수면확산의 네트워크적 특성에 대한 연구

한상만 ( Sang Man Han ),조웅현 ( Woong Hyeo Jo ) 한국소비자학회 2012 소비자학연구 Vol.23 No.1

인터넷 공간에서 대부분의 정보는 매우 빠르게 확산되고 소멸된다. 그러나 소수의 정보들은 이런 패턴을 따르지 않고, 시간을 두고 천천히 확산된다. 본 연구는 이 두 가지 확산패턴 중에서 시간을 두고 천천히 확산되는, 수면확산(sleeper diffusion)을 하는 정보들이 어떤 이유로 발생하게 되는지를 네트워크 특성변수를 통해 설명하고자 하였다. 이를 위해 본 연구는 수면확산을 하는 정보 34개를 표집하여, 정보의 생산자, 조기수용자와 조기수용자의 이웃집단의 네트워크 특성을 측정하여, 수연확산이 일어나지 않은 정보 108개 아이템과 비교하였다. 연구 결과, 정보생산자의 연결갱도의 직접효과와 초기수용자의 이웃집단의 정보수용을 촉진하는 조기수용자의 사회적 압력이 가지는 간접효과를 발견하였다. 다시 말해, 정보 생산자에 의한 Random Seeding과 조기수용자 집단의 네트워크 구조에 기반한 사회적 압력이 정보의 수면확산과 관계됨이 설명되었다. 이는 허브의 초기수용으로 설명되는 대부분의 급격한 정보 확산과정과는 다르다. 특히 본 연구는 기존 연구들이 관심대상으로 삼지 않던 느린 정보확산을 연구대상으로 합으로써 정보확산에 대한 연구의 범위를 확장하였으며, 수면확산이 정보생산자의 연결정도, 조기수용자들의 사회적 압력의 간접적 효과로 발생함을 규명하였다는 점에서 시사점을 갖는다. Most of information on social network diffuses and disappears in a short time, while some information disperses slowly in the early stage until the diffusion takes off in the late stage. In this paper, authors focused on slowly dispersed information. We call these "sleeper diffusion". In order to study the determinants of them, 34 of sleeper diffusion items are sampled and compared with 108 non-sleepers, in terms of senders, early adopters and neighbors` of early adopters` (hereafter ``the neighbor group``) network properties. The average of 35.23 people adopted non-sleepers, and 70.46% of penetration rate had attained until 7th day. But that trend started to retard after 7th day. In short, the diffusion was concentrated in the early days. Contrary to non-sleepers, sleepers had attained only 3.06% penetration rate during the first 30 days by the average of 66.09 people. However, it was adopted by the average of 2,163 people because diffusions took off after a month from the posting (Table 1, Figure 1). We specified the path model using variables related with information adoption behavior and network properties of sender, early adopters and the neighbor group. Initially 9 variables, 2 dependent variables and 7 independent variables, were measured, however, 3 variables were not included in path model due to multicollinearity or insignificant difference between information item groups. So the path model consisted with 6 variables as listed in Table 2. Dependent variables are the dummy variable for sleeper diffusion and the adoption rate of the neighbor group (level of information cascade by neighbor group). Independent variables, as below, are the network properties of three parties: sender. early adopters and the neighbor group. First, the degree of sender is measured as their influence on random seeding. Second, as network properties of early adopters, the mean and the skewness of their degree and network density among them are measured. However, only the mean of degree is included in path model due to multicollinearity among the variables. Third, three variables are measured for the neighbor group; the overlap ratio of neighbor group which shows the social pressure by early adopters (Equation 1), and the size and the mean of degree of the neighbor group. But the size of the neighbor group is excluded which have insignificant difference between information item groups. Consequently, the path model was specified using the variables in Table 2 (Figure 2). The model has adequate goodness-of-fits (x2=23.8, df=8, p=.002, GFI=.947, CFI=.944). In the model, authors found the direct effect of the degree of sender and the indirect effect of the overlap ratio of neighbor group. In other words, random seeding by sender and social pressure by early adopters are accelerating the neighbor group`s information adoption. This diffusion pattern is very different from the most diffusions like non-sleepers which are led by early adoption of hubs. Effect of two determinants of sleeper diffusion were also verified through logistic regression model (Table 3). The degree of sender and the overlap ratio of the neighbor group have a significant effect on emergence of sleeper diffusion (x2=10.36, df=2, p=.0056; 76.76%). In conclusion, this research focused on investigating slowly dispersed information. And we found two determinants of sleeper diffusion: the sender`s random seeding and the indirect effects of early adopters` social pressure on their neighbors.

