온라인 커뮤니티 속 오피니언 리더 집단 검증 = 이용 동기, 활동 정도, 대인관계 형성 과정의 비교 분석

다국어 초록 (Multilingual Abstract)

This study compared opinion leaders of online communities with non-opinion leaders in terms of their motivation for joining online communities, level of online participation, and online relationship formation. Based on an online survey of 206 people living in four cities of New York State, this study employed a cluster analysis to distinguish opinion leaders from non opinion leaders. The study found that online leaders do exist within online communities. Opinion leaders showed higher motivations for joining communities, higher levels of community participation, and formed online relationships more frequently than non-opinion leaders. Additionally, an SEM was conducted to look at the relationships among motivation for online community participation, levels of participation and relationship formation for opinion leader and non-opinion leader groups. The SEM shows that opinion leaders joined communities for entertainment and social relationship purposes, while non-opinion leaders joined communities primarily for information seeking. This implies that opinion leaders are joining online communities to discuss their ideas and form social relations, whereas non-opinion leaders are joining online communities to seek information.

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