. They responded that they could feel pleasant and intimate to visit a blog because the higher purchase frequency and total purchase amount are based on trust. They responded positively to group purchase and recommendation. They had low trust in cosmetics due to low purchase frequency and purchase amount, which they were much interested in others' postscript and sympathy, and influenced by purchase decision. As for the findings stated above, offering precise product information is an important factor that can build trust to determine purchase because those surveyed think that the product effectiveness is the most important, and get product information through search. This suggests the importance of blog marketing.

In this study, we investigate the possibility of deploying a recently emerging Internet-based technology, called Web log or Blog, to address the problems of knowledge transfer and sharing, particularly in the case of tacit knowledge. We examined the use practice of four blogs and then identified several properties relevant to knowledge transfer and sharing. They include the specific style of blog format, content ownership attribution, posted article organization, communication tools and method, news feed function, and various links from/to outside websites. These features were argued to facilitate knowledge transfer and sharing. In particular, we discussed a great deal about the structure of comments and links as tools for collaboration and idea sharing, which enables the knowledge conversion processes (socialization, externalization, combination, and internalization). We then provide several guidelines to develop blogs as a knowledge management tool.

블로그는 쉬운 인터페이스와 정보 공유 방법을 무기로 짧은 시간에 가장 성공한 인터넷 서비스 중 하나로 자리 잡았다. 블로그에 게시되는 컨텐츠의 영향력은 절대적이어서 이를 통해 전달되는 정 보는 그 사실 여부와 관계없이 쉽게 여론 형성의 매개가 되기도 한다. 본 연구에서는 블로그에 게시 된 컨텐츠의 신뢰도를 다양한 신뢰 변수 측정값과 그들의 합성을 통해 도출하는 과정을 제안하였다. 또한, 제안한 신뢰 측정 평가 방법론을 활용한 블로그 서비스 시스템의 기본 구조를 설계하였다. 제안 된 신뢰 측정 방법론에서는 블로그 운영자의 온라인 소셜 네트워크에 대한 다양한 신뢰 변수를 포함 한 정보를 기반으로 최종 신뢰도를 도출하며 이를 위해 정성적인 신뢰 변수 입력 값의 처리가 가능하 도록 퍼지 이론을 도입, 활용하였다. 또한 본 연구에서는 이와 같은 블로그 컨텐츠 신뢰도 정보 제공 에 대한 사용자 수용도 조사도 수행하였다.

Recently, blogs have attracted much attention as personal media. The power of blogs as a way to provide valuable resources on Internet is so tremendous because of the high speed of information dissemination and the huge influence of the circulated information on Internet users even when the information itself is not true. Especially, contents on blogs that attract a lot of public attention are sometimes reproduced or magnified in an inappropriate way. In this paper, a method to measure the trust level of contents posted on personal blogs is proposed to reduce the damage of wrong information circulated along with blog networks. Trust variables such as relationship data in SNS are used to measure the comparative trust level of blog contents. The structure of the prototype system is also designed to apply this framework to blogsphere.

소셜미디어는 기업과 소비자와의 관계와 커뮤니케이션에 있어서 일대 혁신을 가져옴으로써 기업의 마케팅 활동을 급속히 변화, 발전시키고 있다. 블로그와 SNS 는 고객과의 커뮤니케이션 효과를 극대화하기 위한 새로운 크로스미디어 플랫폼으로, 국내 기업들도 포탈검색, 블로그, SNS 등, 다양한 채널들을 활용하여 마케팅 하는 사례들이 증가하고 있다. 본 연구는 마케팅 활용 관점에서 포털 검색 광고와 블로그, SNS 채널들의 특징과 기대되는 성과들을 국내 기업 사례 분석을 통해 비교 분석하고, 마케팅 활동 목적과 방향에 따라 각 채널들을 어떻게 독자적, 혹은 통합적으로 활용하여 마케팅 성과를 극대화시킬 수 있을지에 관한 전략적 틀과 시사점을 제시하고자 하였다. 포탈검색 광고 채널은 관계지향성, 운영독창성 측면에서 우수한 것으로 평가되었으나 채널차별성, 내용적합성, 고객활용성, 네트워크성 측면, 특히 협업과 사회공헌 활동에의 참여 부문에서는 성과가 낮다고 판단되었다. 블로그 채널은 공개적절성, 질적수월성, 정보관리, 협업, 사회공헌활동 측면에서 높은 성과가 있다고 평가되었다. SNS 채널은 관계지향성, 고객지향성, 내용충실성, 고객활용성, 브랜드 이미지 강화, 비용절감, 홍보 및 광고 효과 등에서 높은 성과를 보였다. 따라서 기업은 시장 및 타겟 고객 조사활동, 홍보, 고객관계관리 강화, 신제품 테스트 및 입소문, 이벤트 진행 등, 마케팅 활동의 목적을 분명히 정의하고 각 채널의 상대적인 장점과 단점을 이해하여 각 채널을 독립적, 혹은 유기적으로 연계하여 상호 보완하면서 통합 마케팅 커뮤니케이션 전략을 수립하여야 한다.

