조직 내 의사소통 환경과 온라인 커뮤니케이션 매체 선택간의 관계Relationship between Business Context and the Selection of Online Communication Media: Niche Theory Approach
- Other Titles
- Relationship between Business Context and the Selection of Online Communication Media: Niche Theory Approach
- Authors
- 오승희; 박상혁; 조남재
- Issue Date
- Sep-2006
- Publisher
- 한국데이터전략학회
- Keywords
- Online Communication Media; Niche Theory; Business Context; Online Communication Media; Niche Theory; Business Context
- Citation
- Journal of Information Technology Applications & Management, v.13, no.3, pp.129 - 143
- Indexed
- KCI
- Journal Title
- Journal of Information Technology Applications & Management
- Volume
- 13
- Number
- 3
- Start Page
- 129
- End Page
- 143
- URI
- https://scholarworks.bwise.kr/hanyang/handle/2021.sw.hanyang/180978
- ISSN
- 1598-6284
- Abstract
- Diversity of available communication media has increased as the use of Internet and mobile technology increased rapidly. The traditional media tend to transform their roles and functionality. This change brings about the expansion of the span of media to be selected by users. In this study, we examined the characteristics of emerging communication media use based on Niche Theory. Online communication media in this study include Internet messenger, mobile phone, and e-mail. We also analyzed the relationship between the nature of task and the selection of communication media, that is, the effects of communication contexts(formal vs. informal, notification vs. request, superior vs. inferior) where by the communication partners are involved. The result of this study, mobile phone had the highest niche competitive superiority in all communication contexts, and internet messenger and e-mail made difference according to communication contexts. Also, we can notify internet messenger and e-mail have a mutual substitutive relationship by analysis of niche overlap.
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