IPA를 이용한 성공적인 사이버 IR전략 프레임워크 개발에 관한 실증연구

Recently, Cyber IR (Investor Relation) becomes a major trend in the IR methods. Cyber IR (or Online IR) is considered as a positive communication vehicle between companies and stockholders. From this perspective, this study was to investigate the relationships between influencing factors of Cyber IR and user satisfaction. And, this research was to examine the differences between importance and performance of Cyber IR factors using IPA (ImportancePerformance Analysis). The use of IPA has contributed to the literature and the industry. Academically, the use of IPA to investigate the differences between the importance of Cyber IR selection factors as perceived by Cyber IR users, and their perceptions of a Cyber IR's actual performance in relation to these factors, could contribute to further research studies in the area of consumer decision process theory. For example, several areas regarding possible applications of IPA should be addressed. In practical terms, the IPA technique has helped to divide the Cyber IR factors into four identifiable quadrants, so that Cyber IR managers are better able to understand how customer perceive their Cyber IR services. There are two explicit advantages for Cyber IR managers in applying IPA to their management know-how. First, IPA is a relatively inexpensive and easily understood technique. Using a simple quadratic presentation, one can display the results graphically on a two-dimensional grid that explicitly shows the strengths and weakness of the Cyber IR attributes being studied. Second, using the results provided by IPA, Cyber IR managers can tailor-make marketing strategies based on the importance and perception of performance revealed in each quadrant, from the perspective of Cyber IR users. This is a useful and effective way for management to identify what problems exist, and why. For these purposes, the authors suggest three research questions. And, the data were analyzed with SPSS 10.0 W. Two hundred-thirteen subjects responded to questionnaire. The result of this study has categorised the 21 Cyber IR attributes into four Cyber IR selection factors: actual result/prospect information, interaction, public announcement information, company information, and stock price information. Using IPA, this study has compared the importance and performance of Cyber IR selection factors, as perceived Cyber IR users. The empirical findings suggest that strategic framework using IPA gives guidelines that improve effectiveness of Cyber IR.