Recent rise of social media channel is changing social and economic paradigm and is being used as an effective communication in marketing. The following research analyzes the most employed social marketing tools such as portal advertisement, blogs, and SNS channels to effectively execute social media marketing from performance indicator and ICSI perspective, analyzes each channel's characteristics and results based on Korea distribution companies’ case studies and suggests a framework to effectively use each channel. Portal site advertisements are the most effective channel to draw customers with new information and are thus linked to profit by corporations with excessive budget and workforce. Blogs target a specific range of customers providing quality information and knowledge thus improving a corporation's and its product's trustworthiness, spread the word by allowing customers to scrap the information, form social groups and synthesize ideas, events, new contents and social involvement with loyal customers. SNS channels allow customers to get involved in real time information and events, grow through network by the power of customers, react immediately to customers' needs, and execute real-time market and customer reports. Though national corporations currently rely heavily on portal site advertisements, insightful marketing professionals are showing financial results with blog and SNS. In the future, based on a precise understanding of each channel's benefits and expected results, and with a focus on flexibility, timeliness and integrated use of each channel, a portfolio of dynamic marketing as a maximizing strategy could be synthesized.

This study applies the topic modeling technique, a prominent method in text mining, to the field of Japanese studies, aiming to address the challenges posed by the growing volume of textual data. To provide a deeper understanding of Korean interest in Japan, the research focuses on social media data generated by the ordinary users, rather than traditional mass media sources. Specifically, the study collected and constructed a corpus from ten years of Japan-related blog posts on the Korean platform Naver, which was then analyzed using topic modeling. The analysis revealed that these Japan-related blog posts could be broadly categorized into six topics. Based on the frequent keywords associated with each topic, these were identified as "Travel," "Economy," "Learning," "Shopping," "Popular Culture," and "Japanese Cuisine." The findings indicate that Koreans primarily view Japan as a travel destination, followed by its significance as an economic entity in international relations, a subject of study or destination for learning the Japanese language and culture, a shopping destination, a source of popular culture, and a provider of culinary experiences. These patterns demonstrate that topic modeling effectively identifies themes and consumption patterns, reflecting real-world social phenomena. This study underscores the potential of data mining, particularly topic modeling, in Japanese studies by enabling the analysis of large-scale textual data and deriving meaningful insights. However, limitations include the consolidation of data into a single set for analysis and the restriction of data collection to specific periods within each year. Future research should extend the data collection timeframe and incorporate data from other social media platforms to capture evolving trends in Korean interest in Japan over time.

