정부부처 홈페이지의 홍보효과에 관한 사용자 평가연구

다국어 초록 (Multilingual Abstract)

The Internet WebPages, as public relations (PR) channels, have recently received the attention of governments, corporations, and other organizations that intend to inform their activities to the public as well as make good public relationships. This is because WebPages allow for interactive communications and provide diverse information at a cheaper cost compared to conventional mass media.
Although the utility of WebPages as PR channel has been recognized, it has yet to receive adequate scholarly attention: we do not know what factors of WebPages influence cognition, attitude, or the behavior of Web-users. This is because most studies have focused on content analysis while little attention have been paid to the relation between the various characteristics of WebPages and the responses of Web-users. Recognizing this need, this paper focuses on three major problems related to the PR effects of WebPages maintained by government agencies. We investigate the following three questions. What factors of government WebPages.
(l) Influence public knowledge and understanding of Web Page providers:
(2) Lead to positive attitude formation;
(3) Enhance behavioral intention of WebPages providers.
For this purpose, this study employed pre-experimental designs (One-shot Case study). Eighty-four college students participated in the experiment. Because it was extremely difficult for one subject to navigate all 23 government WebPages, we divided them into three groups and had one group navigate seven to eight Web Pages.
After navigating the WebPages, we requested the subjects to respond to questions about the images of WebPages construction (7 items), user friendliness (9 items), and usefulness of information (6 items) which were our independent variables. We also requested the subjects to respond to questions pertaining to knowledge, attitude, and behavioral intention of WebPages providers that were used as our dependent variables.
We first executed factor analysis to cluster our independent variable. The result was as follows: 1) the images of WebPages construction were extracted into two factors (content character, form character); 2) the user friendliness into three factors (usefulness of information-seeking, of operation, of suggesting opinion) ; and 3) the utility of information consisted of one dimension. Then multiple regression analysis was conducted using as independent variable the above-mentioned six factors and the usage period of the Internet.
The results indicated that the utility of information; content character, usefulness of information-seeking had significant influence on the knowledge, attitude, and behavioral intention of the users.