SNS에서의 소비자 정보 확산에 있어 사회적 전염과 랜덤효과에 관한 탐색적 연구

한상만,옥경영 한국소비자학회 2012 소비자학연구 Vol.23 No.2

본 연구는 사회적 네트워크(SNS, Social Networking Site)에서 이루어지는 정보 확산에 있어 연결되어 있는 이웃에 의한 사회적 전염(social contagion)뿐 아니라 랜덤효과(random effects)의 영향을 함께 파악하고자 사회 적 폭포현상(social cascade)과 최대크기콤포넌트(largest component)라는 2가지 지표를 사용하여 이를 분석하 였고, 또한 이를 랜덤그래프와 비교하여 랜덤효과(random effects)의 영향을 살펴보았다. 여기서 사회적 전염이란 사회적 네트워크에서 연결된 소비자들이 이웃의 영향을 받아 정보를 수용함으로써 정보 확산이 이루어지는 것이며, 랜덤효과(random effects)란 사회적 전염에 의하지 않고 스스로 정보를 찾거나 매스미디어의 영향에 의해 정보를 수용함으로써 정보 확산이 이루어지는 것을 말한다. 본 연구는 우리나라 SNS에서 수집된 데이터에서 도출한 실제 사회적 네트워크를 대상으로 분석하였다. 그 결과, 사회적 네트워크에서 발생하는 정보 확산에 있어 기존에 알려진 사회적 전염에 의한 확산뿐 아니라 랜덤효과에 의한 확산이 중요한 것으로 나타났다. 즉, 사회적 네트워크에서의 성 공적인 정보 확산에 있어 이웃의 영향에 의해 발생하는 사회적 전염과 매스미디어 등의 랜덤효과가 함께 존재해야 함을 발견하였고, 특히 대규모 확산의 경우 랜덤효과에 의한 확산이 차지하는 중요성이 더 커짐을 발견한 것이 이 논문의 공헌점이다. In this study, we explore the role of social contagion and random effects in consumer information diffusion. We adopted a social cascading index and the largest component size as the measures of social contagion. Social contagion is defined as the adoption of information influenced by his/her neighbors, while random effects are defined as the adoption of information not influenced by his/her neighbors. The random effects include the influence of Mass media on the information adoption. The results show that there exist two types of information diffusion patterns: the first pattern shows a peak of diffusion at the very early stage followed by a sudden decrease of diffusion. The second type shows a continuous increase in diffusion until it reaches the peak in the middle stage of the diffusion path. We found that in the case of the first pattern of diffusion with a peak in the very early stage followed by a sudden decrease, the adoption of information is coming mostly from the social contagion mechanism. In the second type of diffusion with a continuous increase until its peak in the middle stage of diffusion path, the adoption of information is not coming just from the social contagion mechanism, but also from the random effects mechanism. The contribution of our paper is two fold: First, we have suggested a dual mechanism of consumer information adoption where consumers adopt new information through both social contagion and random effects. Second, we found that in order to generate a successful information diffusion, social contagion must be combined with the random effects. Social contagion alone cannot create a huge successful diffusion. A successful information diffusion always needs not only a successful social contagion but also "random effects."