本稿では、増大するテキストデータの効率的な活用を目指し、テキストマイニン グ手法の一つであるトピックモデルを日本学分野に導入した。また、韓国人の日本に 対する関心の様相をより鮮明に解明するため、従来のマスメディアによって生成され たビッグデータではなく、一般大衆によって生成されたソーシャル･ビッグデータを 対象にテキストマイニングを行った。具体的には、10年間にわたる韓国･Naver社の ブログの｢日本｣に関連する投稿テキストを収集し、コーパスを構築した後、これに対 してトピックモデル分析を実施した。 その結果、本研究では、日本に関連するブログ投稿を大きく6つのトピックに分類 することができた。各トピックにグループ化された頻出キーワードに基づき、それぞ れのトピックを｢旅行｣、｢経済｣、｢学習｣、｢買い物｣、｢大衆文化｣、｢和食｣と解釈し た。これにより、韓国人の日本に対する最大の関心は｢旅行｣トピック、すなわち｢旅 行地或いは観光地としての日本｣であり、その次に｢国際関係における経済主体として の日本｣、｢学習の対象または留学先としての日本語および日本｣、｢商品の購入先とし ての日本｣、｢大衆文化の発信地としての日本｣、｢食文化および飲食産業の側面からの 日本｣への関心が続いていることが確認された。また、このような韓国人の｢日本｣に 対する関心と消費の様相は、実際の社会現象を正確に反映していることから、トピッ クモデルの可能性が再確認されたといえる。したがって、日本学分野においても、 データマイニング、特にトピックモデル分析を用いることで、大規模なビッグデータ を処理し、有意義な分析結果を導き出すことが可能であり、今後さらに広く応用され る可能性がある点でも本研究には意義があると考えられる。 しかしながら、本研究では10年間のデータを調査したものの、全てのデータを一 つにまとめて処理し分析を行った点、調査対象期間全体のデータではなく、1年を四 半期に分け、特定の期間に限定して資料を収集した点において、限界があるといえ る。今後の研究では、調査期間を拡大するとともに、他のソーシャルメディアにまで 調査対象を広げることで、データ量を増加させ、時間の経過による韓国人の日本に対 する関心トピックの変化をより深く理解することを目指したい。

최근 안전한 먹거리를 선호하는 경우가 증가하면서 로컬푸드에 대한 관심이 고조되고 있다. 로컬푸드는 건강한 먹거리에 대한 소비자의 욕구를 만족시키는 동시에 책임감 있는 소비를 장려함으로써 소비자가 느끼는 심 리적 만족도를 증진시키는 것으로 나타났다. 연구의 범위는 제주 당근으로 2022년 6월부터 2023년 4월까지 SNS 에 실린 #당근쥬스 #당근케잌의 키워드로 한정하고 네이버를 검색하였다. 당근 관련 사진의 인스타그램과 블로그 의 텍스트의 내용을 분석하여, 로컬푸드 당근의 지속가능한 마케팅을 연구하였다. 지속적으로 변화하는 온라인 환 경에 대비하고, 급변하는 외식업계에서 살아남기 위해 로컬푸드의 SNS에서의 다양한 컨텐츠를 통한 지속 가능한 가치 창출을 위해서 외식산업 전반에 강력한 마케팅 도구로 사용되고 있는 인스타그램과 블로그를 통한 로컬푸드 의 지속가능한 마케팅이 긍정적으로 발전할 수 있는 실무적인 시사점을 제공하였다.

Recently, interest in local food has been heightened as the preference for safe food has increased. Local food has been shown to satisfy consumers' desire for healthy food and at the same time increase the psychological satisfaction felt by consumers by encouraging responsible consumption. The scope of the study was limited to the keywords of #carrot juice #carrot cake published on social media from June 2022 to April 2023 with Jeju carrots and searched Naver. By analyzing the content of texts of blogs and Instagram photos related to carrots, future sustainable marketing of local food carrots was studied. In order to prepare for the constantly changing online environment and to survive in the rapidly changing food service industry, Instagram and blogs, which are used as powerful marketing tools throughout the food service industry, are used to create sustainable value through various contents on local food SNS. It provided practical data for sustainable marketing of local food to develop positively through

The purpose of this study is to identify the relationship between the sources of tourist information (SNS, blog, and commercial advertising) and the cognitive self-visual image produced and shared by tourists themselves, and the causal relationship between the self-visual image, tourist motivation, and revisit intention. The survey was conducted for potential tourists who experienced overseas travels. A total of 338 samples were collected and the data was analyzed using SPSS 25.0 version program. The study results showed that SNS image influences on every subconcept of self-visual images (natural/environment characteristic, amenities/tourist infrastructure, attractions, cultural environment/accessability), and blog image influences on natural/environment characteristic, amenities/tourist infrastructure, and cultural environment/accessability. However commercial advertising has no impact on self-visual images. Also, cultural environment/accessability influence on internal and external tourist motivation. Natural/environment characteristic only influences on internal tourist motivation and amenities/tourist infrastructure influence on external tourist motivation. A detailed practical and theoretical implications are included.

