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

참고문헌 (Reference)

1. Cybersociety 2.0, Jones, , 1998

2. Crossing the Chasm, Moor, Crossing The Chasm, , 1991

3. Personal Influence, P.F.Lazarsfeld, Kaz, , 1995

4. Finding the Needles, Anders, , 1999

5. Scale-Free Networks, Eric Bonabeau, Barabasi Albert-L?szl?, , 2003

6. The people's choice, Lazarsfeld, Gaudet, Berelson, , 1944

7. 소비자 행동론, 임종원, , 2006

8. Job Market Signaling, Spence, , 1973

9. Marketing Management, Zaltman, , 1987

10. Linear Network Coding, Li S.-Y.R, R.W.Yeung, N.Cai, , 2003

11. Networked Interactivity, Fay Sudweeks, Rafasli, Networked interactivity, , 1997

12. 사회 연결망 이론, 김용학, 博英社, 사회 연결망 이론, , 2003

13. Network Information Flow, Raymond W.Yeung, Ahlswede, , 2000

14. The strength of weak ties, Granovetter, , 1973

15. Graph Structure in the Web, Broder, Janet Wiener, , 2000

16. Online Behavior Stickiness, Thiel, Olsen, Oliver, Gillespil, Krishna, , 1999

17. Public displays of connection, Donath, Danah Boyd, , 2004

18. The sociology of Georg Simmel, Simmel, Georg, Nabu Press, , 2011

19. Diameter of the World Wide Web, H.Jeong, Albert, A.L.Barabasi, , 1999

20. A Simple Model of Herd Behavior, Banerjee, , 1992

21. Dimension of Opinion Leadership, Meyes, , 1972

22. Feedback in written instruction, Kullhavy, , 1977

23. Feedback: How does it function?, Bardwell, , 1981

24. Principle of Internet Marketing, Hanson, , 2000

25. Costly Signaling and Cooperation, Herbert Gintis, Smith, , 2001

26. Diffusion of innovation(4th ed.), Rogers, "Diffusion of Innovation, , 1995

27. Teaching principles and practice, Cole, Peter G, Prentice Hall, Teaching Principles and Practice, , 1987

28. Virtual Communities and the WELL, Rheingold, , 1993

29. 호주 올해 히트 상품은 iPod, 비즈넷타임즈, , 2004

30. The theory of industrial organization, Tirole, Jean, The MIT Press, , 1993

31. TheWorldWideWebasanAdvertising Medium, Berthon, L.F.PittandR.T.Watson, , 1996

32. Information Cascades in the Laboratory, Charles A.Holt, Anderson, , 1997

33. Innovative Consumers and Market Mavens, Leisa R.Flynn, Goldsmith, Elizabeth B.Goldsmith, , 2003

34. Symmetrical multilevel diversity coding, K.P.Hau, R.W.Yeung, Roche, , 1997

35. Competitive Effects on Technology Diffusion, Robert, Competitive Effects on Technology Diffusion, , 1986

36. Multilevel diversity coding with distortion, Yeung, , 1995

37. Six Degrees: The Science of a Connected Age, Watts, , 2003

38. Advertising and the Diffusion of New Product, Horsky, , 1983

39. 마케팅관리 - 시장지향적 - 전정판, 김동훈, 박충환, 오세조, , 2002

40. Dynamic conversion behavior ate-commerce sites, #NAME?, , 2004

41. Cognitive Lock-In and the Power Law of Practice, Gerald L.Lohse, Johnson, , 2003

42. Strong Regularities in World Wide Web Suffering, Huberman, Rajan M.Lukose, Peter Pirolli, , 1998

43. Social Ties and Word- of -Mouth Referral Behavior, Johnson, Russo, , 1984

44. Authoritative Sources in a Hyperlinked Environment, Kleinberg, , 1999

45. Forecasting with a Repeat Purchase Diffusion Model, Rao, , 1988

46. On the Depth and Dynamics of Online Search Behavior, Johnson, Wendy W.Moe, Gerald L.Lohse, , 2004

47. Capturing Evolving Visit Behavior in Clickstream Data, Moe, , 2000

48. Social support networks and the crisis of bereavement, Vachon, MacBride, Walker, , 1977

49. The Gerneral Theory of Employment, Interest and Money, Keynes, "The Gerneral Theory of Employment, , 1936

50. Exposure to Cultural Activities and Opinion Leadership, Langeard, , 1978

51. The market maven: A diffuser of marketplace information, Feick, Price, , 1987

