1인 미디어의 품질요인이 미디어 신뢰수준을 매개로 이용자의 참여활동 및 미디어 평판에 미치는 영향

Abstract

This study aims to suggest the management method of personal media in the aspect of firms which has been relatively underdeveloped until now. For this purpose, we tried to sophisticate the analysis by dividing the quality factor into the aspect of the informant and the communication. In addition, this study attempted to provide more specific implications by performing comparative studies according to the characteristics of users in the influence of quality factors according to personal media on user attitudes.BR This study examined causal relationship through structural equation modeling in order to demonstrate how quality factors in informant and communication affects user participation and evaluation. Also, by verifying the moderating effect of media involvement level, we tried to confirm the significance of the difference between each path. As a result of the verification, it was found that communication rationality has the strongest influence on users’ media trust. In addition, by confirming that media trust affects media reputation as well as passive participation of users, it can be seen that user attitude on the web can have a significant effect on both short-term and long-term firm’s performance. Moreover, the study confirms the significance of the difference between the quality factors of media and media trust through the identification of the moderation effect, so that the detailed research results can be derived for each subdivision market.