한국의 사드 배치와 관련한 중국인들의 위험 정보 탐색 처리 및 정보 확산 행동에 미치는 영향

순치엔롱,조미혜 한국경영교육학회 2018 경영교육연구 Vol.33 No.2

[Purpose] In order to investigate the risk information search process and information diffusion behavior in relation to the THAAD placement of Korea, it is suggested that THAAD information has been searched, processed and disseminated through the RISP Model to investigate risk perception, negative emotions, subjective norm, information insufficiency, information seeking, and information processing. [Methodology] This study suggested 12 hypotheses based on the existing research theories. This study conducted an online survey of Chinese residents in China who are aware of the THAAD placement in Korea. This study examined the reliability and validity of the collected data and verified the hypotheses by analyzing the structural equation model. [Findings] The results showed that there were not only the effects of risk perceptions on negative emotion, subjective norm, and information insufficiency, but also the effects of subjective norm on information search, information processing, information diffusion. Also there were the effects of information search and information processing on information diffusion as well as the effect of information insufficiency on information search. [Implications] In academic terms, we propose the spreading behavior of risk information and extend the risk information search processing model. Above all, we have presented theoretical and practical grounds for providing appropriate responses and measures for risk information. [연구목적] 한국의 사드 배치 문제와 관련하여 중국내 부정적 여론이 증가하였다. 본 연구는 한국의 사드 배치와 관련하여 중국 현지인들이 인식하는 부정적 정보인, 사드 정보를 어떻게 탐색하고 처리하는지를 알아보기 위해 Griffin et al.(1999)의 위험 정보 탐색처리 모델(Risk information seeking and processing model)을 활용하여 위험 인지, 부정적 감정, 주관적 규범, 정보 불충분성, 정보 탐색, 정보 처리 과정을 검증하고, 사드 관련정보의 확산 행동을 조사하고자 한다. [연구방법] 본 연구는 기존 연구를 검토하여 관련 이론들을 근거로 총 12개의 가설을 도출하였다. 본 연구는 한국의 사드 배치 문제를 인지하고 있는 중국 현지에 거주하는 중국인들을 대상으로 온라인 설문조사를 통해 최종 303부를 분석하였다. 본 연구는 수집된 자료의 신뢰성과 타당성을 검토하고, 구조방정식 모형 분석을 통해 가설을 검증하였다. [연구결과] 한국 사드 배치 관련하여 중국인들에게 위험 정보 탐색 처리 모델을 적용하여 검증한 결과, 위험 인식이 부정적 감정에 미치는 영향, 부정적 감정이 주관적 규범 및정보 불충분성에 미치는 영향, 주관적 규범이 정보 탐색, 정보 처리, 정보 확산에 미치는영향, 정보 불충분성이 정보 탐색에 미치는 영향, 정보 탐색 및 정보 처리가 정보 확산에미치는 영향이 모두 정(+)의 영향을 미치는 것으로 나타났다. [연구의 시사점] 한국의 사드 배치가 중국에서 한반도의 정치적 불안 요소로 인식될 가능성에 대하여 실증적으로 검증함으로써 위험을 인식하는 다양한 관점에 대한 이론적 근거를 제시하였다. 학문적으로는 위험 정보 탐색 처리 모델을 확장하여 위험 정보의 확산행동을 조사함으로써 위험 정보 확산 단계의 추가 필요성을 제시하였다.

정보 확산 플랫폼과 상품 유형에 따른 위험 정보 확산 차이 연구 - 금융서비스와 건강기능식품 위험 정보를 중심으로

김현정 ( Kim Hyun-jung ),구혜경 ( Koo Hye-gyoung ),김영두 ( Kim Young Doo ) 한국소비자학회 2018 소비자학연구 Vol.29 No.1

본 연구는 특정 이슈에 관한 정보가 확산되는 과정이 정보 확산 플랫폼에 따라서, 그리고 상품 유형에 따라서 어떻게 달라지는지를 실증하였다. 정보 확산 플랫폼으로서 신문과 블로그를 선정하여 비교하였으며, 정보 확산 현상을 살펴볼 이슈로는 소비자들이 위험 정보에 대해 높은 관심을 가지는 상품 이슈를 선정하였는데, 연구 당시 이슈가 되었던 건강기능식품과 금융사의 개인정보 유출과 관련된 위험 정보를 선정하였다. 위험 정보가 확산되는 정도를 살펴보기 위해서 데이터 텍스트 마이닝 기법을 활용하였다. 이를 위해 2013년부터 2015년까지 분석 대상 신문과 블로그에 언급된 건강보조식품 및 금융서비스와 관련된 위험 이슈에 대한 텍스트 데이터를 추출하였다. 추출한 텍스트 데이터를 처리하여 Bass모형을 활용하여 정보 확산 형태를 분석하였다. 확산효과의 모수 추정 방법으로는 전통적인 OLS(Ordinary Least Squares) 방법과 정확성 측면에서 우월한 것으로 알려진 NLS(Non-linear Least Squares) 방법을 비교하여 분석에 활용하였다. 분석 결과, 정보 확산 매체의 측면에서는 블로그가 신문에 비해 정보 확산 속도가 더 빠른 것으로 나타났으며 상품군별 비교 결과 건강기능식품 관련 위험 정보가 금융 상품 위험 정보 대비 정보 확산 속도가 더 빠른 것으로 나타났다. 이는 위험 정보의 파급력과 심리적 근접성, 만성적 위험성 정도 등 정보의 맥락 차원에서 위험의 불확실성과 위험결과의 심각성이 소비자의 정보 확산에 영향을 미칠 수 있는 요인임을 확인할 수 있는 결과이다. The purpose of this study is to find the differences among the processes of risk information diffusions in information delivery platform. In generally, consumers have strong interesting to find regarding of the risk information in the newspaper articles and in the online blog. The analysed information issues on this study include the risk information of the health functional product and the financial service. For the analysis methods, text-mining method is used to extract the important information in the gathered data in the newspaper articles and the online blog. The quantitative model to find the shape of the diffusions is Bass model. The time periods in this study is from 2013 to 2015 in the monthly level. The texts are gathered in a newspaper and a blog website in Korea. The estimate methods in this study are OLS (Ordinary Least Squares) using for the traditional statistic models in generally and NLD (Non-linear Least Squares) having the relatively estimation efficacy. The analysis results are as follows. First, product and service information on the risk issues diffuse more fast in the online blog channel than in the newspaper channel. Second, the food-related risk information was faster than that of the financial product information. This is the result of confirming that the uncertainty of risk and the severity of the risk result in the psychological proximity of the information can affect the diffusion of the consumer information.

