사회적 자본의 효과에 관한 네트워크적 접근 : Bonding vs. Bridging

다국어 초록 (Multilingual Abstract)

This study aims to verify the relationship between social network characteristics and consumer’s online community behavior incorporating the previous findings on social capital. Specifically, the study has four specific objectives: First, the study verifies whether social capital features divided into two dimensions of bridging and bonding influences an individual’s psychological well being. Second, the study seeks to confirm whether psychological well being facilitates one’s participation in SNS activities. Third, it seeks to investigate the effects of bridging and bonding capital on SNS participation. Finally, the study aims to confirm whether cultural values sucahs individualism an uncertainty avoidance, moderate the relationship between social capital and SNS participation.
The results show that bonding capital significatnly influenced psychological well being, whereas bridging capital didn’t. Also psychological well being influenced quatitative SNS particip[ation, but not qualitative one. And only briadging capital was found to significatnly influence on qualitative participation. Finally regardless of cultural value levels, bonding capital influenced on quantitative SNS participation more than bridging capital, whereas bridging capital influenced on qualitative participation.more than bonding capital.

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