본 연구는 소셜 미디어 이용자들의 상호작용을 통한 제품정보 확산 패턴으로 트위터와 블로그의 특성차이에 따른 영향력을 확인해 보고자 시도되었다. 이에 각 매체에서의 제품정보에 관한 포스팅 수를 이용하여 바스모형을 통해 정보확산패턴을 확인해 보았다. 분석 결과 첫째, 블로그와 트위터 모두에서 실용재에 비해 쾌락재가 정보확산 속도가 빨랐다. 둘째, 제품유형에 관계없이 트위터는 블로그에 비해 모방효과의 영향력이 높게 나타났으며, 블로그는 트위터에 비해 혁신효과의 영향력이 높았다. 이를 통해 블로그는 트위터에 비해 이용자가 본인 스스로 직접적으로 정보를 찾는 경향이 더 높은 경향이 있으며, 트위터는 블로그에 비해 혁신에 대한 주관적 평가보다는 다른 사람으로의 전달된 평가에 더 의존하는 경향이 있음을 시사한다.

This study aims to understand the differences in the media characteristics of two types of media, namely, Blog and Twitter, as well as in their factors that affect product information diffusion. To achieve these objectives, the information diffusion pattern is identified by analyzing the number of product-related posts in each media based on the Bass model. The analysis results revealed that the information diffusion speed of hedonic goods was faster than that of utilitarian goods. Regardless of product type, Twitter had a higher imitation effect than Blog, while Blog had a higher innovation effect than Twitter. The results implied that users of Blog tended to find information by themselves while those of Twitter relied more on the others’ evaluation than their own subjective evaluations of innovations.

As electronic word of mouth plays an important role in purchase behavior among consumers, the number of studies on the impact of electronic word of mouth is rapidly increasing. Nevertheless, it is difficult to discover comparative studies on the mass media which had a great impact on consumer’s purchase behavior before the impact of electronic word of mouth becomes greater versus the social media where electronic words of mouth are created and distributed. It is considered that it seems to be necessary to find an appropriate mutual supplement point between the media designed for a successful marketing by comparing and analyzing the existing mass media versus the social media, major media for electronic word of mouth. Therefore, this study aims to compare and analyze the impact of comments on movie revenue in the representative forms of mass media such as online news and social media blogs. In particular, this study also considers an appropriate media for promoting movies by period by comparing and analyzing the two media before and after film release. For analysis, this study collects the information on the number of comments on online news and blogs in 70 Korean movies released in 2011 and 2012 from five weeks before film release to eight weeks after film release on a daily basis via Naver. This study also collects the information on the movie revenue using the statistical data of movie industry from Korean Film Commission. As a result of empirical data analysis, it is found that the two media showed no difference in movie revenue before film release, but after film release, the impact of blogs was more significant than that of online news.

Korean movie contents have been considered important in political, social and cultural areas. In the circumstance, electronic word-of-mouth (eWOM) through social media has been used as part of movie promotion. As such, eWOM through social media has been more of importance, but few studies have been conducted on the effective media for box office. Accordingly, this work was intended to look into the characteristics of eWOM and explore the media and release date affecting box office. The results of this work are summarized as follows: First, it was found that, prior to movie release there was no significant difference between online news and blog. Secondly, after movie release, social media as word-of-mouth media more strongly affected box office than online news as advertising media. The influence of social media was found to be stronger than online news after movie release.

Blog have become very popular with Internet users as one of the latest forms of online communication as well as knowledge sharing tools. However, blogs generate growing concerns regarding information privacy issues. This study, based on social exchange theory, presents results about bloggers’ information sharing behavior. The 157 surveys are collected from a large university in the eastern U.S. The survey results indicate that trust which has four second order factors: economy based trust, trust in reciprocity, trust in other bloggers and trust in social interaction positively affects bloggers’information sharing behavior. However, online information privacy concerns have a negative impact on the relationship between trust and bloggers’ information sharing behavior.

웹2.0은 그 중요성에 비해 조직에서의 적용과 관련한 실증적인 연구는 매우 적은 편이다. 본 연구는 기존의 정보시스템 성공모형을 기반으로 기업에서의 업무성과 향상을 위한 성공적 블로그 활용모형을제안하고, 이의 실증적 탐색 연구를 수행하였다. 금융권의 블로그 사용자 231명을 대상으로 설문조사 하였으며, AMOS를 사용하여 구조방정식 모형을 분석하였다. 그 결과 블로그의 시스템 품질과 정보품질 요인이기업의 업무성과 증대에 유의적으로 긍정적인 영향을 미치는 것으로 나타났다. 또한 본 연구에서 제시한 모형에 따라 블로그의 사용증가, 공유동기 증가, 참여 활성화, 정보품질 향상, 업무성과 증대로 이루어지는 성공적 블로그 활용에 대한 선순환 구조를 일부 확인하였다

