온라인 사회관계

이항우(Hang Woo Lee) 사이버커뮤니케이션학회 2009 사이버 커뮤니케이션 학보 Vol.26 No.3

온라인 사회관계의 성격을 규명하기 위하여 이 논문은 1990년대 중반이후 최근까지 이 주제와 관련하여 진행된 다양한 학술 연구의 쟁점과 성과를 살펴본다. 웹 2.0 이전의 온라인 사회관계에 대한 대부분의 연구는 온라인 사회관계를 약한 유대 관계로 간주하였으며, 유익한 정보 교환에 약한 유대 관계가 갖는 장점이 온라인 그룹에 널리 적용될 수 있다고 보았다. 또한 온라인의 약한 유대관계가 공동체 관계로 발전할 수 있는 것으로 간주되었으며, 이는 사회학의 지배적인 사회관계 이론에 중대한 수정을 초래하였다. 한편, 최근의 사회연결망 사이트는 대체로 강한 유대관계라는 측면에서 이해되며, 정보의 신뢰성 측면에서 이전의 온라인 포럼보다 더 유리한 것으로 파악된다. 그러나 대부분의 사이트가 상업 공간이라는 점에서, 감시 강화와 프라이버시 침해와 성적 일탈과 같은 위험 요소가 더 많이 수반된다. 사교적이고 외향적인 사람들은 자신들의 사회관계를 온라인에도 확장함으로써 자신의 사회성을 강화하며, 비사교적이고 내향적인 사람들은 사이버공간에서의 적극적인 관계 형성으로 사회적 보상을 이루려한다고 볼 수 있다. By exploring similarities and differences between online social relationship on social network sites and that on online sites before web 2.0, this research tries to define the general nature of online social relationships. Online social relationship before web 2.0 by and large has been considered as a weak-tie relationship and its usefulnessin the exchange of information has been emphasized. In addition, it was believed to develop community relations and this led to the correction of dominant sociological theory of community. Yet, today’s social network sites are viewed in terms of strong-tie relation and its nature as ‘the third place’ is underscored. They are also believed to have a merit in the reliability of informational exchange. Given that almost all social network sites are commercial ones, the use of social network sites entails much more risks and perils such as the strengthening of surveillance, violations of users’ privacy, and the sexual harrassment on especially younger users. In sum, the Internet is used a complementary medium for strong-tie contacts and also used a crucial medium for extending broad weak-tie relations.

연구논문 : 한국과 일본의 온라인 관계망의 특성과 효과에 대한 비교연구

배영 ( Young Bae ) 한국조사연구학회 2009 조사연구 Vol.10 No.3

본 연구는 한국과 일본에서 나타나는 인터넷 이용행태의 기본적인 특성과 전반적인 인식이 온라인에서의 관계망의 형성과 유지에 어떤 영향을 주고 받는지를 구체적으로 살펴보았다. 이를 위해 한국과 일본의 이용자들의 온라인 관계망의 현황과 개인적 성향, 인터넷 이용패턴, 그리고 인터넷에 대한 인식 등을 설문조사를 통해 알아보았다. 연구결과를 요약하면, 온라인 관계망의 크기와 활용에 있어서 한국의 이용자들이 보다 적극적인 것으로 나타났으며, 양국 모두 자주 만나기 어려운 사적인 관계의 대상들과 관계하는 비율이 높은 것을 알 수 있었다. 또한 한국의 이용자들은 개인적 성향이나 인터넷 관련 행태 및 인식이 전반적으로 만남의 방식에 영향을 미치지 않았던 데 비해 일본의 이용자들은 관계지향적인 인터넷 이용 패턴과 인터넷의 유용성에 대한 인식이 온라인에서의 접촉 양상에 영향을 미치는 것으로 나타났다. 온라인 관계망의 크기와 관련하여 양국 모두에 공통적으로 나타난 것은 인터넷을 정보지향적으로 이용할수록 등록된 대화상대가 증가한다는 점이었다. 이는 인터넷에서의 관계형성에 있어 약한 유대에 기반한 관계가 효율적이고, 이러한 관계를 통해 얻을 수 있는 혜택이 정보적 혜택이라는 기존의 이론과 잘 부합하는 결과라고 할 것이다. 아울러 일본의 경우 온라인에서의 관계형성 전반에 있어 온라인 공간에 대한 위험인식 정도, 즉 신뢰의 여부가 크게 영향을 미치는 것으로 분석되었다. This study is an attempt to provide some answers to question about how characteristics and general recognition regarding internet use in Korea and Japan influence fostering and maintaining on-line social network in each of countries. Survey is used to compare Korean internet users and Japanese internet users in terms of characteristics of on-line social network, individual`s propensity for internet use, including their recognition on internet. The study`s main findings go as follows. First, Korean internet users tend to be more active in using internet than Japanese internet users do, thus having larger on-line social network and more intensive internet use than Japanese internet users do. However, there is a commonality that majority of internet users in both countries use internet to connect them to person with whom they have private relationship but they cannot meet frequently. Second, for Korean internet users, individual`s propensity, characteristics, and recognition regarding internet use is not related to how to contact others. To the contrary, for Japanese internet users, how to contact others in on-line setting seems to vary according to whether or not they have relation-oriented internet use and how they recognize the availability of internet. Third, a commonality regarding the size of on-line social network is found between Korea and Japan that the total numbers of people enrolled as network increases if people use internet in order to get information. This confirms previous finding that relationship based on weak tie is instrumental in fostering on-line social relations and likely produces advantage in getting information. Finally, for Japanese internet users, the degree of risk recognized in on-line setting, that is the degree of interpersonal trust, appears to greatly influence overall relationship-building in on-line.