An analysis on information diffusion through BlogCast in a blogosphere

Ha, J.,Kim, S.W.,Kim, S.W.,Faloutsos, C.,Park, S. Elsevier science 2015 Information sciences Vol.290 No.-

The increase in the number of bloggers and the amount of information diffused in the blogosphere makes the blogosphere an important medium through which to communicate and exchange information. Accordingly, the interest in understanding the nature of the information diffusion in the blogosphere has also been increased. Existing studies in social networks have mainly focused on the information diffusion through explicit relationships between members. In this paper, we analyze the causes for the information diffusion without explicit relationships in the blogosphere. BlogCast, a functionality provided by blog-service providers to expose a high quality post on the portal main page, is found to be one of the main causes of the information diffusion without explicit relationships. We analyze the characteristics of the information diffusion through the BlogCast and its halo effect on the bloggers whose post has been exposed on the portal main page. In addition, we examine the sustainability of the halo effect of the BlogCast over time.

균형성과정보 확산과 기업성과에의 영향

정양헌,이충섭,최수일 한국중소기업학회 2004 中小企業硏究 Vol.26 No.3

본 연구에서는 균형성과 성숙단계의 개념을 적용하여 균형성과정보의 확산정도에 대한 요인을 착악하고 조직성과에의 영향에 대하여 분석하였다. 균형성과정보의 확산정도변수는 조직 내에서 균형성과정보의 요구에 응할 수 있는 기업의 역량을 나타냄으로써 BSC의 전략연계성을 측정할 수 있는 변수로서 설정되었다. 연구 결과는, 조직규모가 크고 시장위험이 높을수록 균형성과정보의 확산정도는 큰 것으로 나타났으며 제품개발단계는 균형성과정보의 확산정도와 통계적으로 유의한 관계를 보이지 않았다. 조직규모가 클수록 의사소통과 통제문제가 야기되면서 정보시스템과 연계하여 균형성과의 성과정보에 대한 인식이 조직의 하위 부서나 구성원 개인에까지 확산되며, 균형성과의 확산정도가 큰경우 조직 내에서 발생하는 균형성과정보의 요구에 보다 효율적으로 대응할 수 있게 된다고 볼 수 있다 시장위험은 균형성과정보의 확산정도와 유의한 관계를 나타냄으로써 제품시장에서 기업이 직면하는 경쟁정도가 높을수록 보다 다양하고 정교한 성과정보에 의한 지속적인경쟁우위를 확보해야 할 필요성과 함께 균형성과 정보 확산에 대한 정보시스템의 구축과 구성원의 인식 제고를 나타내는 것으로 보인다. 한편 균형성과정보의 확산과 기업성과의 관련성에 대한 유의한 분석결과는 균형성과정보가 시장에서 기업의 전략적 우위를 위한 수단으로 사용되며 기업성과에 영향을 미친다는 주장에 대한 실증적인 증거라고 볼 수 있다. This study hypothesized a contingency corporate performance model in which the diffusion of BSC information could not only be affected by contingency variables - corporate size, market risk, and the main products' life stages but also gave impact on firm's performance. 52 sample firms were surveyed and analyzed for the relationships between diffusion of BSC information and company performance. The results showed that both the size and risk of a firm were proven to affect the extent of the diffusion of BSC information. The stage of a firm's main products did not show significant relationship with the extent of diffusion of BSC information. The extent of diffusion of BSC information, as hypothesized, gave impact on the corporate performance. The results were considered as empirical evidence that diffusion of BSC information can be effective tools for having strategic advantage of firms in the market as the BSC installation practice maintained.