52. Network Ext ernalities , Competition , andCompat ibility, Shapiro, Kat z, "Network externalities, , 1985

53. The Identity of Women's Clothing Fashion Opinion Leaders, Summers, , 1970

54. The Mannmaven: an agent for diffusing market information, Gianfranco Walsh, Wiedmann, , 2001

55. Word of Mouth: The Indirect Effects of Marketing Efforts, Berry, , 1995

56. Cross-National Analysis of Diffusion of Consumer Durables, Takada, , 1988

57. Indirect Network Externality Effects On Product Attributes, S.P.Raj, Basu, , 2003

58. On symmetrical multilevel diversity coding with distortion, Z.Zhang, Yeung, , 1999

59. Signaling Unobservable Prodcut Quality Through a Brand Ally, Rao, Lu Qu, Robert W.Ruckert, , 1999

60. Optical Pricing Policy in the Presence of Experience Effects, John M.Heincke, Masako N.Darrough, Clarke, , 1982

61. We Are What We Post? Self-Presentation in Personal Web Space, Gilly Mary C, Schau, , 2003

62. Characteristics of adopters andnon-adopters of home computers, Gentry, Dickerson, Characteristics of Adopters and Non-Adopters of Home Computers, , 1983

63. Consequences ofindividualfeedback on behaviorin organizations, Ilgen, Taylor, , 1979

64. Modeling Customer Learning and Visit Behavior on the Internet, Lee, Fred Zufryden, , 2000

65. Motor learning : Concepts and application (3rd ed).” Dubuque, Magill, , 1989

66. The Tipping Point: How Little Things Can Make a Big Difference, Gladwell, , 2000

67. A Study of Consumer Switching Behavior Across Main Portal Sites, Lee, , 2003

68. Innovation Diffusion and New Product Growth Models in Marketing, Mahajan, Eiten Muller, , 1979

69. Overlap of Opinion Leadership Across ConsumerProduct Categories, Summers, King, , 1970

70. Influence on Consumer User of Word-of-Mouth Recommendation Sources, Gilbert D.Harrell, Scott D.Johnson, Duhan, , 1997

71. Modeling multinational diffusionpatterns: An efficient methodology, Robertson, , 1989

72. The Chilling Effect of Network Externalities on New Product Growth, Goldenberg, Eitan Muller, , 2004

73. A Theoretical Model for the Study of Product Importance Perceptions, Block, , 1983

74. An Investigation into the Social Context of Early Adoption Behavior, Fisher, , 1992

75. Beyond Adoption:Development and Application of a Use-Diffusion Model, Shih, Beyond Adoption: Development and Application of a Use-Diffusion Model, , 2004

76. Reduced Frequency of Knowledge Results enhances Motor Skill Learning, Schmidt, Winstein, , 1990

77. Herd Behavior and Cascading in Capital Markets: a Review and Synthesis, Siew Hong Teoh, Hirshleifer, , 2003

78. Linked: How Everything Is Connected to Everything Else and What It Means, Barabasi Albert-L?szl?, , 2002

79. Skill Acquisition Problems in Sport. (demonstrating Skills and Acquisition), Magill, , 1993

80. Harnessing complexity : organizational implications of a scientific frontier, Axelrod, Robert M, Basic Books, , 2000

81. Intimate exchanges: Using computers to elicit self-disclosure from consumers, Moon, , 2000

82. New Product Diffusion Models in Marketing: A Review and Direction for Research, F.M.Bass, Mahajan, Muller, , 1990

83. Algebraic gossip: A Network Coding Approach to Optimal Multiple Rumor Mongering, Deb, , 2004

84. Beyond Diffusion: An affordability model of the growth of new consumer durables, Tellis, Golder, , 1998

85. 사회연결망 분석의 이론틀 : 구조와 행위의 연결을 중심으로, 김용학, , 1987

86. A Theory of Fads, Fashion, Custom, and Cultural Changes as informational Cascades, Bikhchandani Sushil, "A Theory of Fads, , 1992