지방자치단체의 온라인 관광홍보정책에 대한 탐색적 연구: SNS 관광서포터즈를 중심으로

진보라,석용현 (사)한국관광레저학회 2018 관광레저연구 Vol.30 No.2

Recently, many local governments are aware of the power and impact of SNS and operate SNS tourism supporters away from one-sided public relations. The aim of this study is to analyze the present situation and problems about SNS tourism supporters and suggest policy directions. The literature review covered the concepts about online local tourism public relations policy, SNS tourism supporters and previous researches. In the analysis, it analyzed SNS tourism supporters' operation status, operating organization and related ordinance, support contents. As a result of the analysis, SNS tourism supporters are a tourism volunteer. And this online public relations policy was pointed out that the lack of ordinance for operating SNS tourism supporters, unclear of status about SNS tourism supporters, absent of systematic manual, lack of expertise of the person in charge. In order to improve the situation, local governments should plan about tourist volunteer manpower plan, set up a location for SNS tourism supporters, set up regulations on the results of public relations activities, and put on public servant with expertise in SNS and online public relations.

청소년의 사이버커뮤니티 참여와 사회관계 특성에 관한 연구

조혜영,김종길 한국청소년정책연구원 2006 한국청소년연구 Vol.17 No.1

This study aims to investigate the characteristics of social interactions and relations formed while youth participate in the cyber community. For this, several methods were adopted, including in-depth interviews, observation of online activities and consulting with online community owners. Youth have pleasant experiences of cyber interaction and sometimes develop self-reliance through chatting, posting and supportive replies in the community. In addition, a cyber community, as a social group, provides hierarchy and rules, which the members should abide by. Their online social communication often involves off-line social relations in several ways. Compared with off-line social relations ordered by age, social hierarchy within the cyber community is based on the level of members' knowledge and information or community rankings. Also, the major topics of online communication are more focused on their common interests, compared with off-line communication talking about various everyday affairs. Off-line relationships are formed around the relatively homogeneous peers from school and neighborhood. But, online relations tend to be more heterogeneous across area, age, gender, and school. While online interaction tends to expand the pool of interaction partners, it is temporary and partial, in nature. 본 연구는 청소년들의 중요한 생활세계로 자리잡은 사이버커뮤니티 참여과정에서 파생되는 사회적 상호작용과 사회관계의 특성을 살펴보고자 하는데 그 목적이 있다. 이를 위해 관심분야를 공유하고 있는 사이버커뮤니티에 참여하여 활동하고 있는 청소년들을 대상으로 심층면담을 실시하였고 이들이 활동하고 있는 커뮤니티 관찰 및 운영자들의 자문을 청취하였다. 청소년들은 주로 커뮤니티 구성원들과의 채팅, 게시판 글쓰기와 댓글달기 활동을 통해 상호작용의 즐거움을 경험하고 있었고, 자신의 존재감을 인정받고 있었다. 또한 커뮤니티는 하나의 사회집단으로서 위계와 규칙 등이 제시되며 공동체 구성원들은 이를 준수할 것이 요구된다. 이들의 온라인 사회관계는 오프라인 사회관계 맺기로 이어지기도 하였다. 온라인상의 사회적 위계는 일반적으로 나이가 우선시되는 오프라인상의 관계와 비교했을 때 지식이나 정보 능력, 커뮤니티 회원 등급이 우선시되며, 대화주제도 일상사에 비해 주로 관심분야를 중심으로 이루어진다. 일상생활의 사회관계는 동년배의 학교나 지역 또래로 비교적 동질적인데 비해, 온라인상의 관계는 지역, 연령, 성별, 학교에 제한되지 않고 다양한 이질집단으로 구성된다. 반면, 온라인상의 상호작용을 통해 사회관계의 대상은 넓어지는데 비해 관계의 깊이는 부분적이고 일시적이라는 특징이 있다.

