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Influencing Factors on Knowledge Adoption of Administrator in an Online Idea Proposal Community: Focusing on the Tourism Idea Bank of Korea Tourism Organization

온라인 아이디어 제안 커뮤니티에서 담당자 지식수용에 영향을 미치는 요인: 한국관광공사 관광아이디어뱅크 게시판을 중심으로

  • 박종원 (연세대학교 정보대학원) ;
  • 구철모 (경희대학교 컨벤션경영학과) ;
  • 양성병 (경희대학교 경영학과)
  • Received : 2016.08.17
  • Accepted : 2016.09.12
  • Published : 2016.10.28

Abstract

Recently, although many government agencies, including the Korea Tourism Organization, have been operating two-way interactive online idea proposal communities in order to reflect the various ideas of citizens in business, the utilization rate is still extremely low due to the lack of public's understandings and management's commitments. Therefore, based on previous studies on the characteristics of information quality, this research (1) derives key factors constituting idea quality in the context of online idea proposal communities, (2) classifies them into the content cues (value-added, relevancy, originality, and completeness) and the non-content cue (amount of writing) according to the heuristic-systematic model, and (3) finally validates how these content/non-content cues influence the knowledge adoption of administrators in an online idea proposal community. The findings of the structural equation modeling analysis with all of the 240 completed idea proposals in the 'Tourism Idea Bank' of Korea Tourism Organization reveal that, among content cues, value-added, relevancy, and originality have a significant effect on knowledge adoption. Moreover, it is also found that amount of writing as a non-content cue has a positive moderation effect on the relationships between originality and knowledge adoption.

Keywords

Idea Quality;Knowledge Adoption;Heuristic-Systematic Model;Online Idea Proposal Community;Tourism Idea Bank;Korea Tourism Organization

Acknowledgement

Supported by : 한국연구재단

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