네트워크 내 정보 흐름이 네트워크 사용 확산에 미치는 영향에 관한 연구 = The effects of network information flow on network use diffusion

다국어 초록 (Multilingual Abstract)

The dissertation is based on the research about the cause and the process of Use Diffusion in online community- Network Information Flow Model(Han 2004, Working Paper).
Online community members take certain information from a network where infinite information move around and share it with other members. Such activities accelerate and amplify the value of the network(Han 2004, Working Paper). This information flows may increase the usage of online community by its members. In order to address this process precisely, following questions were asked for the research.
Could it be possible to identify the factors, which influence the use diffusion in online community? If it could, how much effect would these factors give on customers? usage? Given that users might show different use pattern in terms of variety and frequency of the use, what could be the most effective way to categorize those users? How could it be applied to a marketing manager?
We have presented the theoretical network information flow theory and use diffusion in order to address above questions. We have tested network information flow model and the use diffusion Model. There are three parts in the model framework. (1) Determinants of Use Diffusion (2) the Patterns of Use Diffusion.? Segments of 2 distinct dimension (Variety of use and rate of use), (3) the results of Use Diffusion.
For examining conceptual model framework, logdata on a community site - http://www.cyworld.com; a multi-media blog community site which not has more than 10 million users - was used.
In conclusion, Network Coder Group shows more efficient and more effective activities to spread information as well as to create information compared to other groups in Network Information Flow Model. It has also appeared that they have a different control for strong-ties coder group than non-coder group. In consequence, Network Coder Group takes the core role in network information flow.
It was detected that activities creating information such as network coding and uploading, or activities spreading information like others? visit give significant influence to both variety and the depth of use in network. Thus it could be submitted that the activities related to network information flow are important variables in determining use diffusion.
For the purchase as a result variable, uploading and others? visit have an affirmative effect on both quantity and frequency of the purchase.
The activities related to Network information flowing also influence on the profitability of an enterprise hence that it should be certain that an enterprise provides convenient and useful system for the members creating their own information without difficulty when uploading. In case of others? visit, opportunities should be provided for the members to be given wider publicity, which eventually would increase profits.
Visibility of core customers, and precise examination for core customers who are leading the growth of community, should be ensured in order to lead network based on-line enterprises to a success. Eventually, it would provide essential implication to grasp factors for increasing profits by understanding activities of members related to network information flow.

목차 (Table of Contents)

• 목차
• Ⅰ. 서론 = 1
• 제 1 장 연구의 배경 = 1
• 제 2 장 연구의 목적 = 6
• 제 3 장 연구의 구성 = 8
• Ⅱ. 이론적 배경 = 11
• 제 1 장 네트워크 내 정보 흐름에 관한 이론적 배경 = 11
• 제 1 절 네트워크 내 정보 흐름에 관한 사회학적 관점 = 11
• 제 2 절 네트워크 내 정보 흐름에 관한 경제학적 관점 = 16
• 제 3절 네트워크 내 정보 흐름에 관한 마케팅적 관점 = 19
• 제 2 장 네트워크 사용 확산의 선행요인으로서의 네트워크 내 정보 흐름(Network Information Flow)에 관한 이론적 배경 = 24
• 제 1 절 네트워크 코딩(Network Coding)에 관한 이론적 배경 = 24
• 제 2 절 네트워크 코딩 활동의 동기부여 요인으로서의 시그널링 / 피드백 시스템 (Signaling / Feedback System) = 35
• 제 3 장 네트워크 사용 확산 모델(Diffusion Model)에 관한 이론적 배경 = 39
• 제 4 장 웹사이트 사용에 관한 이론적 배경 = 45
• 제 5 장 네트워크 사용 확산의 결과변수로서의 구매에 관한 이론적 배경 = 48
• Ⅲ. 연구 가설의 설정 = 52
• Ⅳ. 연구 모델 = 58
• 제 1 절 네트워크 정보 흐름과 네트워크 사용량의 관계에 대한 모델 = 61
• 제 2 절 네트워크 정보 흐름과 사용 확산 패턴에 대한 모델 = 62
• 제 3 절 네트워크 정보 흐름과 사용량 그리고 구매와의 관계에 대한 모델 = 63
• 제 4 절 변수의 조작적 정의 = 65
• 제 5 절 연구대상 웹사이트 소개 및 특성 = 68
• 제 6 절 로그데이터의 수집 = 70
• 제 7 절 로그데이터의 특성 = 73
• Ⅴ. 연구 결과 = 75
• 제 1 절 네트워크 정보 흐름 모델(Network Information Flow Model)에 대한실증 분석 = 75
• 제 2절 네트워크 정보 흐름 (Network Information Flow Model)이 사용 확산에 미치는 영향에 관한 연구 결과 = 90
• 제 3 절 가설의 검증 = 117
• Ⅵ. 결론 및 시사점 = 120
• 제 1 절 연구 결과의 요약 = 120
• 제 2 절 연구의 시사점 = 124
• 제 3 절 연구의 한계 및 향후 연구 과제 = 127
• Ⅶ. 참고 문헌 = 129
• Abstract = 143

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