인터넷 설문조사의 응답자 반응에 영향을 미치는 요인에 관한 연구 = A Study on the Influenceing Factors of Respondent's Reaction to Internet Survey

다국어 초록 (Multilingual Abstract)

With the general use of the internet, it is no surprise that researchers are increasingly utilizing internet survey methodology. However, the prior research regarding the effectiveness of the internet survey has shown mixed results mainly due to the misuse of factors influencing respondent’s reaction.This exploratory research examines the relative influences of the crucial factors which affect the response behavior on internet survey. For the hypothesis testing, seven variables such as economic incentives, non-economic incentives, questionnaire design, survey length, security, personal relevance, and sponsorship were adopted as potential influencing factors.For the empirical research, newly designed internet survey was conducted using two sample groups: participants linked to survey website and e-mail recipients. These results indicated that non-economic incentives, questionnaire design, security, personal relevance, and sponsorship were found to be the positive influencing factors on respondent’s reaction, while economic incentives and survey length were not significant.The results suggest that the high level of elaboration for the survey design is needed. As an effort, the characteristics of internet environment and respondent’s behavior must be actively considered. Furthermore, more complete and valid response outcomes would be brought by articulated efforts to encourage respondent’s involvement which include the provision of mutually beneficial incentives and security.

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