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중국의 사회 연결망 서비스 이용에 영향을 미치는 요인에 관한 연구
방화룡,권순동 한국산업정보학회 2008 한국산업정보학회 학술대회논문집 Vol.2008 No.10
중국은 2008년 현재 메신저 이용자 수와 블로그 등의 웹 2.0 이용자 수에 있어서 세계 1위이다. 그리고 2007년 850억 달러의 인터넷 디지털 시장은 2015년에 2640억 달러로 성장할 전망이다. 이와 같이 인터넷 시장의 규모와 성장 가능성으로 인해 중국 인터넷 비즈니스의 중요성이 높아지고 있다. 이러한 필요성에 따라서 본 연구에서는 중국의 인터넷 동향 중에서 가장 큰 주목을 끌고 있는 웹 2.0 기반의 사회 연결망 서비스 분야에서 다음 세 가지의 연구 질문을 설정하고 그 답을 찾아보았다. 첫째, 중국 사회 연결망 서비스의 주요 특징은 무엇인가? 이러한 질문에 답하기 위해 본 연구에서는 문헌연구를 바탕으로 중국의 대표적인 사회 연결망 서비스 업체로 Tencent QQ와 Sina Poco를 살펴보았고, 중국 사회 연결망 서비스 이용자의 가입 이유, 갱신 이유, 주요 내용, 유상 서비스에 대한 태도 등을 살펴보았으며, 중국 인터넷 사용자의 집단별 특징에 대해 살펴보았다. 둘째, 중국 사회 연결망 서비스의 이용에 영향을 미치는 주요 요인들은 무엇인가? 이러한 질문에 답하기 위해 동기부여이론, TAM이론, 관련 선행연구 등을 검토하여 중국 사회 연결망 서비스의 이용에 영향을 미치는 요인들로서 사용자 참여, 사회적 영향, 네트워크 효과, 유용성, 시스템 품질 등을 도출하였고 PLS를 이용한 데이터 분석을 통해 검증하였다. 검증결과, 사회 연결망 서비스 이용에 유용성이 가장 큰 영향을 미치고, 다음으로 네트워크 효과, 사용자 참여, 시스템 품질 순으로 유의한 영향을 미치는 것으로 나타났다. 반면, 사회적 영향은 유의하지 않은 것으로 나타났다. 셋째, 중국과 한국은 어떠한 점에서 차이가 있는가? 가장 두드러진 차이는 사회적 영향에 있어서 한국은 유의적인데 비해 중국이 유의적이지 않다는 점이다. 이는 한국과 중국 사이에 국가문화적 차이가 존재하기 때문에 발생했다고 생각할 수도 있고, 중국이 인터넷 성장기에 있는데 비해 한국은 인터넷 성숙기에 있는 등의 기술적, 사회적, 경제적 발달 과정상의 차이에 의한 것이라고도 볼 수 있다.
중국의 사회 연결망 서비스 이용에 영향을 미치는 요인에 관한 연구
방화룡(Hualong Fang),권순동(Sundong Kwon) 한국데이타베이스학회 2009 Journal of information technology applications & m Vol.16 No.2
China has the largest number of the user of web 2.0 such as messengers and blogs, as of 2008 year. Chinese Internet digital market will grow from $85 billion in 2007 to $264 billion in 2015. The importance of Chinese Internet business is increasing, because of its size and growth potential. This research is focused on following two questions. First, what are the major characteristics of social networking services in China? In order to find out the answer about this question, the case study on Tencent QQ and Sina Poco, the most representative social networking services company in China, was done. And the reason of the use of social networking services, their contents, and the attitude toward the paid service were identified. Second, what are the major factors influencing the use of social networking services in China. User participation, network effect, usefulness, and system quality were inferred as the factors influencing the use. These factors were based on motivation theory, technology acceptance model, and the related research papers. This research model was proved by data analysis using Partial Least Square. As results, the use of social networking services was influenced by usefulness, network effect, user participation, and system quality. But social influence was not significant of the use of social networking services.
인터넷 쇼핑몰 성과의 영향 요인에 관한 한중 비교 연구
권순동(Sun Dong Kwon),최월(Yue Cui),방화룡(Hua Long Fang),고미현(Mi Hyun Ko) 한국경영학회 2010 經營學硏究 Vol.39 No.3
The success factors of Internet shopping mall can be classified into two categories: information system-related factors and business-related factors. The past research efforts, however, have tended to be only focused on either one of the categories, not both of them. Our first research question is if the factors in the two categories are integrated into a single analysis model, how will the results be different from those of the past researches? Internet-based companies of Korea are tapping into the rapidly growing on-line markets of China. As of 2009, the number of Internet users of China is 320 million. In order to succeed in Chinese on-line markets, Korean companies need to understand the behavior of Chinese on-line consumers. So, our second research question is what is the difference between the behavior of Korean on-line consumers and that of Chinese on-line consumers? To answer the first question, we built the integration model, in which purchase and loyalty are influenced by not only business factors of product assortment, price, and service, but also information system factors of information system quality, privacy, and fun. In order to evaluate the validity of the model, we collected 451 data samples which are composed of 262 Korean samples and 189 Chinese samples. The data were analyzed using Partial Lease Square. The results of data analysis shows that in the effect on purchase, product assortment, price, and fun was significant but service, information system quality, and privacy was not significant and that in the effect on loyalty, price, service, and information system quality was significant but product assortment and fun was not significant. To answer the second question, we looked into the above integration model to find the behavioral difference between Korean and Chinese on-line consumers. The results shows that in the effect of price on purchase and the effect of service and privacy on loyalty, Korea was stronger than China but that in the effect of information system quality on loyalty and the effect of fun on purchase. China was stronger than Korea. Our research has contributions to academy and industry. From academic perspective, our analysis model is more realistic than those employed in prior researches, since it considers information system-related factors and business-related factors at the same time. Until now, Internet shopping mall was mostly studied on only either one of information system and business. Although the research of one aspect was significant, it had limitation on direct application to business practices. Therefore, our research makes an academic contribution by generalizing and enhancing the practical applicability. From industrial perspective, the research results can help Korean companies make inroads into Chinese online market. Chinese Internet shopping mall users have different behavior from Korean users. Through understanding the difference and applying it to business strategy. Korean companies can enhance their chance of success. Our research also will help Korean manufacturing companies and distribution companies open up Chinese consumer markets, because the purchasing power of Chinese consumers increased through rapid economic growth. These companies have had troubles to go into China market, because of its closed distribution system. Chinese Internet shopping mall is running openly. So, it will be a good alternative to detouring Chinese closed market. In order of a company to increase both purchase and loyalty of Internet Shopping mall, it needs to enhance information system quality and gives consumers fun.