블로그 콘텐츠 제작 의도의 영향 요인에 대한 연구 ― 파워 블로거와 일반 블로거의 비교를 중심으로 = Effecting Factors on Producing Blog Contents: Comparison of Power Blogers and General Blogers

국문 초록 (Abstract)

블로그는 웹 2.0 시대의 대표적인 인터넷 상의 콘텐츠 생성 및 공유 도구로 자리 잡고 있으며, 트위터와 같이 사회네트워크 기반 시스템으로 발전하고 있다. 본 연구에서는 파워 블로거와 일반 블로거를 구분하여 블로그 콘텐츠 제작의 영향 요인을 실증적으로 분석하고자 한다. 제시한 연구 모형에는 합리적 행위이론과 계획된 행동이론에 기초하여 사회적 네트워크 소속감, 지식공유의도, 자기노출과 같은 웹 2.0 시대의 사용자 행동의 특징을 반영하는 변수들이 포함되었다. 국내 대표적인 3개의 블로그 사이트의 블로거들에 대한 설문 조사를 통해서 파워 블로거와 일반 블로거 간에 블로그 콘텐츠 제작에 영향을 주는 요인이 차이가 있음을 알 수 있었다. 파워 블로거의 경우는 참여 태도, 사회적압력, 자기 효능감, 지식공유의도가 유의미한 영향을 주는 것으로 나타났으며, 일반 블로거의 경우는 참여 태도, 사회적 네트워크 소속감, 지식공유의도가 유의미한 영향을 주는 것으로 나타났다.

다국어 초록 (Multilingual Abstract)

Blog is a representative Internet tool to produce and share contents in Web 2.0 era, and evolves to social network based systems like Twitter. This paper aims to analyse affecting factors on producing blog contents empirically with distinguishing power bloggers and general bloggers. As based on Theory of Reasoned Action(TRA) and the Theory of Planned Behavior (TPB), a research model is developed which includes ‘social network connectedness’, ‘knowledge sharing intention’ and ‘self-disclosure’ as variables for characterizing the user behavior of Web 2.0 era. Based on survey questionnaire on three Korean representative blog sites, we can find that the affecting factors on producing blog contents are different between power bloggers and general bloggers. In the case of power bloggers, ‘participating attitude’, ‘social pressure’, ‘self-efficacy’ and ‘knowledge sharing intention’ have influence significantly on ‘producing intention’. However, in the case of general bloggers, ‘participating attitude’, ‘social network connectedness’ and ‘knowledge sharing intention’ have influence significantly on ‘producing intention’.

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