Web 2.0 applications have been explosively accepted into general usage in the real world. Despite this, they are slowly practiced in organizations and their adoption is still at the stage of inception. Empirical research about their effects on the performance of organization has been also rarely done. Based on the traditonal DeLone and McLean’s models of information systems success, we proposed a theoretical success model for Web 2.0 blog systems in organizations and empirically validated its applicability. This study empirically explored the application of the models for as well as the extension of the models to include the characteristics of blogs such as voluntary participation and information sharing. Accordingly, hypotheses were set out to examine the proposed model, involving seven variables of interest; (1) system quality, (2) information quality, (3) perceived benefits, (4) usage, (5) task performance,(6) motivation of information sharing, and (7) participation. We also tested if there exists a cyclic relationship in the model. That is, as the users perceive more benefits out of using blog, they will use it more. This positive attitude would also lead to higher performance at the task and more sharing of information. This cyclic relationship was expected to attract increased participation. Of the seven variables in the model, we included two blog-specific factors; motivation of information sharing and participation. The former ‘motivation of information sharing’ was measured by self-confidence, reputation, position, and altruism. The latter ‘participation’ denoted the number of posts, updates and comments and why they visit the blog. The survey was distributed to on- and off-line users in in finance and banking sectors in Korea and 231 blog users were replied (105 on-line and 126 off-line users). The collected survey was put into the structured equation model using AMOS. As a result, the factors ‘system quality’ and ‘information quality’ significantly affected the performance of organizations. In addition, most of the parts in the proposed success model, that is, the increased use of blogs will raise the motivation of information sharing, leading to more active participation in blogging, to improved information quality, and finally to organizational performance, are confirmed.

As the number of blog users has been increasing significantly, a lot of studies have been carried out to find out what makes people use a blog or feel satisfied with it. However, most of the previous studies assumed that dissatisfaction is the opposite of satisfaction and a person who is dissatisfied with a blog does not use it, failing to explain about blog users who do not feel satisfied with their blogs but use them continually. In addition, the studies found out just blog users' motives and satisfying factors in using blogs, and did not suggest any way to improve and promote blog services. Against this backdrop, this study conducted a survey of blog users in order to examine how the satisfying factors of a blog selected through a prior study affect both satisfaction and dissatisfaction of a user. The survey results showed that the satisfying factors are divided into two groups: group A which affect satisfaction and dissatisfaction equally, and group B which affect them differently. Based on the results, this study subdivides group A into high involvement factors and low involvement ones, and group B into motivators, which strongly affect satisfaction, and hygiene factors, which strongly affect dissatisfaction. According to characteristics of each group, this study suggests ways to improve and promote blog services.

개방과 참여, 공유로 대표되는 웹 2.0의 사상은 컴퓨터와 인터넷 업계는 물론 모든 산업 분야에 걸쳐 새로운 트렌드와 패러다임을 만들어가고 있다. 이에 본 논문은 H사의 지식경영고도화에 대한 사례연구를 바탕으로, 엔터프라이즈2.0 솔루션이 어떠한 과정을 통해 기업과 조직의 성과에 긍정적 영향력이 있는지를 사례연구를 통해 분석하였다. 본 연구는 엔터프라이즈2.0 솔루션과 지식경영고도화의 관계를 제시하고, 구축에 따른 기업의 정량적, 정성적 효과도 검증하였다. 이러한 연구 결과는 개방형 혁신을 통한 기업의 경쟁력 제고 및 경영성과 향상에 기여할 것이라 기대한다.

The 2.0 web theory that represents openness, participation and common ownership is developing into a new trend and paradigm on all industries as well as computer related industries. At this study, by analyzing establishing case on the advanced knowledge management, it can be noted that innovation technology of knowledge management and use method establishing effectiveness are newly defined and analysed. Through this study, you may look into that a new part of relations of enterprise 2.0 solution and the advanced knowledge management have been found, in such a relation, quantitative and attentive effectiveness on the solution establishment have been reviewed. I surely believe this study will greatly contribute to the business competitive promotion as well as improvement of business achievement through this research.