87. Talk of Network: A Complex Systems Look at the Underlying Process of Word-of-Mouth, Muller E, Goldenberg J, Libai B, , 2001

88. Diffusion as an Explanation of Oil Nationalization or the Domino Effect Rides Again, Kobrin, , 1985

89. The Moderating Effects of Prior Knowledge on Cue Utilization in Product Evaluations, Kent B.Monroe, Rao, , 1988

90. How Sticky is your Web Site? Modeling Site Navigation Choices Using Clickstream Data, Bucklin, olph E, Catarina Sismeiro, , 2000

91. Reading Reader Reaction: A Proposal for Inferential Analysis of Web Server Log Files, Sullivan, , 1997

92. Installed Based and Compatibility: Innovation, Product Preannnouncement and Predation, Farrell, Saloner, "Installed Based and Compatibility: Innovation, , 1986

93. Network Analysis in Large Social Systems: Some Theoretical and Methodological Problems, Laumann, , 1979

94. Computer-Mediated Communication: Impersonal,Interpersonal, and Hyperpersonal Interaction, Walther, "Computer-mediated Communication: Impersonal, , 1996

95. Experience Curves and Dynamic Demand Models: Implications for Optimal Pricing Strategies, Dolan, , 1981

96. Men's and Women's Network: A Study of Interaction Patterns and Influence in an Organization, Brass, , 1985

97. FLOW 개념을 이용한 인터넷 환경에서의 소비자 구매의도 결정요인 분석, 박천교, 한상린, 한국마케팅학회, , 2000

98. What makes them so successful? : Network Information Flow Model of On-Line Community Evolution, Han, , 2004

99. Overlap Among Self-Designated Opinion Leaders: A Study of Selected Dental Products and Services, Silk, , 1966

100. Toward a structural theory of action : network models of social structure, perception, and action, Burt, Ronald S, Academic, "Toward a Structural Theory of Action: Network Models of Social Structure, , 1982

101. Optimal Advertising Policies for diffusion Models of New Product Innovations in Monopolistic Situation, Dockner, Steffen Jorgensen, , 1988

102. A Multi-Attribute Diffusion Model for Forecasting the Adoption of Investment Alternatives for Consumers, Srivastava, Joseph Cherian, Vijay Mahajan, , 1985

103. 밀착도 및 관성의 상호관계가 온라인 구매에 미치는 영향: 쇼핑몰을 중심으로, 한상만, 박종석, 김윤식, , 2003

104. Corporate Profits and Cooptation: Networks of Market Constrains and Directorate Ties in American Economy, Burt, , 1983

105. A diffusion theorymodel of adoption and substitution for successivegenerations of high technology products, Norton, Frank M.Bass, , 1987

106. Measuring User Motivation from Sever Log Files. In Proceedings of the 'Designing for the Web: Empirical Studies', Johannes J.Graaff, Fuller, , 1996

107. 수익성 있는 고객의 웹사이트 방문행동특성에 관한 연구: 수익 모델간 비교를 중심으로, 한상만, 주영혁, , 2001

108. 웹사이트 평가요인과 고객방문 행동의 관계에 관한연구-STIVI매트릭스를 이용한 eCRM전략을 중심으로, 김소영, 한상만, 박세환, 웹사이트 평가요인과 고객 방문행동의 관계에 관한 연구 - STIVI 매트릭스를 이용한 eCRM전략을 중심으로 -, , 2002

109. Virtual internet communities and commercial success: individual and community-level theory grounded in the atypical case of TimeZone.com, S.Sugiyama, Rothaermel, , 2001

110. Exploring Consumers' Postadoption Attitudes and Use Behaviors in Monitoring the Diffusion of a Technological-Based Discontinuous Innovation, Anderson, , 1988

111. 지각된 상호 작용성(Interactivity)과 웹사이트 충성도(Loyalty)에 관한 연구: 매개변수로서 Flow에 대한 영향을 중심으로, 주영혁, 김소영, , 2001

112. Herd behavior, the "penguin effect," and the suppression of informational diffusion: and analysis of informational externalities and payoff interdependency RAND, Choi, "Herd behavior, , 1997