소셜 미디어 환경에서 테르티우스 융겐스 성향이 개인의 직무성과에 미치는 영향

In recent years many companies have paid attention to knowledge sharing as a key factor achieving a distinctive competitive advantage, and have considered increasing organizational member’s knowledge sharing activities. Knowledge sharing activities can be seen as a series of steps occurring interaction that impacts on performance. In order to effectively share the knowledge, it is important to mobilize knowledge resources through the formation of active relationships and maintain a close relationship with people who have useful knowledge. So in this study we pay attention to social media by focusing on relationship and interaction with peers and others as a useful tool enabling effective knowledge sharing. People who work in social media share useful knowledge and information from various people around them as well as peers, and want to get the information to solve problem they face. Social media can be combined with various media tools (video, audio and pictures etc.) found on the Internet. Through social media, people can easily share not only explicit knowledge based on text, but also the tacit knowledge which may be difficult to express in written form. In other words, as social media has become a helpful information technology through which to facilitate knowledge sharing activities amongst the members of an organization, it has become essential for managers who intend to heighten the job performance of their employees through knowledge sharing activities to actively review the introduction of social media as an alternative or supplement to the existing knowledge management system. People who make active use of social media tend to gain knowledge and information with which to resolve the problems they encounter not only from their coworkers, but also from various other people around them. Thus, in the context of social media, the notion of tertius iungens, which refers to the introduction of unconnected individuals and to the transformation of alienated relationships into close ones, plays an important role in information exchange and knowledge sharing. By introducing people who have not yet been connected to one another,tertius iungens leads to the building up of strongly connected network structures. The knowledge and information can flow smoothly within strongly connected networks. This consequently makes knowledge sharing more efficient and effective. This study seeks to derive the factors which influence tertius iungens orientation and knowledge sharing activity in social media under a social media environment. This endeavor, which is based on the social cognitive and social capital theories, employs both the individual and social perspectives. While self-efficacy and enjoyment of helping are introduced as individual factors,social interaction ties and norm of reciprocity are proposed as social factors. It also introduces knowledge sharing activity in social media and tertius iungens orientation as antecedent factors which influence job performance. Using this research model, an attempt is made to analyze the determinants pertaining to tertius iungens orientation and knowledge sharing activity in social media, and to identify the mechanism of tertius iungens orientation and knowledge sharing activity in social media which in turn influence individual job performance. In order to empirically test the proposed model, the overall approach employed was a field study using the structural equation model. We carried out data analysis using two-step methodology with LISREL 8.7. The first step in the data analysis was to establish the convergent and discriminant validity of constructs. In the second step, we examined the structural model based on the cleansed measurement model. The empirical analysis revealed that self-efficacy, social interaction ties, and norm of reciprocity positively influenced tertius iungens orientation and knowledge sharing activity in social media, while enjoyment of helping was found to only have an insignificant influence on these factors. In addition, tertius iungens orientation had a significant impact on knowledge sharing activity in social media, which in turn influenced individual job performance. In conclusion, we discussed both theoretical and practical implications of this research and suggested its limitations.