The Role of Message Content and Source User Identity in Information Diffusion on Online Social Networks

Son, Insoo,Kim, Young-kyu,Lee, Dongwon The Korea Society of Management Information System 2015 Asia Pacific Journal of Information Systems Vol.25 No.2

This study aims to investigate the effect of message content and source user identity on information diffusion in Twitter networks. For the empirical study, we collected 11,346 tweets pertaining to the three major mobile telecom carriers in Korea for three months, from September to December 2011. These tweets generated 59,111 retweets (RTs) and were retweeted at least once. Our analysis indicates that information diffusion in Twitter in terms of RT volume is affected primarily by the type of message content, such as the inclusion of corporate social responsibility activities. However, the effect of message content on information diffusion is heterogeneous to the identity of the information source. We argue that user identity affects recipients' perception of the credibility of focal information. Our study offers insights into the information diffusion mechanism in online social networks and provides managerial implications on the strategic utilization of online social networks for marketing communications with customers.

A Note for Restricted Information Markets

Yang Jianqi,Xiao Qingxian,Yan Haifeng 한국전산응용수학회 2009 Journal of applied mathematics & informatics Vol.27 No.5

This paper considers the problems of martingale measures and risk-minimizing hedging strategies in the market with restricted information. By constructing a general restricted information market model, the explicit relation of arbitrage and the minimal martingale measure between two different information markets are discussed. Also a link among all equivalent martingale measures under restricted information market is given. As an example of restricted information markets, this paper constitutes a jump-diffusion process model and presents a risk minimizing problem under different information. Through Itˆo formula and projection results in Schweizer[13], the explicit optimal strategy for different market information are given. This paper considers the problems of martingale measures and risk-minimizing hedging strategies in the market with restricted information. By constructing a general restricted information market model, the explicit relation of arbitrage and the minimal martingale measure between two different information markets are discussed. Also a link among all equivalent martingale measures under restricted information market is given. As an example of restricted information markets, this paper constitutes a jump-diffusion process model and presents a risk minimizing problem under different information. Through Itˆo formula and projection results in Schweizer[13], the explicit optimal strategy for different market information are given.

소셜미디어 도서정보 이용의도의 영향 요인에 대한 연구: 혁신확산이론, 기술수용모델, 혁신 저항이론의 통합모형을 중심으로

김요한,정관성,이장석 한국문화산업학회 2023 문화산업연구 Vol.23 No.3

Advances in information and communication technology and increased use of smartphones, along with the recent COVID-19 pandemic, are accelerating changes in the digital content market. Since COVID-19, the time spent at home has increased due to social distancing and telecommuting, which were implemented for ‘coexistence of quarantine and daily life,’ and there has been a significant change in the way consumers purchase and read books. This study focused on the fact that many book consumers are using social media as a channel to obtain book information. Accordingly, by applying innovation diffusion theory, technology acceptance model, and innovation resistance theory as theoretical models for new technology acceptance, we examine the impact of innovation characteristics of book information on social media on the main variables of the technology acceptance model and intention to use book information. As a result of conducting a survey of 366 people with experience using social media book information, it was found that among the innovation characteristics, compatibility, complexity, and observability had a differential impact on the ease of information search, usefulness of information search, and innovation resistance. In addition, ease of information search, usefulness of information search, and innovation resistance were confirmed to have a significant impact on the intention to use book information. The significance of this study is to demonstrate the influence of various factors on the intention to use social media book information through an integrated model related to technology acceptance and to provide theoretical and practical implications by improving understanding of the book information diffusion process.

혁신전파 과정상의 정보내용 및 정보공유방식 차이 분석

최상호 ( Sang Ho Choi ),이종만 ( Jong Man Lee ) 한국농촌지도학회 2008 농촌지도와 개발 Vol.15 No.2

This study analyzed the disparity between the supply and demand of information demand and information provision generated among information providers(agricultural researchers) and information adopters(farmers), the two subjects of the local innovation diffusion process, with a focus on the contents and methods of sharing information and according to individual innovation diffusion pattern. In information provision, the characteristics of the contents of information in terms of their temporal necessity and effective period were more important than the field to which the contents of information belonged. In addition, the selection and strategic provision of an information provision method appropriate to each pattern according to the contents of information were proposed as a way of resolving farmers`information demand and strengthening their links to experiment stations. According to the analysis, information provision methods such as the limited use of some patterns in methods of providing documents, provision of production information using experiment field, and eco-friendly agricultural information to all types through regular study group sessions, search for plans for using ICT, and supplementary and interconnected composition of individual information provision methods were applicable in a complex manner according to the situation and management format, and the standard here was the contents of information.