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디지털 시대의 온라인 공중 집단행동에 대한 집단 효능감의 역할 : 청와대 국민청원 사이트 참여를 중심으로
박인호 ( Inho Park ),장현석 ( Hyunsuk Jang ),박현순 ( Hyun Soon Pak ) 한국PR학회 2019 PR연구 Vol.23 No.3
Objectives The purpose of this study was to explain how computer-based communication affects the formation of the individual’s collective efficacy, and to identify how collective efficacy increases the individual’s participation intention, in an online group. Methods For the purpose, this study conducted a survey, with the ‘Blue House online petition’ participants. Results As a result, this study reached three theoretical conclusions. First, personal problem cognition, social problem cognition, and constraint cognition have statistically significant effects on social identity of the online public. Second, social identity of the online public has statistically significant effect on collective efficacy. Third, participative efficacy has moderate effect on collective efficacy and the individual’s participation intention. Conclusions The result of this study is expected to contribute to understanding formation and application, of collective efficacy. Furthermore, this study can offer practical help for PR campaigners to design online campaigns and social change movements.
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