노인들의 사회적 지지가 온라인 건강정보행동에 미치는 영향: 임파워먼트의 매개효과와 헬스 리터러시의 조절효과를 중심으로

안순태,정재선 한국방송학회 2019 한국방송학보 Vol.33 No.5

To improve our understanding of seniors’ health-related information behaviors online, this study examine how social support, psychological empowerment, and health literacy relate to health-related online activities. Data comes from the survey based on a sample of 239 elderly people who are over 65 years old. Results show that the effect of social support on health-related online activities was partially mediated by respondents’ psychological empowerment. In addition, their health literacy moderated this mediation path. Our findings indicate that social support significantly and positively influenced older adults’ empowerment, which in turn increased online health activities. In addition, this effect is significant when elderly people have low health literacy whereas insignificant for those with high health literacy. The findings have significant theoretical and practical implications for the design of health promotion strategies to improve health outcomes for elderly people

IDENTIFYING FACTORS AFFECTING SOCIAL MEDIA MARKETING

Sradha Narendra Sheth,Jiyeon Kim 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.10

Social media users today have become active producers of information but how sharing brand-related information affects the attitude of other users is an important and unexplored path. Narayan et al. (2011) mentioned that User’s attitude towards the brand is shaped not just by the attributes of the products but also the preferences of other consumers, such as peers. Zhu et al. (2012), through their study concluded, user’s opinions significantly sway other user’s own choices or are likely to reverse their attitudes. Dawson et al. (1990) have supported that delivering experiences that are pleasurable and relevant will linger in the memory and influence the user’s attitudes and purchase intentions. Although previous studies researched the attitude of the users towards social media advertising, the effect of social media advertising on the user’s attitude towards the brand is yet to be examined. By applying the Uses & Gratification theory, stimulus-Organism-Response theory and the Theory of Reasoned Action, this study aims at evaluating the effects of information sharing, peer pressure, entertainment and emotional connection in a social media setting on the user’s attitude toward a brand present in social media thereby influencing their purchase intentions from the brand. An online survey was developed using items adopted from previous study and administered to college students, who are regular users of social media, such as Facebook, Twitter, and YouTube. Of 271 valid responses, 21% were males and 79% were females. Multiple regression analyses results supported all hypotheses. The results are consistent with the previous research, confirming user’s choice of media is influenced by their information seeking, entertainment and status needs (Tan, 198). Marketing via social media may offer content that have specific relevance or may offer entertainment for users (Chi, 2011) and may result in the establishment of an emotional connection with the brand. The more frequently brands interact with the users/fans/followers, the stronger will be the emotional connection which will affect the user’s purchase intentions from the brand. MaKenzie, Lutz & Belch (1986) in their study supported that the marketing patterns can influence the attitude of the users towards the brands which in turn affects the purchase intentions from the brand. The findings of this study confirmed that social media is a very important marketing tool. The marketers needs to ensure that they a) have a presence and social media, b) devise effective online marketing strategies and c) employ dedicated social media staff to continually interact, entertain and engage the users.

IDENTIFYING FACTORS AFFECTING SOCIAL MEDIA MARKETING

Sradha Narendra Sheth,Jiyeon Kim 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.7

