Sense of Virtual Community: a Conceptual Framework and Research Issues

고준,김영걸,Koh, Joon,Kim, Young-Gul 한국경영정보학회 2001 Information systems review Vol.3 No.2

온라인 실행공동체(Communities-of-Practice) 활성화 요인과 스폰서의 영향

고준,엄기용,Koh, Joon,Om, Ki-Yong 한국경영정보학회 2006 Asia Pacific Journal of Information Systems Vol.16 No.2

Firms are increasingly adopting online communities-of-practice (CoPs) with strong managerial support in hopes of promoting knowledge sharing and creation within the organization. Excessive managerial concern and sponsoring, however, could harm the spontaneity of CoP participants, which is one of the pivotal characteristics of virtual communities, and in the end, have negative impact on their smooth operation. In this regard, this study examines the factors which affect the stimulation of CoPs and explores the difference in their operating mechanisms under two differing organizational structural settings by the existence of a sponsor. By analyzing 133 samples of CoPs in a globally leading company, this study found that the existence of a sponsor designated by the organization, has serious influence on the working of CoPs, That is, leaders' enthusiasm and the level of off-line activities are critical factors for the stimulation of CoPs which have no sponsor, while in case of CoPs that have their sponsors, neither leaders' enthusiasm nor the level of off-line activities are significantly related to the stimulation of CoPs. At the same time, the performance of CoPs which have their sponsors was found significantly higher than that of CoPs which have no sponsor. These results indicate that firms need to pay special attention to organizational sponsorship when introducing CoPs within their organizations.

온라인 쇼핑 상황에서 고객충성도의 결정요인

고준(Joon Koh),최수정(Sujeong Choi),안백성(Baicheng An) 한국콘텐츠학회 2015 한국콘텐츠학회논문지 Vol.15 No.11

본 연구는 인터넷 쇼핑과 모바일 쇼핑에서 현재의 소비자들을 장기적으로 유지하는 문제 즉, 어떻게 이들로부터 고객충성도를 이끌어 낼 것인가를 연구하고자 한다. 구체적으로, 본 연구는 각각의 쇼핑 환경에서 고객충성도에 가장 영향력 있는 변수가 무엇인지를 비교, 규명하고자 한다. 수많은 선행연구들에서 고객충성도의 출발점은 우수한 서비스품질임을 강조하였다. 이에, 본 연구는 서비스품질을 고객충성도의 핵심 선행변수로 고려한다. 또 다른 선행변수로써 실용적 가치인 유용성과 쾌락적 가치인 즐거움을 제시한다. 마지막으로, 본 연구는 인터넷 쇼핑과 모바일 쇼핑의 각 집단에서 서비스품질 및 쇼핑가치가 고객충성도에 미치는 효과에 차이가 존재하는지를 분석한다. 실증분석 결과는 첫째, 인터넷 쇼핑 집단에서는 쾌락적 가치인 즐거움을 제외한 나머지 선행변수들 즉, 서비스품질 차원인 대응성과 공감성 그리고 실용적 가치인 유용성이 모두 고객충성도를 증가시키는 것으로 나타난 반면에, 모바일 쇼핑 집단에서는 즐거움만이 고객충성도에 유의하였다. 둘째, 서비스품질 및 쇼핑가치가 고객충성도에 미치는 효과는 인터넷 쇼핑 및 모바일 쇼핑에 따라 명백한 차이가 존재하는 것으로 나타났다. 이 결과는 각각의 쇼핑에 효과적인 고객충성도 관리방법이나 전략이 다를 수 있음을 시사한다. This study focuses on customer loyalty that explains how firms can maintain long-term relationship with customers, in the internet shopping and mobile shopping contexts. Specifically, this study examines the key determinants of customer loyalty from two perspectives: service quality and shopping value. Concerning service quality, previous studies have long argued that it is a starting point of building customer loyalty. Shopping value is a key variable in capturing consumers’ shopping motives. In this study, we consider two types of shopping value: usefulness as utilitarian value and enjoyment as hedonic value. Moreover, this study examines whether the effects of service quality and shopping value on customer loyalty differ depending on internet and mobile shopping groups. To test the proposed hypotheses, we conducted multiple linear regression analysis and chow test with a total of 199 data collected on users who have experience in internet shopping and mobile shopping. The key findings are as follows: First, in the internet shopping group, customer loyalty depends on service quality (responsiveness and empathy) and usefulness, whereas in the mobile shopping, it only depends on enjoyment. Second, the impacts of service quality and shopping value on customer loyalty are different depending on internet shopping and mobile shopping. The results imply that e-tailors should develop differential methods suitable for internet shopping or mobile shopping to enhance customer loyalty.

