초록

This study aims to cross-culturally verify the relationship between social capital elements and consumer’s participation in online community service such as social network services based on social capital theory. The study has three maor research objectives; First, it examines whether the three social capital elements(e.g., social trust, network centrality and network tie strength) have impact on SNS participation both qualitatively and quantitatively. Second, it verifies whether social indentity construct composed of cognitive, affective, and evaluative dimensions, moderate the relationship between social capital and SNS participation. Third, the study compares Korean and Chinese consumers in terms of the effects of social capital on SNS participation. The results of study indicate that social trust influences qualitative participation, but not quantitative participation. Next, network centrality, among the three social capital elements, most significantly influenced SNS participation for both Korean and Chinese consumers. Finally, among the three types of social identity, cognitive identity was found to exert greatest impact on the relationship between social capital and SNS participation.

키워드

Social Capital, SNS, SNS Participation Behavior

참고문헌(45)open

  1. [학술지] 고상민 / 2010 / 소셜네트워크서비스와 온라인 사회적 자본：한국과 중국 사례를 중심으로 / 한국전자거래학회지 15 (1) : 103 ~ 118

  2. [학술지] 김병희 / 2002 / 한국과 중국대학생의 소비가치 비교연구 / 광고학연구 13 (5) : 97 ~ 116

  3. [단행본] 김용학 / 2003 / 사회구조와 행위: 거시적 현상의 미시적 기초를 찾아서 / 나남출판

  4. [학술지] 방화룡 / 2009 / 중국의 사회 연결망 서비스 이용에 영향을 미치는 요인에 관한 연구 / Journal of Information Technology Applications & Management 16 (2) : 45 ~ 63

  5. [단행본] 오홍석 / 2008 / 사회적 네트워크, 사회적 자본 그리고 조직론 연구, In 21세기 매니지먼트 이론의 뉴패러다임 / 위즈덤하우스 : 236 ~ 293

  6. [학술대회] 이동일 / 2010 / 온라인 구전 초기특성이 구전량에 미치는 영향에 대한 연구 - 휴대폰 구전을 중심으로 / 한국 마케팅 학회 2010년 춘계학술대회 발표논문집

  7. [학술지] 이태민 / 2006 / 온라인 구전정보의 방향성과 유형이 구매영향력에 미치는효과: 한국과 미국의 국제비교 / 마케팅연구 21 (1) : 29 ~ 56

  8. [학위논문] 李洪林 / 2010 / 브랜드 원산지와 제품 원산지의 일치 여부가 제품 평가에 미치는 영향에 관한 연구 : 한·중 소비자의 비교를 중심으로

  9. [학술지] 차신준 / 2002 / 중국경제의 변화와 광고시장의 부상 / 광고계 동향

  10. [학술대회] 채명수 / 2010 / 문화적 가치, 통제위치 및 온라인 구전정보 의존도와의 관계-한국과 중국소비자를 중심으로 / 한국국제경영학회-12회 경영관련학회 통합학술대회 발표논문집

  11. [학술대회] 황성민 / 2006 / 한국과 중국간 온라인 구전정보에 관한 비교분석 / 한국경영정보학회. 춘계학술대회 : 564 ~ 573

  12. [학술지] Bansal, H. S. / 2000 / Word-of-Mouth Processes Within a Services Purchase Decision Context / Journal of Service Research 3 : 166 ~ 177

  13. [학술지] Bergami, M. / 2000 / Self-categorization, affective commitment and group self-esteem as distinct aspects of social identity in the organization / British Journal of Social Psychology 39 : 555 ~ 577

  14. [학술지] Berger, C. R. / 1975 / Some Explorations in Initial Interaction and Beyond / Human Communication Research 1 : 99 ~ 112

  15. [단행본] Blau, P. M. / 1964 / Exchange and Power in Social Life / John Wiley & Sons

  16. [단행본] Bourdieu, P. / 1986 / Forms of Capital In Richarrdson (ef.) Handbook of the Theory of and Research for the Sociology of Education / Greenwood Press

  17. [학술지] Brown, J. J. / 1987 / Social Tie and Word of mouth Referral Behavior / Journal of Consumer Research 14 : 350 ~ 362

  18. [단행본] Burt, R. S. / 1983 / Corporate Profits and Cooptation / Academic Press

  19. [단행본] Burt, R. S. / 1992 / Structural Holes: The Social Structure of Competition / harvard University Press

