인터넷 커뮤니티 서비스와 e-가치 창출 전략: 구조방정식모형분석-개인형 홈페이지 서비스를 중심으로-

The Internet is an extremely important new technology. The Internet has the potential to influential all aspects of buying and selling. It not only provides business with a new environment for commercial activity, but also facilitates exchange activities in traditional marketplaces. A company’s value proposition is at the very heart of its business model. A value proposition defines how a company’s product or service fulfills the needs of customers. To make the potential a reality, business must focus on the values of their customers. This thesis develop a model of the source of value creation in mini homepage. A business model depicts the design of transaction content, structure, and governance so as to create value through the exploitation of business opportunities. The values of prospective customers are a key element in essentially all the major decisions facing any organization involved in or considering being involved in Internet commerce. There are many e-commerce business models, and more are being invented every day. In Korea, Now Mini homepage including blog site is a fad for business companies to create their own blog sites on Mini homepage to boost corporate image and promote products. In this research, I provide conceptual frameworks for advancing research and practice in virtual internet community. Developing conceptual frameworks is an important first step in the gradual process of theory building and theory testing. This research model extends concept of Service Profit Chains, BAI(Belief-Attitude-Intention) model, and SERVQUAL model. Questionnaire was developed, and data was collected and analyzed for this study. The analysis was conducted using SEM(structural equation modeling) technique by examining research model. Results show that customer service and service assortment are important drivers in mini homepage’s service qualities. e-loyalty is significantly negative related to search intention. e-loyalty is significantly influence on click of mouth and intention of payment. In addition, e-loyalty and click of mouth were partial mediators between the e-loyalty and e-value creation. Overall, the results of this study may help explain the mixed effectiveness of e-loyalty program. Manager must recognize that e-loyalty management can have a positive impact on e-value creation and create differential CRM program that develop and enhance affective commitment may achieve value creation. The task facing practitioners is to understand the mini homepage perspective and consumer behaviors. E-service provider must use the customer’s loyalty program a number of means of creating a customer profile of consumer preference so she/he is in a position to better tailor a service experience which meets consumer needs and wants. There are several limitations of this study. The first is the cross-sectional design employed. To provide stronger inference, the model developed and tested could benefit from being tested in a longitudinal research design. Second, the sample was so small that it is difficult to generalize the research result.