소셜커머스 이용자의 만족과 불만족에 영향을 미치는 요인

고준(Joon Koh),박상철(Sang-Cheol Park),손세창(Sae-Chang Son) 한국인터넷전자상거래학회 2013 인터넷전자상거래연구 Vol.13 No.4

Despite the explosive growth of social commerce, there have been many complaints by customers using social commerce services. In order to understand why customers utilize social commerce sites even though they complain about the services, we developed a comprehensive model for the satisfaction and dissatisfaction. This model employed Hertzberg"s two-factor theory and Herzberg"s expectancy disconfirmation theory. To test our research model, final survey data was collected from 222 respondents with prior experience using social commerce sites. By testing our model using PLS (Partial Least Square), we found that region-based information was positively related to the satisfaction of using social commerce, while discounted price was negatively related to dissatisfaction in social commerce. We also found that the relationship between discounted price and dissatisfaction was negatively moderated by the number of product reviews. The implications of these findings for both research and practice are discussed.

온라인 공간에서의 문제해결 : 전문가 지식 네트워크에 관한 사례연구 The Knowledge Network of Experts

고준 ( Joon Koh ),전성일 ( Sung Il Jeon ) 한국지식경영학회 2005 지식경영연구 Vol.6 No.2

소셜 네트워크 서비스에서 사용자의 플로우와 스트레스가 주관적 안녕감에 미치는 영향

고준(Joon Koh),이성준(Sung-Jun Lee),누립국(Liguo Lou) 한국IT서비스학회 2016 한국IT서비스학회지 Vol.15 No.1

Most of the SNS users argue that they feel techno-stress or digital fatigue when they use SNS. As the relationships in the SNS expand, users may feel work overload, digital fatigue, and techno-stress which are caused by the time and effort for the retaining the existing relationships established via SNS. The SNS activities require users’ time and effort to update their profiles and the current news of them, responding to online friends’ contents. Thus, more relationships they have, more stress they can feel. This study tries to examine the key factors that can affect subjective well-being of individuals in Social Network Service (SNS) usage. Therefore, this study, based on the previous literature, investigates what the sources of SNS stress are and how SNS stress and flow affect subjective well-being of SNS users. Major findings of this study from an empirical analysis with 201 SNS user respondents who have accessed SNS at least one time within one month are as follows. First, perceived opportunity cost and reputation recognition in SNS usage were found to have significant effects on negative emotion. Second, individual’s flow in SNS was significantly affected by challenges and interactions, and had a significant impact on positive emotion. However, SNS users’ flow did not show a positive relationship with their satisfaction of life. This study contributes to the expansion of theoretical discussion about the effect of individual’s SNS usage on quality of life in validating whether SNS usage can bring individuals subjective well-being. Implications of the study findings and future research directions are also discussed.

