온라인 커뮤니티에서 자기결정성이 행복과 애착 및 애호도에 미치는 영향

다국어 초록 (Multilingual Abstract)

As the Internet gets more active these days, people tend to meet others in a new way rather than existing ways and to form and maintain a relationship with them. People have the demands to form and maintain a new relationship and network through the interactions with online community members. Their demands are increasing. The purpose of this study is to identify antecedent factors and consequent factors affecting the users’ happiness with subjects of online communities.
On the basis of the theoretical background, more specific purposes of this study are as follows. First, we would like to identify the relationship by presenting the self-determination(autonomy, competence, relationship) as the antecedent factor for the happiness of online community members. Second, we would like to examine the relationship between happiness and attachment to the online community. Third, we would like to examine the relationship between attachment and loyalty to the online community. Survey is conducted with the subjects that actively participated in the hobby online community for at least 1 year. A total of 291 questionnaires are used for final analysis. Structural equation is performed by using AMOS 20.0 in order to test the hypothesis.
As a result, first, self-determination in the online community gives the positive effects on the happiness. In other words, it is shown that autonomy, competence and relationship give significantly positive effects on happiness of online community users. Second, the happiness of online community users increases the attachment to the online community. Last, it is found that attachment to the online community is a key factor to increase the loyalty.

목차 (Table of Contents)

• Abstract
• Ⅰ. 서론
• Ⅱ. 이론적 배경
• Ⅲ. 연구모형과 연구가설
• Ⅳ. 연구방법
• Ⅴ. 실증분석
• Ⅵ. 결론
• References

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