창업 플랫폼으로서 온라인 커뮤니티 평가와 투자의향에 관한 연구

The objective of this study is to draw a value evaluation model and to prove investmentintentions of subscribers of online communities based on that. Considering that a domestic portalcompany NHN (Naver) has 3,000 million blogs and 9 million of the cafes, and Daum has 9 millionblogs and 9 million cafes in 2013, it has become commonplace to open and operate onlinecommunities. These blogs and cafés are considered to have commercial activities. In fact, the FairTrade Commission provides “the guidelines for commercial activities of blogs and Cafés” toprevent consumer damage. According to this, the evaluation of online community as a subject tocommercialization is well-timed matter. This research on online community as a subject tocommercialization and especially investment can be a medium to promote the development andcommercialization of knowledge industry. It also would be expected to lead the development ofstartups, one man-company, and knowledge industry especially when it is associated with theCrowd Funding System (CFS). In order to achieve this purpose, this research defines the purposeand concept of the valuation, considers the nature and purpose of technology (patent pending)valuation and contents valuation model through literature research, proves investment intentionstargeting people with experience in online community activities, and verifies a hypothesis usingstructural equation.