  20. [학술지] Childers, T. L / 1986 / Assessment of the psychometric properties of an opinion leadership scale / Journal of Marketing Research 23 (2) : 184 ~ 188

  21. [학술지] Coleman, J. S. / 1988 / Social Capital in the Creation of Human Capital / American Journal of Sociology 94 : 95 ~ 120

  22. [학술지] Dawar, N. / 1996 / A Cross-Cultural Study of Interpersonal Information Exchange / Journal of International Business Studies 27 (3) : 497 ~ 516

  23. [학술지] Dholakia, U. M. / 2004 / A social influence model of consumer participation in network-and small-group-based virtual communities / International Journal of Research in Marketing 21 (3) : 241 ~ 263

  24. [학술지] Donath, J. / 2004 / Public Displays of Connection / BT Technology Journal 22 (4) : 71 ~ 82

  25. [학술지] Ellison, N. B. / 2007 / The BEnefits of Facebook 'Friends' Social Capital and College Students Use of Online Social Network Sites / Journal of Computer Mediated Communication 12 : 1143 ~ 1168

  26. [학술지] Feick, L. / 1987 / The market maven: A diffuser of marketplace information / Journal of Marketing 51 : 83 ~ 97

  27. [학술지] Frenzen, J. K. / 1990 / Purchasing Behavior in Embedded Markets / Journal of Consumer Research 17 : 1 ~ 11

  28. [학술대회] Grabner-Kraeuter, S. / 2010 / Toward A Better Understanding of Trust In WEB 2.0 Social Networks / AMA Winter Educators’ Conference Proceedings : 313 ~ 321

  29. [단행본] Hofstede, G. / 1980 / Culture's Consequences:International Difference in Work-Related Values / Sage Publications

  30. [단행본] Hofstede, G. / 1991 / Culture and Organizations:Software of the Mind / Sage Publications

  31. [학술지] Jarvenpaa, S. L. / 1998 / Is anybody out there? Antecedents of trust in global virtual teams / Journal of Management Information Systems 14 : 29 ~ 64

  32. [학술지] Marsden, P. V. / 1990 / Network Data and Measurement / Annual Review of Sociology 16 : 435 ~ 463

  33. [학술지] Money, R. B. / 1998 / Explorations of National Culture and Word-of-Mouth Referral Behavior in the Purchase of Industrial Services in the United States and Japan / Journal of Marketing 62 (4) : 76 ~ 87

  34. [학술지] Nahapiet, J. / 1998 / Social capital, intellectual capital, and the organizational advantage / Academy of Management Review 23 : 242 ~ 266

  35. [학술지] Newton, K. / 2006 / Political Support: Social Capital, Civil Society and Political and Ecoomic Performance / Political Studies 54 : 846 ~ 864

  36. [학술지] Putnam, R. D. / 1993 / The Prosperous Community: Social Capital and Public Life / American Prospect 13 : 35 ~ 42

  37. [학술지] Rosenberg, M. J. / 1956 / Cognitive structure and attitudinal affect / The Journal of Abnormal and Social Psychology 53 : 367 ~ 372

  38. [학술지] Ryberg, T. / 2008 / Network Identities: Understanding Relationships between Strong and Weak Ties in Networkeㅇ Environments / Journal of Computer-Assisted Learning 2 : 103 ~ 115

  39. [단행본] Scott, J. / 1991 / Network Analysis : A Handbook / Sage

  40. [학술지] Valkenburg., M. / 2006 / Friend Networking Sites and Their Relationsip to Adolescents' Well-being and Social Self-Esteem / Cyber Psychology and Behavior 9 : 584 ~ 590

  41. [단행본] Tajfel, H. / 1978 / The achievement of group differentiation, In Differentiation between social groups. Studies in the social psychology of intergroup relations / Academic Press : 77 ~ 98

  42. [단행본] Tajfel, H. / 1986 / The social identity theory of intergroup behaviour, In Psychology of intergroup relations / Nelson-Hall : 7 ~ 24

  43. [학술지] Valenzuela, S. / 2009 / Is There Social Capital in Social Network Site?: Facebook Use and College Students’ Life Satisfaction, Trust, and Participation / Journal of Computer-Mediated Communication 14 : 875 ~ 901

  44. [학술지] Wellman, B. / 2001 / Does the Internet Increase, Decrease or Supplement Social Capital? Social Networks, Participation, and Community Commitment / American Behavioral Scientist 45 : 436 ~ 455

  45. [기타] Wellman, B. / 1998 / Social Structures: A Network