공공기관 모바일 서비스 수용에 관한 탐색적 연구

고준(Joon Koh),손주희(Ju-Hee Son),양성병(Sung-Byung Yang) 한국콘텐츠학회 2014 한국콘텐츠학회논문지 Vol.14 No.10

정부 및 공공기관에서는 공공서비스를 모바일 환경에서 제공하기 위해 여러 가지 애플리케이션을 출시하고 있다. 하지만, 사용자를 최우선으로 배려하지 않은 일방적이고 단편적인 서비스로 인해 그 이용률은 극히 저조한 상황이다. 이에, 본 연구에서는 선행연구를 바탕으로 공공기관 모바일 서비스 수용의 핵심요인 다섯가지(유용성, 편리성, 상호작용성, 정보의 신뢰성, 사회적 압력)를 도출하였다. 중소기업 지원을 전문으로 하는 공공기관(H 기관)의 ‘기업지원 앱서비스 사용자 및 전문가 각 5인에 대한 심층인터뷰 결과, 다섯 가지 핵심요인 모두가 중소기업의 공공기관 모바일 서비스 수용에 중요한 요인으로 분석되었다. 사용자의 요구에 실시간으로 반응하고 제안된 의견을 신속히 반영함에 따라 모바일 서비스 사용자의 만족도는 크게 향상될 것이다. 또한 다양한 고급 정보를 맞춤형으로 제공함으로써 사용자와 공공기관 간 신뢰를 구축할 수 있을 것이다. 결국 사용자 가치 중심의 모바일 서비스 구현이 사용자의 서비스 수용과 사용을 높이는 중요한 요인이 되므로, 공공기관은 모바일 앱 개발 및 운영에 있어 사용자 요구 응대에 주안점을 두어야 한다. Government and public institutions have been releasing a number of mobile applications in order to provide diverse public services in the mobile environment. However, due to their one-sided and fragmented service with the lack of adequate care for users, the utilization rate is extremely poor. Therefore, this study, based on a relevant literature review, identified and derived the five key factors (usefulness, convenience, interactivity, information credibility, and social pressure) for users mobile service adoption. Then, through in-depth interviews with five users and five experts regarding the ‘business support app’ of one public agency (H institution) that specializes in SMEs, we found that all of these factors are important for users’ mobile service adoption. Users satisfaction could be significantly improved through real-time response to their needs. In addition, providing them with useful and tailored information can lead to mutual trust between public institutions and users. Consequently, as these user-oriented services can increase users loyalty and boost the utilization rate of the public apps, public institutions should always put persistent efforts to cope with users demands.

온라인 기술거래 활성화 요인

고준(Joon Koh),최수정(Su-jeong Choi),임주동(Ju-dong Lim),이길형(Gil-hyung Lee) 한국인터넷전자상거래학회 2009 인터넷전자상거래연구 Vol.9 No.3

This study proposes an analytical framework for online supporting services offered by technology trade agencies' web-sites which is composed of three categories: technology trade support, technology information support, and technology commercialization support. This framework is expected to provide a comparative analysis of online supporting service among agencies' web-sites. Furthermore, this study suggests a conceptual model including the relationship between the online supporting services and the performance of technology trade. In order to verify the usefulness of the conceptual model, we conducted two types of case studies: overall case analysis(with 36 web-sites of technology trade agencies) and in-depth case analysis(with 8 web-sites). The results showed that the core online supporting services promoting online technology trade are database on technology information, survey on technology demand, evaluation of technology's value, marketing for technology, human network, and database on buyers of technology. Also, it has been found that the more online supporting services does a technology trade agency offer, the more activated are online technology trades.