Social media users today have become active producers of information but how sharing brand-related information affects the attitude of other users is an important and unexplored path. Narayan et al. (2011) mentioned that User’s attitude towards the brand is shaped not just by the attributes of the products but also the preferences of other consumers, such as peers. Zhu et al. (2012), through their study concluded, user’s opinions significantly sway other user’s own choices or are likely to reverse their attitudes. Dawson et al. (1990) have supported that delivering experiences that are pleasurable and relevant will linger in the memory and influence the user’s attitudes and purchase intentions. Although previous studies researched the attitude of the users towards social media advertising, the effect of social media advertising on the user’s attitude towards the brand is yet to be examined. By applying the Uses & Gratification theory, stimulus-Organism-Response theory and the Theory of Reasoned Action, this study aims at evaluating the effects of information sharing, peer pressure, entertainment and emotional connection in a social media setting on the user’s attitude toward a brand present in social media thereby influencing their purchase intentions from the brand. An online survey was developed using items adopted from previous study and administered to college students, who are regular users of social media, such as Facebook, Twitter, and YouTube. Of 271 valid responses, 21% were males and 79% were females. Multiple regression analyses results supported all hypotheses. The results are consistent with the previous research, confirming user’s choice of media is influenced by their information seeking, entertainment and status needs (Tan, 198). Marketing via social media may offer content that have specific relevance or may offer entertainment for users (Chi, 2011) and may result in the establishment of an emotional connection with the brand. The more frequently brands interact with the users/fans/followers, the stronger will be the emotional connection which will affect the user’s purchase intentions from the brand. MaKenzie, Lutz & Belch (1986) in their study supported that the marketing patterns can influence the attitude of the users towards the brands which in turn affects the purchase intentions from the brand. The findings of this study confirmed that social media is a very important marketing tool. The marketers needs to ensure that they a) have a presence and social media, b) devise effective online marketing strategies and c) employ dedicated social media staff to continually interact, entertain and engage the users.

Gaining Millennial women’s support for a fashion show: Infl uence of fashion experiences, gender identity and cause-related Facebook appeals

Aela Salman,Ronald J. Ferguson,Michèle Paul,Kaspar Schattke 한국마케팅과학회 2016 Journal of Global Fashion Marketing Vol.7 No.2

The present research was designed to examine the effects of Millennial women’s past fashion experiences and gender identity on both online and offline support of a luxury fashion show from a cause-related social media perspective, while investigating the specific relative effects of manipulating the promotion of the fashion products and of the charitable cause. A Conditional Process Model proposed a direct effect of Millennial women’s history of fashion experiences on their online and offline support of a fashion show. Female gender identity was proposed as a mediator of this direct eff ect and the Facebook event page appeal (augmented cause versus augmented fashion) as the moderator. The participants were ( N = 218) female Millennials at a Canadian university business school. Data collection was conducted online in two phases using Qualtrics. Gender identity was found to be an important predictor of online and offl ine support of a fashion show promoted on Facebook. It also signifi cantly mediated any eff ect of Millennial women’s past fashion experiences on this event support. Also, compared to a normal product-oriented Facebook appeal, one that included an emotional link to the cause produced greater online and offline support for the fashion show and attracted a wider clientele. This unique online study of digitally savvy and socially conscious Millennial women can inform both fashion businesses and non-profit organizations of the mutual advantages of ensuring an adequate emphasis on the cause in their cause-related fashion marketing. It also brings to light the importance of addressing social media communication to characteristics of female gender identity.

온라인 리뷰 클러스터를 이용한 추천 시스템 성능 향상

노기섭,오하영,이재훈 한국정보과학회 2018 정보과학회논문지 Vol.45 No.2

The recommender system (RS) has emerged as a solution to overcome the constraints of excessive information provision and to maximize profit and reputation for information providers. Although the RS can be implemented with various approaches, there is no study on how to appropriately utilize the information generated from the review of the recommended object. We propose a method to improve the performance of RS by using cluster information generated from online review. We implemented the proposed method and experimented with real data, and confirmed that the performance is significantly improved compared to the existing approaches. 추천 시스템은 과도한 정보제공으로 인한 정보 수용자의 결정 제약을 극복하고, 정보 제공자에게는 이윤과 평판을 최대화 시킬 수 있는 해결책으로 등장하였다. 추천 시스템은 다양한 접근법으로 구현이 가능하지만, 추천 대상 객체의 리뷰에서 생성되는 다양한 소셜 정보를 적절히 활용하는 방안은 연구되지 못하였다. 본 논문에서는 기존의 접근법과는 다르게 온라인 리뷰에서 생성되는 클러스터 정보를 이용하여 추천 시스템의 성능을 향상시키는 방식을 제안하였다. 제안하는 방식을 구현하고 실제 데이터를 활용하여 실험한 결과 기존의 방식들보다 성능이 월등히 향상됨을 확인하였다.

A Study on the Competition Among Social Commerce Company Based on the Theory of Uses and Gratification of Online Consumer

An Sang Joon(안상준),Kim Tae Hwan(김태환) 국제e-비즈니스학회 2016 e-비즈니스 연구 Vol.17 No.5