지식경영의 국방조직에 대한 적용 : 최신 이슈 및 연구시사점

양성병,고준,Yang, Sung-Byung,Koh, Joon 한국국방경영분석학회 2008 한국국방경영분석학회지 Vol.34 No.1

본 연구는 지식경영에 대한 개념과 지식경영 성공사례를 소개하고, 최신의 지식경영 이슈로 부각된 지식생태계와 사회연결망분석, 실행공동체 등의 신 개념을 국방조직에 어떻게 적용할 수 있을지에 대한 시사점을 논의하였다. 국방조직은 보안문제 등 여러 면에서 특수성을 지니고 있기 때문에 민간 기업이나 일반조직의 지식경영 도입 및 추진방법과는 다를 수 있지만, 체계적인 지식축적 및 관리를 위한 지식관리시스템 도입, 실행공동체를 통한 구성원들의 지식공유 활성화, 군 외부조직과의 상호작용 및 지속적 학습을 위한 지식생태계 구축 등은 국방 혁신에 실질적인 도움이 될 수 있다. 국방조직의 특성을 감안한 개방형 지식경영의 적용 가능성, 실무적 시사점, 향후 연구방향 등이 함께 제시된다. This paper introduces the concept of knowledge management(KM) and current KM trend(such as community-of-practice, knowledge ecology, and social network analysis) with some successful KM practices, and discusses a chance to apply KM to defense organizations. Although defense organizations have several unique characteristics which differ from other private organizations such as critical security issues, implementing KM initiatives for them seems essential. Implications and future research directions are also discussed.

CoP(Community of Practice)에서 참여동기-보상 적합이 CoP 몰입과 지식공유활동에 미치는 영향

김인학,이지현,고준,김희웅,Kim, In-Hak,Lee, Ji-Hyeon,Koh, Joon,Kim, Hee-Woong 한국정보처리학회 2010 정보처리학회논문지D Vol.17 No.3

기업에서 경쟁이 심화됨에 따라 경쟁력의 원천 중 하나로 주목받고 있는 것이 지식이다. 이러한 지식자원을 공유하고 활용하기 위해서 국내외 지식경영을 수행하는 많은 기업들은 CoP(Community of Practice)를 운영하고 있다. 최근에 기업에서 운영하는 CoP는 본래의 비공식적이며 자발적인 성격에서 벗어나 조직의 전략적인 목적을 달성하기 위해 경영진들에 의해서 주도되며 공식적인 지원을 받고 있다. 하지만 기업의 이러한 전략적 운영은 본래의 성격에서 벗어날 수 있을 뿐만 아니라 CoP 참여자의 자발성마저 저해하는 상황이다. 특히 CoP 참여자마다 개인적 특성으로 인하여 참여동기와 선호하는 보상 유형에 차이가 있기 때문에 CoP 운영에 있어서 많은 주의가 필요하다. 본 연구는 CoP를 운영하는 기업 내 CoP 참여자 114명의 설문분석을 통하여 참여동기와 보상유형을 살펴보고, 참여동기-보상 간의 적합성이 어떻게 참여자들의 CoP 몰입과 지식공유활동에 영향을 끼치는 것인지를 실증분석하였다. 분석 결과, 즐거움, 호혜성, 심리적 보상, 금전.지위보상 등이 참여동기-보상 적합에 영향을 끼치는 것으로 나타났고, 이러한 동기-보상 적합이 CoP 몰입을 이끌며, 궁극적으로 몰입이 지식공유활동에 긍정적 영향을 끼쳤다. 즉, 내적동기, 외적동기, 내적보상 및 외적보상들이 상호 복합적으로 연관작용하여 CoP 몰입과 지식공유활동에 영향을 끼친다는 점에서 기업들은 CoP 활성화를 위하여 동기적 측면과 보상적 측면을 충분히 고려해야 할 것이다. As the business competition between firms is getting intense, one of the sources of competitive advantage is effectively and efficiently to create, share, and apply information/knowledge among employees. Most of the firms which conduct knowledge management are operating a Community of Practice(CoP) in order to create, share and utilize this kind of information/knowledge resource. Recently, the CoP is getting out of its informal and spontaneous manner and is beginning to be led by the top management, receiving official support, in order to achieve the organization's strategic goals. However, the corporation's strategic operation of the CoP is not only against its original characteristics but also hampers the spontaneity of its participants. Every participant has different motivation to participate and different preference for reward type. This study, with the survey of 114 respondents, found that intrinsic motivation as well as extrinsic motivation significantly affect the motivation-reward fitness. Also, the motivation-reward fit was found to influence CoP commitment which ultimately leads to knowledge sharing activity in the CoP context. This research will help knowledge management companies to figure out how the two things of participants' motivation and their reward types can fit together, and how such fitness ultimately affects the participants' commitment and their knowledge sharing activities.